Table of Contents
Azibo, an early-stage real estate startup, aims to serve independent landlords with comprehensive tools for lease generation, rent collection, tenant screening, and accounting. The platform also supports tenants by facilitating easy rent payments and providing renter’s insurance.
Role #
I joined Azibo to strategically build and optimize their design team, establish it as a key partner with Product and Engineering, create a robust design system, and spearhead a comprehensive product and brand restructuring.
Approach #
After extensive collaboration with Product, Engineering, and executive stakeholders, I recommended developing an incremental design system through Storybook, starting with new initiatives and subsequently retrofitting older designs post-validation. This approach aligned effectively with a company-wide rebranding initiative.
Design System #
I pushed to create a design system, addressing Azibo’s key challenges: lack of alignment between Figma designs and coded components, repetitive work, and inconsistencies due to absent interaction standards.
Initially, I conducted an audit and engaged closely with the existing team to respect and understand their current state. This allowed a structured consolidation of design elements, paving the way for a clear, functional design system pipeline.
Regular synchronization meetings with engineering teams maintained consistency and facilitated continuous bidirectional feedback.
The consistency established between Figma and the coded components allowed rapid prototyping rather than static mockups, significantly accelerating idea validation and deployment.
I also standardized our file organization and naming conventions to match our ticketing system (Shortcut). We standardized on prototypes for stakeholder reviews, which clarified presentations and improved overall communication.
This standardized workflow allowed designers and product managers alike to contribute effectively, significantly improving velocity, quality, and efficiency.
The Rebrand #
Given the crowded market, Azibo needed clear differentiation. We developed a dual strategy: first, we created a distinct, human-centered brand identity without altering existing colors or typefaces. Second, we built a compelling, customer-centric dashboard.
We quickly defined a unique visual style, collaborated with an illustrator to develop an illustration library, and successfully launched the rebranded site in six weeks.
Our rebrand extended beyond visuals, encompassing voice and messaging across UI and email templates. We used ChatGPT selectively for editing to ensure grammatical accuracy and a consistent voice.
I developed a brand bible to empower internal teams with autonomy, reducing bottlenecks and increasing productivity. I strategically balanced brand presence across marketing and product interfaces, optimizing referral opportunities.
A New Website #
Previously, Azibo relied heavily on third-party developers for their WordPress site, incurring delays and high overhead. To resolve this, I implemented a low-code Webflow solution featuring reusable, pre-styled templates. This allowed marketing teams to independently spin up landing pages, conduct A/B testing, and rapidly optimize content.
Explore the updated website at Azibo.com and compare with the previous version.
The Dashboard #
To drive product monetization post-acquisition and improve landlord engagement, I designed a dashboard prioritizing integrated features rather than disconnected functionalities. My approach involved extensive landlord research through interviews, surveys, and analytics tools like Pendo and heatmaps.
The new dashboard:
- Streamlined onboarding, allowing landlords quicker activation.
- Implemented customized notifications and onboarding tailored per customer type.
- Served as a launchpad for future growth and monetization strategies.
- Addressed top customer service issues, significantly reducing attrition.
Other Leadership Efforts #
I successfully recruited and developed outstanding talent, fostering a cohesive, collaborative design culture.
Key initiatives included:
- Pairing sessions to encourage idea sharing and domain expertise.
- Establishing a dedicated research practice, later hiring an expert to lead.
- Creating a decision-making rubric to efficiently validate critical design decisions.
- Providing personalized mentorship and strategic placements to support individual designer growth.
Results #
- Reduced call center volume by 20%
- Eliminated cancellation calls, significantly enhancing customer retention
- Received exceptional customer reviews
- Increased product engagement by 30%