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Simplifying Sharing Real Estate Data with Banks and Stakeholders
Design OPS ( Request flow )
Design System Setup
UX Research
Client: ING WB
Year: 2018
This three-year project focused on developing a blockchain-powered platform to simplify and secure real estate data sharing with major banks in the Netherlands. Initially launched as a proof of concept called Axiom within Deloitte, project evolved into a full scale platform: PropertyPass, a scalable solution later acquired by a leading real estate investment company.
Transitioning from a startup pilot to a commercial platform brought challenges like balancing speed with quality, adapting to an evolving product vision, and designing for scalability with limited resources. Despite these hurdles, we focused on creating a user-friendly, efficient experience, ensuring the platform met the needs of both property owners and banks.
Objective
Phase 1: Proof of Concept
(Axiom at Deloitte )
The journey started at Deloitte with Axiom, a POC exploring how blockchain technology could securely manage and share real estate data between banks, property owners, and regulators. Zero-knowledge proof technology played a crucial role in maintaining data privacy and compliance.
In this phase, I focused on designing early user flows, wireframes, and prototypes for processes like onboarding and approvals. I conducted stakeholder interviews to understand the inefficiencies of the current paper-based and digital workflows.
We started by conducting stakeholder interviews with bank representatives and property owners to uncover the pain points in their current data-sharing process to understand the inefficiencies of the current paper-based and digital workflows and helped us gain understanding of the challenges they faced, from inefficiencies to security concerns.
From there, we analyzed existing workflows, pinpointing areas where automation could make a meaningful difference. Using these insights, I contributed to designing initial user flows that focused on key interactions like onboarding, data submission, and approvals.
To test our ideas, I created low-fidelity wireframes and interactive mockups, which we used to validate basic interactions and gather feedback early on. One of the challenges was collaborating with stakeholders and experts to ensure the design worked seamlessly with zero-knowledge proof technology—a cutting-edge approach that allowed data to be verified without revealing sensitive details.
The proof of concept (POC) was a success. We validated the feasibility of using blockchain to securely share real estate data, and the designs we developed provided a foundation for the next phase. More importantly, the solution addressed stakeholder needs and gave them confidence in the potential of this new approach, laying the groundwork for further development.
Scaling Axiom for Real-World Use
After the proof of concept (POC) for Axiom was validated, the project moved into its next phase: transforming the platform into a fully functional solution for automating and digitizing real estate data-sharing processes. The goal was to make these processes scalable, secure, and user-friendly for key stakeholders, including banks, property owners, and regulators.
As the sole designer on the team, I was responsible for creating intuitive workflows that would streamline the platform’s user experience. This included designing user flows for onboarding, data submission, approval processes, and data portability. The challenge was ensuring that the platform remained accessible and easy to navigate, especially balance power users and users unfamiliar with the system. We needed to create a tool that met strict security and scalability requirements while still being intuitive enough for everyday use.
Continuous Iteration
Based on ongoing feedback, I iterated on the design to refine workflows and eliminate roadblocks. This iterative approach allowed us to make constant improvements, ensuring the platform became more intuitive with each update. The user interface evolved to provide a seamless experience, and each new feature was tested to make sure it addressed real-world needs.
Scalable Design System
With the platform set to grow, I developed a scalable design system that would support future updates and new features. I created a reusable component library to maintain design consistency and collaborated closely with developers to ensure that the designs were implemented in line with the platform’s technical capabilities.
Usability Testing
I conducted usability testing with early adopters, including bank representatives and property owners, to understand pain points and identify areas of improvement. Through these sessions, it became clear that issues like confusing navigation and complex processes were preventing smooth usage.
Design Refinements
In response to user feedback, I simplified the onboarding experience and streamlined the language used across the platform. I also focused on improving the navigation, ensuring that key tasks were easy to access and complete. I introduced visual progress indicators to guide users through multi-step approval processes and designed a real-time tracking dashboard to help users monitor their data requests and approvals.
PropertyPass originated as a proof of concept (POC) called Axiom within Deloitte, designed to revolutionize the real estate sector by replacing outdated, paper-based workflows with secure, digital data-sharing processes. After successfully validating the concept and completing a pilot phase, the project evolved into a scalable platform and was rebranded as PropertyPass.
