Monopolio / 2024
Business for users, 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
Senior Product Designer
Team
4 Engineers 1 Product Manager 1 Data Scientist
Platform
Desktop / Mobile
Skills
UI Strategy Research
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
We prioritized a simple, familiar, and clean interface.
We prioritized a simple, familiar, and clean interface.
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
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
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
Results
Appraisals runs on a freemium model. Premium features include comparable properties, download and share instantly, neighborhood insights, market estimate.
Results
Appraisals runs on a freemium model. Premium features include comparable properties, download and share instantly, neighborhood insights, market estimate.
Results
Appraisals runs on a freemium model. Premium features include comparable properties, download and share instantly, neighborhood insights, market estimate.
Impact
13%
Conversion rate first week
Conversion rate first week
Conversion rate first week
8%
Adoption premium model
Adoption premium model
Adoption premium model
2
Weeks from concept to live
Weeks from concept to live
Weeks from concept to live
I've learned that
I've learnd that
I've learnd that
🔋 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.
🔋 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.
🔋 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.
😖 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.
😖 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.
