Wire In.
Pulling listing data used to mean a subscription — PropStream, DealMachine, BatchLeads, pick one and pay monthly. Propwire’s whole proposition was that you shouldn’t have to.
I was on the founding team, shaping the brand and the user experience. Property search, skip tracing, comp reports: all of it had to feel like the paid tools investors were already used to — because free only reads as a deal if the product doesn’t feel like one.
Cross Device Design & Implementation
Three audiences, one product: casual investors, full-time professionals, and property managers. They don’t want the same density of information and they don’t show up on the same device. Most of the cross-device work was deciding what each of them could afford to lose on a smaller screen — and making sure it was never the number they came for.
From Macro to Micro
Founding-team work starts as architecture and ends as interaction states. Same project, different altitude: first what the product is, then the UI systems and micro-interactions that decide whether anyone believes it.
Educational Content Design
Propwire had no educational content and no way to make any. I built the document design system from zero, working directly with subject matter experts so the format fit what they actually needed to explain. It scaled to hundreds of resources delivered inside the product.
