BRANDING, UI AND UX DESIGN FOR FOUNDIT
Foundit is a dual-sided platform designed to de-clutter the rental market. By connecting landlords and tenants through a transparent, high-trust ecosystem, it simplifies a traditionally fragmented process for young professionals and property owners alike.
The Challenge:
The rental market is often plagued by lack of transparency, manual communication, and untrustworthy listings. Young, dynamic individuals need speed and clarity, while landlords require efficient tools to filter and manage applicants without the administrative headache.
UX Research
I moved beyond “checking boxes” to deeply understand the friction points for two distinct user groups: Tenants: Seeking authenticity, real-time updates, and an intuitive mobile experience to browse on the go. Landlords: Focused on reliability, automated screening, and organized property management dashboards. Key Insight: My research revealed that “trust” was the biggest barrier. This led me to prioritize verified profiles and direct messaging in the Information Architecture.
Following the Design Thinking methodology (Empathize, Define, Ideate), I translated raw data into actionable assets:
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Personas & Journeys;
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Information Architecture;
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Usability Testing.
Final designs
The visual identity reflects a balance of professionalism (for landlords) and vibrancy (for youth).
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The System: A scalable design system ensuring consistency across the web dashboard and iOS/Android apps.
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The Outcome: A seamless, high-fidelity experience that transforms a stressful life event into a structured, delightful journey.
