UX/UI DESIGN
MoveTo App — Rearchitecting Discovery to Drive Lead-Agent Conversations
Moving, touring homes, and evaluating financing should happen in a single, confident journey — but the interface buried the most important actions.
Users were overlooking key CTAs like Schedule a Tour, Contact Agent, and engagement with financial tools like the mortgage/equity calculator was near-invisible. Years of roadmap stagnation had created a product most users didn’t know existed, and as a result:
Usage analytics were flat
Sessions were short, passive, and low-intent
Core actions weren’t being triggered
The business risk was clear:
Missed CTA engagement = fewer lead-agent conversations = lost opportunity for activation and conversion.
This wasn’t a primary roadmap investment — the goal was to unlock maximum behavioral impact with minimal resources, while avoiding a common design trap: too many equal-weight CTAs fighting for attention.
The biggest risks:
Overloading the UI with too many calls-to-action
Users losing clarity on what matters most
Creating visual noise instead of unlocking engagement
When primary actions are visually prioritized and contextualized in a narrative UX, users will take action earlier, hesitate less, and explore deeper — driving measurable increases in engagement and intention.
To test this, I focused on:
Hierarchy before quantity
Behavior triggers over visual clutter
Confidence and clarity over new feature sprawl
1. Promote primary CTAs visually
Bring tour scheduling and agent contact into the natural user journey instead of buried menus.
Tradeoff: Fewer CTAs, clearer intent → Less initial feature exposure, but stronger action rates.
2. Surface financial tools with context
Users don’t click calculators — they click confidence. The calculator needed narrative framing and placement, not just visibility.
Tradeoff: Added “utility moments” into the discovery journey → Increased screen elements, but only when tied to user context.
3. Prioritize and de-emphasize secondary actions
I limited competing actions and used visual hierarchy, proximity, and framing to make the product feel like one guided experience instead of multiple loose sprints.
Tradeoff: More minimalist visual canvas → but deeper storytelling and structured sections.
Step 1 — User insights
At the Real Growth Summit, we spoke directly to learners and leads. Many had no awareness of the product at all, confirming this was both a discovery and trust problem, not just visual design.
Step 2 — IA & flow mapping
I redesigned the hierarchy using core information architecture principles:
Actions grouped by intent
Primary paths made linear and visible
Utility features placed at decision moments
Cognitive load intentionally reduced
Step 3 — Interaction prototype
Built and iterated a clickable, guided prototype in Figma that modeled hesitation points, flow clarity, and intention.
Step 4 — Strategic CTA framing
Designed CTA placement so users understood:
What to click first
Why it mattered
What happens next
How it benefits them
This maintained a clean, minimalist UI while delivering a story-driven architecture.
The redesigned experience launched to real customers on March 10, ahead of formal marketing — and the buffer stream design bet paid off.
Compared to baseline engagement:
Active users increased 368%
Session duration increased 97.5%
Views per user grew 151%
Interaction events increased 874%
User engagement per session became 3.7x denser
Design didn’t just make the buttons bigger — it made the journey clearer, the product discoverable, and outcomes actionable.
A design sprint can uncover possibilities — but product designers who get hired evolve them into systems that ship, iterate, and drive outcomes.
Here, I balanced a minimalist interface with confident narrative UX framing, creating measurable impact without over-designing.