Estate Intel is a B2B2C data platform tracking real estate across Africa but they needed a more intuitive experience to help clients find and extract insights faster. The product was packed with valuable data, but users struggled with navigation, clarity, and flow.

My Role: As the product designer on this project, I led the redesign from discovery to delivery, collaborating directly with the CEO and dev team.

Understanding the users‍

Working closely with the CEO and product team we used affinity mapping techniques to help us identify themes and patterns in our research data

After speaking to our users we developed user stories to help us understand what our users really needed and why it was soo important to them.

As a Contractor I want to see project team member information so I can call them

As a Property Developer I want to compare completed projects so I can understand the market trends for that area.

As a Researcher I want to search for projects so I can find relevant projects easier.

As a Contractor I want to see only conceptual projects so I can generate leads.

As an Investor I want to see similar projects so that I can make better investment decisions

‍I prioritised the most important information to users and created a journey that allowed users navigate from one page to another easily.

I mapped out new user journeys and restructured the site’s IA to match key user goals.

Before jumping into design, I conducted a design workshop with stakeholders to align the entire team on the proposed user journey

We started the design process by creating lowfidelity wireframes which we quickly tested with users and iterated on before moving to high fidelity prototypes

‍At every stage of the design process we tested our design ideas with users to ensure we had accounted for every use case and edge-case scenario.

‍An important lesson learnt from this exercise is the importance of constantly communicating with your users to help you understand how they are currently using your product. Also, by speaking to users we realised users needed a way to add their properties on the website. This birthed the "add a property" feature on estateintel’s website. We would never have realised this if we did not talk to our users.