HABI (SOFTBANK-BACKED UNICORN) • PROPTECH • 2022
In 2022, Habi tasked me with a full redesign of their website, registration funnel and landing page; streamlining the mobile-first buyer journey for homeowners in 15+ Latin American cities so they could sell in 10 days with confidence, helping Habi become Colombia’s second unicorn and secure investment from SoftBank.

ROLE
Product Designer (user research, UI overhaul, KPI tracking).

CHALLENGE & DISCOVERY
Lead-qualification rates lagged behind growth targets, and analytics showed drop-off spiked on generic forms. Region-specific trust signals; MLS links and attorney badges andcorrelated with higher completions.

APPROACH
→ Dynamic city modules: Engineered the funnel to swap in local MLS links, attorney badges and market data per city.
→ Offer visualization: Added an interactive “offer range” widget and instant credit-score badge to build trust.
→ Landing-page overhaul: Redesigned the homepage with a clear value proposition, streamlined CTAs and performance-optimized assets.
→ Component library: Delivered a modular Figma kit so marketing could spin up new campaigns without waiting on design.

OUTCOME
In the first quarter after launch, the redesigned funnel boosted qualified-lead rates by 18 %, drove 190 k new sessions (while cutting bounce rates by 12 %) and gave marketing teams 40 hours back each month thanks to the modular component library; fueling rapid, localized growth and helping Habi secure its unicorn valuation in a SoftBank–led round.