Valeri Platform

End-to-End Product Design

Brand Strategy & Identity

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 throughout the full project lifecycle, working closely with engineering, sales and senior leadership. My work spanned user research and testing, UX/UI design, brand identity and positioning, and the go-to-market rollout.

Valeri Platform redesign timeline: broad overview

Phase 1: Understanding the problem

Before touching any designs, we needed to understand why a technically impressive product wasn't landing with its users. We audited the existing platform, ran internal guerrilla testing and partnered with an external agency on formal market sounding research: focus groups, questionnaires and competitor analysis.

The findings were clear: navigation was confusing, key features were hard to discover, and the AI-heavy terminology was creating distance rather than confidence. Users didn't distrust the product, they just didn't understand it.

Phase 2: Product redesign

With the research findings as our guide, I redesigned the platform from the ground up, simplifying the information architecture, improving key user flows and making core features easier to find and act on. Onboarding, subscription and billing were all restructured to reduce friction.

The biggest UX addition was map and street view integration, giving users a way to explore property data in context rather than in isolation.

Testing was conducted in two rounds, first internally to validate early assumptions, then with six external participants per round facilitated by an independent agency, with each round informing the next iteration before release.

Create password process optimised

Subscription and billing information process

Impact & Insights

The redesign had a measurable effect on how users engaged with the platform. Map and street view integration drove a 20% increase in interaction rates within property pages, with users spending more time exploring data and going deeper into individual listings.

Repositioning reports with clearer descriptions and direct download access improved the report conversion rate by 15%, tracked by measuring how many users who viewed a report went on to download it.

Phase 3: Rebrand & positioning

The product redesign and the rebrand happened in parallel, because we quickly realised you couldn't fix one without addressing the other. The core challenge was making a highly technical AI product feel approachable and trustworthy without dumbing it down.

This meant developing a cleaner, more human visual identity, redefining how the product communicated its value beyond technical terminology, and, most distinctively, giving Valeri a literal face.

Research had shown that many users felt uneasy about AI they couldn't relate to, so we created a character that acted as a personal assistant, making the technology feel like something working for you rather than something opaque and intimidating.

Phase 4: Go-to-market & rollout

Getting the product and brand to market required close collaboration with sales, engineering and leadership to align on messaging, timing and audience.

I designed the full suite of launch assets across digital and print, and led the social media rollout from planning through to scheduling, coordinating with the sales manager to make sure every piece of content reflected both the product's technical strengths and its real-world value to clients.

The redesigned platform and new brand launched together, ensuring users encountered a coherent experience from the first touchpoint.

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.