Project overview
After my company was acquired by RE/MAX in 2018 to strengthen their digital capabilities, I led the end-to-end design and launch of a new website, CRM, CMS, and mobile apps. Our mission was to create a modern, scalable platform capable of supporting over 9,000 franchises and 140,000 agents globally. This effort required aligning user needs with business goals, ensuring technical scalability, and orchestrating collaboration across multiple cross-functional teams and product lines.
Before the acquisition, I joined the startup at its early stages, helping shape innovative real estate tools that ultimately captured RE/MAX’s attention and led to the acquisition. My work played a key role in building the product vision and design foundation that positioned us as a leader in real estate technology.
The Challenge: RE/MAX’s existing digital tools were fragmented and outdated, limiting both customer engagement and agent productivity. The company needed a modern, user-centered platform and technology suite to help drive recruitment and revenue.
My Role: Lead Designer, Design Operations Manager, and Creative Director
My Responsibilities: Led end-to-end UX/UI design from requirements to launch, designed website, admin panel, CRM, and mobile app, managed design strategy, schedules, and resources, oversaw multiple large-scale projects, grew and led a multidisciplinary design team, facilitated cross-functional collaboration with product, engineering, marketing, stakeholders, copywriters, and SEO teams.
Services & Activities: Product Design - Mobile Apps, Web App, CRM, and CMS, UX Design, Information Architecture, Design QA & Dev Consulting, User Testing, SEO, Copywriting
Project overview
After my company was acquired by RE/MAX in 2018 to strengthen their digital capabilities, I led the end-to-end design and launch of a new website, CRM, CMS, and mobile apps. Our mission was to create a modern, scalable platform capable of supporting over 9,000 franchises and 140,000 agents globally. This effort required aligning user needs with business goals, ensuring technical scalability, and orchestrating collaboration across multiple cross-functional teams and product lines.
Before the acquisition, I joined the startup at its early stages, helping shape innovative real estate tools that ultimately captured RE/MAX’s attention and led to the acquisition. My work played a key role in building the product vision and design foundation that positioned us as a leader in real estate technology.
The Challenge: RE/MAX’s existing digital tools were fragmented and outdated, limiting both customer engagement and agent productivity. The company needed a modern, user-centered platform and technology suite to help drive recruitment and revenue.
My Role: Lead Designer, Design Operations Manager, and Creative Director
My Responsibilities: Led end-to-end UX/UI design from requirements to launch, designed website, admin panel, CRM, and mobile app, managed design strategy, schedules, and resources, oversaw multiple large-scale projects, grew and led a multidisciplinary design team, facilitated cross-functional collaboration with product, engineering, marketing, stakeholders, copywriters, and SEO teams.
Services & Activities: Product Design - Mobile Apps, Web App, CRM, and CMS, UX Design, Information Architecture, Design QA & Dev Consulting, User Testing, SEO, Copywriting
Project overview
After my company was acquired by RE/MAX in 2018 to strengthen their digital capabilities, I led the end-to-end design and launch of a new website, CRM, CMS, and mobile apps. Our mission was to create a modern, scalable platform capable of supporting over 9,000 franchises and 140,000 agents globally. This effort required aligning user needs with business goals, ensuring technical scalability, and orchestrating collaboration across multiple cross-functional teams and product lines.
Before the acquisition, I joined the startup at its early stages, helping shape innovative real estate tools that ultimately captured RE/MAX’s attention and led to the acquisition. My work played a key role in building the product vision and design foundation that positioned us as a leader in real estate technology.
The Challenge: RE/MAX’s existing digital tools were fragmented and outdated, limiting both customer engagement and agent productivity. The company needed a modern, user-centered platform and technology suite to help drive recruitment and revenue.
My Role: Lead Designer, Design Operations Manager, and Creative Director
My Responsibilities: Led end-to-end UX/UI design from requirements to launch, designed website, admin panel, CRM, and mobile app, managed design strategy, schedules, and resources, oversaw multiple large-scale projects, grew and led a multidisciplinary design team, facilitated cross-functional collaboration with product, engineering, marketing, stakeholders, copywriters, and SEO teams.
Services & Activities: Product Design - Mobile Apps, Web App, CRM, and CMS, UX Design, Information Architecture, Design QA & Dev Consulting, User Testing, SEO, Copywriting
The Need for Design
Business Need: A modern, scalable platform to replace fragmented tools, improve agent productivity, boost customer engagement, and support a global network of franchises and agents.
User Need: An intuitive, user-centered experience that simplifies home buying and selling, while providing agents with efficient tools to manage leads and listings.
The Need for Design
Business Need: A modern, scalable platform to replace fragmented tools, improve agent productivity, boost customer engagement, and support a global network of franchises and agents.
User Need: An intuitive, user-centered experience that simplifies home buying and selling, while providing agents with efficient tools to manage leads and listings.
The Need for Design
Business Need: A modern, scalable platform to replace fragmented tools, improve agent productivity, boost customer engagement, and support a global network of franchises and agents.
User Need: An intuitive, user-centered experience that simplifies home buying and selling, while providing agents with efficient tools to manage leads and listings.
Discovery
Discovery
Discovery
Understanding How to Scale
My team and I analyzed top D2C and eCommerce brands and conducted discovery to identify key focus areas. We completed stakeholder and user interviews, competitive, content, and product audits, journey mapping, and site architecture planning to uncover best practices for content, navigation, and storytelling.
Key Questions
We aimed to understand how agent workflows and pain points vary between small and large brokerages, which tools are essential for managing leads and listings at scale, and how regulations differ across regions. We also explored what motivates agents to join or leave a brokerage, what competitors offer that agents value, and the flexibility offices require for branding and content management.
Key Questions
We aimed to understand how agent workflows and pain points vary between small and large brokerages, which tools are essential for managing leads and listings at scale, and how regulations differ across regions. We also explored what motivates agents to join or leave a brokerage, what competitors offer that agents value, and the flexibility offices require for branding and content management.
Key Questions
We aimed to understand how agent workflows and pain points vary between small and large brokerages, which tools are essential for managing leads and listings at scale, and how regulations differ across regions. We also explored what motivates agents to join or leave a brokerage, what competitors offer that agents value, and the flexibility offices require for branding and content management.
Findings
We found that agent workflows differed significantly based on region, office size, and team structure. Office managers needed better tools for visibility and coordination, and mobile access was a top priority. Regulatory differences across markets also required more adaptable, localized solutions. These insights shaped how we scaled the platform.
Findings
We found that agent workflows differed significantly based on region, office size, and team structure. Office managers needed better tools for visibility and coordination, and mobile access was a top priority. Regulatory differences across markets also required more adaptable, localized solutions. These insights shaped how we scaled the platform.
Findings
We found that agent workflows differed significantly based on region, office size, and team structure. Office managers needed better tools for visibility and coordination, and mobile access was a top priority. Regulatory differences across markets also required more adaptable, localized solutions. These insights shaped how we scaled the platform.
Ideation
Approach & Execution
I took on a player-coach role, becoming deeply embedded in the project as both lead designer and creative director across multiple products. While leading design on key parts of the website, CRM, CMS, and mobile app, I also managed design and project operations to deliver a seamless omnichannel experience across all platforms and devices. Balancing design and leadership with project management, I defined requirements, created schedules, and allocated resources to keep multiple launches on track and aligned with aggressive timelines.
To drive success, I served as a vital bridge between design, product, engineering, and business teams, facilitating clear communication and collaboration. My focus was on ensuring transparency around requirements and deadlines while delivering UX/UI solutions that not only met user needs but also exceeded business objectives.
Key Activities
Designed key elements of the RE/MAX website, CRM, backend admin, and mobile app.
Created requirements, schedules, and resource allocation plans for multiple workstreams.
Oversaw large-scale, concurrent product launches while ensuring consistent quality.
Led cross-functional collaboration to maintain alignment between teams.
Conducted user testing and iteration to validate designs and improve usability.
Ideation
Approach & Execution
I took on a player-coach role, becoming deeply embedded in the project as both lead designer and creative director across multiple products. While leading design on key parts of the website, CRM, CMS, and mobile app, I also managed design and project operations to deliver a seamless omnichannel experience across all platforms and devices. Balancing design and leadership with project management, I defined requirements, created schedules, and allocated resources to keep multiple launches on track and aligned with aggressive timelines.
