Shaping the Future of Home Discovery
For homeseekers, innovation looks a lot like a coat gray paint on the status-quo and calling it day. Because supposedly, listing and searching for a property is a solved problem.
So why is it costing agents $19B a year to connect with those homeseekers?
Not much has changed since the days of hard copy MLS books. Sure it’s easy to search. But knowing what to search for was still a 24/7 grind of prospecting, networking, and keeping your finger on the pulse of the market. And that pulse was only getting faster.
I joined the small cofounding team on a mission to help people better navigate the opaque real estate industry.
The following is a high level snapshot of how I helped Rila tackle this problem to reimagine the way people discover homes.
The Solution Stack
Product Strategy
Experience Design
Cofounding Team
Platforms
iOS
Year
2018-2024
Tactics
User Research
Rapid Prototyping
User Testing
UX/UI Design
Tools
Sketch
Principle for Mac
Protopie
Adobe Creative Suite
Aesthetic Discovery
What makes Rila different is its homeseeker-first product strategy that gives everyone their own unique, personalized, "Just For You" listing portal.
Designed to learn with you, reflect your taste, and reveal homes that feel genuinely right.
Market Leaderboards
How do you know which agents really know the market?
Agent Transparency
Agents have a lot on their plate, so help them out by liking properties and posts they share and let Rila match you to those that can help you best, when you need it.
Reflections
At Rila, I learned how to shape early-stage ambiguity into real product impact. Balancing craft and strategy, I built systems that scaled, led with empathy, and designed for real human behavior—not just personas. It reinforced what drives me: making technology feel intentional, expressive, and genuinely useful.