Keycomps. Bringing transparency to property comparables.
Helping analysts generate accurate comps in a context of data scarcity.
Role
Senior Product Designer – Project Lead
Industry
PropTech Real Estate SaaS B2B
Duration
2 months (MVP) + ongoing improvements
Year
2025
In 2023, real estate companies were facing a data reliability crisis.
Analysts depended on Excel sheets and fragmented sources.
Data was often inconsistent or difficult to verify.
Decision-making was slow, manual, and error-prone.
KeyComps was created to centralize comparables, bring trust back to data, and accelerate property analysis.
Results
Shipped an MVP in 2 months, quickly adopted by analysts.
Introduced Quality and Similarity metrics, boosting trust in public real estate data.
Analysts use KeyComps regularly to run investment and negotiation strategies.
Positioned KeyComp as a reliable proptech solution in a moment of industry uncertainty.
Goal
Deliver a minimum viable product in 2 months that would:
Help analysts search and compare properties faster.
Provide trustworthy data with Quality and Similarity scores.
Generate insights to speed up investment decisions.
My Role & Responsibilities
As Senior Product Designer, I owned and led the design process from the very beginning:
Facilitated scope workshops with PM and Engineering Manager.
Designed the information architecture and low-fi wireframes (V0).
Iterated with developers to align technical feasibility.
Delivered high-fidelity prototypes with strong focus on clarity and trust.
Conducted user interviews → discovered analysts needed freedom to edit values and fast insights generation.
Shaped the product around flexibility + trust, making comparables both reliable and editable.
Process
Problem definition & scope
Workshops with PM and Eng. Manager to define essential features.
Researched competitor platforms and industry standards.
Wireframing & architecture
Created initial low-fi wireframes (V0).
Validated with developers before moving to high fidelity.
Design & MVP delivery
Built UI with strong focus on legibility and trust.
Designed comparison tables with quality/similarity scores.
Delivered a functional MVP in 2 months.
Testing & iteration
Conducted interviews with analysts.
Key insights:
Analysts needed freedom to edit values.
Instant insights generation was crucial to accelerate analysis.
These findings shaped subsequent product iterations.
💡 Key learnings
Speed matters: delivering an MVP fast creates early adoption and valuable feedback loops.
In B2B SaaS, trust in data visualization is as important as usability.
Giving users freedom and control (editable fields, custom insights) was essential for adoption.
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