Business for brokers, a gap for Monopolio
While brokers converted clients using our estimates, the company was missing out on business value. I created the bridge between experience and revenue: a freemium checkout that achieved 8% adoption in three weeks.
Role
Sr product designer
Team
4 Devs
1 PM
1 Data scientist
Year
2024
Services
Research
Strategy
Design System
Prototype
Overview
In November 2024, on Monopolio’s platform - a tool that combines a smart search engine, value estimates, comparative price analysis, neighborhood data, an AI virtual assistant, and coverage across cities in Mexico - 65% of brokers were already generating business using our estimates.
However, for monopolio, this traffic was invisible in terms of monetization. There was no bridge between the value users received and the value captured by the platform. As Senior Product Designer, my role was to lead the design of a freemium checkout capable of converting free usage into measurable revenue without compromising the brokers’ experience.
Opportunity
For brokers, our estimates weren’t just numbers they were ammunition at the negotiation table.
Through 30 semi-structured qualitative interviews with brokers, we identified a key pattern: value estimates were not perceived merely as data, but as a strategic asset to negotiate and close sales.
💡 This insight was decisive: it allowed us to understand that the substantial value of the report lay in its use as a commercial argument, which opened the door to designing a viable monetization model for this profile.
Exploration
Concept in action
For this iteration, I decided to focus on two points: ensuring that users could continue accessing the report information, and integrating inputs within it about the added benefit of property data similar to Medium’s ‘member’ access.
During onboarding, users shared their feedback through the Slack integration, allowing us to capture their impressions right after they evaluated their results.
That’s when doubts began to emerge: when purchasing the reports, it wasn’t clear what additional benefits the premium plan offered compared to the free one, since the iteration lacked information and a clear distinction between the two.
Final Design
We prioritized a simple, familiar, and clean interface
After 10 months, the flow is now integrated into monopolio.com which has brought us not only a significant increase in the adoption of the freemium model, but also positioned Monopolio as the preferred search engine for property hunting in Mexico, tripling traffic this year.
Impact
Appraisals runs on a freemium model. Premium features include comparable properties, download and share instantly, neighborhood insights, market estimate.
🆙 13%
Conversion rate first week
🗓️ 2 Weeks
From concept to live
Learnings
🔋 Designing where user and business value converge taught me that strategic insights drive both experience and business a principle I aim to apply in the future.
😖 Uniformity vs. segmentation; Implementing a single, consistent checkout flow can be more effective than multiple flows when user goals subtly overlap, preventing confusion and friction.
