Keller Williams
With over 150,000 agents across the globe, Keller Williams is one of the largest real estate franchises in the world. The operational backbone of KW's tech ecosystem, KW Command, is an all-in-one CRM, transaction manager, and marketing suite, used daily by agents to manage databases, track reporting, run advertising, and streamline their business.
As KW's tech platform grew, it became what they referred to as a "reactionary feature factory" — a fragmented ecosystem caused by siloed teams doing duplicative work without an overarching experience strategy.
Craft had already been working with KW for several years when I came on board, which meant stepping into an established relationship with their internal team and quickly becoming someone their designers and PMs could work with directly. While our engagement spanned the entirety of the tech org and focused on a multitude of projects, teams, and products, this case study focuses on two workstreams I was directly responsible for.
Agent Systems: Years of organic growth and siloed product deployments created a tangled, disjointed experience, scattering inconsistent settings and conflicting user profiles across dozens of applets. Our goal was to unify those disparate systems into a coherent experience that scaled across the whole platform. Working closely with teams across the organization, we created an intuitive, centralized profile and settings management area that seamlessly syndicated information across the digital ecosystem, giving agents full control over their online presence in one place.
Command Dashboard: Starting with a research phase to inform the design work, we reimagined the homepage of Command into a personalized, daily-use hub for agent operations. Our research helped us understand the shape of those different journeys — a new agent needs guidance and momentum drivers, while a senior agent managing a team needs pipeline visibility and performance data — allowing us to create a product that could scale with agent needs and maturity. We designed a dashboard system that could flex based on experience and role, with concept testing and moderated user research to evaluate the direction before moving into high fidelity.
In addition to these two larger projects, I regularly owned tactical work across the broader product org, including launching a Shopify marketplace for agents, designing a new interface for reporting, and refactoring directories to store agent data.
Project done while at Craft