Mudafy

In 2020 I partnered directly with Mudafy's founders as the company's first designer to redesign the platform.

Buying a home is one of the most emotional decisions a person makes. That insight shaped everything. I designed a warm and close visual identity, with illustrations built around the people actually using the platform, couples looking for their first home together.

The original design was functional but lacked the emotional connection needed to truly engage users.

I couldn't talk to buyers directly, so I went to the people who talked to them every day. The sales and support teams knew how clients thought, what they asked, what made them hesitate. That's where the research started.

I mapped the best proptech products in the world to understand what made them work. Two things came up consistently: how fast a user could understand a property, and how much they trusted the platform to take the next step.

From those references I pulled the visual patterns that worked, how properties were presented, what information came first, how contact was handled. Everything that would later shape the new design.

Zonaprop was the market leader. I studied it closely and found some clear issues: too much visual noise, filters that didn't work well, no way to search multiple neighborhoods at once, and results that were hard to compare.

All that research influenced how I redesigned the search experience. Price is the first thing you see, property details are in a secondary hierarchy, and the map is always visible for comparing and searching by location. Everything is organized based on what the research revealed about what matters to users.

People scroll, read, go back to the photos. The contact form needed to be there whenever they were ready, not just at the top. So I kept it fixed while everything else scrolled.

To describe the properties, I implemented icons on two levels: the basic information below the image, and then the extra information that can convince the lead.

At the end of each stage I documented everything, specs, components and spacing, to give development everything they needed for a pixel perfect execution.

I built the illustration system in Procreate with organic hand-drawn lines, warm and close, a deliberate contrast to the cold aesthetic that most real estate platforms had.

I simplified the system so it could be applied quickly across landing pages, emails, documents and sales presentations. Same identity, every touchpoint.

Mudafy currently operates in Argentina and Mexico.