Company/Client

Home Partners of America, Blackstone

Deliverables/Services

Web and Mobile Design for Real Estate Investment Solutions, UX/UI Design, Product Owner

Timeline

B2B Real Estate Investment Platform

65% Faster Approvals | $2.4B Portfolio Value | 89% User Satisfaction

HomePartners of America manages a $2.4B portfolio across 18,000+ properties. The existing application workflow was fragmented across multiple systems, causing:

15-day average approval time for qualified applicants
Manual verification across 8 different tools
42% of applicants dropped off due to complexity
Limited visibility for investors on deal status

Design Principles

AI-first automation for repetitive tasks
Real-time collaboration across all roles
Transparent financial calculations
Seamless third-party integrations

My Role

As the Product Lead, Designer and researcher of the team, I collaborated with Product Management, real estate agent team, data team and off-shore engineering team to create the new product and define the business strategy at the intersection of user needs and business goals.

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Discover & Research

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1. Understand the Personas and Use Case

I created Personas for our target users and their use case

2. Research & Brainstorming

This is about calculating ROI and margin, there are lots of factors need to be considered. And the mathematical model of profit and cost is critical on adjust price for applicants.

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Design

1. Design and utilize AI to generate the best outcome, for example the Individual Fit on Homepage Hero

Scenario: You have different types of design cycling through the home page hero and you want:

Every audience (no matter how big or small) to be served relevant content.
To maximize engagement.
To learn which factors influence decisioning most for each variant post-fact.
Run machine learning engine with click-through selected as the goal metric.

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2. Mockups, Prototype & User Testing

I created mockups and interactive prototypes. This demonstrated not only the interface, but also the interaction and the navigation flow. I then put the prototype in front of users and stakeholders for usability testing and feedback. Finally, I refined the design.

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3. Agent Platform Design

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Here are the key platform interfaces:

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4. Wireframes and Mockups

In order to achieve the design goals, I did lot of explorations, I created wireframe and mockups based on prioritized feature/functionality list and used design thinking to solve the root cause, buildt prototypes and lots of iteration to address feedbacks.