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Summary
Executive Summary
Kasa is a 0→1 product design project focused on making housing discovery simple, clean, and intuitive—especially when searching in unfamiliar cities.
I led the project end-to-end, from opportunity framing and research through design systems, high-fidelity prototypes, and usability testing. The core goal is to reduce cognitive load and help users understand both a property and its surrounding location without overwhelming them.
The Problem
Housing platforms are complex because they attempt to solve for everything at once.
Through personal experience and research, I identified a consistent issue:
Users are forced to work too hard to understand whether a place actually fits their life.
This complexity shows up as:
- Overloaded interfaces
- Excessive filters and dense information
- Limited clarity around neighborhoods and surroundings
- Friction when comparing options
The result: decision fatigue and low confidence.
The Goal
Design a housing discovery experience that is:
- Simple — Only what users need, when they need it
- Clean — Clear hierarchy, calm visuals, no unnecessary noise
- Intuitive — Easy to understand without instructions
Kasa prioritizes clarity over completeness and confidence over choice volume.
My Role & Scope
I operated at a Staff-level scope, owning the project end-to-end:
- Problem definition and opportunity framing
- Research synthesis and insight generation
- UX architecture and interaction design
- Design system strategy
- High-fidelity UI and prototyping
- Usability testing and iteration planning
This mirrors how I approach early-stage, ambiguous problems in cross-functional environments.
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Research & Discovery
Methods
- Conversations with friends who relocated or lived abroad
- Interviews with short- and long-term renters
- Competitive analysis of housing platforms
- Firsthand experience navigating unfamiliar cities
Key Insights
- Users want fewer decisions, not more options
- Location context is as important as the listing itself
- Most users struggle with comparison, not discovery
- Clear summaries outperform dense data
How I Used AI in My Design Process
AI was used strictly as a design support tool to improve speed, clarity, and iteration—not as a product feature.
Ideation & Problem Exploration
- Generated and stress-tested multiple problem framings
- Explored alternative user flows and mental models
- Challenged assumptions early before committing to solutions
Creation & Design Execution
- Assisted in structuring information architecture options
- Helped refine microcopy for clarity and tone
- Supported rapid iteration of layout and hierarchy ideas
Design Thinking & Iteration
- Synthesized usability feedback into clear themes
- Helped identify recurring friction points
- Allowed more time to focus on judgment, craft, and strategy
Outcome: Faster exploration, clearer decisions, and higher-quality design output without compromising intent or ownership.
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Design Process
Information Architecture & Wireframes
Early work focused on:
- Reducing complexity at the entry point
- Anchoring exploration around location
- Revealing details progressively
The goal was to help users orient themselves quickly and feel in control.
Design System
The design system emphasizes:
- Calm, neutral visuals
- Strong hierarchy and readability
- Reusable, scalable components
- Accessibility by default
High-Fidelity Prototypes
High-fidelity designs focused on:
- Clear hierarchy over visual density
- Reducing visual and cognitive noise
- Supporting confident comparison
- Making the experience feel approachable and human
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Testing & Validation
Focus Areas
- Ease of understanding on first use
- Clarity of navigation and mental models
- Confidence when comparing options
- Points of confusion or hesitation
Early Feedback
- Users feel less overwhelmed than on existing platforms
- Location context is easier to understand
- Desire for clearer comparison signals
What I’d Improve Next
- Stronger comparison and shortlisting flows
- Clear visualization of trade-offs
- Priority-setting during onboarding
- Refinement of location summaries
What’s Next
- Finalize usability insights
- Iterate on core flows
- Define MVP scope and requirements
- Begin hiring engineers to build the product
Why This Project Matters
Kasa reflects how I approach design at a Staff / Principal level:
- Focus on simplicity as a strategic advantage
- Strong product thinking in ambiguous spaces
- Systems-first approach before execution
- Thoughtful use of tools to increase leverage
- End-to-end ownership from idea to validation
