Using UX research and data to guide product decisions.
2024
UX Designer & Researcher
Development Ready is a platform that helps property developers find and evaluate development sites across Australia. While the product had strong traction, internal alignment around what users actually needed and how they behaved was inconsistent. I was brought in to conduct UX research, define behavioural patterns, validate or challenge stakeholder assumptions, and establish the product's analytics foundation through Mixpanel.
Discover
The project began with a simple problem: stakeholders weren’t sure if the product was being used the way they expected it to be.
We initiated a round of in-depth user interviews with active property developers to understand their motivations, goals, and pain points across the site search and evaluation process.
We then mapped stakeholder assumptions against real user feedback — identifying areas of alignment and areas that required strategic course correction. These conversations helped us ground future product thinking in evidence, not intuition.
Define
To help align product and business strategy, we:
Created evidence-based personas that reflected the range of developer types using the platform
Validated and invalidated assumptions through direct quotes and themes
Designed a simple but scalable data infrastructure to support ongoing insights through Mixpanel
We defined a clear North Star metric around conversion (from discovery to enquiry) and layered supporting metrics to track behavioural signals that mattered — like alert engagement, saved properties, and interaction with due diligence documents.
Design
This project was primarily strategic and foundational, but it involved designing:
A research-backed event taxonomy for Mixpanel implementation
Flow diagrams and behaviour maps to show how users navigated key actions
Simple data dashboards for product and marketing teams to reference
Deliver
The outcome was a significantly clearer view of who Development Ready’s users are, what they value, and how the platform performs across key user journeys.
Highlights:
Business teams now use Mixpanel dashboards weekly to guide roadmap discussions
Stakeholders share a clearer, evidence-based understanding of product strengths and gaps
North Star metrics help connect product outcomes to business impact
UX research is now seen as a core input to product planning, not an afterthought
This project demonstrated how UX strategy and thoughtful data infrastructure can unlock clarity at both the product and leadership level.
