Building Quietly Powerful Tools for Everyday Work
Context & Problem
As the internal design lead at McMakler, I worked across three core enterprise apps used daily by agents, sales coordinators, and managers that are part of the company’s end-to-end workflow for selling properties across Germany. I designed scalable, efficient workflows and partnered with stakeholders to launch new tools from the ground up. The main problem was that digital tools weren’t connected — data was inconsistent, and teams had no shared, reliable place to work from.
My goal was to unify workflows and bring operational consistency through thoughtful product design.
Read - 10-15 min
Read - 10-15 min
Role
Role
Product Designer
Product Designer
Team
Team
2 Product designers (Hi!), Art Director, PM, 2 engineers, QA
2 Product designers (Hi!), Art Director, PM, 2 engineers, QA
Core responsabilities
Core responsabilities
UX & UI Design, Product Strategy, UX Research, Usability Testing
Scope
Scope
2 legacy tools reimagined, 1 new app designed from scratch
Impact
Impact
Cut property management time by hours each month through better tool integration and UX clarity.
Disclaimer
Due to NDA contract agreements, I was not permitted to record, reproduce, or showcase the final developed version of the applications. Only select recordings and design-oriented files were approved for display in this portfolio case.
The designs presented here are solely to demonstrate my skills as a designer and the processes involved in creating these solutions.
Suppose you are a representative of a competitor company. In that case, I kindly ask you to respect the intellectual property of McMakler and refrain from using any information displayed here for competitive purposes.
Due to NDA contract agreements, I was not permitted to record, reproduce, or showcase the final developed version of the applications. Only select recordings and design-oriented files were approved for display in this portfolio case.
The designs presented here are solely to demonstrate my skills as a designer and the processes involved in creating these solutions.
Suppose you are a representative of a competitor company. In that case, I kindly ask you to respect the intellectual property of McMakler and refrain from using any information displayed here for competitive purposes.
Due to NDA contract agreements, I was not permitted to record, reproduce, or showcase the final developed version of the applications. Only select recordings and design-oriented files were approved for display in this portfolio case.
The designs presented here are solely to demonstrate my skills as a designer and the processes involved in creating these solutions.
Suppose you are a representative of a competitor company. In that case, I kindly ask you to respect the intellectual property of McMakler and refrain from using any information displayed here for competitive purposes.
Challenge
What does it take to connect scattered workflows into a unified, intuitive system — without breaking speed?
What does it take to connect scattered workflows into a unified, intuitive system — without breaking speed?
In the Room, in the Flow —
That’s Where Better
Design Starts
First Iteration –
Foundation
for Scalable Signing
First Iteration –
Foundation
for Scalable Signing
At McMakler, all operational teams worked under the same roof — often just a few floors away. This proximity gave me direct access to agents, coordinators, and managers.
I regularly visited their teams to observe workflows, run informal testing sessions, and gather real-time feedback. It turned research into a daily practice, not just a phase — and made my design work sharper, faster, and more grounded in reality.
At McMakler, all operational teams worked under the same roof — often just a few floors away. This proximity gave me direct access to agents, coordinators, and managers.
I regularly visited their teams to observe workflows, run informal testing sessions, and gather real-time feedback. It turned research into a daily practice, not just a phase — and made my design work sharper, faster, and more grounded in reality.
Existing App Redesign
Immoforce - Helping teams collect smarter, act faster, and stay aligned
Immoforce - Helping teams collect smarter, act faster, and stay aligned
Before a property can be sold, it needs to be understood — and that starts with the data. This internal tool was the backbone of McMakler’s property acquisition process: the place where raw customer input turned into structured information, and where broker teams coordinated everything from first contact to deal handoff.
More than just a data collector, it acted as a central nervous system for property intake — aligning people, tasks, and insights across teams in real time.
Before a property can be sold, it needs to be understood — and that starts with the data. This internal tool was the backbone of McMakler’s property acquisition process: the place where raw customer input turned into structured information, and where broker teams coordinated everything from first contact to deal handoff.
