Completed as part of my UX Design Certificate (CareerFoundry, 2022) — training The Conservation Fund invested in to build my research and interface design skills as Creative Director. Designing a consumer-facing real estate product gave me a chance to apply the same category I already knew from the client side at Carr Properties and One Congress, this time from the user's perspective — building the persona, user flow, and brand system that would earn a buyer's trust in a high-stakes, emotional purchase decision. That dual perspective — brand builder and end-user advocate — directly shaped how I approached The Conservation Fund's 2024 rebrand and the donor-focused website redesign that followed.

 
 

Overview

Objective:
A responsive web app that provides property buyers with information on properties of interest.

Problem Statement:
Real estate investment is an increasingly popular way for individuals to achieve financial security. It is an exciting and emotional experience, but often complicated. While there are plenty of blogs and agencies providing information, often, buyers new to the market may struggle to get started without professional guidance and waste time viewing properties out of their range. This web app will provide them with the expertise needed to get started efficiently.

 

TYPE

Real Estate Property App

SKILLS APPLIED

UI, Branding

SOFTWARE

Adobe XD, Illustrator

ROLE

UI Designer, Visual Design, Prototyping

 
 

Design Process

The process follows the design thinking process which focuses on the human-centered and iterative process to solve and tackle the problem.

 
 
 
 

Reflection

What I've Learned

  • Designing for a high-stakes, emotional purchase decision like buying a home means visual polish alone isn't enough — the user flow and persona work had to earn trust before the interface ever could.

  • Bringing my real estate brand experience (Carr Properties, One Congress) into a UX project sharpened how I think about audience: I was designing for the buyer this time, not the developer.

What Would I Do Differently

  • Test the wireframes with real prospective buyers earlier in the process, rather than relying primarily on the 5 Ws framework to define the audience.

Designing Perfect Properties end-to-end — persona, user flow, brand system, and interface — reinforced something I carried directly into The Conservation Fund: a brand system only works if it earns trust at the moment someone is making a high-stakes decision, whether that's buying a home or choosing where to direct a donation. That user-first lens, not just the visual polish, is what I brought to leading The Conservation Fund's rebrand and website redesign.