The product
A B2B/B2C digital funnel designed to replace outdated real estate landing pages with a transparent, self-serve discovery tool.
My Role
As Co-Founder and Product Designer, I led the end-to-end strategy, design, and development, shipping the product in 2023.
Tools
Design & Strategy
Unreal Engine (Interactive 3D), Photoshop (Visual Design)
Documentation & Research
Analytics & Interviews (Market deep-dive)
Operational Efficiency
CRM & Zapier (Automated lead qualification)
Overview
Goal
This project aimed to eliminate real estate funnel friction, filtering out unqualified leads before they could unnecessarily clog team’s agenda
Goal
Pain Points
The broken funnel
In Italy, generic ads and blank forms hide critical info, forcing users into useless meetings just to get basic details.
This generates a massive drain on sales resources and marketing budgets.
The Operational Bottleneck
Sales teams waste months chasing "curious" leads without the right budget or intent.
This "manual-heavy" process becomes a scaling bottleneck for developers and real estate agencies.
Pain Points
Methodology
Analyzing the Italian real estate landscape through guerrilla research and "undercover" buyer journeys made the gap in transparency clear.
The Information void;
Zero online transparency
Users are forced to rely on sales calls for prices and layouts;
Instead of being empowered, they are frustrated by the lack of data.
Methodology
The old way
The old way
Rationale
The strategy aimed to maximize efficiency by delivering prospects who have already pre-selected their layout and budget. This allows the salesperson to focus on active selling rather than wasting time as a "live brochure" explaining project features.
Rationale
Design the solution
Design the solution
Complex information architectures were replaced by a comprehensive digital tool with 5 core functions to replace the outdated funnel and acts as a transparent source of truth for all project information.
1 - Select
2 - Discover
3 - Explore
4 - Customize
5 - Evaluate
A streamlined interface for users to quickly filter and select an apartment based on their needs and preferences, saving them the time and effort of physical visits.
The
Usability Testing
Learning from users
Early testing showed that giving users total customization control caused them to get lost and abandon the funnel.
I executed a mid-process pivot to a sequential flow—guiding the user step-by-step through the assistant.
This shift from a "sandbox" to a "guided journey" eliminated cognitive overload and ensured that even non-technical users could complete the lead qualification process.
Usability Testing
Final result
Final result
The new way
The new way
Outcomes
1
From 14% to 68% meeting conversion
Skyrocketed sales efficiency by:
Sequential onboarding (Chloe)
High-fidelity 3D visualization
Solution
Eliminating "information gathering" appointments
2
From wasted budget to -39% Cost per Lead
Direct impact on the bottom line by:
High-intent profiling
Total transparency
Solution
Unqualified user filtering