SonarHomePropTech platform: brand and product rebuilt together

Context

SonarHome provided data-driven property valuations for homeowners preparing to sell. No cohesive visual identity, no consistent user flows, no responsive design. 60% of users couldn't complete the valuation process. Bounce rate was 65% — most left before seeing any value.

Challenge

Brand and product had to be rebuilt simultaneously, not sequentially. Rebranding first and redesigning later means visual identity gets applied on top of an existing information hierarchy — it looks different but communicates the same way.

My role

I owned the IA, UX flows, design system, and stakeholder alignment. Partnered with I LIKE ART Agency for the visual rebrand.

What I changed

• Built the design system as the rebrand — visual language constructed around the actual product structure, not retrofitted on top of existing IA.
• User interviews and flow mapping focused on where users lost confidence during valuation, not which features were missing.
• Designed a responsive dashboard with next-step recommendations: users always knew what to do next, not just where they were in the flow.

Outcome

Bounce rate: 65% to 30% (−54%). Valuation completion: 62% to 86% (+24%). Task time: 4:10 to 2:20 (−44%).