DiversyFundMaking a complex investment option like real-estate accessible for every investor
In the role of Product Strategy Lead and UX team manager for DiversyFund, I helped fulfill their ambitious mission of empower investors to add real estate to their portfolio, no matter its size.
I took part in three major platform initiatives:
Optimize the investment process for everyday investors
Introduce data visualization and user education tools
Expand platform architecture to accommodate new offerings
Outcomes
Led various product experimentation, increasing investment by 30%+ MOM, and raising onboarding retention to an average of about 97% from step to step.
Guided the product strategy, scoping, and execution for two 0-1 product launches to 3x the number of platform investment offerings and introduce an important milestone for investors: options for the mature investor.
Led the organization’s first user research and guided cross-functional stakeholders to align strategically behind top user needs
Directly managed a UX team of four, and handled product management for a six-person agile development team
Services
Product Strategy Lead
UX Product Lead
UX Research
Optimization (CRO)
Product Management
Strategic Overview
Flexible, intuitive real estate investing
Onboarding and investment funnels were redesigned enabling exploration and education leading back to key action-taking. Flexible recurring investment options were added and informative explanation screens reflected each individual offering.
At-a-glance portfolio tracking
Users are kept up to date on the diversity of their portfolio down to the acquisition values of individual properties; showing the proportion of real estate strategies at work, as well as available balances for future investment.
User education for every level of financial literacy
One of the largest pain-point clusters that came out of user interviews was: “I need better information”. And this wasn’t limited to new investors either. Finance majors, long-time investors, and beginners alike wanted more digestible, actionable, and personal information.
Evergreen “Increase your knowledge” articles
Learn-as-you-go tips and educational content
Investment updates in context
In-depth portfolio update webinars
Investing Lessons
Discoverable and engaging notification system
Informative, conversational notifications are categorized to increase discoverability by simultaneously providing critical system status updates without burying evergreen promotional content that re-engage customers.
New investment options for everyone
Platform information architecture was shifted from a single-offering focus and given the ability to classify and present an array of real estate offerings. Offerings were categorized under a type of real estate strategy or asset classification that users know and understand.
Research & Synthesis
Thorough mixed-methods research was the driving force aligning product vision behind a data-driven roadmap.
Qualitative and quantitative; generative and evaluative methodologies created a clear inventory of user needs and helped identify our highest impact opportunities.
