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Redesigned a low-adoption dashboard into a role-based product for real estate teams, improving usability, clarity, and decision-making.

Introduced clearer workflows, transparent AI configuration, outcome-driven analytics, and defined a future CRM vision based on event-driven automation.

Context

Rentmies is a platform that uses AI agents to help Real Estate teams manage conversations, leads, and operations.The dashboard had grown organically. New features were added as the product evolved, but the overall structure didn’t keep up. At some point, it became hard to navigate and, more importantly, not that useful for most users.

My Role

I led the redesign of the dashboard end to end, from understanding how people were actually using it to defining a new structure, prototyping it, and working with engineering to get key parts live.

Problem

What stood out pretty quickly was this:

• People weren’t really using the dashboard unless they had to.
• Agents mostly stayed in WhatsApp.
• Managers didn’t find the analytics helpful.
• And everyone was seeing the same thing, regardless of what they actually needed.
• The CRM was another issue. It depended on manual updates, which just didn’t happen consistently.

In practice, this is what users were dealing with:

Before

Fragmented view, no clear structure, limited context

After

Structured view with clearer navigation and contextual information

Insight

This wasn’t just a usability problem. It was a value problem. Users didn’t see a reason to go into the dashboard, because it didn’t help them do their job better.

Approach

The starting point was understanding how different users actually worked. Through user interviews, I identified three main profiles: