What is being evaluated?
Research
To kick things off, we partnered with product to have the big picture and understand more about the current user experience.
Real Estate Agents
Baby Brand Agents
Mid Level
Old Hats
Brokerages
Needs
- Automated Lead Nurturing
- Behavioral Insights
- Integrated Platforms
Pain points
- Time constraints
- Low conversion rates
- Data overload
Goals
- Increase conversion rates
- Enhance productivity
- Improve client relationships
Key Insights
Automating nurturing is critical
“I spend hours each week manually reaching out to leads. It’s exhausting. Automation would give me time to focus on closing deals.”
Behavioral insights drive conversion
“If I could easily see which leads are actually interested and what they’re looking at, I could convert more efficiently and quickly.”
Improving productivity is a top priority
“The right tool for me is one that clearly boosts my productivity. I want more time engaging with clients, not dealing with complicated software.”
Results
+16.2%
Monthly Active Users
Baseline 7.8%
+17%
$192
Average Selling Price
Baseline $163
Challenges
Lack of design culture
Define design scope
Set up a work dynamic based on collaboration
Max App: Your real estate assistant to capture, nurture and close leads in one place.
Description
iHomefinder is a real estate CRM and marketing system for real estate agents, teams, and agencies. This system allows real estate agents to save time and generate business opportunities thanks to marketing automation tools. Agents can use iHomefinder's intelligent tools to manage lead generation and digital marketing campaigns.
Role and Team
Lead Product Designer
Type
Product Design (Real Estate)
Client
iHomefinder
Date
2025
Problem
Real estate agents often lose valuable deals due to manual lead management, limited insights, and generic outreach, causing just 5% of agents to secure 90% of business. Without smarter tools, agents risk missing high quality leads, wasting effort on cold prospects, and overlooking early seller opportunities.
Design Process
Building new habits for lasting impact in Real Estate.
Real estate professionals typically follow established routines and methods, making new product adoption challenging. Recognizing this, our team’s strategy was to introduce features designed to encourage small, manageable habits. These incremental changes help agents progressively move closer to achieving their goals, ensuring greater acceptance and lasting impact.
AI Strategy
- Predictive lead insights.
- Daily coaching.
- Performance tracking.
Daily plan
Lead Activity
Metrics
Platforms for finding care
Find care
Talk to someone you trust
Hope and support from people
like you
Ways to help yourself
Take your mind off things
Daily plan
Build consistent habits through achievable daily goals.
Lead Activity
Quickly access recent lead interactions for timely follow-ups.
Metrics
Track performance clearly to identify wins and areas for improvement.
Leveraging gamification to foster consistent actions and habit building by:
- Creating a new mobile home screen focused on daily habit formation.
- Integrating Braze for personalized notifications and reinforcing positive user behaviors.
Wireframing clarified our design direction and facilitated swift feedback from both internal stakeholders and users. Leveraging tools like Visily AI and ChatGPT significantly accelerated prototyping, enabling efficient validation and iterative refinement.
Enhancing consistency with a scalable design system.
For the development of final prototypes, I created a foundational design system. This helped me tackle one of the key challenges at this stage; improving consistency across the app while simultaneously aligning this product with our broader suite of solutions.
Empowering agents with actionable lead insights.
The team released an initial version of the product aimed at helping agents easily monitor lead activities on their websites, enabling timely follow ups to assist leads in achieving their goals.
For each of the modules that were part of the home, I mapped out and create the variants that fit the different use cases. In this way, the development team knew how to handle the expected experience, the edge cases anddifferent states of the experience.
Clustering system of leads to call
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Highly engaged leads
Call them
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Your leads list
Call them
Daily plan completeness
Make 5 calls today.
5/5 calls completed
100%
Add 3 new leads
Consistently adding leads keeps your pipeline full and future sales flowing.
1/3 leads added
33%
Add lead
Ask for 1 referral today
Referrals fuel your business. Ask daily, stay top of mind, and watch your network work for you!
