Parcels.io is a GIS-powered web application that enables land-focused professionals to access, analyze, and manage geographical data. Users rely on the platform to track land parcels, assess comparative sales data, and make informed investment decisions.

The Challenge
While the platform allowed users to view and save parcels, it lacked an intuitive way to compare saved parcels with relevant sales data. This resulted in inefficient workflows, forcing users to manually cross-reference multiple views.

Key Problems:

• Users could only view saved parcels in isolation, with no seamless way to access comparable sales data.
• The right-panel layout was not optimized for an expanded dataset, leading to a cluttered UI.
• Users lacked a quick way to toggle between saved map projects and tabular data.

Opportunity:
Enhance the data navigation experience by creating a smarter, more efficient interaction model that seamlessly integrates saved parcels and comparative sales data.

Process & Strategy

User Research & Discovery

To understand workflow challenges and user expectations, I led a user research initiative, including:

• Stakeholder interviews to align business objectives with user needs.
• Heuristic evaluation of the current UI, identifying navigation bottlenecks.
• Usability testing to analyze how users interacted with the feature.

UX Design & Prototyping

Based on research findings, I designed two concept models:

1. Concept A: Embedded comparative sales data along with saved land parcels directly onto the plat-map, reducing context-switching.
2. Concept B: Introduced a dynamic toggle button, allowing users to switch between the map experience and their projects.

• Created high-fidelity wireframes and interactive prototypes to validate concepts.
• Ensured design system consistency while introducing new scalable UI components.
• Iterated based on user feedback, refining interactions to minimize friction.

User Testing & Validation

• Conducted A/B usability testing with real users.
• Over 80% of participants preferred Concept A for its intuitive ease of use.
• Refined the final prototype to improve data hierarchy & accessibility.

Final Solution

Implemented a new product feature, enabling users to:

• Add, edit and create new projects directly from the plat-map.
• View associated comparative sales data directly from the plat-map without needing to switch between map view and table view.
• Reduced the amount of time it took to analyze land data from project to project.

Results & Impact

One of the most-used feature on the platform post-launch.
Increase in user engagement with comparative sales data.
Reduced time-on-task, improving workflow efficiency.
Generated additional business value, driving higher retention and product adoption.

Before & After:
Before: Users had to manually navigate between multiple views, disrupting workflow.
After: A streamlined experience without leaving the plat-map.

Key Takeaways

This project demonstrates how strategic UX research and interaction design can transform a digital product’s usability and business impact. By understanding real user pain points and iterating with data-backed design decisions, we created a more intuitive, high-value feature that users now rely on daily.

*A detailed view of the portfolio project available upon request.