Syndication Pro: Streamlined CRM through iterative improvements

Revamp of Investor Dashboard

Feb, 2022

Available in USA

SyndicationPro is a leading U.S.-based investor management platform for real estate syndicators. It streamlines capital raising, automates investor communications, and manages deals efficiently.

Before / After of the Product

Overview

Problem Statement

Process

Solution

Outcome

Learnings

Overview

Duration

1.5 years

Platform

Web Portal

Role

As a UX Designer collaborating with senior leadership, I led the redesign of 30+ projects and new feature flows while partnering closely with product managers and the VP of Products to align design solutions with strategic business objectives.

Skills

UX Design

Hi Fi Wireframes

UX Research

Web Design

Usability Testing

Design system

Project Planning

Stakeholder Management

User Centric Goals

Interact with a visually cohesive interface that eliminates confusion from inconsistent components

Increase long-term client loyalty by delivering a reliable, intuitive platform that aligns with syndicators’ operational needs.

Business Goals

Restructure lead/investor management to support growth and accommodate large user volumes sustainably.

Problem Statement

Who are the users?

Real estate syndicators who need to efficiently manage investor relationships, track leads, and scale their syndication portfolios.
Investors who need transparent access to investment opportunities, portfolio performance, and seamless communication with syndicators.

What is the problem they are facing?

Syndicators:

Fragmented workflows due to siloed investor/lead management systems, creating inefficiencies in tracking relationships.
Inconsistent and confusing UI with unclear text hierarchy, causing errors and wasted time.

Investors:

Complex navigation to track investments, review documents, or explore new opportunities.
Inconsistent and confusing UI with unclear text hierarchy, causing errors and wasted time.

Why are users facing this problem?

Developer-Centric Design: Prioritizes functionality over usability, with unclear UI patterns that confuse both syndicators and investors .

What do users need?

Simplifies workflows with guided onboarding for syndicators and intuitive dashboards for investors.
Introduces a cohesive design system with role-specific components.

Process