The Problem

The home selection journey at MRV was rigid, impersonal, and fragmented across multiple channels and touchpoints. Customers faced a lack of clarity, emotional connection, and autonomy throughout the process, especially in critical moments like comparing units, understanding costs, or waiting for credit analysis.

For many brazilians, buying a home is the biggest financial decision of their lives. In such an emotionally sensitive context, a slow, confusing, or impersonal experience generated uncertainty, distrust, and drop-offs along the way.

Sales agents also faced challenges. The presentation of developments relied on scattered, often outdated materials, making it harder to support clients and guide negotiations effectively.

From a business standpoint, this scenario directly impacted:

• The conversion rate from interest to signed contract;

• Retention during key steps such as credit analysis and unit exchange;

• The average time to close a sale;

• Overall customer satisfaction (NPS and qualitative feedback).

The strategic challenge was to transform this journey into a digital experience that felt seamless, accessible, and emotionally engaging for both clients and sales agents, without losing trust or the human aspect of the decision.

Figjam board for immersion.

Research & Insights

The project began with a strategic immersion phase, where I actively participated in CSD Matrix sessions alongside product, research, business, and sales teams. This was key to mapping uncertainties, challenges, and opportunities from different perspectives.

We gathered and cross-referenced a range of data:

• Qualitative input from brokers and internal teams;

• Usage data from a pilot version launched in 2022, including A/B testing, conversion tracking, and user interviews;

• Heatmaps, scroll maps, and tracked events via Google Analytics.

These insights revealed key findings:

• The platform needed to balance two critical moments: emotional discovery for clients and commercial efficiency for brokers;

• The current interface lacked visual appeal and clarity in how unit information was presented;

• Navigation between options was unintuitive, with missing filters and poor content structure;

• Users expected a more inspiring and immersive experience when browsing developments, with images, floorplans, videos, and highlights;

• After selecting a unit, brokers showed little interest in running simulations, preferring to move directly to credit analysis as a negotiation strategy.

User Story Mapping to structure scope and help stakeholders.

Strategy & Execution

With hypotheses aligned and opportunities mapped, we co-led a focused ideation phase that resulted in a roadmap of high-impact, low-effort improvements.

Key solutions included:

Redesigned property showcase

• Larger cards with immersive images;

• Key details surfaced: location, price range, number of bedrooms;

• Inspired by e-commerce best practices for visual impact and quick scanning;

Improved navigation and filtering

• New filters and sorting tools based on most-used criteria (location, availability, size);

• Better content structure to support comparison and discovery.

Richer property pages

• Detailed views with images, floorplans, data sheets, videos, and key features;

• Improved layout hierarchy to guide user attention.

Flow adjustment after unit selection

• Introduced a bifurcation: “Run simulation” or “Start credit analysis”, allowing brokers to proceed more efficiently based on their workflow.

I was also responsible for creating the User Story Mapping to structure scope and help stakeholders prioritize based on business and technical feasibility. I developed the navigable prototype and final UI version, delivered with a component-based handoff using design system tokens; this ensured consistency and speed during development.

Evolution of MRV's product "Showcase".

The Platform has become a valuable ally, providing relevant and easily accessible information, perfect for presenting to customers.

Results & Business Impact

Sales agents began using the image gallery interactively in physical stores, creating more immersive presentations for customers. The new flow made negotiations more agile and helped brokers better match properties with each client’s credit profile or lifestyle needs.

One of the most valuable learnings was identifying and addressing the behavioral differences between clients and brokers. This distinction guided UX decisions that boosted efficiency without compromising experience quality for either audience.

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*For privacy reasons, some data has been hidden and parts of the process have been condensed to highlight the key points. Want to know more? Feel free to get in touch!