Designing a SaaS solution to streamline financial data for real estate advisors

I worked with PRODA, a SaaS startup that helps commercial real estate teams effortlessly collect, standardize, and use rent roll data from any source.

Using a design thinking approach, I collaborated closely with their product manager and developer to build an MVP, conducting user testing on wireframes and refining designs based on feedback.

By applying their design system throughout, I ensured a consistent and intuitive experience for users.

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Challenge

• Advisors struggled with fragmented financial data across multiple spreadsheets and platforms.

• Manual data consolidation caused errors and wasted time.

• Goal: Reduce administrative overhead and improve the speed and accuracy of financial insights.

• Constraints: tight deadlines, legacy integrations with existing financial tools, and ensuring security and compliance.

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My role

Sole product designer responsible for:

• Conducting user research and competitor analysis
• Mapping user journeys and creating wireframes
• Designing high-fidelity interactive prototypes
• Collaborating closely with PM and engineers for feasibility and implementation
• Focused on end-to-end design: research → ideation → prototype → delivery.

Design Process

1. Ideation and Sketching

• Mapped workflows for data consolidation and reporting.
• Explored multiple layout concepts for dashboards and data visualizations.

2. Wireframes and User Flows

• Created low-fidelity wireframes for key screens
• Iterated based on feedback from PM, advisors and in-house designers.

3. Prototyping and Testing

• Developed a clickable Figma prototype.
• Conducted usability testing with 5 users

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4. Final Design

• High-fidelity dashboard with clear visual hierarchy, filters, and actionable insights.
• Modular components for scalability and future integrations.
• Accessible color contrast and clear labeling for quick comprehension.

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Result

The refined MVP helped PRODA successfully attract and sign new clients.

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