AI Product Design
Talent Marketplace
Go-To-Market StrategyE
UX Strategy & Research
Cross-Functional Collaboration
Startup Product Development
CUSTOMER EXPERIENCE
Context & Overview
The original scorecard was designed as a desktop spreadsheet-like report. Over time, it became hard to interpret, difficult to access, and disconnected from field realities — especially for agents working remotely or on property sites.
Fannie Mae’s REO division wanted to rebuild the experience around clarity and motivation, giving agents actionable insights to improve their standing while giving internal staff a shared, comprehensible view of performance.
My Role
Lead Product Designer (UX + UI + Research)
Team
1 UX Researcher, 1 UI Designer, 1 Product Manager, 4 Engineers
Timeline
10 weeks (Scoping to hi-fidelity delivery)
Scale
3,000+ listing agents nationwide
Business Context
Strategic initiative to modernize performance management tools for Fannie Mae’s REO operations
Challenge & Problem Statement
Initial audits revealed a fragmented, confusing, and outdated user experience that neither motivated agents nor helped internal teams effectively manage performance.
Core Challenges Identified
Internal staff couldn’t explain how the scorecard worked
Metrics lacked alignment with current business goals
No data visualization or real-time updates
No adjustment for geography or property type differences
No peer benchmarking or comparison tools
Lack of mobile accessibility for field agents
The outcome was a tool that generated confusion rather than clarity, limiting its potential to drive performance improvements.
Project Goals
Create a transparent, visual, and data-driven scorecard
Enable mobile access for agents on-site
Align metrics with Fannie Mae’s modern REO strategy
Increase adoption and comprehension across all user types
"
When you show people how they’re doing, you give them ownership. When you show it clearly — in real time, anywhere — you give them motivation.
Discovery & Research
We kicked off with a remote research sprint to uncover the human side behind the data — what agents actually understood, how they used the scorecard, and where it fell short.
Research Activities
10 in-depth interviews with agents across 5 regions (urban + rural markets)
2 participatory design workshops with product and REO leadership
Heuristic audit of the legacy scorecard
Analysis of 127 pain points collected through surveys and support tickets
Key Insights
Agents needed real-time visibility to adjust their performance mid-cycle
Visual feedback (charts, trends) improved understanding more than text metrics
Language used in the scorecard was too corporate, not actionable
Mobile usability was critical — agents checked performance in the field
Agents wanted to compare themselves against peers and benchmarks
These insights shaped our design strategy toward transparency, comprehension, and actionability.
"
Good design doesn’t just visualize performance; it changes behavior. We built a tool that turned numbers into motivation and insights into action.
Design Strategy & Approach
Our approach centered on transforming a static report into a living performance dashboard.
Design Principles
Clarity over complexity: Plain language, visual feedback, intuitive layouts
Motivation through visibility: Highlight growth, not just gaps
Accessibility anywhere: Mobile-first responsive design
Trust through transparency: Data tied to clear business metri
We reimagined the user flow from login to insight delivery
We used a lean UX approach to rapidly test and validate ideas:
Facilitated design sprints and co-creation sessions
Built interactive medium-fidelity prototypes for early testing
Conducted two usability testing rounds (7 and 5 participants each)
Prioritized features based on impact vs. feasibility
In a nutshell, we didn’t need to gamify performance — we just had to make it visible, fair, and understandable.
Execution & Collaboration
The project ran as a cross-functional effort between DC and Dallas teams, requiring tight coordination and remote collaboration.
Key Leadership Contributions
Facilitated daily design + dev syncs to maintain alignment
Defined the visual language and component system for mobile use
Advocated for building lightweight data visualizations within the constraints of Fannie Mae’s desktop-first design system
Ensured research insights were visible and actionable at every decision checkpoint
Despite time zone and tooling challenges, we maintained design velocity through shared Figma systems, cloud-based prototyping, and joint usability review sessions.
Outcome & Impact
The new Real Estate Agent Scorecard launched in Q3 2020 and quickly demonstrated measurable business and user impact.
Platform Results
Adoption rate increased from 57% → 84% within 3 months
Agent satisfaction reached 87%, up from 61%
97% of users found the new tool more useful than the previous version
23% reduction in internal support tickets related to performance reporting
Earned Fannie Mae’s Golden BEAT Award for design innovation and process excellence
Qualitative Results
Improved agent confidence and trust in performance data
Created a unified standard for REO agent evaluation nationwide
Served as a blueprint for future scorecard-based performance tools
