Product design
Role-Based Marketplace Funnel
I structured a role-based marketplace funnel so buyers, sellers, and agents could understand transaction options before being asked to trust crypto real estate.
- Company
- Propy
- Industry
- Real Estate
- Role
- UI Design / Web3 UX Consultant
- Year
- 2022–2023
Project context
Case narrative leads with the challenge and problem solved.
The homepage needed to explain Web3 real estate without flattening every visitor into the same funnel; buyers, sellers, agents, and crypto-curious visitors each needed a different entry point. The case is intentionally text-led for now, focusing on challenge, constraints, decisions, and problem solved.
Case opening
Complex onboarding, marketplace UX, Web3 product translation, and trust-building conversion flows.
- What was broken
- Buyers, sellers, agents, and crypto-curious visitors each need a different explanation before they can trust a blockchain-enabled real-estate transaction path.
- What I owned
- I split the public homepage into role-based entry points, transaction education, marketplace modules, trust signals, and clear paths into title, escrow, certification, and account surfaces.
- What changed
- The case follows the problem: buyers, sellers, and agents need different trust paths before they can understand transaction options, title, escrow, certification, and account next steps.
Separated user intent before conversion, because buyers, sellers, and agents need different trust evidence before a Web3 transaction path makes sense.
Product clarity index
What this case teaches.
- Roles separated
- Buyer, seller, and agent paths get distinct entry logic.
- State clarified
- Transaction choices, trust proof, and service paths appear before commitment.
Buyers, sellers, agents, and crypto-curious visitors needed different trust paths before transaction commitment.
Split the funnel by role, then place education, proof, transaction options, title, escrow, and certification near intent.
The case sequence shows role routing, trust sections, marketplace modules, and downstream transaction-service paths.
Ownership / workflow
What I owned in the product story.
This case is about trust before conversion: helping different real-estate audiences understand the right path before asking them to believe the Web3 model.
- Role
- UI design, onboarding architecture, Web3 product translation, homepage/funnel direction.
- Scope
- Buyer/seller/agent routing, transaction education, trust modules, marketplace paths, title/escrow/certification entry points.
- Tools / workflow
- Figma flows, product storytelling, conversion hierarchy, responsive web UI, stakeholder-ready presentation.
- Hiring signal
- Can structure acquisition and onboarding for a complex, high-trust marketplace.
Challenge / response / outcome
From one homepage for everyone to role-based real-estate onboarding.
Buyers, sellers, agents, and crypto-curious visitors each need a different explanation before they can trust a blockchain-enabled real-estate transaction path.
I split the public homepage into role-based entry points, transaction education, marketplace modules, trust signals, and clear paths into title, escrow, certification, and account surfaces.
The product challenge became an information-architecture problem.
- Separated the homepage funnel by intent so buyers, sellers, agents, and curious visitors can self-select before the product asks for commitment.
- Used transaction-path comparison to make bank, crypto, and NFT-enabled options understandable without forcing every visitor through a Web3 explanation first.
- Layered trust content, research validation, title/escrow promotion, and certifications around the moments where skepticism is most likely.
- Kept marketplace discovery and role education connected, so exploration can lead naturally into service, account, or certification paths.
What to notice
Interface decisions that prove the product thinking.
- Role routingLet buyers, sellers, and agents self-select before the funnel asks for trust or commitment.
- Trust timingPlace transaction education and proof near the moments where Web3 skepticism appears.
- Conversion continuityConnect public discovery to marketplace, title, escrow, certification, and account paths.
Mess
Buyer questionsSeller questionsAgent certificationCrypto/payment uncertaintyTrust requirementsDesign move
From one homepage for everyone to role-based real-estate onboarding.
Route users by role, explain transaction options in plain language, and connect each path to marketplace, title, escrow, certification, or account next steps.
Clarity
Choose buyer/seller/agent pathCompare transaction optionsReview proof and educationMove into the right product path