2
user types unified
100%
commission transparency
5
PREMIUM MARKETS
CLIENT
Rayna Properties | Dubai Real Estate broker management
timeline
12 weeks.
Strategy to handover.
services
Platform Strategy
Information Architecture
UX Design
Visual Identity
team
UX Strategy : Saswat Satyadarshi
Design direction: Janina Schmidt
Illustration & Design system : Saswat Satyadarshi
From fragmented operations to unified platform.
Dubai’s real estate sales operations fragmented across 2 main contributors — lead generators & consultants — each using different tools. WhatsApp, Excel, informal referrals. No unified system. No one owned the experience to track progress and commission payment.
Challenge: Unify fragmented operations into single platform. Design learning experience guiding participation. Create culturally resonant visual system for Dubai market.
the challenge
Sales operation scattered across disconnected parties.
Sales operations scattered across disconnected parties:
Non-professionals knew buyers but no system to participate. Informal referrals, no tracking, distrust blocked contribution.
Consultants managed 100+ leads via Excel chaos. Manual tracking, ownership disputes, zero productivity tools.
Builders received leads from everywhere. No pipeline visibility, unclear attribution, constant payment conflicts.
Bullets:
• Contributors operating in isolation (WhatsApp, Excel, calls)
• No unified system tracking contributions
• Zero transparency on lead ownership or commission
• Constant disputes blocking collaboration
• Productivity destroyed by operational chaos
the solution
One platform. Three unification.
1. Sales Operations Unified
Single platform replacing fragmented tools. All contributors—generators, consultants, builders—in one transparent system. Lead ownership logged. Status visible to all. Commission tracked. Payments automated. Disputes eliminated.
2. Learning + Engagement
Information architecture as teaching tool. Step-by-step guidance: submit lead → track progress → claim commission. Visual design showing end goals—people motivated by seeing benefits, not features. Made complex simple through structured experience.
3. Cultural Resonance
Dubai-inspired color system and visual language. Not generic platform—locally grounded design. Technical system feeling accessible to regional market.
Bullets:
• Unified dashboard for all contributors
• Transparent tracking: submitted → contacted → closed
• Automated commission calculation and payment
• Step-by-step guided experience
• Visual goals showing earnings potential
• Dubai cultural elements in design system
• Single source of truth eliminating disputes
process
Unification in 3 phases
01
Operational architecture
Mapped fragmented chaos. Designed unified system: all contributors, single platform, transparent backend. Two interfaces (simple for generators, powerful for consultants), one experience.
02
Learning design
Translated complex operations into step-by-step flow. Information architecture guiding participation intuitively. Visual design showing goals—commission projections, earning timelines, success illustrations. Learning through engagement.
03
Cultural adaptation
Dubai-inspired visual system. Color palette, illustrations, interface language resonating locally. Technical platform feeling culturally grounded, not imported.
” Janina & Saswat understood us. Addressed concerns before we voiced them. Minimal revisions, smooth collaboration. Working together was easy. “
Head of Operations – Rayna Properties
design
Complexity made intuitive
