Realtor.com

2019–2020 | product, Service, editorial, Brand, VISUAL 

The evolving digital real estate space was experiencing massive innovation and radical power shifts.

To adapt, realtor.com needed a deep overhaul of its legacy design systems, profit models, and service vision. This was a big ask for a seasoned veteran with a Fortune 500 pedigree and bureaucratic tendencies to match.

During my tenure, we experienced the aftermath of a startup acquisition (Opcity), multiple strategy changes, sales of subsidiaries, and rounds of layoffs with their accompanying reorgs. The arrival of COVID-19 in 2020 brought further turmoil and uncertainty, and I led our organization with the digital collaboration tools to keep us productive.

I was deployed on various initiatives based on business priorities. Many broke new ground for realtor.com, requiring us to navigate ambiguous problems and drive impact with various time constraints and levels of institutional knowledge. I focused on product differentiation by helping craft our new service story, product touchpoints, and collaboration tools.

DISCLAIMER

Some information has been redacted and obfuscated to comply with my non-disclosure agreement. Opinions and analyses are my own and do not necessarily reflect the views of my past employer.

TL;DR

I collaborated on a distributed team of 20+ designers and UX researchers to build the future for how people research, find, and purchase their perfect homes.

Key Contributions & Impact

  • Helped new homebuyers build confidence and real estate literacy by crafting new brand messaging and service story

  • Led UX writing efforts to improve agent-referral conversion rates with A/B and multivariate testing methods

  • Spearheaded workshops and product roadmaps for agent/buyer messaging tools, boosting meeting rates and CSAT

  • Drove design effort for New York City market-specific homesearch features

  • Increased readability, discoverability, and organic traffic from SEO by overhauling editorial site and redefining the research experience

CASE STUDIES

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Buyer–AGENT messaging

We enabled collaboration and communication between buyers and their agents, increasing speed and close rates.

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seniorhousingnet

We equipped seniors and caregivers with a friendly research experience, so they can build knowledge and find the right services for their needs.

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realtor.com vision

We reimagined realtor.com for the future of real estate.

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NYC Homesearch

We set out to solve the unique real estate problems and needs of NYC, a city that plays by its own rules.

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team & Project Leadership

Leading adaptable Workshops

Led in-person and virtual workshops for leadership, engineers, and product teams to drive product roadmaps and concepts

steering a human approach to data

Partnered with user research leaders to push data-driven teams to be more data-informed and aware

establishing Design fluency

Started a Design Wiki to increase resource sharing, build common references, and decrease onboarding friction for new team members.

Connecting the dots

Built cross-functional relationships and drove knowledge sharing between distributed teams and practices.