2024 · Case study · 8 min

Phoenix — B2B Platform Redesign

Igniting digital transformation at Property Finder

Project Phoenix modernised PF Expert, Property Finder’s B2B platform, by improving usability and reliability and adding features that solve key customer problems. It covers the whole customer journey, from lead management to listing creation, with the goal of improving retention and revenue.

My contribution: I led the full redesign of PF Expert, managed four designers on the project, and started our own design system.

Team

Design lead

Kseniia

PM lead

Hugs

Eng lead

Oleksii

Research

Alson

Marketing

Alex

Timeline

Jun 2024

Start

Aug 2024

Alpha25 customers, KSA

Sep – Oct 2024

Beta50% · Egypt, UAE, Qatar, Bahrain

Q4 2024

Full rollout100% of customers

Q1 2025

Legacy retired

Goals

Business

Increase customer retentionBoost revenue per customerReinforce Property Finder as the proptech leader

Listings

A more intuitive, seamless experienceLess friction when listingReal-time quality feedbackLess time to create a listing

Mission & vision

Our mission is to give partners advanced tools across listing creation and management, so they connect with home seekers quickly and easily.

We’re changing how brokerages list their properties: agents guided to the perfect listing, partners shown how to maximise return, and technology that makes the whole journey truly seamless.

Why

Listing creation is a crucial touchpoint for our partners, yet in Egypt it took over 30 minutes on average. We set out to make it faster and to raise listing quality, guiding users to better listings in less time.

The problem

30 mins

Average listing creation time

CX tickets every week

Old UI

Poor user experience and interfaceLack of guidance and informationInefficient form layout

The old listing form and listings table.

Pain points by role

Decision makers

No consolidated view of listingsSlow access to listing dataNo real-time status or key metricsLimited multi-device access

Admins

Slow listing creation, no bulk uploadDifficult image managementNo data validationNoisy, unprioritised notifications

Agents

Complex, time-consuming listing creationData entry errorsHard-to-use editing toolsNo real-time performance insights

Research

We combined qualitative and quantitative data: customer interviews across 4 segments and 3 user roles, behaviour data from Hotjar, Clarity and WalkMe, and a series of workshops to refine the findings.

Workshop day with the team.

The bigger picture

Mapping the admin journey showed that 17 minutes are spent outside the platform before a listing is even started, and that verification wait times were a major frustration.

Listing creation experience, offline to online.

Customer journey by role, with interview quotes.

Information architecture for every property type.

Constraints

Time

About 6 months (2 weeks initially) to rebuild the whole platform for 5 countries, in 2 languages, responsive.

Team

The design team went from 5 people to 2.

Design system

No working B2B design system — we were only starting to explore options.

Amplify

A new tool to speed up design to production. Nobody had used it before, so setup and onboarding were part of the work.

Outcomes we designed for

Speed

Faster, more efficient listing creation

Stability

Cut stability bug tickets (P0s) by 90%

Support

Cut UX-related CX tickets by 70%

Engagement

Grow platform engagement by 13% in the UAE

Process

Research & test→Wireframes→Test again→Hi-fi designs→Improvements

The solution

The new listings management tool automates verification tracking, surfaces the actions needed to improve each listing, and shows listing rank clearly. It saves the average client up to 20 hours a week — two full days back every month.

Results

BeforeAfter

Adoption44%48%

Engagement21%33%

Median listing creation time14.4 min11.5 min

Avg listing quality score (UAE)84.694.4

Listing-related CX tickets2.4%0%

Premium usage2.6%2.9%

Featured usage5.9%6.4%

What we heard in testing

Liked

All fields on one page cut unnecessary clicks.Pre-filling from permits saved time for those who get the permit first.Sharing or viewing a listing on the live site drew interest.The dual sections confused some at first, then felt easy.

To improve

Listings shown as online but not visible on the live site.Verification waits and rejections — customers see listing as a broader journey than we did.