More than just a data collector, it acted as a central nervous system for property intake — aligning people, tasks, and insights across teams in real time.
I conducted in-person interviews with the customer care team, SWAT, and team leads. Over three days, I observed workflows, gathered insights, and built a testing keynote.
FullStory sessions were also reviewed to analyze task flow and speed.
Research
Research
I conducted in-person interviews with the customer care team, SWAT, and team leads. Over three days, I observed workflows, gathered insights, and built a testing keynote.
FullStory sessions were also reviewed to analyze task flow and speed.
Navigating Constraints
with Strategy
Navigating
Constraints
with Strategy
Navigating
Constraints
with Strategy
While constraints were clear from the start, I always aim to challenge surface-level assumptions.
My approach is to uncover the real problems before jumping into design — gathering data, asking questions, and aligning user needs with business goals. The goal isn’t just to meet the brief, but to merge what's best for both the product and the people using it.
PM initially requested only a basic UI refresh and minor flow updates, with tight timelines limiting scope for deeper UX work.
Required reuse of the existing MUI-based design system to speed up development — limiting flexibility for custom UI patterns.
App logic and business rules were unclear or undocumented, requiring additional effort to reverse-engineer workflows from user behavior.
The Brief Set the Boundaries — I Designed Beyond Them
Advocated for a short but focused research phase — reallocating one week from UI work to conduct interviews and workflow observations.
Designed within MUI limitations by creating modular and custom UI patterns and scalable variants that still felt tailored to user needs.
Partnered with operations leads to map undocumented logic, cross-checking with FullStory session recordings to clarify real user behavior.
While constraints were clear from the start, I always aim to challenge surface-level assumptions.
My approach is to uncover the real problems before jumping into design — gathering data, asking questions, and aligning user needs with business goals. The goal isn’t just to meet the brief, but to merge what's best for both the product and the people using it.
PM initially requested only a basic UI refresh and minor flow updates, with tight timelines limiting scope for deeper UX work.
Required reuse of the existing MUI-based design system to speed up development — limiting flexibility for custom UI patterns.
App logic and business rules were unclear or undocumented, requiring additional effort to reverse-engineer workflows from user behavior.
The Brief Set the Boundaries — I Designed Beyond Them
Advocated for a short but focused research phase — reallocating one week from UI work to conduct interviews and workflow observations.
Designed within MUI limitations by creating modular and custom UI patterns and scalable variants that still felt tailored to user needs.
Partnered with operations leads to map undocumented logic, cross-checking with FullStory session recordings to clarify real user behavior.
New Solutions That
Drive Impact
Navigating
Constraints
with Strategy
Navigating
Constraints
with Strategy
While 75% of the designs were approved, the development team opted to fast-track production using MUI. Though not my preferred choice, I adapted the UI accordingly, ensuring consistency across content blocks.
After launch, the product received positive in-person feedback from teams by a short survey, but further productivity and impact measurements were postponed indefinitely by the product team due to other design priorities.
Accelerated Workflows
Streamlined processes, enabling faster and more efficient workflows across different teams.
Synchronized Data
Improved data consistency by integrating and syncing information from multiple sources, reducing errors and duplications.
Optimized Daily Tasks
Simplified routine tasks for brokers and team members, enhancing productivity and reducing manual effort.
While constraints were clear from the start, I always aim to challenge surface-level assumptions.
My approach is to uncover the real problems before jumping into design — gathering data, asking questions, and aligning user needs with business goals. The goal isn’t just to meet the brief, but to merge what's best for both the product and the people using it.
PM initially requested only a basic UI refresh and minor flow updates, with tight timelines limiting scope for deeper UX work.
Required reuse of the existing MUI-based design system to speed up development — limiting flexibility for custom UI patterns.
App logic and business rules were unclear or undocumented, requiring additional effort to reverse-engineer workflows from user behavior.
The Brief Set the Boundaries — I Designed Beyond Them
Advocated for a short but focused research phase — reallocating one week from UI work to conduct interviews and workflow observations.
