Realized Marketplace and Digital Advice Tool
Research-driven UX Design
February 2020–March 2022
Lead UX Designer
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.
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.
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.
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.
Personas, Flow Diagrams, Whiteboard Meeting Notes, Card Sorting, and Investment Plan Usability Research Report