Better, known primarily as an online mortgage lender, set out to expand into real estate and reframe itself as a full-service homeownership company. The initiative aimed to create a unified, end-to-end platform where customers could buy and sell their homes in one seamless journey, while also rolling out a rebrand that reflected this broader ambition.
.png)
The homebuying process is notoriously complex, involving multiple parties, disjointed tools, and unclear next steps. For customers—especially “dual trackers” buying and selling at the same time—this fragmentation led to stress, delays, and missed opportunities. Internally, agents and support teams were managing leads, transactions, and customer communications across siloed systems, making it difficult to deliver a consistent experience at scale.
We designed and launched a sell-to-buy dashboard that consolidated every part of the transaction—from onboarding and property search to offers, financing, and closing—into one platform. Key features included contextual next steps, integrated services like Better Cash Offer, and transparent progress tracking. On the B2B side, we developed tools for agent lead management, customer collaboration, and performance tracking. A new design system ensured brand consistency and speed to market, while the rebrand embodied a customer-first vision: inviting people into a confident, guided homeownership journey.
The dashboard provided a clear, centralized hub for customers, reducing friction and increasing trust in Better’s ability to manage both sides of the real estate transaction. For agents, it streamlined workflows and improved collaboration, helping Better recruit and retain top talent. The rebrand and design system elevated the company’s market positioning, supporting its transition from mortgage lender to full-service homeownership partner.
Findigs set out to fix a rental process burdened by long applications, outdated systems, and inconsistent decisions. Over time, the platform evolved into a cohesive ecosystem serving both renters and property managers—streamlining applications, enhancing transparency, and reducing operational risk. Renter and property manager experiences were reimagined to work seamlessly together, supported by a unified design system and informed by deep service design research. This work uncovered key moments of friction, frustration, and fraud, guiding product strategy and inspiring new features. The result was a faster, fairer, and more trustworthy rental experience, backed by stronger alignment across product, engineering, marketing, and operations.
The span of these assignments — from creating the next generation of customer support with the Apple Support App, to cultivating and promoting Apple’s brand and message with Newsroom — has provided a unique perspective across Apple’s broader ecosystem of independent but interconnected businesses. At the core of that ecosystem are massive businesses in their own right that depend on a holistic strategy to connect with customers and bring capabilities and experiences together seamlessly.