To drive success, I served as a vital bridge between design, product, engineering, and business teams, facilitating clear communication and collaboration. My focus was on ensuring transparency around requirements and deadlines while delivering UX/UI solutions that not only met user needs but also exceeded business objectives.
Key Activities
Designed key elements of the RE/MAX website, CRM, backend admin, and mobile app.
Created requirements, schedules, and resource allocation plans for multiple workstreams.
Oversaw large-scale, concurrent product launches while ensuring consistent quality.
Led cross-functional collaboration to maintain alignment between teams.
Conducted user testing and iteration to validate designs and improve usability.
Ideation
Approach & Execution
I took on a player-coach role, becoming deeply embedded in the project as both lead designer and creative director across multiple products. While leading design on key parts of the website, CRM, CMS, and mobile app, I also managed design and project operations to deliver a seamless omnichannel experience across all platforms and devices. Balancing design and leadership with project management, I defined requirements, created schedules, and allocated resources to keep multiple launches on track and aligned with aggressive timelines.
To drive success, I served as a vital bridge between design, product, engineering, and business teams, facilitating clear communication and collaboration. My focus was on ensuring transparency around requirements and deadlines while delivering UX/UI solutions that not only met user needs but also exceeded business objectives.
Key Activities
Designed key elements of the RE/MAX website, CRM, backend admin, and mobile app.
Created requirements, schedules, and resource allocation plans for multiple workstreams.
Oversaw large-scale, concurrent product launches while ensuring consistent quality.
Led cross-functional collaboration to maintain alignment between teams.
Conducted user testing and iteration to validate designs and improve usability.
Final Designs
The New Unified Experience
The final solutions delivered a cohesive, scalable digital ecosystem that empowered both consumers and agents. The redesigned website and mobile app provided a seamless search and engagement experience, while the custom CRM and CMS dramatically improved agent productivity and became a powerful recruitment tool.
Results
Created a cohesive digital ecosystem that unified the website, CRM, CMS, and mobile app.
Gave agents efficient tools to manage leads, listings, and client relationships, boosting productivity.
Delivered an intuitive, engaging platform for buyers and sellers, improving overall user experience.
Positioned RE/MAX as a more attractive brand for agent recruitment through modern, powerful tools.
Established a scalable foundation to support future growth and adaptability in a competitive market.
Final Designs
The New Unified Experience
The final solutions delivered a cohesive, scalable digital ecosystem that empowered both consumers and agents. The redesigned website and mobile app provided a seamless search and engagement experience, while the custom CRM and CMS dramatically improved agent productivity and became a powerful recruitment tool.
Results
Created a cohesive digital ecosystem that unified the website, CRM, CMS, and mobile app.
Gave agents efficient tools to manage leads, listings, and client relationships, boosting productivity.
Delivered an intuitive, engaging platform for buyers and sellers, improving overall user experience.
Positioned RE/MAX as a more attractive brand for agent recruitment through modern, powerful tools.
Established a scalable foundation to support future growth and adaptability in a competitive market.
Final Designs
The New Unified Experience
The final solutions delivered a cohesive, scalable digital ecosystem that empowered both consumers and agents. The redesigned website and mobile app provided a seamless search and engagement experience, while the custom CRM and CMS dramatically improved agent productivity and became a powerful recruitment tool.
Results
Created a cohesive digital ecosystem that unified the website, CRM, CMS, and mobile app.
Gave agents efficient tools to manage leads, listings, and client relationships, boosting productivity.
Delivered an intuitive, engaging platform for buyers and sellers, improving overall user experience.
Positioned RE/MAX as a more attractive brand for agent recruitment through modern, powerful tools.
Established a scalable foundation to support future growth and adaptability in a competitive market.
Impact
Impact
Impact
The Results
This project showcased my ability to lead multiple large-scale initiatives simultaneously, balancing user-centered design with business impact. By implementing a scalable, data-driven design strategy, we delivered solutions that improved engagement, productivity, and recruitment for one of the world’s largest real estate companies.
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