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Realized Marketplace and Digital Advice Tool



Research-driven UX Design

Time Frame

February 2020–March 2022


Lead UX Designer

Senior Researcher

What is the Realized Digital Advice Tool?

The DAT is an MVP application that integrated third-party data, property risk scores, and scenario analysis to build investment portfolios and investment plans for investors in the marketplace.

Realized specialized in helping their clients divest investment properties and plan investments, including deferring capital gains taxes through a 1031 exchange. Registered Investment Advisors (RIA) and Analysts were the primary personas.

Business Problem
We designed and engineered a minimum viable product to quickly optimize 1031 Exchange portfolios and create investment plans for consideration and discussion with clients. Our goal was to enhance portfolio diversification and minimize risk, while ensuring compliance with IRS rules, particularly the 45-day property replacement guideline.

Business requirements included streamlining workflows for key personas such as Research Analysts and members of our Sales team through digital tools, ultimately aiming to positively influence annual equity flow and increase operational speed. The MVP enhanced the Realized Marketplace with optimized portfolios, personalized investment plans and third-party data.

Design Process

Research Actions

We kicked off with defining outcomes, researching, forming hypotheses, then moved onto designing, prototyping, testing, and learning. Collaborative discussions were key in creating a Minimum Viable Product (MVP) that we could learn from.

User Stories
As an Analyst, I need to create multiple optimized portfolios to use as a basis for investment planning.
As an Investment Director, I need multiple optimized portfolios to review with clients during investment planning.

Documenting Research
Personas, Flow Diagrams, Whiteboard Meeting Notes, Card Sorting, and Investment Plan Usability Research Report

Business Solutions

Realized Marketplace Redesign
In collaboration with the marketing, the Product Development team played a key role in refining the transition from the marketing site to a secure marketplace view. Ensuring a smooth and engaging journey for both prospective clients and accredited investors.
Investor Log In
Designed to welcome prospective clients, and accredited investors. Simplifying the verification and ensuring compliance with financial regulations.
Marketplace Offerings
Simplified presentation of investment opportunities with prominent filtering. Also, included robust information and due diligence details for transparency.
Offering Detail View
Provides comprehensive details on investments, including analysis and resources, making it easy for investors to make informed decisions.
How It Works
Outlined Realized's approach and services, simplifying complex investment processes with clear, step-by-step guidance for users.
Investment Plan Tab
Leveled up investor engagement with dynamic content in place of static PDFs, offering more interaction, and direct contact to their Investment Director.
Initial (empty) state for new customers awaiting Investment Director consultation for plan review.
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