0/1 referral
0%
Log referral
Lead activity ranking
Recent lead activity
See more
CM
Catherine McGregor
Today
Requested more info
CM
Catherine McGregor
Two weeks ago
Schedule showing
CM
Catherine McGregor
One month ago
Text message response
Recent Lead Activity
No recent activity? Try following up with your top leads or adding new contacts!
Add new lead
Let’s work together!!
Get in touch
danielarboledamanyoma@gmail.com
Connect on LinkedIn
Daniel Arboleda
Richer Lead Insights
Capture detailed lead data effortlessly, enabling personalized client interactions.
Before
After
Enhanced metric and goal settings capabilities
Go beyond basic metrics: Set personal sales goals and unlock deeper insights for smarter decisions.
Before
After
From Activity focused to comprehensive home experience.
From just activities to an integrated dashboard, clearly highlighting agents’ priorities for quick action.
Before
After
What is being evaluated?
Research
To kick things off, we partnered with product to have the big picture and understand more about the current user experience.
Real Estate Agents
Baby Brand Agents
Mid Level
Old Hats
Brokerages
Needs
- Automated Lead Nurturing
- Behavioral Insights
- Integrated Platforms
Pain points
- Time constraints
- Low conversion rates
- Data overload
Goals
- Increase conversion rates
- Enhance productivity
- Improve client relationships
Key Insights
Automating nurturing is critical
“I spend hours each week manually reaching out to leads. It’s exhausting. Automation would give me time to focus on closing deals.”
Behavioral insights drive conversion
“If I could easily see which leads are actually interested and what they’re looking at, I could convert more efficiently and quickly.”
Improving productivity is a top priority
“The right tool for me is one that clearly boosts my productivity. I want more time engaging with clients, not dealing with complicated software.”
Business impact
The Daily Success Plan launched on May 31st as part of the Max Mobile MVP. By November, two key business metrics showed meaningful movement. Monthly active usage among Direct Max accounts more than doubled, closing 81% of the gap toward the company's 20% target. Average Selling Price, a core indicator of agent deal velocity, increased 17%, reflecting more consistent daily sales behaviors driven by the coaching-based home screen.
+16.2%
Monthly Active Users
Baseline 7.8%
+17%
$192
Average Selling Price
Baseline $163
Challenges
Lack of design culture
Define design scope
Set up a work dynamic based on collaboration
Max App: Your real estate assistant to capture, nurture and close leads in one place.
Description
iHomefinder is a real estate CRM and marketing system for real estate agents, teams, and agencies. This system allows real estate agents to save time and generate business opportunities thanks to marketing automation tools. Agents can use iHomefinder's intelligent tools to manage lead generation and digital marketing campaigns.
Role and Team
Lead Product Designer
Type
Product Design (Real Estate)
Client
iHomefinder
Date
2025
Problem
Real estate agents often lose valuable deals due to manual lead management, limited insights, and generic outreach, causing just 5% of agents to secure 90% of business. Without smarter tools, agents risk missing high quality leads, wasting effort on cold prospects, and overlooking early seller opportunities.
Design Process
Building new habits for lasting impact in Real Estate.
Real estate professionals typically follow established routines and methods, making new product adoption challenging. Recognizing this, our team’s strategy was to introduce features designed to encourage small, manageable habits. These incremental changes help agents progressively move closer to achieving their goals, ensuring greater acceptance and lasting impact.
Leveraging gamification to foster consistent actions and habit building by:
- Creating a new mobile home screen focused on daily habit formation.
- Integrating Braze for personalized notifications and reinforcing positive user behaviors.
Wireframing clarified our design direction and facilitated swift feedback from both internal stakeholders and users. Leveraging tools like Visily AI and ChatGPT significantly accelerated prototyping, enabling efficient validation and iterative refinement.
Enhancing consistency with a scalable design system.
For the development of final prototypes, I created a foundational design system. This helped me tackle one of the key challenges at this stage; improving consistency across the app while simultaneously aligning this product with our broader suite of solutions.
