Corofy

About the project

In 2020, Corofy embarked on a mission to build the first Broker Intelligence Platform, harnessing comprehensive data to streamline critical operations and empower informed decision making for New York real‑estate agents.

The Problem

After a soft launch, the platform struggled to gain traction: overall adoption remained modest, and the funnel from sign‑up to paid subscription lagged well below industry benchmarks. Low active user counts, limited engagement, and an underperforming conversion rate made it clear that the platform’s experience was falling short of expectations, threatening both revenue growth and long‑term market positioning.

The Challenge

There were two main challenges to tackle: first, to spark sustained engagement so agents would return to the platform daily, exploring market insights, tracking competitors, and completing key workflows. Second, to translate that heightened activity into paid conversions. Success meant turning a quick “test‑drive” into habitual use, nudging trial users past the onboarding dip, and demonstrating enough tangible value within the first sessions to justify a subscription. In short, we needed to replace passive curiosity with active reliance, lifting engagement metrics and, in tandem, pushing the conversion curve toward profitability.

The Solution

Corofy brought me on as a contract product designer, tasking me with a comprehensive overhaul of the dashboard experience. My task was to rethink the information architecture, surface the most actionable insights upfront, and craft a cleaner, more intuitive interface. By streamlining data presentation, and reducing cognitive load, the redesign aimed to boost engagement from the first login and convert trial users into long‑term subscribers.

Discover

Research

I kicked off the project with a full audit of the existing platform. This involved a heuristic evaluation of the interface, an inventory of every dashboard module, and a deep dive into usage analytics to pinpoint where agents were dropping off or disengaging. I also interviewed 5 current users to gather their main concerns and frustrations with the platform. By systematically mapping these findings against business goals and user tasks, the audit provided a clear, evidence‑based snapshot of what was and wasn’t working setting a solid foundation for the redesign strategy to follow.

Main research findings

Excessive vertical scrolling forced agents to hunt for key insights, slowing their workflow and diluting the platform’s perceived value.
Scattered data elements lacked a coherent hierarchy, making it difficult to distinguish primary metrics from supporting details and leading to cognitive overload.
The navigation is spread across an inconsistent mix of menus, sub‑menus, and unlabeled categories, leaving users guessing where to find specific tools, increasing time‑to‑task and frustration.

key tasks

Our discovery work surfaced three pivotal insights that became the backbone of the redesign strategy.

1

Streamline and elevate the entire agent journey

2

Streamline agent journey

3

Clarify and elevate the Competitive Landscape view

Define

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Corofy’s Design System

To support the dashboard overhaul, I rebuilt Corofy’s design system from the ground up. I began by inventorying existing components, then rationalized them into a modular set of atomic‑to‑organism patterns with shared spacing, typography, and color tokens. I documented usage guidelines in Figma and paired with engineering to create a matching React component library, complete with Storybook. The result: a cohesive, future‑proof system that cut UI build time by 30 percent, reduced inconsistencies in production, and gave the team a single source of truth for rapid iteration.

Design

final design

Improved navigation

We gave the dashboard three straight‑to‑the‑point hubs that match how agents actually work. With labels that make sense at a glance, agents spend less time clicking around and more time getting things done.

My Company Intelligence

My Company Intelligence pulls together everything about your brokerage: agent roster, office growth, revenue trends, and team performance snapshots are now organize under tabs within one category

Agent Intelligence

Agent Intelligence now opens with two streamlined entry points: editable search starters, and a set of filters. Complemented by a polished card layout, subtle trend indicators, and persistent action controls, this design keeps essential information within immediate reach, turning discovery into a fast, focused workflow.

Market  Intelligence

Market Intelligence focuses on agents and brokerages. Real‑time leaderboards track recruiting wins, departures, and retention rates, while interactive maps highlight where top producers are clustering and which offices are gaining momentum.

Outcome

Withing 3 weeks:

Daily active agents: Up by 40%
Searches per session doubled
Trial‑to‑paid conversion rate: 4 percent to 7 percent

Within 6 weeks:

Daily active agents: Up 65% versus baseline
Average weekly sessions per agent jumped from 1.4 to 3.1

Takeaways

Complex initiatives benefit from being broken into smaller features; scoping the dashboard overhaul into bite‑sized sprints let us validate assumptions early, pivot quickly, and keep momentum high.

Diving head‑first into the real‑estate intel world and turning all that fresh knowledge into clean, easy‑to‑use screens reminded me how learning fast levels up both my skills and the product.