Leticia Sant'AnaLeticia Sant'AnaProduct Design · Kenlo web and mobile CRM
Kenlo treated every property a client looked at as a separate inquiry, so brokers juggled duplicated cards and fragmented history. I co-led the move to one inquiry per client across web and mobile, a structural change that unblocked the product roadmap.
01 · Context
I co-led the unification of customer inquiries across Kenlo’s web and mobile CRM, consolidating multiple property interests into a single inquiry per client. This foundational redesign reduced lead fragmentation, clarified broker priorities, and enabled scalable growth across platforms—while coordinating a complex, multi-team delivery under heavy technical dependencies.
02 · The problem
Brokers often work with the same client across multiple properties. However, Kenlo’s pipeline treated each property as a separate inquiry, creating:
“Users needed a single source of truth per client, without losing visibility into multiple properties.”
03 · Opportunity
Research conducted in 2022 had already identified inquiry unification as a top priority. The challenge wasn’t just UI: it involved data migration, cross-product integration, reworking end-to-end journeys, and aligning different usage contexts (desktop vs mobile). We needed to redesign the experience without breaking existing workflows users relied on daily.
04 · Solution
We restructured the inquiry model so that each client has one inquiry, capable of holding multiple properties, actions, and history.
Property code replaced with property count; new interest triggers a badge; status prioritized by urgency: action required, pending, completed.
One result per client, grouped by funnel stage, with property count visible at a glance.
Select or create a client, define intent (rent/sell), source, and properties. Built early to support unification seamlessly.
05 · Complex flows
We redesigned all key touchpoints impacted by unification. To reduce risk, we tested primarily on web first, where usage was highest, validating mental models before full rollout.
06 · Delivery
This delivery required full alignment across Product, Design, Engineering, Data, and Backend. I helped establish “war room” handoff sessions and took ownership of writing JIRA stories, prioritizing app deliveries during the PO’s absence, and aligning timelines with web teams. Delivery was structured into before, with, and after unification; due to dependencies, it shipped as a single coordinated release.
07 · Impact
08 · Takeaways
