PURE
Property Management
Team Members
Kateryna Moroziuk
Christina Seong
Brenda Perez
TLDR;
PURE’s journey from concept to product was a collaborative and iterative process. By creating a cohesive design system and a suite of scalable, user-friendly tools, we turned a bold vision into a fully realized property management ecosystem. Our work not only secured significant funding but also positioned PURE for long-term success in the competitive property management market.
From Vision to Property Management Ecosystem
PURE had a bold vision to revolutionize the property management industry but lacked a tangible product to bring that vision to life. Over the course of three years, we did more than just design prototypes; we built a comprehensive property management ecosystem that not only secured $50M in Series A funding but also established PURE as a leader in the industry.
The Challenge
PURE’s ambition was clear from the start: they wanted to create a fully integrated property management platform that addressed the diverse needs of property managers, owners, tenants, and vendors. Translating this vision into a user-friendly, scalable product that could support the complexities of the industry was not for the faint of heart.
The platform had to not only meet the functional demands of property managers but also simplify and unify their workflows, replacing the fragmented tools and processes they were using with a cohesive, efficient, one-stop system.
Building an Ecosystem (and Funding It)
As PURE’s founding designer, I was deeply involved in every stage of the product’s evolution—from early sketches to full-featured prototypes. Collaborating with the VP of Product, product managers, developers, and other designers, we designed and built the backbone of PURE’s platform from the ground up. As a systems thinker, I approached each feature with scalability and usability in mind, ensuring that the platform could grow alongside PURE’s expanding user base. I also worked closely with stakeholders, gathering feedback and iterating on designs to ensure that the platform met both business goals and user needs.
Select features designed and delivered:
Design System: This system laid the groundwork for future feature development, ensuring consistency across the platform and reducing design and development friction as the product grew. It included standardized components, color schemes, typography, and interaction patterns that aligned with PURE’s brand values of simplicity, efficiency, and reliability.
Reporting Tool: A user-friendly reporting tool that allowed property managers to easily access critical data and make informed decisions, enhancing operational efficiency.
Accounting Tool: A seamless and intuitive accounting system designed to handle complex property management financials while maintaining consistency with the overall platform.
Mo Character Design: To bring delight and ease of use to the product, I illustrated "Mo," a friendly, yellow robot who guides users through the platform where needed. Adding Mo to our design system created a friendly, approachable atmosphere within the product, engaging our users and helping them navigate the platform.
Securing $50M in Funding
The design process didn’t just produce a working product—it generated investor confidence. The prototypes we developed played a key role in PURE’s Series A funding round, ultimately securing $50M. The investors saw more than just a product; they saw the potential for a fully realized ecosystem that could redefine how property managers operated.
The Long-Term Impact
Over the course of three years, PURE transitioned from an idea to a fully functioning platform with the foundation to scale. The design system and product we built allowed PURE to rapidly expand its offerings, adding new features and services while maintaining a consistent user experience. The result was exactly what the founders first envisioned: a property management ecosystem that streamlined operations, improved efficiency, and delivered a superior user experience for property managers, owners, and tenants alike.
Holy endless prototyping, Batman! We’ve got enough screens to fill the Batcave!
