Two completely different users. One tool that served neither.
Rise is an urban planning tool for Eva's prebuilt smart home product. Property developers evaluate ROI, land yield, and subdivision potential. Individual buyers explore home placement and lifestyle fit. The platform forced both through the same path, and was failing at both.
Expression of Interest submissions had stalled. This wasn't a UX problem. It was a sales pipeline problem. Every confused user who abandoned the tool was a lost conversion.
Mapping Divergent Journeys
I collaborated with software engineers and a machine learning engineer to map the optimal user journey. We identified two distinct entry models: the same data (land, placement, configuration) serving fundamentally different decision-making processes:
Search-First Path
Users with clear criteria
Price range, ROI targets, land size: browse and filter available opportunities with specific parameters in mind.
Purpose-First Path
Users starting with a goal
Residential, mixed-use, investment: the system matches them with suitable properties based on development intent.
Initial userflow defining the two main user paths
Brainstorming search and filter criteria for property matching
Detailed search flow with filters and property exploration
Purpose-based flow matching opportunities to development goals
Visual direction, then team execution.
Lo-fi mockups sparked productive discussions with stakeholders and enabled rapid iteration, aligning engineering, product, and business teams before committing to high-fidelity design.
I established the visual direction aligned with Wallace's dark, futuristic brand aesthetic and led a contract designer, delegating specific screens while maintaining regular syncs for cohesive output.
Low-fidelity mockups covering each Rise userflow
High-fidelity mockups: dark futuristic aesthetic with clear information hierarchy
Plot Configurator: the thing that differentiated Rise.
An interactive tool letting users customise Eva development plans with precision. I designed these interactions to be powerful for developers yet approachable for individual buyers:
Viewing Perspectives: including privacy-optimised obscure views
Shadow Casting: real-time sun position simulation
Placement & Rotation: positioning within feasible regions
Land Subdivision: divide plots and configure individual lots
From conversion blocker to conversion engine.
The redesigned Rise platform turned a confusing tool that stalled EOIs into an intuitive platform with clear paths to submission. Developers and individuals each got a path matching their decision-making process.
The Plot Configurator became the feature that differentiated Rise from static property listing platforms. And the cross-functional process, working across software engineers, ML engineer, stakeholders, and managing a contract designer, is what made it possible to ship at this scope within a startup's constraints.
EOI path unblocked: from confusing tool to clear dual-path conversion
Two audiences served: same data, different decision journeys
Hero feature shipped: interactive configurator that no competitor had
Team aligned: engineering, ML, product, and design on shared vision through collaborative iteration
