✦ Projects
Conreal
Real Estate
UX Lead
2021-2022
Project overview
THE CHALLENGE
Building or renovating a bathroom is complex:
Users struggle to visualize results
Product selection is fragmented across suppliers
Communication between stakeholders is inefficient
The process is not transparent or user-friendly
Conreal wanted to transform this into a guided, digital, and streamlined experience.
The VISION
We defined two core product pillars:
1- LARA — A virtual assistant to help users design their bathrooms using real manufacturer products.
2- Conreal Marketplace — A platform where users could follow the full bathroom construction journey in one place.
The vision was to move from inspiration → planning → product selection → execution → delivery without friction.
LARA
Marketplace
From Assistant to Ecosystem
As the product evolved, we expanded LARA into the Conreal Marketplace.
Marketplace Goal
Create a single platform where users could:
Design their bathroom
Choose products
Track the building process
Communicate with stakeholders
Follow progress transparently
UX Focus
Clear process visualization
Status tracking and milestones
Product transparency
Reduced uncertainty and friction
My Contribution
Led experience mapping for the end-to-end journey
Defined UX principles for the marketplace
Oversaw information architecture
Ensured consistency between assistant and marketplace experiences
Design sysytem
A Design System was created in order to ensure consistency across products and platforms. Since a large part of our users are 60+ years old, it was even more important to create a UI that stand the tests of accessibility.
UX Leadership
Closing & Team Building
Created feedback and growth culture
Ensured design quality and consistency
My goal was to empower designers to become more autonomous, confident, and product-oriented.
Product Strategy
Responsibility
Together with the CPO, I was responsible for:
Product UX strategy
Roadmap prioritization from a UX perspective
Aligning business goals with user needs
Defining UX success metrics
Representing UX in strategic decisions
This role required balancing user experience, business impact, and technical feasibility.
Impact & Results
(You can adapt this depending on real outcomes)
Improved clarity and confidence for users designing bathrooms
Created a scalable UX foundation for future features
Established a structured UX team and process
Strengthened collaboration between UX, product, and engineering
Key Learnings
You can personalize this section, for example:
Designing assistants requires strong decision architecture
UX leadership is about people as much as interfaces
Strategy and UX must evolve together
Marketplace experiences depend heavily on trust and transparency
This project represents my transition from individual contributor to UX leader and product strategist, combining:
Hands-on UX design
Team leadership
Product strategy
Long-term vision