Finding the right home
MRV
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. The digital homebuying journey at MRV was rigid and emotionally disconnected. Customers faced unclear information, lack of autonomy, and slow human responses, especially in critical stages like unit selection and credit simulation. For many, this was the most important financial decision of their lives, and the experience felt overly controlled and untrustworthy. Sales agents also struggled with outdated or scattered materials, which weakened their ability to guide customers effectively. These issues directly impacted conversion rates, generated drop-offs, and led to reduced customer satisfaction.
Client:
MRV
Role:
Product Designer
Year:
2022 - 2024
Research & Insights
The project began with a broad diagnostic phase focused on understanding user behaviors and internal pain points. I led the definition of hypotheses based on analytics and stakeholder input, mapped the full user flow, and organized findings into a Journey Map used for cross-functional alignment. More than 700 customers were directly impacted through a pilot phase, and over 60 improvement opportunities were identified. We discovered that users often did not begin their journey on the homepage and dropped off early when personal data was requested too soon. The chatbot flow assumed an exploratory behavior, frustrating users who already had a unit in mind. Interviews with internal teams revealed sales agents themselves avoided the platform due to its lack of clarity and support. The showcase interface was also investigated through qualitative interviews, analytics, scroll maps, and heatmaps, revealing problems in visual appeal, content structure, and overall usability. Additionally, we identified that 98% of brokers skipped the simulation step, which saved 1 minute and 30 seconds per negotiation.
Strategy & Execution
The project evolved through focused ideation and prototyping phases. We ran controlled experiments to test different journey entry points, including public access, alternative CTAs, and pilot developments with varied profiles. I created the prototypes and flows used in A/B testing and stakeholder alignment, translating insights into actionable changes. The final solution involved redesigning the property showcase with immersive visuals, richer content, and improved filters; adapting the journey to reduce friction and progressively request sensitive data; and bifurcating the flow after unit selection to respect broker strategies. I was also responsible for building the prototype and final UI, structured via design system tokens for faster delivery and consistency across screens.
- Increased active usage of the platform during appointments and boosted conversion rates. - Brazil’s first 100% digital property sale was successfully completed. - Over R$ 1 billion in sales were generated through the platform. - More than 40% growth in apartment sales across Brazil. 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.
