Cher
Platform connecting homebuyers with realtors and loan processes
The product was already live, but misalignment between users and system abuse were creating friction that directly impacted the experience.
Improving coordination and trust in a live product
The problem
• Buyers and realtors losing alignment during the process
• Communication gaps causing delays and confusion
• Lack of structure in critical interactions
• Realtors exploiting the system without consequences
• Need to improve behavior without disrupting existing users
What I changed
• Designed a structured communication flow combining chat and video
• Integrated communication directly into the buying journey
• Reduced coordination overhead between users
• Introduced a token-based system to enforce accountability
• Embedded constraints into the UI without adding friction
Insight
This wasn’t only about usability, it required influencing behavior. The system needed to guide some users and restrict others without breaking trust.
Impact
A more structured and controlled experience that improves alignment between users, reduces friction in communication, and discourages misuse of the platform.
The goal wasn’t just to improve the interface, it was to influence behavior without making it feel imposed.