Empowering agents with actionable lead insights.
The team released an initial version of the product aimed at helping agents easily monitor lead activities on their websites, enabling timely follow ups to assist leads in achieving their goals.
From Activity-Focused to Comprehensive Home Experience
From just activities to an integrated dashboard—clearly highlighting agents’ priorities for quick action.
Before
After
Before
After
Enhanced Metrics and Goal-Setting Capabilities
Go beyond basic metrics: Set personal sales goals and unlock deeper insights for smarter decisions.
Richer Lead Insights
Capture detailed lead data effortlessly, enabling personalized client interactions.
Before
After
AI Strategy
- Predictive lead insights.
- Daily coaching.
- Performance tracking.
Daily plan
Lead Activity
Metrics
Platforms for finding care
Find care
Talk to someone you trust
Hope and support from people
like you
Ways to help yourself
Take your mind off things
Build consistent habits through achievable daily goals.
Quickly access recent lead interactions for timely follow-ups.
Track performance clearly to identify wins and areas for improvement.
Product Designer
ABOUT ME
get resume
Let’s work together!!
Get in touch
danielarboledamanyoma@gmail.com
Connect on LinkedIn
Daniel ArboledaFor each of the modules that were part of the home, I mapped out and create the variants that fit the different use cases. In this way, the development team knew how to handle the expected experience, the edge cases anddifferent states of the experience.
Clustering system of leads to call
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Highly engaged leads
Call them
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Your leads list
Call them
Daily plan completeness
Make 5 calls today.
5/5 calls completed
100%
Add 3 new leads
Consistently adding leads keeps your pipeline full and future sales flowing.
1/3 leads added
33%
Add lead
Ask for 1 referral today
Referrals fuel your business. Ask daily, stay top of mind, and watch your network work for you!
0/1 referral
0%
Log referral
Lead activity ranking
Recent lead activity
See more
CM
Catherine McGregor
Today
Requested more info
CM
Catherine McGregor
Two weeks ago
Schedule showing
CM
Catherine McGregor
One month ago
Text message response
Recent Lead Activity
No recent activity? Try following up with your top leads or adding new contacts!
Add new lead
next project
Generating personalized social media content through AI driven agent profiling
show case study
Richer Lead Insights
Capture detailed lead data effortlessly, enabling personalized client interactions.
Before
After
What is being evaluated?
Research
To kick things off, we partnered with product to have the big picture and understand more about the current user experience.
Real Estate Agents
Baby Brand Agents
Mid Level
Old Hats
Brokerages
Needs
- Automated Lead Nurturing
- Behavioral Insights
- Integrated Platforms
Pain points
- Time constraints
- Low conversion rates
- Data overload
Goals
- Increase conversion rates
- Enhance productivity
- Improve client relationships
Key Insights
Automating nurturing is critical
“I spend hours each week manually reaching out to leads. It’s exhausting. Automation would give me time to focus on closing deals.”
Behavioral insights drive conversion
“If I could easily see which leads are actually interested and what they’re looking at, I could convert more efficiently and quickly.”
Improving productivity is a top priority
“The right tool for me is one that clearly boosts my productivity. I want more time engaging with clients, not dealing with complicated software.”
Business impact
The Daily Success Plan launched on May 31st as part of the Max Mobile MVP. By November, two key business metrics showed meaningful movement. Monthly active usage among Direct Max accounts more than doubled, closing 81% of the gap toward the company's 20% target. Average Selling Price, a core indicator of agent deal velocity, increased 17%, reflecting more consistent daily sales behaviors driven by the coaching-based home screen.
2x
7.8% → 16.2%
Monthly Active Users
Target 20%
+17%
$192
Average Selling Price
Baseline $163 / Target $225
Challenges
Lack of design culture
Define design scope
Set up a work dynamic based on collaboration
Max App: Your real estate assistant to capture, nurture and close leads in one place.
