UNE Real Estate Digital Product & Brand Expansion
A complex real estate franchise operation was transformed into a scalable digital product, enabling individual agents to operate with the same structure, services, and efficiency of a full franchise.
At the time, the company operated through a traditional franchising model, which required significant investment, operational complexity, and physical presence. While effective, this structure limited expansion and excluded a large segment of real estate agents who could not access or sustain a full franchise.
There was a clear gap in the market. Many agents sought the same level of professionalism, structure, and access to services, but without the cost and complexity associated with franchising.
This scenario created an opportunity to rethink how the business could scale beyond its existing model.
Tools
Figma · Adobe Creative Suite · SharpSpring · Design Systems · Miro · CRM
Meta analytics
Skills
Product Thinking · Product Design · System Design · User Flows · Information Architecture · UX/UI Design · Design Systems · Brand Strategy · Business Strategy · Complex Problem Solving
THE CHALLENGE
How might individual real estate agents operate with the efficiency and structure of a full franchise, without inheriting its complexity?
The challenge extended beyond building a digital interface.
It required translating an entire operational system into something usable, simple, and scalable for a single user, while preserving the integrity of the business ecosystem, including real estate operations, credit services, and insurance offerings.
DISCOVERY
The process began with a deep understanding of the operational gap between franchise units and individual agents. By analyzing internal workflows, existing franchise structures,
and the day-to-day reality of agents, it became evident that the core issue was not access to tools, but the inability to manage operational complexity independently.
Agents demonstrated clear demand and ambition, but lacked the structure necessary to scale their work effectively.
This insight reframed the problem from building a tool to designing an operational system that could function within an individual context.
STRATEGIC APPROACH
The work was developed
at the intersection of product,
user experience, and branding.
The focus was on structuring the experience and translating complex operational requirements into a clear, usable system.
This involved designing user flows aligned with real-world processes, organizing information to reduce cognitive load, and ensuring that interactions maintained both usability and brand consistency.
A key challenge was balancing simplification with completeness, enabling a lightweight experience without compromising operational depth.
Problem Definition
The problem was defined as a structural imbalance. Franchise operations were designed for teams and physical units, while individual agents operated in isolation, without access to the same processes, services, and support systems.
The objective was not to simplify features, but to simplify the system itself.
The solution
was structured
as a product
SOLUTION
capable of encapsulating the core logic of a franchise operation into a streamlined and individual-friendly system.
OUTCOME
The product was
successfully launched and adopted
by individual agents.
Shortly after launch, the initiative contributed to a revenue increase of over 20 percent through the new product line. It also supported expansion across 12 Brazilian states and scaled to hundreds of agents operating within this model.
Beyond measurable results, the product enabled a shift in the company’s growth strategy, reducing dependency on traditional franchising and introducing a more flexible and scalable structure.