As Crowdhouse's first Product Designer, I redesigned one of the platform's most critical onboarding journeys: helping prospective investors complete their buyer profile while sharing sensitive financial information. The challenge wasn't simply collecting data—it was creating an experience that felt transparent, reassuring, and worthy of the trust required for one of the biggest financial decisions users could make.

During this period, Crowdhouse grew from around 10 to more than 160 employees, supporting a platform that has since facilitated more than CHF 2 billion in real estate investments and produced 700 million in cumulative invest capital.

Rather than asking users to complete a form, I wanted the experience to feel like answering questions from a trusted advisor. Inspired by the conversational interaction patterns that had become second nature through everyday messaging apps, the journey unfolded one question at a time, creating a more approachable rhythm while reducing the perceived complexity of regulatory onboarding.

Working closely with product managers, compliance specialists, engineers and customer advisors, I mapped where users hesitated, abandoned the process or needed additional reassurance. The experience was redesigned around progressive disclosure, clearer information hierarchy and contextual guidance, helping users understand why information was being requested instead of simply asking them to complete another form.

Alongside the redesign, I established reusable interaction patterns and form components that could be adopted across future onboarding journeys, contributing to the foundations of Crowdhouse's growing design system.

The redesigned onboarding experience became the foundation for a platform that has since facilitated CHF 2b+ in real estate investments. Along the way, I introduced five reusable UX patterns that became the first building blocks of Crowdhouse's design system. The redesigned experience also became the default onboarding journey for every new investor, increasing buyer profile completeness by 49%.