ReferralExchange
ReferralExchange is a CRM platform designed for real estate agents to manage their referral networks - helping them track and exchange client referrals with other agents across the country.
Contribution: I transformed how real estate agents manage referrals by designing a comprehensive CRM platform across web and mobile (iOS/Android). My high-converting lead generation funnel became the company's revenue engine—directly generating $50M while facilitating $120M in real estate transactions. Beyond user-facing design, I optimized internal operations through sales tools and backend improvements, and established our market presence by designing and coding the company website.
ReferralExchange
ReferralExchange is a CRM platform designed for real estate agents to manage their referral networks - helping them track and exchange client referrals with other agents across the country.
Contribution: I transformed how real estate agents manage referrals by designing a comprehensive CRM platform across web and mobile (iOS/Android). My high-converting lead generation funnel became the company's revenue engine—directly generating $50M while facilitating $120M in real estate transactions. Beyond user-facing design, I optimized internal operations through sales tools and backend improvements, and established our market presence by designing and coding the company website.
ReferralExchange
ReferralExchange is a CRM platform designed for real estate agents to manage their referral networks - helping them track and exchange client referrals with other agents across the country.
Contribution: I transformed how real estate agents manage referrals by designing a comprehensive CRM platform across web and mobile (iOS/Android). My high-converting lead generation funnel became the company's revenue engine—directly generating $50M while facilitating $120M in real estate transactions. Beyond user-facing design, I optimized internal operations through sales tools and backend improvements, and established our market presence by designing and coding the company website.
YEAR
2018
Role
Product Design Lead
YEAR
2018
Role
Product Design Lead
YEAR
2018
Role
Product Design Lead
Agent CRM
Agent CRM
Agent CRM
Designed a comprehensive CRM for 140K+ real estate agents to scrub and qualify incoming leads, track inbound and outbound referrals, and manage the complete client lifecycle—transforming fragmented workflows of spreadsheets and lost opportunities into a unified system that facilitated $120M in transactions.
Designed a comprehensive CRM for 140K+ real estate agents to scrub and qualify incoming leads, track inbound and outbound referrals, and manage the complete client lifecycle—transforming fragmented workflows of spreadsheets and lost opportunities into a unified system that facilitated $120M in transactions.
Designed a comprehensive CRM for 140K+ real estate agents to scrub and qualify incoming leads, track inbound and outbound referrals, and manage the complete client lifecycle—transforming fragmented workflows of spreadsheets and lost opportunities into a unified system that facilitated $120M in transactions.
Mobile
Mobile
Mobile
Managing referrals from anywhere
Designed a mobile-first CRM experience that let 140K+ agents send referrals, compare matched partners, and manage their network on-the-go—reducing friction in the critical moments between showings when deals happen fastest.
Managing referrals from anywhere
Designed a mobile-first CRM experience that let 140K+ agents send referrals, compare matched partners, and manage their network on-the-go—reducing friction in the critical moments between showings when deals happen fastest.
Managing referrals from anywhere
Designed a mobile-first CRM experience that let 140K+ agents send referrals, compare matched partners, and manage their network on-the-go—reducing friction in the critical moments between showings when deals happen fastest.
Sales Enablement Tools
Sales Enablement Tools
Sales Enablement Tools
Designed internal sales tools that enabled the customer service team to efficiently call home buyers and sellers, validate lead quality, and route qualified prospects to the right agents—reducing friction in the qualification process and improving conversion rates across the $10M funnel.
Designed internal sales tools that enabled the customer service team to efficiently call home buyers and sellers, validate lead quality, and route qualified prospects to the right agents—reducing friction in the qualification process and improving conversion rates across the $10M funnel.
Designed internal sales tools that enabled the customer service team to efficiently call home buyers and sellers, validate lead quality, and route qualified prospects to the right agents—reducing friction in the qualification process and improving conversion rates across the $10M funnel.
Web Design
Web Design
Web Design
Built a comprehensive design system and custom WordPress theme from scratch, establishing visual consistency across all touchpoints while maintaining flexibility for the marketing team to iterate and scale content.
Built a comprehensive design system and custom WordPress theme from scratch, establishing visual consistency across all touchpoints while maintaining flexibility for the marketing team to iterate and scale content.
Built a comprehensive design system and custom WordPress theme from scratch, establishing visual consistency across all touchpoints while maintaining flexibility for the marketing team to iterate and scale content.
