Miles Nasta

The trust factor: Elevating the partnership experience

Context and Challenge

Role:
‍- Product / UX Lead
- Lead Low code developer
‍Timeline:
‍3 weeks
‍Users:
- Sales teams
- Real estate investors

📖 Overview

Objective: Establish trust and credibility with real estate developers to increase high-quality leads and form stronger partnerships.

The Challenge: Our lead generation was performing well but we felt that the quality of leads could improve. Many conversations didn’t go anywhere, and regional differences in trust toward the company made things even trickier.

🤔 Understanding the Problem:

Through conversations with our sales team, we uncovered two key issues:

1️⃣ Developers were hesitant about whether we could deliver consistent results across different markets and projects.
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2️⃣ Many conversations fizzled out due to mismatched expectations and a lack of trust. Without addressing these concerns, turning promising leads into meaningful partnerships would remain an uphill battle.

🧭 Strategy:

Tasks

To bridge this gap, we needed to create case studies to be featured on our Developer Homepage and internal pitch decks used by Sales.

‍Goals:
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1️⃣ Showcase real, regional success stories to build credibility.
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2️⃣ Highlight a variety of projects.
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3️⃣ Focus on key developer metrics.
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4️⃣ Highlight existing partnerships to establish trust.

🕵️ Research & Discovery:

Tasks

Before diving into design, I wanted to make sure we truly understood what mattered most to developers.

‍Key Research Questions:
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1️⃣ What primary markets should we focus on first?
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2️⃣ What metrics do developers actually care about?
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3️⃣ What storytelling format builds the most trust?

‍How We Got Answers:
‍- Interviews with senior sales leaders to pinpoint common developer concerns.
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- Analysis of developer feedback and market standards to identify the success metrics that resonate most.‍

📋 Define:

Tasks

With clear insights, I led the effort to create scalable, trust-building content that could be easily updated and adapted.

‍Content Strategy:
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I designed a CMS template in Webflow to create a dynamic profile for each existing building. The CMS collection housed a repository of information highlighting success metrics as a result of partnering with the company.

✏️ Design and test:

Tasks

I Designed wireframes to communicate information from our repository emphasizing:

- Key metrics.
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- Three-part storytelling (Problem, Solution, Result).

- Links to detailed apartment listings.

- Multiple ways to contact us including form submission

*These case studies were then A/B tested tested to confirm both usability and usefulness.

🔧🚀 Build and ship:

Tasks

‍I built everything as a responsive CMS page in Webflow which allowed for a lot of freedom to build fast and update easily.

Outcomes:

Tasks

✅ Achieved 100% adoption by sales teams
✅ Improved lead quality through targeted storytelling
✅ Established strategic clarity and aligned talking points‍

🥹 Conclusion and next steps:

Tasks

‍This is a project that I am particularly proud of because I was able to personally identify a gap in our users' experience and fill it with a solution that became an important part of the company's tool kit.
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Our scalable CMS allowed the Sales team to have data-driven, dynamic case studies without design bottlenecks.

As always this was an iterative process and fine tuning occurred to further strengthen results post launch.

Tools used

Wireframing

Prototyping

Usability testing

Affinity map

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