Malek
Optimizing User Flows for Malek, a Property Tokenization Platform.
Overview
An end-to-end product design role on a blockchain-inspired fintech platform that lets people buy, trade, and swap micro-shares of property — with onboarding that earns trust quickly and a BNPL model that lowers the entry point for retail investors.
The Problem
Real estate is a high-barrier asset class — expensive, slow, and largely inaccessible to retail investors. Malek's brief was to redesign that experience around fractional ownership: micro-units traded on a blockchain-inspired platform, with onboarding that earned trust quickly, and rewards that kept users coming back.
The Process
How the work came together.
Step 01
Discovery & onboarding research
User interviews and iterative testing to find where prospective investors lost confidence — most consistently at KYC, asset comprehension, and the first trade. Every drop-off pointed at a moment where the platform asked for trust before it had earned it.
Step 02
End-to-end user journeys
Mapped flows for two distinct audiences: retail investors browsing and trading micro-shares, and real-estate agents managing inventory and pipeline. The two sides needed different defaults, different data, and different ways of measuring success.
Step 03
Stepper, dashboards & design system
Designed a step-by-step onboarding stepper that improved completion rates, dashboards that gave both users and agents a clear next action, and a design system the engineering team could extend without me in the room.
Step 04
BNPL & tiered rewards
Collaborated with product and engineering to ship Buy Now, Pay Later for property purchases, and a tiered referral system using proprietary reward tokens — with multipliers that increased based on user grading levels, driving acquisition and long-term loyalty.
The Solution
A platform where buying property feels closer to buying a stock — clearer onboarding, lower entry through BNPL, dashboards on both sides of the marketplace, and a referral-and-reward loop that turns first-time users into long-term participants.
Results · Impact
The numbers, after launch.
Mobile + Web
Surfaces designed
Investors + Agents
Audience segments
BNPL + Crypto-fiat
Payment models
Tiered token rewards
Engagement loop
