Proptech
Collective
Project Overview.
Proptech Collective is a community‑powered platform connecting innovators in property technology. The client needed a website refresh that prioritized clarity over complexity: the key questions to answer were “Who are we? What do we do? Why does it matter?”
My Role
Led the full redesign of the “About Us” page (4‑person UX team, 4 weeks) using Figma, Miro, Maze, under platform constraints.
Key Outcome
• Homepage comprehension improved by 43% within one minute
• Users found key content twice as fast
• 90% rated the site higher in trust and credibility
User Research.
The existing site was difficult to navigate and failed to communicate Proptech Collective’s value within the first minute, limiting engagement.
Methods
Heuristic Evaluation: Identified unclear calls to action, broken links, and inconsistent labeling.
Competitive Analysis: Reviewed similar platforms to understand content organization and community engagement strategies.
Key Findings
Users struggled to locate niche insights or partnerships.
The community's purpose was unclear, affecting user trust and engagement.
These insights informed our redesign of the content architecture and the "About Us" experience.
User Interviews
To better understand user needs, we conducted 10 Zoom interviews with participants:
2 Proptech Collective members
6 non-members referred by the client
**2 external industry professionals recruited independently
Key Insights
Users desired easier access to insights, better networking tools, and a clearer understanding of community value.
Many discovered Proptech Collective throjust let it ugh platforms like Eventbrite instead of the website.
Existing resources felt outdated; users preferred interactive, searchable formats.
Some were unclear about membership benefits and unaware of the organization's global reach.
Persona & Problem.
After conducting user interviews, we synthesized insights using affinity mapping in Miro to identify patterns and key themes. This process transformed qualitative feedback into actionable design directions.
Key Findings
Limited Access to Niche Content: Users found it challenging to locate specialized insights or forge meaningful partnerships.
Unclear Community Purpose: The platform's mission and value proposition were not immediately evident, affecting user trust and engagement.
We worked closely with the client to validate these insights and align them with business goals to help prioritize features.
To humanize our findings, we created a primary persona
Meet Dave
A 42-year-old founder of a mobile-first facility maintenance app and former CMO in the construction industry. While he sees the potential in PropTech Collective, he feels the current experience falls short in helping him grow and engage meaningfully.
Problem Statement
Information Architecture.
Users told us they had trouble finding what they needed. Important resources like newsletters, event links, and industry reports were scattered across different platforms, making it hard to understand the full value of Proptech Collective at a glance.
This fragmentation created friction. Users were dropping off before discovering the platform’s most valuable content.
Solution: We designed a centralized Resources Hub that brought together newsletters, reports, and curated tools in one place. We also embedded upcoming Luma-hosted events directly into the site, allowing users to browse and register without leaving the platform.
The new architecture improved discoverability with clear labels, grouped content by user intent, and made navigation simple and action-oriented.
Design Process.
We began with rough sketches focused on clean, modular sections that would make the experience easier to scan and digest. Each team member contributed ideas, which we combined into a cohesive layout. From there, we translated these into low-fidelity wireframes in Figma, refining the structure and content flow through collaborative feedback.
These wireframes became the foundation for our high-fidelity designs, which emphasized clear calls to action, member impact, and intuitive navigation.
As we moved into high-fidelity designs, I led the design of the About Us page to ensure it clearly communicated the organization’s story and mission. Drawing from client feedback and our design system, I crafted a layout that balanced visual storytelling with clarity.
To create a strong first impression, I reused the homepage’s icon style for visual consistency and to guide user attention. The client also emphasized the importance of showcasing the four community chapters, Toronto, Vancouver, Montreal, and Calgary, which would each eventually have dedicated pages. I designed a section with thumbnail images, city names, and short descriptions, followed by a prominent "See Upcoming Events" call to action to encourage exploration.
At the bottom of the page, I added a team spotlight using the circular photo pattern from the homepage to maintain visual cohesion. This section highlighted the founding team and our client, reinforcing Proptech Collective’s community-driven identity.
Our high-fidelity designs brought in visual branding and polish, featuring:
A sticky navigation bar for easier access
A bold hero section with clear messaging
Trust-building stats and quotes
Embedded tools like Beehiiv and Luma
Strong, consistent calls to action
We refined the About and Events pages to highlight community impact and set clear user expectations. The Home page became a compelling brand introduction, while the Resources section centralized reports, newsletters, and insights, anchored by a featured call to action for the 2024 Proptech in Canada Report.
Usability Testing & Feedback.
We conducted multiple usability tests to see how easily users, both familiar and new to Proptech, could navigate the platform. Feedback led us to improve visual hierarchy, simplify calls to action, and make the Resources Hub more prominent, which boosted navigation and user confidence.
The redesign transformed Proptech Collective’s website from a fragmented, confusing site into a clear, engaging, and easy-to-manage platform.
Post-test feedback included:
A 43% increase in homepage comprehension within the first minute
Users found key content twice as fast
90% of users rated the platform as more trustworthy and credible
Our client and CEO shared powerful feedback, noting that our research uncovered questions they wish had been asked 10 years ago. This reinforced how deeply our work addressed core challenges and positioned Proptech Collective for future growth.