Simply better
I was hired alongside another senior designer as the first two dedicated design hires of a 50-person company. We led a cross-functional effort to rally product, marketing, and executive leadership around an ambitious plan to realign the company’s brand and product direction. Over the course of three years, I started to build a design team and transformed the product from a narrowly focused tool into a robust, user-centered platform supporting the entire homeownership journey. This strategic evolution played a key role in the company’s rapid growth to over 300 employees and ultimately its $1.2 billion valuation and acquisition in 2021.
The old design could not adapt to the growing customer needs and complexity of the product
Style guide & component library
After an exhaustive competitive visual audit and aligning on where we wanted to position ourselves in the market, I developed a visual style and preliminary assets that moved us in that direction.
Now to align on our vision
While building the design system I simultaneously led user research and mapped the homeownership journey, helping reposition the platform from a loan officer tool to a full ecosystem connecting homeowners, realtors, lenders, and service providers.
We pinpointed areas of the journey that were the most crucial for our customers and users and addressed those first as we iterated forward.
