Mitre Realty
A cross-functional innovation and experience role to transform Mitre Realty's main digital customer channel and support different areas of the business.
Redesigning Mitre Experience required looking beyond the interface and connecting product, CX, marketing, sales, BI and operations into a simpler experience.
Within Mitre Realty's innovation team, I worked with design and UX to evolve Mitre Experience, the company's main digital customer channel, and support CX, marketing, sales and BI initiatives.
The work combined business understanding, cross-functional collaboration and solutions that made complex products clearer, more useful and easier to use.
Mitre Experience
The app offered a confusing experience in important journeys. I began by mapping its existing services in detail, including logic, content, interactions, business rules and structure.
From this diagnosis, I redesigned flows, information architecture and interactions; created high-fidelity Figma prototypes, conducted usability tests and followed implementation.
After launch, the CX team reported that it stopped receiving complaints about app usability, reducing navigation-related operational demand.
Customer Experience
To help reduce CX operating costs, I led the creation of a new, richer, interactive and better-organized FAQ. I formed a lean team with the department and facilitated the process.
I also redesigned stages of the service system based on the most-used journeys. The work combined interviews, flow design and prototyping in co-creation with the CX team.
Marketing, sales and BI
For marketing, I redesigned updated in-app content and direct customer communications. On the digital front, I adapted a CRM to Mitre's visual identity and designed a new sales system, covering navigation, information architecture, components, interface and prototype.
For Power BI dashboards, I reorganized information to reduce cognitive load and make data easier to scan.
Professional feedback
Qualitative feedback received at the company highlighted continuous learning, transparency, communication, partnership with teams, thoughtful approaches and dedication to improving business results.