Valeri
End-to-End Product Design
User testing
Wireframing & Prototyping
Overview
Valeri is PointData’s AI-powered Automated Valuation Model (AVM), built to predict land and property values using city-specific datasets, sales data, and proprietary data layers. The platform identifies patterns and market trends to deliver accurate, data-driven insights to clients.
Following Market Sounding Research in 2020, we gained deeper clarity on user needs and identified key opportunities to redesign the platform. The goal was to better serve distinct user cohorts, increase engagement, and make our products more accessible and intuitive.
My role
I led the end-to-end design process, from research and planning through to execution and delivery.
I worked closely with the frontend developer to improve the overall user experience, refine communication across different audience segments, and restructure the platform to make products easier to find, understand, and use. I worked across strategy, UX, and visual design to ensure the redesign aligned with both user needs and business objectives.
Valeri Platform redesign timeline: broad overview
The design journey
The product strategy included 2 large releases, each with iterations to deliver optimisations and release in sprints within a cross functional agile delivery process.
I worked closely with Product and Engineering partners to define the release strategy. Firstly the company rebranded, re-platformed it's AI technology, and refreshed the product offering. I lead the collaborative branding and content design effort to reflect the company changes and improve the user experience.
I then undertook an inclusive user centered design process starting with research and moving through the product and delivery lifecycle through to execution
Over 2 years, the iterative design process delivered measurable improvements as we learnt more about our users, and the product.
Research
Competitor analysis as part of Market Sounding Research (external agency)
Engaged an agency and consulted on the formal research (focus groups, questionnaires)
🤓 One of the key needs we identified based on the research findings was to give the AI platform a helpful face users could relate to
Design and testing
Created wireframes, mocks and finished designs (Sketch and Figma)
Mid-fidelity prototyping in Invision for end user testing
Ran guerrilla testing with internal participants using the test environment
Planned and facilitated qualitative testing with external users with Invision prototypes on usertesting.com
Formal testing using TestMate to recruit and facilitate sessions using my brief
Delivery
Stakeholder management, ongoing prioritisation and alignment with the C-level executives and senior leadership
Worked cross functionally to design and deliver in sprints (using Trello and Kanban)
Engaged in Agile meetings including stand ups, sprint planning and backlog refinement (Gitlab), Retros etc.
Collaborated with Engineers for design handover using Figma Inspect
Post release quantitative data analysis with Google analytics, Hubspot (heat maps) and Valeri backend dashboards.
User experience
The redesign covered information architecture, navigation, UI and interaction design, as well as visual design and illustration. Some of the improvements included:
integrated map and street view features, allowing users to explore surrounding areas directly within the platform. This tested strongly with users.
reports were repositioned and paired with clearer descriptions and direct download links, leading to higher engagement and increased downloads.
Impact & Insights
Increased feature engagement
The integration of map and street view functionality led to higher interaction rates within property pages. This could be measured through increased clicks on map features, longer session durations, and deeper page exploration per visit.
Improved report conversion rate
Repositioning reports with clearer descriptions and direct download links improved the report download conversion rate by. That was measured by tracking the percentage of users who viewed a report description and proceeded to download it.
Mobile rendering
User testing
User testing was conducted in two stages. We began with internal sessions involving staff members and close contacts, which helped validate early assumptions and identify quick usability wins. This was followed by two rounds of remote external testing, each with six participants, facilitated by an independent agency. The external sessions provided objective feedback that informed refinements ahead of release.
Registration process: create password process optimised
Subscription and billing information process
Meet Valeri
Market Sounding research revealed that many users did not fully understand what artificial intelligence meant, and some even felt uneasy about it. To address this, we decided to humanise Valeri and make the technology feel more approachable. As lead designer on this initiative, my objective was to quite literally give Valeri a face and create a stronger connection with users.
Valeri as a 'personal assistant' that can help you search for properties.
Social Media
I worked closely with the sales manager and engineers to plan the social media rollout for the launch of Valeri. We aligned on key messages, audience focus and timing to make sure the content reflected both the product’s technical strengths and its value to clients.
I was responsible for coordinating the campaign end-to-end, designing all visual assets and ensuring the messaging stayed consistent with the company’s objectives. I also managed timelines and scheduling to make sure posts and stories were delivered and published on time.
Creative across paid and organic