I'm a Product Designer, User Researcher, and Strategist based in the San Francisco Bay Area. I specialize in building products from the ground up for customers.
Building comprehensive analytics tools for real estate investors and property managers to make data-driven decisions.
View Details →I built a new service from the ground up for Azibo, expanding the startup into the Property Insurance vertical. Partnering with multiple vendors, we designed a seamless process to generate instant insurance quotes for landlords via API integration.
View Details →Through iterative research and design, we identified inefficiencies requiring tenants to pay for each application. We streamlined the process by allowing tenants to self-report key criteria.
View Details →Shifting economics, needs, and environments are driving the evolution of home healthcare. Kaiser Permanente embraced this change, seeking a fresh vision for delivering house-call services.
Tasked with creating a proof of concept (POC) to reduce high return rates for online clothing purchases, I collaborated with another designer to develop multiple concepts.
Led discovery research for a startup's product development process to uncover deep user needs, motivations, and pain points for both businesses hiring contractors/freelancers.
View Details →We set out to assist property investors in enhancing the performance of their investments by developing advanced analytics tools. These tools will facilitate data-driven decision-making, allowing users to gain deeper insights and make more informed choices.
Problem
Many investors struggle to measure their property’s performance or identify new opportunities due to complex financial metrics like cap rate, gross rent multiplier, cash-on-cash return, and internal rate of return.
Solution
To explore a new service model, we conducted:
We began with a clear objective: enhancing property performance and attracting high-quality tenants by offering a better living experience. As newer properties entered the market and economic pressures grew, smaller investors faced increasing competition. We conducted a competitive market analysis using data evaluation and then quantified apartment quality through available data and common metrics. We developed and tested multiple concepts, initially sharing simple PDFs. Through this process, we identified a significant unmet need and refined the product through multiple iterations.
First concept focused more on managing property assets
We initially developed several low-cost PDF concepts focused on identifying and managing a property's short- and long-term assets. Customer feedback indicated some value, but not enough to justify further development at that stage.
Second concept focused more optimizing cash flow
The second concept was also a low-cost PDF concept (below) that was about identifying how to increase the value of a property but from working with income and offering higher quality apartments within a clarified budget. From the customer feedback it was clear the idea was worth pursuing.
PHASE 1: Concept & Framework Development with MVP
PHASE 2: Machine Learning Model to Measure Quality
PHASE 3: Refining the Model
This product is currently in the development planning stage. A "minimum viable product" or MVP is presently being developed with the high-value features for adopters and to further validate the concept early in the product development cycle.
46%
Increase in cash flow over a 2 year period by remodelling more than 8 apartments
14%
Cash on Cash return for one particlar apartment remodel
$5,400
Increase in Cash Flow for one remodelled apartment
$91k
Estimated increase in asset value for one apartment
I was the lead designer at Azibo, a startup offering financial services for property investors and landlords managing residential and commercial real estate. We designed and built a new revenue stream by providing property insurance through the platform. The key challenge and solution are outlined below:
Problem
Shopping for property insurance is a laborious process, requiring extensive information from property owners. It's time-consuming for landlords, as insurance carriers need detailed property information for quoting and underwriting policies accurately.
Solution
Insurance companies, like banks, require extensive property information for underwriting and risk assessment. Our challenge was to simplify this process, allowing landlords to provide information from their phones in under 5 minutes, despite our partner API initially requiring over 100 data points. We aimed to test if this approach was viable for investors.
Our methodology progressed from low-fidelity concepts to high-fidelity screens, validated by customers and vetted by the development team. We broke down complex problems into smaller, manageable pieces, making decisions based on findings.
3.5X
Growth increase in Premiums sold over 2 Quarters.
$1.5MM
of Premiums sold in three fiscal quarters
66% less customer workload
The reduction of customer workload utilizing data lookup from 1st version/generation - 3rd version/generation. This heuristic is based on removel of data/features required to be understood and manually entered by customers.
33% less screens
Through iterative research and design, we identified inefficiencies requiring tenants to pay for each application. We streamlined the process by allowing tenants to self-report key criteria landlords use for selection.
We set out to create a service for property investors/managers to accept and review applicants with fewer steps, and to allow tenants to apply for an apartment more easily and affordably.
Problem
The client had a strategy deck and a development plan; however, they needed a deeper understanding of their user types and their needs to effectively compete and build an online marketplace.
Solution
We had extensive discussions with tenants who recently procured a new apartment in the last year, and we recruited landlords from our design panels (A collaborative group of 50+ landlords), to understand steps in their process and decision making criteria when selecting tenants.
+36%
average month-over-month growth in platform transaction volume
+2.2X
quarter-over-quarter customer growth with 7,300+ monthly transacting users
1.6M+
in banking cash deposit balances
Shifting economics, needs, and environments are driving the evolution of home healthcare. Kaiser Permanente embraced this change, seeking a fresh vision for delivering house-call services. Partnering with a design consultancy, I led user research, design sprints, and concept development, shaping a new software platform that seamlessly connects clinicians, command center technicians, and patients.
Tasked with creating a proof of concept (POC) to reduce high return rates for online clothing purchases, I collaborated with another designer to develop multiple concepts that enhanced the in-home clothing evaluation experience beyond the traditional fitting room.
As a User Researcher, I worked with a startup to develop a platform connecting businesses with contingent labor, such as freelancers. My main business objective was to enhance the company's understanding of both independent professionals and the small businesses their platform catered to through user research.
Working closely with the client's head of product, I collaborated to outline the specific goals of the user research. I developed a comprehensive project and research plan and detailed the delivery and integration of the user research findings and mapped them to a journey map.
Problem
Pinpoint the essential features for freelancers who provide services on the platform, as well as for businesses that use the platform to hire these freelancers.
Solution
We had extensive discussions with tenants who recently procured a new apartment and landlord from our design panels, to understand steps a process and decision criteria used throughout.
Insights discovered during interviews were mapped to journey maps for each user type and to identify needs along a typical path of engagement.
The research assisted the team is visualizing the overall dynamics of the potential marketplace. Key insights were identified and shared with the manangment team and was instrumental in articulating customer needs.
Business customer model
Started to show two distinct types of companies, those that work more in the near-term, and another where the business was more setup for long term success with specific needs from freelancers.
Freelancer customer model
Revealed more light on the different needs various levels of Freelancers. Key insights were drawn different freelancer persona's motivations - those that were full time and the providers for their families, and those who were not the earners in the family, or were doing this part-time for various motivations.
2 Models
Created multiple models of key drivers representing different types freelancers and businesses
Shifting economics, needs, and environments are driving the evolution of home healthcare. Kaiser Permanente embraced this change, seeking a fresh vision for delivering house-call services. Partnering with a design consultancy, I led user research, design sprints, and concept development, shaping a new software platform that seamlessly connects clinicians, command center technicians, and patients.
Tasked with creating a proof of concept (POC) to reduce high return rates for online clothing purchases, I collaborated with another designer to develop multiple concepts that enhanced the in-home clothing evaluation experience beyond the traditional fitting room.
Led discovery research for a startup's product development process to uncover deep user needs, motivations, and pain points for both businesses hiring contractors/freelancers and the freelancers themselves.
Companies I've worked for or with in the past