Designed within MUI limitations by creating modular and custom UI patterns and scalable variants that still felt tailored to user needs.
Partnered with operations leads to map undocumented logic, cross-checking with FullStory session recordings to clarify real user behavior.
0 to 1 App design
Brokerforce - A smarter way for brokers to manage time tasks and close deals faster
Brokerforce - A smarter way for brokers to manage time tasks and close deals faster
As part of my work identifying operational gaps, I partnered with the Product Owner to explore one of the most manual workflows in the company — the broker process. At the time, brokers were managing tasks entirely on paper, leading to inefficiencies and a lack of visibility.
We envisioned a workspace tailored specifically for brokers — leveraging data already structured in our Immoforce app, but serving a different use case.
Streamline broker workflows
Replace paper-based processes with a structured digital system that guides brokers through each stage of the property sale.
Simplify data entry at the source
Make it easy for brokers to collect and input key property data during customer meetings — reducing errors and speeding up handover.
Enable smart coordination and scheduling
Give brokers a personal space to manage their calendars, while allowing the sales team to assign the most suitable broker for each lead based on availability and fit.
Productivity-Driven
Features
Navigating
Constraints
with Strategy
To digitize and streamline the broker workflow, we focused on four core improvements — giving brokers the structure, visibility, and tools they needed to work more efficiently, stay organized, and close deals faster.
Personal Calendar
Company-synced calendars help brokers manage appointments, integrated with the internal booking tool.
Task Management
Structured workflows guide brokers through each step of the property sales process.
Smart Notifications
Automated alerts ensure timely action and reduce missed tasks.
Performance Insights
Dashboards give brokers and managers visibility into progress and performance.
App UX Redesign
ALLA - What is a Faster, Smarter Way to Schedule Broker Meetings?
Stakeholders identified broker scheduling as a critical bottleneck in the sales process. The aim was to build a tool that made booking seamless by matching client preferences with broker availability, all through a fast and intuitive interface.
The sales team — booking brokers during live client calls — needed speed and clarity. Yet previous versions of the app had failed to deliver, with three iterations scrapped due to serious usability flaws.
App UX Redesign
ALLA - What is a Faster, Smarter Way to Schedule Broker Meetings?
Stakeholders identified broker scheduling as a critical bottleneck in the sales process. The aim was to build a tool that made booking seamless by matching client preferences with broker availability, all through a fast and intuitive interface.
The sales team — booking brokers during live client calls — needed speed and clarity. Yet previous versions of the app had failed to deliver, with three iterations scrapped due to serious usability flaws.
As part of my work identifying operational gaps, I partnered with the Product Owner to explore one of the most manual workflows in the company — the broker process. At the time, brokers were managing tasks entirely on paper, leading to inefficiencies and a lack of visibility.
We envisioned a workspace tailored specifically for brokers — leveraging data already structured in our Immoforce app, but serving a different use case.
Streamline broker workflows
Replace paper-based processes with a structured digital system that guides brokers through each stage of the property sale.
Simplify data entry at the source
Make it easy for brokers to collect and input key property data during customer meetings — reducing errors and speeding up handover.
Enable smart coordination and scheduling
Give brokers a personal space to manage their calendars, while allowing the sales team to assign the most suitable broker for each lead based on availability and fit.
How Feedback Shaped
the Fix
How Feedback
Shaped the Fix
How Feedback
Shaped the Fix
To validate our direction, I ran user satisfaction surveys and comparative tests between legacy and proposed interfaces. Using the Efficient Measurement of User Experience for Interactive Products framework, we measured UX gains and identified specific friction points:
Long load times. Original version averaged 80 seconds to load, causing potential loss of leads
Bias-based booking. Sales reps often picked brokers based on personal preference instead of availability
Unintuitive navigation. Legacy interface lacked familiar calendar structure, confusing users
To validate our direction, I ran user satisfaction surveys and comparative tests between legacy and proposed interfaces. Using the Efficient Measurement of User Experience for Interactive Products framework, we measured UX gains and identified specific friction points:
Long load times. Original version averaged 80 seconds to load, causing potential loss of leads
Bias-based booking. Sales reps often picked brokers based on personal preference instead of availability
Unintuitive navigation. Legacy interface lacked familiar calendar structure, confusing users
Productivity-Driven
Task Solutions
Productivity-Driven
Task Solutions
Although the new design received positive feedback and showed measurable improvements in usability, the tool was eventually sunset and its logic integrated into broader scheduling flows.
