HomePro

Company: viable.at

Role: Lead Product Designer

Industry: PropTech / FinTech
(Real Estate & Mortgage)

Digital Homebuying & Mortgage Platform

Overview

HomePro is a digital homebuying and mortgage platform designed to simplify the property search and loan application process.The platform enables users to discover properties, calculate mortgage eligibility, and apply for home loans within a single streamlined experience.
The goal was to reduce complexity in the traditionally fragmented mortgage process and make home financing more accessible for both first-time buyers and experienced homeowners.

My Contributions

HomePro is a digital homebuying and mortgage platform designed to simplify the property search and loan application process. The platform enables users to discover properties, calculate mortgage eligibility, and apply for home loans within a single streamlined experience.
The goal was to reduce complexity in the traditionally fragmented mortgage process and make home financing more accessible for both first-time buyers and experienced homeowners.

+38%

User task completion after UX improvements

1.6x

Faster property search and mortgage eligibility checks

New revenue streams introduced through premium property listings

The Challenge

The online homebuying and mortgage process is often complex, document-heavy, and difficult for users to navigate — especially for first-time buyers.
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Research revealed three key problems:
• Users struggled with lengthy paperwork and document requirements.
• Mortgage terminology and financial comparisons were difficult to understand.
• The application process lacked clear guidance and transparency.

The challenge was to design a clear, step-by-step digital experience that simplified complex financial decisions while remaining accessible across devices and user experience levels.

User Persona

For each user group that I’ve discovered, I developed a persona. See the example of one representative of the group.

Process

Discovery & Research:

→ Conducted 25 user surveys and 5 in-depth interviews to understand homebuying behaviors and pain point
→ Used affinity mapping and personas to identify key user groups and decision-making patterns.

Ideation & Wireframing

→ Designed task flows focused on reducing complexity and shortening completion time.
→ Created low-fidelity and high-fidelity wireframes for core journeys including property search, mortgage calculator, and application flows.

Prototyping & Testing

→ Built interactive prototypes in Figma.
→ Conducted multiple rounds of usability testing using Userberry to validate design decisions.
→ Iterated on features such as document upload, progress tracking, and real-time support.

Key Features Delivered

Mortgage Calculator & Eligibility Checker:Designed tools enabling users to estimate loan eligibility and monthly payments.
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Online Mortgage Application Flow:Created a structured application process with document uploads and progress tracking.
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Guided Application Experience:Introduced step-by-step guidance to simplify complex financial decisions.
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Real-Time Support Integration:Added live chat support to assist users during key stages of the application process.

Outcome & Impact

• Improved usability scores by ~40% through validated UX improvements.
• Reduced task friction and user drop-off during the mortgage application process.
• Enabled both first-time and experienced buyers to navigate complex financial workflows more confidently.
• Established a scalable foundation for future product features and platform expansion.