Description
iHomefinder is a real estate CRM and marketing system for real estate agents, teams, and agencies. This system allows real estate agents to save time and generate business opportunities thanks to marketing automation tools. Agents can use iHomefinder's intelligent tools to manage lead generation and digital marketing campaigns.
Role and Team
Lead Product Designer
Type
Product Design (Real Estate)
Client
iHomefinder
Date
2025
Problem
Real estate agents often lose valuable deals due to manual lead management, limited insights, and generic outreach, causing just 5% of agents to secure 90% of business. Without smarter tools, agents risk missing high quality leads, wasting effort on cold prospects, and overlooking early seller opportunities.
Design Process
Building new habits for lasting impact in Real Estate.
Real estate professionals typically follow established routines and methods, making new product adoption challenging. Recognizing this, our team’s strategy was to introduce features designed to encourage small, manageable habits. These incremental changes help agents progressively move closer to achieving their goals, ensuring greater acceptance and lasting impact.
Leveraging gamification to foster consistent actions and habit building by:
- Creating a new mobile home screen focused on daily habit formation.
- Integrating Braze for personalized notifications and reinforcing positive user behaviors.
Wireframing clarified our design direction and facilitated swift feedback from both internal stakeholders and users. Leveraging tools like Visily AI and ChatGPT significantly accelerated prototyping, enabling efficient validation and iterative refinement.
Enhancing consistency with a scalable design system.
For the development of final prototypes, I created a foundational design system. This helped me tackle one of the key challenges at this stage; improving consistency across the app while simultaneously aligning this product with our broader suite of solutions.
Home
Lead profile
Metrics
Empowering agents with actionable lead insights.
The team released an initial version of the product aimed at helping agents easily monitor lead activities on their websites, enabling timely follow ups to assist leads in achieving their goals.
From Activity-Focused to Comprehensive Home Experience
From just activities to an integrated dashboard—clearly highlighting agents’ priorities for quick action.
Before
After
Before
After
Enhanced Metrics and Goal-Setting Capabilities
Go beyond basic metrics: Set personal sales goals and unlock deeper insights for smarter decisions.
Richer Lead Insights
Capture detailed lead data effortlessly, enabling personalized client interactions.
Before
After
AI Strategy
- Predictive lead insights.
- Daily coaching.
- Performance tracking.
Daily plan
Lead Activity
Metrics
Platforms for finding care
Find care
Talk to someone you trust
Hope and support from people
like you
Ways to help yourself
Take your mind off things
Build consistent habits through achievable daily goals.
Quickly access recent lead interactions for timely follow-ups.
Track performance clearly to identify wins and areas for improvement.
Product Designer
ABOUT ME
get resume
For each of the modules that were part of the home, I mapped out and create the variants that fit the different use cases. In this way, the development team knew how to handle the expected experience, the edge cases anddifferent states of the experience.
Clustering system of leads to call
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Highly engaged leads
Call them
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Make 5 calls today
2/5 calls completed
40%
New inquiries leads
Call them
Your leads list
Call them
Daily plan completeness
Make 5 calls today.
5/5 calls completed
100%
Add 3 new leads
Consistently adding leads keeps your pipeline full and future sales flowing.
1/3 leads added
33%
Add lead
Ask for 1 referral today
Referrals fuel your business. Ask daily, stay top of mind, and watch your network work for you!
0/1 referral
0%
Log referral
Lead activity ranking
Recent lead activity
See more
CM
Catherine McGregor
Today
Requested more info
CM
Catherine McGregor
Two weeks ago
Schedule showing
CM
Catherine McGregor
One month ago
Text message response
Recent Lead Activity
No recent activity? Try following up with your top leads or adding new contacts!
Add new lead
next project
Generating personalized social media content through AI driven agent profiling
show case study
Let’s work together!!
Get in touch
danielarboledamanyoma@gmail.com
Connect on LinkedIn
Daniel ArboledaRicher Lead Insights
Capture detailed lead data effortlessly, enabling personalized client interactions.
Before
After