Every project began from the ground up, requiring me to gather requirements, propose strategies, and collaborate closely with developers to bring ideas to life from scratch.
Many customers were facing difficult financial situations, relying on their home as their last asset to manage their challenges. The product had to address these urgent and emotional circumstances, providing a viable solution.
While the sale-leaseback model was familiar in real estate, it was new to customers looking to access home equity. Many compared it to traditional financial products, not fully understanding its unique benefits. The challenge was educating users on how EasyKnock’s flexible financial criteria offered a viable alternative to traditional loans.
The portal provided an end-to-end experience for customers from qualification to long-term tenancy. It also served as an educational hub, informing customers of their benefits and next steps.
Simplify the complex process of accessing home equity, a process similar in complexity to a mortgage, and ensure customers fully understood each step.
Accommodate various products, brandings and processes with a flexible design that maintained a consistent, intuitive user experience.
The Initial Estimate was a key step in the sales funnel, with over 20% of users who accepted the estimate ultimately closing a deal with EasyKnock. The challenge was to effectively communicate the complexity of the product in a transparent way, highlighting both the benefits and potential drawbacks, so customers could make informed decisions.We regularly tested the estimate, interviewed users, and iterated based on feedback to ensure clarity and ease of understanding.
This was designed to assess whether users pre-qualified for EasyKnock’s financial products. Our goal was to create a form that collected the minimum required information while ensuring users felt comfortable sharing sensitive financial details.
Even though there were few questions, the form went through constant iterations, with adjustments to the questions, copy, and order. These changes had a significant impact on the business, as the form was the primary source of opportunities. Every adjustment required revisiting business needs, legal constraints, and multiple systems.
The sales team used a central dashboard to generate customer estimates, proposals, and contracts. The challenge was simplifying the complexity of the deal structures, ensuring the dashboard met the sales team's needs while also adhering to business viability constraints.
I played a key role in shaping the product’s user experience, transforming insights into strategies, architectures that align with user needs and business goals. I contributed to the product roadmap to ensure seamless execution.
I collaborated with developers, business, branding, marketing, legal stakeholders, and the sales teams to integrate design with broader business objectives.
Shoot me a message at
