Valeri Platform
End-to-End Product Design
Brand strategy & indentity
Go-to-Market Rollout
User research & testing
UX/UI & Interaction Design
Overview
Valeri is PointData’s AI-powered Automated Valuation Model (AVM), built to predict land and property values through complex, data-rich models. Despite its sophistication, the product struggled with usability and clarity, making it difficult for users to fully understand and trust the insights it provided.
I led the end-to-end redesign of the platform, rethinking both the user experience and how the product was positioned. This included restructuring the information architecture, simplifying complex data interactions, and aligning the product with a new brand direction. The work extended beyond the interface into a full rebrand and go-to-market rollout, ensuring the product was not only easier to use, but also easier to understand and adopt.
My role
I led design across product, brand and marketing, working closely with engineering and sales teams.
My role spanned:
User research and testing
UX/UI design and platform redesign
Brand identity and positioning
Marketing assets and campaign rollout
Valeri Platform redesign timeline: broad overview
Phase 1: Understanding the problem
We began by auditing the existing platform to understand how users interacted with a complex, data-heavy product.
This included:
Market sounding research
Internal (guerrilla) and external user testing
Data analysis using Hotjar (heatmaps), Google Analytics and platform dashboards
These insights highlighted a few key challenges:
Navigation and information architecture were difficult to understand
Core features were not easily discoverable
Terminology such as “AI-powered AVM” felt unclear and intimidating to users
My work
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.
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.
Phase 2: Product redesign
The platform was redesigned to improve usability, clarity and overall user experience.
Usability & navigation
Simplified structure and improved information hierarchy
Made key features easier to find and understand
Key flows optimisation
Improved onboarding experience, including “create password” flow
Redesigned subscription and billing processes to reduce friction
Feature improvements and user experience
Introduced map and street view functionality, allowing users to explore data in context
Repositioned reports with clearer descriptions and direct download access
These changes made the platform more intuitive and actionable, helping users better engage with complex property data.
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
Phase 3: Rebrand & positioning
Alongside the product redesign, I led the rebrand of Valeri to make the product more accessible and easier to understand.
The challenge was translating a highly technical product into something users could quickly grasp and trust.
This included:
Developing a clearer, more human visual identity
Defining how the product is communicated beyond technical terminology
Creating a recognisable “face” for Valeri to improve accessibility and engagement’
Phase 4: Go-to-market & rollout
To support the launch, I led the design of marketing and campaign assets and worked closely with sales, product and engineering teams on rollout strategy.
This included:
Paid and organic campaigns
Marketing collateral across digital and print
Cross-functional collaboration to align messaging, product and timing
This ensured the redesigned product and new brand were introduced to market in a cohesive and strategic way.
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