Team
Marketing Leadership
Creative Director
Program Director
Copy Director
UX Designer
Engineering
Responsibilities
End-to-end Product Design
Product Strategy & UX
Information Architecture
Dashboard Experience Design
Responsive Web Design
Design Handoff & QA
My Role
Sole UX Designer
The Opportunity
Every day, people casually recommend homes and home services to friends, neighbours, colleagues, and family members. While these referrals often resulted in successful business for NoBroker, these referrals happened informally and were difficult to track or scale.
The opportunity was to transform these everyday recommendations into a structured referral ecosystem where users could easily submit qualified leads, NoBroker could convert them into customers, and successful referrals would earn rewards that encouraged continued participation.
The challenge was designing an experience that anyone, regardless of their technical background or familiarity with NoBroker, could understand and confidently use.
The Problem
How might we design a referral platform that anyone could understand and confidently use, regardless of their technical background? Unlike most referral products, our users weren't a clearly defined audience.
An Insider could be:
A neighbour
A friend
A family member
A NoBroker service professional
An existing customer
Anyone with a relevant contact
This meant the experience couldn't rely on industry knowledge or technical familiarity.
Business Goals
The platform needed to support multiple business objectives simultaneously.
Increase referral-based acquisition
Reduce customer acquisition costs
Expand referrals beyond property purchases
Encourage repeat referrals
Create a scalable referral ecosystem
Understanding the User
Instead of designing around personas, I focused on the universal journey every Insider would take.
Design Strategy
To keep the product approachable for such a broad audience, I established four design principles before moving into high-fidelity designs.
Keep the experience self-explanatory.
Users should understand what to do within seconds.
Reduce cognitive load.
Every screen should focus on one primary task.
Reinforce motivation.
Potential earnings should remain visible throughout the experience.
Encourage repeat referrals.
Completing one referral should naturally lead users toward submitting another.
Exploring the Experience
Before focusing on visual design, I validated the information hierarchy and content flow through low-fidelity wireframes.
This helped answer questions such as:
What information is essential?
When should rewards be introduced?
How should users move between awareness and action?
Designing the Landing Experience
The landing page needed to educate first-time visitors while encouraging immediate participation. The content hierarchy was intentionally structured to answer questions in the order users naturally ask them.
What is Insider?
How does it work?
What can I earn?
What can I refer?
Why should I trust this?
How do I join?
Every section gradually reduced uncertainty before asking users to take action.
Designing the Dashboard
One of the biggest design discussions during the project revolved around the dashboard. There was interest in introducing richer analytics and visual reporting. However, because the audience ranged from first-time users to service professionals, I believed complex charts would increase cognitive load without improving usability.
For the MVP, I intentionally simplified the experience. Instead of dashboards full of graphs, users could immediately answer four questions:
How much have I earned?
How much can I withdraw?
What happened to my referrals?
What should I do next?
Key Product Decisions
Designing for a broad audience
Instead of creating different experiences for different user groups, I used neutral language, familiar interactions, and straightforward navigation so the platform felt approachable regardless of who was using it.
Simplifying the dashboard
Rather than overwhelming users with analytics, I prioritised clarity and actionable information.
Keeping rewards visible
The earning potential was consistently reinforced throughout the experience to maintain motivation and encourage repeat participation.
Challenges
The biggest challenge was designing for ambiguity. Because the audience wasn't narrowly defined, every design decision had to balance simplicity with flexibility. The experience needed to work equally well for someone referring a neighbour for the first time and someone regularly submitting multiple leads.