Design an accessible, credible, and modern platform to make real estate investing as easy as buying stocks — opening up a new asset class to everyday investors.
Convincing skeptical users to invest in an unfamiliar model (city-based funds), while balancing regulatory compliance, trust-building, and a smooth user experience. Needed to build from MVP to a fully scalable, self-directed investment platform.
Launched a product that successfully attracted thousands of investors, simplified complex real estate investing flows, and established Cityfunds as a market leader in fractional city-based investing.
Nada approached us with a bold idea: make real estate investing feel like buying stocks. We started with stakeholder workshops and research to uncover user barriers around trust, transparency, and complexity—then mapped what everyday investors really needed to feel confident. We explored user pain points, trust barriers, and compliance constraints—laying the foundation for a product that felt both accessible and credible.
Based on our research, we mapped out key flows to simplify the investor experience—from onboarding to browsing city funds and managing shares. Our strategy balanced compliance with clarity, enabling both first-time investors and returning users to navigate with confidence.
We built a visual identity system that felt trustworthy yet fresh — blending modern UI conventions with bold city-focused imagery. Color, type, and card-based layouts were designed to support both desktop dashboards and mobile browsing without friction.
We brought the product to life with responsive screens for browsing cities, viewing fund performance, and buying/selling shares. Scalable cards, smart defaults, and a clean visual system made Cityfunds approachable—even for first-time investors.
As Cityfunds scaled, we extended the product design into marketing assets—from investor decks to landing pages to mobile onboarding. Consistency across every touchpoint helped turn first-time users into long-term believers.
