Design and UX lead for online property rental platform


“I have hired and worked with with many UX people in almost 20 years within this industry. It is safe to say that Tom is easily the very best UX person I have seen in all that time and that is not a claim I make lightly!

His professionalism, his willingness to get things done and his humour in the face of adversity is unparalleled. To make things worse to the artistically challenged type folks such as myself is that the quality of the work he produces in such a short space of time is simply awesome.”

Dave Edwards, Head of Technology

An innovative and disruptive new startup

Propoly is an ambitious new technology company working to re-define the home rental marketplace. Their platform integrates innovative social media technology with a deep understanding of the lettings and rental process, allowing landlords to list and market their properties online for free - and connect directly to potential tenants. I was tasked with leading the design and UX of the platform from early prototypes to official public launch.

Working to balance bold ambitions with a tight deadline

The Propoly team had a tight deadline with which to launch their platform into the increasingly competitive marketplace. I worked closely with the directors and technology and product teams to assess their ambitions for the platform, with what was possible in the time available, and help them define a workable MVP. By using design to unpick old ideas and deconstruct preconceptions, we managed to strip down the scope to a lean, simple and compelling proposition.

Putting the user at the heart of the experience

I explored the key user needs and pain points at each step of the rental process, to define the simplest, most rewarding journeys for the users. The platform had to serve landlords wishing to list their properties - with minimal effort for the maximum return - and tenants looking for a home. Each side is time poor, and price sensitive, and most importantly the platform had to link each side together and facilitate simple, quick, but friendly communication.

Complex ideas refined user journeys made simple

Iteratively breaking each user journey down to its simplest form meant complex tasks for users were made simple, quick and easy. From the carefully thought out website architecture, to the reductive and focused user interface design, the focus was to reduce noise and the cognitive load on the user. User testing will continue post launch, and the modular approach to the design and build will enable simple, agile pivots to the user journeys to continually refine the experience.