Ribbon Home needed a polished, intuitive experience for real estate agents and loan officers to create and compile cash back offers, including document preparation and offer delivery—all while building and aligning with newly developing brand standards. As Staff Product Designer, I led the end-to-end design of the Ribbon Cash application to solve this challenge.
I collaborated with leadership and research teams to craft clear narratives around Ribbon’s audience segments—“buyers," "agents," and "loan officers." This guided content strategy and design decisions, ensuring relevance at each step.
I developed scalable modular flows that allowed buyers to customize offer details and terms with clarity and ease, resulting in intuitive program tailoring. Then, leveraging our ML efforts, I created document automation by designing intuitive upload, e-signature, and document editing experiences to reduce friction, build agent and loan officer trust, and improve offer packaging and delivery speed. Additionally, I created a fluid, interactive offer summary interface that boosted user confidence, enabled faster alerts to revisions, and increased the offer submission rate.
While designing the Ribbon Cash experience, I contributed to, and helped maintain, Ribbon's visual design system–including UI components, iconography, and typography–across web and app to ensure consistency and scalability.
I guided junior and senior designers with cross-functional critiques and design workshops to ensure quality and coherence. This helped foster alignment across product, engineering, and leadership teams. In my team there, I grew the design team by 3x.
The Ribbon Cash application condensed the manual, complex cash program suggestion and offer compilation experience into a streamlined journey. This resulted in growing Ribbon's revenue to $38M over 12 months–7x growth from the year prior–and helped lead to their acquisition by EasyKnock.
The Ribbon Cash application also led to process automation, with 15% automated underwriting requests and 50% quality checks via MLto enhance operations to scale.
The brand coherence was strengthened across all touchpoints, enabling faster iteration and future project scalability. A major driver of this was my creation of a visual design system and hiring of a Design Systems Designer to fortify its impact and longevity.
