Habi (SoftBank-backed unicorn) · Proptech · 2022
In 2022, Habi partnered with Morcio to redesign their website, registration funnel, and landing pages—streamlining the mobile-first buyer journey for homeowners across 15+ Latin American cities. The goal: enable sellers to close in 10 days with confidence, a transformation that contributed to Habi becoming Colombia’s second unicorn and securing investment from SoftBank.
Role
Product Design (User Research, UI Overhaul, KPI Tracking)
Challenge & discovery
Lead-qualification rates lagged behind growth targets, with analytics showing sharp drop-offs on generic forms. Research revealed that region-specific trust signals (MLS links, attorney badges) strongly correlated with higher completions.
Approach
- Dynamic city modules: Engineered the funnel to swap in local MLS links, attorney badges, and market data per city.
- Offer visualization: Introduced an interactive “offer range” widget and instant credit-score badge to build trust.
- Landing-page overhaul: Redesigned the homepage with a clear value proposition, streamlined CTAs, and performance-optimized assets.
- Component library: Delivered a modular Figma kit empowering marketing to launch new campaigns without design bottlenecks.
Outcome
In the first quarter post-launch, the redesigned funnel boosted qualified-lead rates by 18%, drove 190k new sessions (while reducing bounce rates by 12%), and freed 40 hours per month for marketing teams through the new component library. These measurable gains fueled rapid, localized growth and supported Habi’s unicorn valuation in a SoftBank–led round.
