6 months
A home is one of the biggest investments people make.
My role
Spreadsheets don’t cut it
Managing multiple properties meant juggling spreadsheets, unexpected repairs, and a whole lot of stress. A pair of local landlords approached me with a simple goal: they wanted an easier way to keep track of the appliances and fixtures across their rentals.
Their tenants often didn’t report issues until it was too late. When something like a fridge broke, it became an emergency. That meant expensive rush orders, last-minute decisions, and lower-quality fixes. They needed a smarter system—something proactive, not reactive.
Simple, proactive home management
I designed VillaKeep, a mobile-first app to help track what you own, plan ahead for big costs, and shop smart for replacements and repairs. It’s designed for people who aren’t super tech-savvy, with clear hierarchies, simple flows, and only the most relevant info.
The process
Research and strategy
I began by interviewing homeowners, Airbnb hosts, and property managers to understand their pain points. Many were reactive: waiting for something to break, then scrambling. Most used separate tools for budgeting and maintenance, creating silos. Through this process, I:
Ran competitive analysis and tested Centriq (their closest competitor)
Identified the core users: homeowners, landlords, second homeowners, Airbnb hosts
Mapped shared pain points: last-minute repairs, financial stress, unreliable service pros
After research and testing, I narrowed the MVP to three core functions:
Asset tracking
including detailed records, lifecycle estimates, service history, and replacement suggestions
Financial planning
inspired by HOA reserve funds, users can track their own reserve and savings goals for big-ticket items
In-app marketplace
a storefront with suggested appliances and service providers (powered by affiliate links)
Prioritizing features that matter
Simplifying financial planning
Multiple bank integrations turned out to be confusing for users, so I simplified it: one account, flexible allocations, and a visual to understand their progress.
Keeping the features focused
Originally, I included a built-in task management system. Usability tests revealed they needed what other tools don’t cover: big-picture planning, asset tracking, and expense prep.
Highlighting the right information
Asset screens evolved from basic info to interactive records, cost-benefit analysis, and replacement modules to give users what they need when and where they need it.
Maintaining clarity and accessibility
VillaMarket was initially hard to find. I redesigned it with storefront-style UI, clearer naming, and smart suggestions based on owned assets.
Explore the working prototype
The outcome
A focused prototype ready for testing
I’ve completed a high-fidelity prototype with updated flows and features. Currently, I'm preparing for a second round of user testing with a broader participant pool.
What I Learned
Be ruthless with scope
Simpler, more focused features make for a better product.
Iteration is everything
User testing radically changed the app's features and functions
Business goals matter
I designed for both user value and company viability with VillaMarket.
Next Steps
Conduct second round of usability testing
Refine based on feedback
Explore partnerships with home improvement retailers for affiliate listings