Design System
Design System
Design System
Built a design system spanning product UI and marketing materials, documenting color palettes, typography hierarchies, button states, iconography, and brand components—enabling both the product and marketing teams to maintain visual consistency while shipping rapidly across web, iOS, Android, and all customer touchpoints.
Built a design system spanning product UI and marketing materials, documenting color palettes, typography hierarchies, button states, iconography, and brand components—enabling both the product and marketing teams to maintain visual consistency while shipping rapidly across web, iOS, Android, and all customer touchpoints.
Built a design system spanning product UI and marketing materials, documenting color palettes, typography hierarchies, button states, iconography, and brand components—enabling both the product and marketing teams to maintain visual consistency while shipping rapidly across web, iOS, Android, and all customer touchpoints.
Reflection
Reflection
Reflection
ReferralExchange was my proving ground—where I transitioned from architectural design thinking into high-stakes digital product design and discovered that great UX isn't just about usability, it's about measurable business impact.
Working across web, iOS, and Android for 140K+ real estate professionals taught me to think in systems, not just screens. I learned that a well-designed lead generation funnel could drive $10M in revenue, that cross-platform consistency requires both discipline and flexibility, and that the best design decisions come from understanding both user needs and business constraints deeply.
Building everything from the CRM core experience to internal sales tools to the company website (design and code) forced me to be versatile and scrappy. I became comfortable jumping between user-facing features and backend tooling, between strategic product decisions and tactical implementation. This T-shaped approach—going deep on UX while building broad capabilities—became the foundation of how I work.
But the most important lesson was about scale and impact. Seeing 140K agents adopt the platform, watching the $10M funnel convert, and knowing that my design decisions directly influenced $120M in real estate transactions taught me that design leadership isn't about craft alone—it's about driving outcomes that matter to the business and users alike.
This experience set me up perfectly for IBM, where the problems got exponentially more complex, but the fundamentals remained the same: simplify complexity, validate relentlessly, and always connect design decisions to business value.
ReferralExchange was my proving ground—where I transitioned from architectural design thinking into high-stakes digital product design and discovered that great UX isn't just about usability, it's about measurable business impact.
Working across web, iOS, and Android for 140K+ real estate professionals taught me to think in systems, not just screens. I learned that a well-designed lead generation funnel could drive $10M in revenue, that cross-platform consistency requires both discipline and flexibility, and that the best design decisions come from understanding both user needs and business constraints deeply.
Building everything from the CRM core experience to internal sales tools to the company website (design and code) forced me to be versatile and scrappy. I became comfortable jumping between user-facing features and backend tooling, between strategic product decisions and tactical implementation. This T-shaped approach—going deep on UX while building broad capabilities—became the foundation of how I work.
But the most important lesson was about scale and impact. Seeing 140K agents adopt the platform, watching the $10M funnel convert, and knowing that my design decisions directly influenced $120M in real estate transactions taught me that design leadership isn't about craft alone—it's about driving outcomes that matter to the business and users alike.
This experience set me up perfectly for IBM, where the problems got exponentially more complex, but the fundamentals remained the same: simplify complexity, validate relentlessly, and always connect design decisions to business value.
ReferralExchange was my proving ground—where I transitioned from architectural design thinking into high-stakes digital product design and discovered that great UX isn't just about usability, it's about measurable business impact.
Working across web, iOS, and Android for 140K+ real estate professionals taught me to think in systems, not just screens. I learned that a well-designed lead generation funnel could drive $10M in revenue, that cross-platform consistency requires both discipline and flexibility, and that the best design decisions come from understanding both user needs and business constraints deeply.
Building everything from the CRM core experience to internal sales tools to the company website (design and code) forced me to be versatile and scrappy. I became comfortable jumping between user-facing features and backend tooling, between strategic product decisions and tactical implementation. This T-shaped approach—going deep on UX while building broad capabilities—became the foundation of how I work.
But the most important lesson was about scale and impact. Seeing 140K agents adopt the platform, watching the $10M funnel convert, and knowing that my design decisions directly influenced $120M in real estate transactions taught me that design leadership isn't about craft alone—it's about driving outcomes that matter to the business and users alike.
This experience set me up perfectly for IBM, where the problems got exponentially more complex, but the fundamentals remained the same: simplify complexity, validate relentlessly, and always connect design decisions to business value.