Process
During the brainstorming phase, the Product Owner and I explored a new concept inspired by World of Warcraft's tile-based interaction and the structure of Google Calendar, which was already part of the sales team's daily routine.
Testing
To compare the previous and new designs, I used the Efficient Measurement of User Experience for Interactive Products framework. The results showed a small overall improvement and generally positive feedback.
Results
After three months of observation, the adoption rate among teams remained low, and the cost of maintaining the app and its code structure was too high. As a result, the feature’s core logic was integrated into broader scheduling flows.
Although the new design received positive feedback and showed measurable improvements in usability, the tool was eventually sunset and its logic integrated into broader scheduling flows.
Process
During the brainstorming phase, the Product Owner and I explored a new concept inspired by World of Warcraft's tile-based interaction and the structure of Google Calendar, which was already part of the sales team's daily routine.
Testing
To compare the previous and new designs, I used the Efficient Measurement of User Experience for Interactive Products framework. The results showed a small overall improvement and generally positive feedback.
Results
After three months of observation, the adoption rate among teams remained low, and the cost of maintaining the app and its code structure was too high. As a result, the feature’s core logic was integrated into broader scheduling flows.
Reflections
What I Learned Designing the Tools Behind the Sales Floor
What I Learned Designing the Tools Behind the Sales Floor
At McMakler, I wasn’t just designing internal apps — I was shaping how people worked. Across tools like Immoforce, BrokerForce, and Alla, I dove deep into the messy, complex world of real estate operations.
Through each project, I learned that good design isn’t just about polish — it’s about knowing when to push, when to listen, and when to rethink the problem entirely.
At McMakler, I wasn’t just designing internal apps — I was shaping how people worked. Across tools like Immoforce, BrokerForce, and Alla, I dove deep into the messy, complex world of real estate operations.
Through each project, I learned that good design isn’t just about polish — it’s about knowing when to push, when to listen, and when to rethink the problem entirely.
Human habits don’t always bend to perfect systems. Some tools fail not because of poor UX, but because they ask users to change too much, too fast.
Better research = better decisions. When I had the time to observe users, challenge assumptions, and synthesize pain points, I could deliver ideas that served both the business and the people using the tools.
Fragmentation isn’t always the enemy. When designing for a fast-moving org, focusing on small, high-impact moments — like a broker’s task flow — can help speed up data processing and support the company’s bigger goal: selling properties.
Human habits don’t always bend to perfect systems. Some tools fail not because of poor UX, but because they ask users to change too much, too fast.
Better research = better decisions. When I had the time to observe users, challenge assumptions, and synthesize pain points, I could deliver ideas that served both the business and the people using the tools.
Fragmentation isn’t always the enemy. When designing for a fast-moving org, focusing on small, high-impact moments — like a broker’s task flow — can help speed up data processing and support the company’s bigger goal: selling properties.
To digitize and streamline the broker workflow, we focused on four core improvements — giving brokers the structure, visibility, and tools they needed to work more efficiently, stay organized, and close deals faster.
Personal Calendar
Company-synced calendars help brokers manage appointments, integrated with the internal booking tool.
Task Management
Structured workflows guide brokers through each step of the property sales process.
Smart Notifications
Automated alerts ensure timely action and reduce missed tasks.
Performance Insights
Dashboards give brokers and managers visibility into progress and performance.
Navigating
Constraints
with Strategy
Let's Connect!
Currently, I'm looking for a next big thing.
Let's Connect!
Currently, I'm looking for a next big thing.
Let's Connect!
Currently, I'm looking for a next big thing.