Leading the design revolution in the region
MY ROLE
Lead Product Designer
TOOLS
Figma
Maze
Jira
AI
Miro
Figjam
TIMELINE
January 2024- Present
CHALLENGE
The primary goal of Project Phoenix is to modernize Property Finder’s B2B platform (PF Expert) by enhancing usability, improving technical reliability, and introducing innovative features that address key customer pain points. This initiative spans the entire customer experience from lead management to listing creation, aimed at increasing customer retention and boosting revenue per customer.
RESULTS
Coming soon - data is being collected.
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Highlights
PF Expert Redesign
The primary goal of Project Phoenix is to modernize Property Finder’s B2B platform (PF Expert) by enhancing usability, improving technical reliability, and introducing innovative features that address key customer pain points. This initiative spans the entire customer experience from lead management to listing creation, aimed at increasing customer retention and boosting revenue per customer.
Problem Space:
Client feedback consistently shows that PF Expert fails to meet expectations, with poor usability ranking as a top NPS detractor for three consecutive rounds. This is reflected in 86% of support tickets stemming from core platform issues—primarily self-service difficulties (55.08%) and listing management problems (22.69%). Poor UI/UX design and aging technical infrastructure prevent customers from independently performing basic tasks like adding users or activating features, forcing reliance on support teams for routine operations.
Key Pain Points:
Listing Management (22.69% of tickets): Complex, cluttered UI making property listing creation time-consuming and frustrating
Lead Management (1.35% of tickets): Fragmented views across multiple tabs (calls, emails, WhatsApp) preventing holistic lead assessment
Self-Service Issues (55.08% of tickets): Users unable to complete basic tasks like adding users or activating features without support
Platform Stability: Technical debt causing hour-long load times and frequent crashes
Contract Management (7.53% of tickets): Poor UI preventing efficient contract updates and renewals
Vision Work
CONTEXT
A complete overhaul was needed
The old PF Expert platform was clunky and not well-thought through
The problem
Inefficient form layout, poor user experience
Listing Creation Time
Weekly CX Tickets
30 mins
50
SOLUTIONING
How did we go about the redesign?
qualitative + quantitative data
Customer interviews (spanning 4 segments and 3 user roles)
Data from Hotjar, Clarity, WalkMe, etc
+
Ran a series of workshops to collect more data and refine our findings
UNCOVERING the truth
The bigger picture
Since the online part is quite prominent and more visible, we all considered just this part of the journey when designing interfaces. When I did research, we found out that our clients do a lot of work offline, before they come on the platform, and therefore they consider the listing creation journey to be bigger than what was previously thought.
Final designs
Listing Management
RETRospectIve
Takeaway learnings
This section is Work In Progress