BuyProperly is a real estate platform that allows users to invest in fractional property ownership. My role was to revamp the marketing website and redesign the customer portal to improve user engagement, enhance the user experience, and align the platform's design with its business goals. Their goal is to make real state investment easier for non savvy people, cater to young professionals. Buyproperly started as a start up in Toronto, Canada and eventually expanded to the United States. Eventually they went throught another revamp, but this is the case study of my work with them in 2021

As part of the BuyProperly revamp, we re-envisioned the user journey to cater primarily to non-expert users, simplifying complex real estate investment concepts. The challenge was to reduce the amount of technical information presented upfront, making the platform more accessible and approachable for first-time investors. I focused on creating a seamless, intuitive experience by highlighting only the most relevant details during key stages of the journey—like property exploration, investment options, and ROI projections—while ensuring users understood the benefits of fractional property ownership without feeling overwhelmed.

For more experienced users, I designed deeper layers of information accessible through expandable sections and detailed pages. This allowed expert investors to dive into performance metrics, property details, and technical data at their discretion, without cluttering the experience for beginners. This approach balanced simplicity with the ability to explore further, creating an inclusive user experience that catered to a wide range of investment knowledge levels.

In redesigning BuyProperly, we took a mobile-first approach to ensure a seamless experience across all devices. Given that many users access the platform from their phones, I prioritized designing a clean and intuitive mobile interface. Key actions—like browsing properties, viewing investment details, and checking portfolio performance—were optimized for smaller screens, ensuring easy navigation, legible text, and fast-loading content. The design adapts to various screen sizes, maintaining visual consistency and usability from mobile to desktop.

The responsive design allowed users to seamlessly transition between devices without losing functionality or clarity. For non-expert users, simplified mobile interactions helped streamline the journey, while more advanced users could still access detailed data through expandable sections. This mobile-first approach not only improved accessibility but also increased user engagement and retention on the platform.