Case Study
Designing trust into real estate — from a spam-free marketplace to an enterprise CRM and the design system powering it all.
Chapter 1
Designing a privacy-first platform where buyers and sellers connect through 1-on-1 conversations — no spam calls, no data leaks.
India's real estate market is plagued by spam. The moment a buyer shows interest on a traditional portal, their phone number is sold to dozens of agents. Beegru's marketplace was designed from the ground up to solve this.
Instead of broadcasting buyer information, the platform enables private, 1-on-1 conversations between verified buyers and sellers. Every interaction is intentional, every connection is consensual.
Privacy isn't a feature — it's the foundation. Every design decision starts with "does this protect the user?"
Key design decisions included building a trust verification system, designing conversation-first listing pages (instead of form-based lead capture), and creating a moderation framework that keeps bad actors out without creating friction for genuine users.
Chapter 2
An AI-powered CRM that filters junk leads and gives builders only human-verified, high-intent prospects.
Real estate developers spend lakhs on digital advertising but have no visibility into what happens after a lead comes in. The result? Sales teams drowning in junk leads, managers unable to track ROI, and a complete lack of accountability.
Sales teams overwhelmed with unqualified, duplicate, and spam leads — spending hours on calls that go nowhere.
No standardized process for lead assignment, follow-ups, or status tracking. Everything was manual and inconsistent.
Managers couldn't see who was doing what, which campaigns worked, or where money was being wasted.
The solution wasn't just a better CRM — it was a system that eliminated noise and surfaced only what matters.
Pillar A
Developers used to buy ads themselves, then drown in whatever those ads dragged in. We replaced that with an in-house agentic workflow that runs the entire demand pipeline end to end — audience, creative, ad operations, and lead delivery — with a human verifying quality at the final, most important step.
Pillar B
Builders needed to see exactly where their money was going. We designed a financial clarity dashboard that connects ad spend to actual outcomes.
Pillar C
As clients scaled from 2-person teams to 10+ person sales departments, they needed proper access controls. We designed a governance framework that grows with them.
Pillar D — Leadership
Beyond the product, this project established the Design Lead role. I led a team of 3 designers and built the systems that let us ship consistently across products.
Chapter 3
Building and maintaining the Figma design system that powers the entire Beegru ecosystem — marketplace, CRM, and beyond.
As Beegru grew from one product to three, design consistency became a real challenge. I built a comprehensive component library in Figma that serves as the single source of truth for all products.
The system includes a token-based architecture (colors, typography, spacing, elevation), a library of production-ready components, and documentation that bridges the gap between design and engineering.
A design system isn't a library — it's a practice. The components are the output; the consistency is the outcome.
The design system reduced dev handoff time significantly, eliminated visual inconsistencies across products, and enabled new designers to ship production-quality work within their first week.