Proof of Concept (Axiom) at Deloitte
Phase One
As the sole designer on the project, we played a key role in shaping the platform’s user experience. Collaborating closely with stakeholders, including major banks, and working within a multidisciplinary DevOps team, we ensured the platform met both user needs and industry demands. Through usability testing, iterative design, and scalable systems, PropertyPass became a cutting-edge tool for the real estate market.
The purpose of Axiom was to test the feasibility of securely digitizing and sharing real estate data among banks, property owners, and regulators. As the sole designer, I collaborated closely with stakeholders and a DevOps team to create initial user flows, wireframes, and prototypes. We aimed to design the platform to meet the needs of users, ensuring a secure and seamless experience.
Process:
We conducted stakeholder interviews to identify pain points and needs.
Created user flows for onboarding, data submission, and approval processes.
Worked with the DevOps team to align design and technical requirements.
Conducted usability testing to validate early design choices.
The POC successfully demonstrated how blockchain and digitized workflows could streamline data-sharing in real estate. The software and designs provided the foundation for the next phase, offering clarity on the platform’s potential and future direction.
Scaling for Real World Use
Phase Two
With the validation of the POC, PropertyPass entered its next phase—transforming into a fully functional, scalable platform for automating real estate data-sharing processes. The effort shifted to focus more on creating a seamless experience for key stakeholders, such as banks, property owners, and regulators.
One of the main challenges was transitioning the platform from a POC to a fully operational tool. We needed to design a system that not only met security and scalability requirements but was also intuitive and easy to navigate for users unfamiliar with the platform.
Process:
We conducted usability testing with early adopters, such as bank representatives and property owners, to identify pain points and refine the user experience.
Based on feedback, I simplified onboarding, added visual progress indicators for multi-step workflows, and designed a real-time tracking dashboard to improve transparency.
To ensure consistency across future iterations, I created a reusable design system and worked closely with developers to ensure smooth implementation.
By the end of this phase, PropertyPass had evolved into a phase that allowed property owners to securely share data with banks. The platform’s improved usability set the stage for broader adoption by customers and commercial deployment.
PropertyPass – Rebranding and Commercial Deployment
Phase Three
After PropertyPass was acquired by Kate Innovations, the platform’s development shifted toward refining it for commercial launch. This phase focused on enhancing the platform’s scalability, automating workflows, and ensuring a seamless experience for large-scale adoption by banks, property owners, and regulators.
The challenge here was redesigning PropertyPass to ensure it could scale for commercial use while integrating lessons learned from the earlier phases. We needed to improve automation and streamline workflows without sacrificing the platform’s usability and security.
Process:
Redesign and Rebranding: I worked on aligning the user interface with PropertyPass's new branding and creating a cohesive design system for scalability.
Automation and Efficiency: We added automation tools like pre-filled forms, batch data uploads, and automated customer communications, reducing customer support time by 90%.
Stakeholder Collaboration: I worked closely with banks and property owners to gather feedback on new features and iterated quickly to make necessary adjustments.
Scaling for Growth: I expanded the design system to accommodate new features and created detailed UX documentation for team onboarding.
PropertyPass became a trusted platform for securely sharing real estate data with banks. The platform’s automation features and usability set a new standard and was noticed within the industry, eventually leading to its acquisition by a major real estate investment company.
Through all three phases, I worked closely with a talented team of developers and stakeholders to ensure PropertyPass evolved from a proof of concept into a commercially viable platform. By focusing on user-centered design, continuous iteration, and close collaboration, we scaled a concept into a product that met the needs of its users and the industry.
Reflection
Working on PropertyPass was an invaluable experience that shaped my approach to design and collaboration. As the sole designer, I was responsible for the platform’s entire UI/UX, from early concepts to its commercial launch. The startup environment gave me the chance to be deeply involved in decision-making, from product strategy to user journey planning, which helped me see the bigger picture of how design supports business goals.
The fast-paced nature of the project taught me the importance of adaptability and close collaboration. Working alongside a small DevOps team, we prioritized features, iterated quickly, and ensured the platform balanced usability with technical feasibility. Regular usability testing with stakeholders helped us address real user pain points and make meaningful improvements.
This project reinforced the value of simplicity, scalability, and teamwork. Designing a platform that evolved into an industry-leading tool was both challenging and rewarding, and I’m proud of how our combined efforts delivered a product that made a tangible difference.
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