MHD: Platform Rebrand

MyHouseDeals, a real estate investing marketplace, needed a complete platform refresh after years of incremental changes left the product feeling dated and inconsistent. As design lead, I oversaw a full rebrand and redesign of the digital experience, streamlining usability, updating the look and feel, and aligning the product with modern user expectations.

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Client

Year

2018

Industry

Real Estate

Role

UX Design Lead / Product Manager

Challenge

The existing platform was fragmented and visually outdated, with unclear navigation and disjointed branding that impacted user trust. Investors had difficulty finding and evaluating properties, and the site’s dated design negatively influenced conversions and overall engagement.

Process & Solution

For MyHouseDeals, I applied a data-driven product design approach focused on improving user retention and conversion. I began by auditing the existing experience, identifying friction points in onboarding and property search, and running A/B tests to validate hypotheses. Insights from these tests informed a redesigned experience that emphasized clarity, hierarchy, and ease of navigation.

I then led a comprehensive rebrand and platform redesign, facilitating workshops to align stakeholders around shared goals and audience needs. This work produced new brand guidelines, design system components, and streamlined user flows that simplified property discovery. The modernized interface and refined visual structure created a more professional, intuitive platform aligned with user expectations and business objectives.

Impact

Increased member retention by 18% through UX audits and A/B testing.
Boosted conversion rates with redesigned flows and optimized tools.
Reduced support requests by double digits, lowering operational overhead.

Deliverables

A complete design system with scalable UI components.
High-fidelity prototypes for core flows including search, property detail, and onboarding.
Brand guidelines covering typography, color, and visual identity for consistency across digital touchpoints.