Launching Real Time Agent on Web
RTA was an iOS-only app, which created significant friction for real estate agencies. I led the end-to-end design of the Web Agreement workflow, aligning teams and driving adoption and customer satisfaction.
The Problem
RTA was an iOS-only app, which created significant friction for real estate agencies, especially in NSW, where the process of creating and sending an Agreement off for signing is primarily an admin-led and desktop-based task.
As a result, the experience didn’t support users’ jobs to be done or reflect real-world workflows. Users were frustrated by the lack of a Web alternative. Agencies had to purchase iPads and rework internal processes, introducing unnecessary cost, complexity and resistance to adoption.
My Role
I led the end-to-end design of the Agreement workflow on Web, from discovery through to delivery. I worked closely with Product, Engineering, Sales and CX to ensure the solution was desirable, viable and feasible.
My responsibilities included:
- Reframing the Web experience as a workflow optimisation opportunity, not a platform parity exercise
- Identifying and resolving usability issues and design debt in the existing build
- Designing a scalable workflow that supports both Web and iOS ecosystems
- Aligning validation logic, terminology and behaviours across platforms
- Driving MVP definition and phased rollout strategy
Key Challenges
Design Debt
The Web experience was already partially built without design input when I joined the team, creating usability issues and inconsistencies with the design system.
Legacy Experience
An existing Web platform had a small but active user base, requiring a smooth transition while introducing a new experience.
Cross-Platform Consistency
Ensuring alignment between the Web platformand iOS app (including validation rules, terminology and syncing) was critical to maintaining user trust and compliance.
Incremental Delivery
Funcationality was released iteratively (create, preview, generate, send), requiring a cohesive experience across incomplete states and smooth cross-platform transitions.
Beyond Parity
Instead of replicating the existing iOS experience, we leveraged Web capabilities to make the workflow faster, more intuitive and aligned with real user needs.
Proposed Solution
We defined a future vision for a Web-based Agreement workflow that improves efficiency, visibility and control for admin-led tasks, including features like split screen editing and automatic saving.
Future vision design tested in research
Working backwards from this vision, we delivered a phased beta MVP in NSW, focusing on core functionality (create, preview, generate and send for signing) to address the highest impact user needs while laying the foundation for future enhancements.
MVP delivered in beta
Outcomes
Early beta testing validated product-market fit for Web, with a CSAT of 67 (XLO Silver). By February 2026, CSAT had risen to 85.7 and remained consistently in the mid-to-high 80s, reflecting strong user satisfaction and adoption.
CSAT = 85.7
Reflecting high user satisfaction following improvements.
NPS +23
Reversing a negative trend and rebuilding user trust.
Early Beta CSAT = 67
Validating strong product-market fit for Web.
Reflection
Navigating a partially built Web experience required embracing ambiguity and aligning teams before designing solutions. Understanding that the RTA Server is the single source of truth, with iOS, Web and our internal portal, as different interfaces over the same data, shifted my approach from designing screens in isolation to designing systems. This project reinforced balancing a long-term vision with pragmatic delivery: sequencing an MVP to deliver immediate value while building toward a scalable, future-ready workflow.