Case Study
Alt DRX
As the Product Design Leasd for Alt DRX, I worked on creating a platform that makes real estate investing more approachable. The focus was on designing a clear user journey from discovery to investment and portfolio tracking that reduced friction for first-time users while still offering depth for experienced investors.
Through clean layouts, simple hierarchies, and an intuitive dashboard, I turned complex data into an experience that felt easy to navigate and trustworthy. The outcome was a platform that balanced accessibility with depth, earning strong stakeholder feedback and giving customers a smoother way to invest.
Client
Alt DRX
ROLE
Sr. Visual & Interaction Designer
Research & Discovery, Information Architecture, Wireframing, User Flows, UI/UX Design, Visual Design, Design Systems, Prototyping
Tool
Figma, Photoshop, Illustrator, Figjam
Challenges
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Complex data made it hard for users to understand and act confidently.
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Inconsistent flows created friction across onboarding and investing.
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Balancing simplicity with depth was critical for different user groups.
Objectives
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Simplify onboarding to build confidence for first-time investors.
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Design a scalable system that supports future growth and flexibility.
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Create clear flows and dashboards that balance simplicity with depth.
The Solution
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Built a unified design system to ensure consistency and scalability.
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Streamlined onboarding and investment flows for a smoother journey.
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Designed dashboards that simplified data and met diverse user needs.
25%
Decrease in User Onboarding Time
35%
Increase in Offer Engagement
47%
Decrease in Platform Navigation Time
Key Result
Overview
Original Alt DRX website
A Modernized Experience
Foster user engagement by creating a modernized program that delivers an improved experience.
Global Scalability
Design with flexibility in mind to ensure easy scalability across global markets.
Seamless Integration
Craft a design tailored for effortless integration of APIs across a spectrum of client environments.
Business Goals
Project Approach
Discovery
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Discovery Workshop
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Discovery Summary
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Competitive/Comparative Audits
Define
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User Archetypes
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User Hero Flows
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Tone Exercise
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Experience Board Concepts
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Information Architecture
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UX Concepts
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Content Strategy
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Wireframing
Design
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Final Wireframing
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High-Fidelity Design
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Copywriting
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Clickable Prototypes
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Mobile Design
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Whitelabel Designs
Final Handoff!
Success Metrics
1
Smooth Onboarding
Enable seamless onboarding for first-time investors with clear, guided flows.
2
Improve Core Metrics
Boost user engagement, investment frequency, and portfolio tracking activity.
3
Enhance Retention
Increase investor confidence and satisfaction through simplified dashboards.
4
Support Growth
Position Alt DRX as a scalable platform ready for future expansion.
DISCOVERY
Competitive Audit
I looked at how the navigation worked, how content was structured, how the brand came across, and how the enrollment flow felt overall. It was about understanding both the details and the bigger picture of the experience.
Themes
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Messaging tailored to business needs
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Streamlined & segmented forms
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Easy to understand & access offers
The Solution
Over 20 weeks, I worked on redesigning the Alt DRX platform to make the experience clearer, more trustworthy, and easier for investors to use, while also keeping it flexible enough to grow over time.
LOGGED-OUT EXPERIENCE
Home Page
For the Alt DRX Homepage, I wanted the experience to feel clear and trustworthy right from the start. The hero section sets the tone, and company stacks help build instant credibility. The key piece here is the Trade X Calculator, which lets users play with property units and duration to see potential returns making investing feel less abstract and more real. To keep things simple, I structured the page to flow naturally: explore asset classes, understand how the platform works, see why it’s worth investing, and dive into learning modules for extra confidence. The idea was to give both new and experienced users a page that informs without overwhelming, and nudges them toward action at their own pace.
GETTING STARTED
Login
Login screen redesigned with new visual styles and components.
LOGGED-IN EXPERIENCE
Opportunity Listing Page
Each investment card shows the core information a user needs: the name of the property, its asset class, the current market price, and the estimated long-term value. To help users take the next step, every card includes two clear calls-to-action Know More, which opens up deeper details, and Invest Now, which lets users act right away. The rest of the page is supported by filters so users can sort and narrow down opportunities based on what they’re looking for, making it easier to compare options and focus on what matters to them.
LOGGED-IN EXPERIENCE
Opportunity Page
My goal was to give users everything they need to evaluate an investment without feeling overloaded. Each page highlights the property details, projected returns, investment terms, and related documents in a clear structure. I designed the layout so users can quickly scan the essentials, dive deeper when they want, and feel confident making a decision. The focus was on balancing transparency with simplicity, so the experience feels informative but not overwhelming.
LOGGED-IN
Dashboard
The Alt DRX Dashboard brings together everything an investor needs to stay on top of their activity. The Summary gives a quick snapshot of overall performance, while My Investments provides a detailed view of current holdings. Users can track progress through My Orders, access important files in My Documents, and review transaction history in My Statements. The Rental Income section shows earnings as they come in, and the Monthly Investment Plan helps users plan and track recurring contributions. Finally, the Blockchain tab adds transparency by giving users a verifiable record of their investments.
LOGGED-IN EXPERIENCE
Trade X Page
The Trade X page was designed to work like a proper trading screen but tailored for real estate. Users can see the basics up front asset class, market price, and estimated long-term value and use a simple calculator to check returns by adjusting the number of units. From the same page, they also have direct access to buy, sell, or set up a Monthly Investment Plan (MIP). The idea was to keep everything in one place, so users don’t jump around, and make the process feel clear, fast, and reliable.
LOGGED-IN EXPERIENCE
Payment Page
I designed the Payment Page to keep the process clear and reliable. Users can review their investment details upfront property name, units, and total amount and then choose a payment method. The flow is simple and distraction-free, so transactions feel quick and trustworthy.
ACCOUNT
Profile & Settings
When designing the Profile Page, I focused on giving users control over their account in a clean and organized way. The page lets them update personal details, manage security settings, and view linked information tied to their investments. The layout keeps essentials easy to find, while reducing clutter, so users can make quick updates without confusion.
BUILDING BLOCKS
Design System
Throughout the design phase at Alt DRX, I built a design system to keep the platform consistent and scalable. I created reusable components in Figma that made prototyping faster and gave the dev team a clear toolkit to work with. Accessibility and responsiveness were part of every decision, so the system could support users across devices without extra effort.
MOBILE
A Responsive Experience
Alongside the web experience, I also planned for how the platform would work on mobile. The first release focused on core features, but the layouts and components were designed to scale easily as more mobile-specific enhancements are added in future versions.
