Pine Homes
Overview
As a Senior Product Designer at Pine Financial, I led the redesign and rebranding of Properly, a real estate technology platform that empowered homeowners to purchase their new home before selling their old one. Properly simplified the often stressful and complex process of home searching by providing a streamlined solution for home transactions. Our goal was to transition this product into Pine Homes, a new branch under the Pine Financial umbrella, which integrates mortgage and real estate services.
This redesign was not only about creating a new visual identity, but also about evolving the product’s user experience to align with Pine’s core mission—making homeownership accessible and seamless.
Solution
After conducting user interviews, competitive analysis, and user research, I focused on creating an intuitive experience that would seamlessly integrate real estate services with Pine’s mortgage rates. To achieve this, I restructured the user flow to allow smooth transitions between browsing homes and exploring mortgage options. Users could check their mortgage pre-approval status or adjust financing options without navigating multiple platforms, ensuring a more streamlined and efficient experience.
Results
With the recent launch of Pine Homes, there is currently insufficient data to assess improvements in metrics such as retention or user engagement. However, the rebranding and redesign of Properly into Pine Homes not only successfully aligned the platform with Pine's brand identity and facilitated the integration of mortgage and real estate, but it also became one of the driving factors for Wealthsimple to continue working with Pine. This initiative marks a significant first step toward the future of Pine Homes.
Next steps
As next steps, these actions will help refine Pine Homes' platform, ensuring it continues to meet user needs and supports the company's long-term goals:
Enhanced Data Analytics: Implement advanced analytics tools to gather detailed insights into user behaviour, engagement, and retention. This will help us evaluate the impact of the redesign more accurately and identify areas for further improvement.
User Feedback Collection: Establish a continuous feedback loop with users through surveys, interviews, and usability testing sessions. Regularly collecting and analyzing user feedback will provide valuable insights into their experiences and help refine the platform based on their needs.
Feature Optimization: Based on user feedback and data analysis, prioritize the optimization of existing features and the development of new ones. Focus on enhancing functionality that aligns with user needs and industry trends to improve overall platform performance.
