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Case study · Product strategy, systems and UX

One system for an entire brokerage.

Brokers were running clients, leads and paperwork across texts, Messenger, email, phone calls and paper. I defined the product, mapped every workflow, and led the design and AI-assisted engineering of one system that captures it all and converts it into sales.

Role
Product lead, UX and UI
Scope
Spec to finished product
Users
Horse brokers
Equine Broker Pro screen: The whole business on one screen

The whole business on one screen

Available horses, buyer leads, upcoming tasks and outstanding commissions appear the moment the app opens.

Tap the screen, the gold point, or swipe

The brief

The problem, and the solution.

The problem

Brokers take in client information from every direction: texts, Messenger, email, phone calls and paper forms. Nothing lands in one place, so leads slip, paperwork goes missing, and every sales post is built by hand.

The solution

One channel for the whole brokerage. Every horse, seller, buyer lead, document and commission lands in a single encrypted database, and the same record builds the social media sales card, tracks the lead to the sale and calculates the commission.

The problem it solves

Five inboxes in. One system out.

Toggle between how a brokerage runs today and how it runs on Equine Broker Pro.

  • Text messages
  • Facebook Messenger
  • Email
  • Phone calls
  • Paper forms
EBPEquine Broker ProOne encrypted databaseScattered across phones, inboxes and paper
  • Client and horse records
  • Lead pipeline
  • Social media sales cards
  • Contracts and documents
  • Commissions

Every message, form and call becomes one record, and that record does the rest of the work.

How I approached it

From the problem to the product.

  1. 01

    Listened to brokers

    Mapped where client information actually arrives and where it gets lost between channels.

  2. 02

    Wrote the master spec

    Defined every record, field and workflow the system had to handle, from intake to commission.

  3. 03

    Designed one record

    Made the horse record the hub, so the owner, buyers, tasks, documents and sale live together.

  4. 04

    Designed the UX and UI

    A luxury interface brokers can rebrand with their own logo and colors.

  5. 05

    Engineered with AI

    Delivered through AI-assisted engineering: offline, encrypted and running on the broker’s own computer.

  6. 06

    Set the go-to-market

    Packaging, pricing model and the sales approach for brokers.

Signature feature

A sales card in one click.

The app builds a branded sales card from the horse’s record and hides any field left blank. Edit any field, or try your own photo, and watch it build.

Horse photoStays on your device. Nothing is uploaded.
Highlights
Horse photo on the sales card

Sire
Dam
Color
Height

Discipline

Your Brokerage

Broker name · phone · email

In the app, each broker’s own logo, colors and contact details fill the footer, and every field comes straight from the horse’s record.

Signature feature

Move the sale. Watch the math.

The same calculation the app runs on every sale, with deposits and balances tracked until paid.

Sale price
Commission rate
Deposit
Broker commission
Deposit received
Balance due
Seller net

My role

I defined the problem and the product requirements, authored the master specification, mapped every workflow from intake to commission and led the UX and UI design. I delivered the system through AI-assisted engineering and set the packaging, pricing and sales strategy.

Skills demonstrated

  • Product strategy
  • Systems and workflow design
  • CRM and lead management
  • UX and UI design
  • AI-assisted engineering
  • Pricing and packaging
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