From Chaos to Excellence:
The ACP Redesign Story
My Role
Product Designer
Timeline
Feb 2023 - Nov 2023
Team
1 PM, 4 Engineers & Operations team
80%
of real estate sales in India are
driven by
Channel partners
Core Problems faced by
Channel partners
📉
Outdated Project Information
Lack of updated project information (unit sizes, inventory, brochures).
💰
Unclear Brokerage & Payment Info
Limited visibility on brokerage details and payment slabs.
🔍
Tracking Lead Progress is Challenging
Difficulty in tracking lead progress, including site visit feedback, follow-ups, and revisit requests.
💸
High Cost of Lead Qualification
Lead qualification is highly costly, especially for individual CPs and small-scale CPs.
How Anarock CP help
Channel partners
📊
Act as a bridge between Developers & CPs to streamline real estate sales with 24/7 updated project information.
☎️
Supports lead qualification
Supports CPs in lead qualification through the ANAROCK call center.
💰
Ensures timely & advanced payments
Ensures timely & advanced payments once the lead makes a booking.
Our target
User types
Independent CPs
Independent CPs handle their own marketing for newly launched projects in their locality and generate leads for site visits.
Organisation CP’s/CP Firms
CP firms are small teams of 5-10 members who handle their own marketing for newly launched projects in their locality & generate leads
Background context &
Design challenges
📲
Outsourced Design & Development
The initial version of the ACP app was designed and developed by a third-party company.
🔍
Limited User Insights
The initial version lacked a clear understanding of user needs and market trends.
⚠️
Inconsistent UX & Accessibility
Issues with tap areas, navigation, and overall usability.
🛠️
Lack of Design System
Absence of reusable components leading to delays in design and development.
Some samples from UX audit
Once we brought the app in-house, I started with a UX audit to identify key usability issues.
Polishing the Product
Fixing Accessibility & Consistency Issues
PLP - Search & filters
1
Channel partners focus on micro-markets, so I prioritized locality-based filters in the ACP redesign for better access.
2
For easy navigation and quick access, search by developer and project was given top priority.
3
Brokerage details were given high visibility to help CPs decide whether to work on a project.
Before
After
ACP CRM
1
The old ACP CRM required users to filter leads by buckets (Interested, Visit Done, Booking Done, Failed), adding friction and unnecessary clicks.
2
In the redesign, we made lead search and filtering global, reducing friction.
3
I also fixed UI issues, reducing scroll and prioritizing relevant information for users.
Before
After
PDP - Brokerage & Slabs
1
The older design lacked proper information hierarchy—project brochures and brokerage details were placed at the bottom, making them easy to miss as users rarely scrolled that far.
2
I redesigned the entire Project Detail page with a clear information hierarchy, ensuring key details are easily accessible.
Before
After
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