Nawy App Transformation

Goals

Success meant moving Nawy from a lead generation tool into a real estate ecosystem, without eroding the listing experience users already relied on. Three goals anchored the project:

1. Surface every vertical without bias, Properties, Shares, Now and Unlocked had to feel co equal with Properties, not buried as secondary content.


2. Preserve core listing performance, the redesign could not degrade the property browse to contact funnel that drove existing revenue.


3. Create a cross sell engine, introduce pathways from Properties into Shares and vice versa, so discovery of one vertical generated demand for another.

Research & Analysis

The original app was designed around a single use case: browsing compounds and contacting sales agents. Its homepage focused heavily on listings through developer Profiles, search, and promotional banners, leaving little visibility for newer verticals like Shares, Unlocked, Now, and Keys.

Early research focused on understanding both the technical and product architecture behind each vertical. Every product operated with different data models, authentication rules, and user behaviors. Shares was particularly complex, as it already existed as a standalone app with an active user base and established engagement patterns. The challenge was integrating these experiences into one ecosystem without disrupting existing funnels.

Mixpanel analysis also revealed two important behavioral patterns: users relied heavily on the bottom navigation bar for repeat actions, while low session depth (1.49 sessions per user) showed limited exploration beyond the core listings journey.

User Persona

The redesign had to serve three overlapping user types that the original app forced through one funnel:

The Browser: Top of funnel, unauthenticated, exploring compounds. Primary job: property discovery and agent contact. Represents the majority of monthly sessions.

The Investor: Returning user with an active Shares portfolio. Primary job: check holdings, discover new fractional opportunities, complete purchases. Expects a persistent path back to their portfolio.

The Owner: Post purchase user with property management, finishing, or rental needs. Primary job: access Unlocked services without re navigating the full listing experience.

The architectural challenge: all three users had to land on the same homepage and find their path within one tap, without any of them feeling like the secondary audience.

User Flow

The flow was linear and focused on a single purpose; browsing compounds and contacting sales agents, with no direct entry points into Shares, Now, or Unlocked.

Nawy Now properties were clearly labeled within the property listings. It also featured a dedicated banner that served as an entry point, directing users to a filtered view containing only Nawy Now properties. Unlocked was accessible through a dedicated banner and entry point that led to an informational screen with a CTA designed to drive user conversion. Shares operated as a standalone app, catering to investors interested in fractional real estate ownership.

Each app had its own distinct visual identity, and even the different verticals within the same app followed separate design styles, resulting in an inconsistent overall experience.

Concepts, Sketching, Wireframes

Two ideation directions dominated the early explorations before converging on the final architecture.

Direction A, Search first with developer carousel
The first concept followed familiar real estate patterns, featuring a prominent search bar, developer logos, and promotional banners. While it preserved property discovery, it pushed Shares, Now and Unlocked below the fold, making them feel secondary rather than equal products. It was rejected because it failed to support vertical parity.

Direction B, Product specific navigation bars
The second concept introduced separate navigation systems for each product, driven by competing priorities between the product teams behind each vertical. Nawy Shares relied on an investment-focused navigation model centered around Wallet, Portfolio, and Explore Units, while the listing app used a more traditional property browsing experience.

Although this approach attempted to satisfy product teams, it created a fragmented user experience. Moving between products required users to relearn navigation patterns and reduced the feeling of a unified ecosystem. The direction was ultimately not pursued, as it increased cognitive load and weakened platform consistency.

Direction C, Personalized dashboard
The third concept was proposed from my side as a strategic platform model rather than a product by product compromise. Nawy Shares received a permanent position in the bottom navigation bar, giving investment users persistent access while keeping the homepage cleaner and more focused.

This approach improved visibility across verticals and reinforced Nawy’s transition into a broader ecosystem. However, it assumed users were already authenticated and engaged, while most traffic actually came from unauthenticated top-of-funnel browsers.

The Final Design

The final architecture combined the strongest parts of all three concepts:

• Direction A preserved accessibility for unauthenticated users

• Direction B highlighted the need for persistent investor access

• Direction C established balanced visibility across all verticals

The final solution introduced a unified navigation system with a dedicated Shares tab and a modular homepage structure that gave every product equal visibility. Mixpanel data later validated the decision, showing higher completion rates when Shares was accessible directly from persistent navigation rather than only through the homepage.

Test: Validation, Usability, Feedback

Validation happened in two layers: pre launch usability sessions and post launch Mixpanel instrumentation. Pre launch, moderated sessions were run across all three persona types against a clickable prototype, focusing on whether each user could identify their path within one tap of the homepage.

Post launch, 12 months of Mixpanel data against 11 months of pre launch baseline confirmed the architecture held:

The card based homepage achieved a 15% tap rate on the Properties card from app launch, validating passive vertical discovery. The Shares vertical, which did not exist in the previous app, reached 26% discovery among all launchers through the homepage alone.

Challenges & Conclusion

Not everything landed the way the plan assumed. Two areas in particular asked harder questions than the pre launch brief anticipated.

Shares signup drop off
Although 26% of users discovered Shares, only 3.2% reached signup, making onboarding the largest funnel bottleneck. To meet the 3-month launch deadline, the existing Shares authentication flow was largely reused instead of being redesigned for the new Super App experience. This highlighted an important lesson: when integrating an existing product into a multi-vertical ecosystem, discovery and conversion flows must be designed together, not separately.

Contact rate dip
Although total contact volume increased by 49%, the contact rate slightly dropped from 3.5% to 3.3% of monthly active users. The Super App attracted a broader, earlier-stage audience, which expanded reach but slightly reduced per-user conversion efficiency. This became an important product question for future iterations: how to scale audience growth while maintaining strong conversion performance.

The Super App redesign validated the core architectural bet: a card based, vertical parity homepage with a persistent nav bar anchor for the fintech arm. Every top line metric moved positively, a new revenue stream came online from zero, and cross vertical discovery proved that users want more from a real estate app than listings alone, they just need the product architecture to make it discoverable. The work became the foundation for every mobile surface Nawy has shipped since.