đ§ Why are we here?
Tom Ferry International is a leading real estate coaching and training company that empowers agents to achieve their professional and personal goals. As the company grew, there was an opportunity to elevate the digital tools supporting their coaching, feedback, and learning processesâultimately helping agents stay engaged and perform at a higher level.
Over the 6 months, I worked as a UI/UX Product Designer, focused on enhancing their B2C SaaS platforms related to performance management, agent feedback, and educational engagement.
đ€ Who I collaborated with?
Throughout this project, I closely partnered with a product manager, engineering leads, and front-end developers to ensure our solutions were both technically feasible and strategically aligned. I also worked with internal coaching directors and training specialists to deeply understand the real-world needs of agents and their mentorsâhelping us design tools that truly supported their day-to-day growth conversations.
đ© What are we trying to solve?
Real estate agents and their coaches were relying on outdated, fragmented tools that made it difficult to deliver meaningful feedback, track evolving goals, or celebrate day-to-day progress. This friction turned what should have been motivating coaching moments into administrative hurdles.
As a result:
Tom Ferry needed a more intuitive, continuous feedback ecosystemâone that could effortlessly scale across thousands of agents yet still feel tailored to individual journeys. It had to make coaching easier, more consistent, and ultimately more human.
đ How do we know itâs a problem?
Through a mix of user interviews, platform analytics, and direct observation, it became clear that the existing feedback tools werenât supporting effective coaching. Coaches found the system outdated and overly manual, which limited their time for meaningful conversations. Meanwhile, data showed infrequent feedback entries and inconsistent goal tracking, pointing to deeper engagement issues. Altogether, it signaled that the platform was falling short in fostering the continuous growth and accountability critical to real estate success.
đš What are my key responsibilities?
As the designer, I owned the effort to lay a strong foundation that would improve collaboration, efficiency, and user experience across teams. This will help start building the right Lego set for Thrive.
Key responsibilities included:
đĄWhatâs the suggested solution?
We launched a revamped platform with:
đWhat are the impacts we measured?
Quantitative
Qualitative
Coaches and managers shared that the new system felt less like an administrative requirement and more like a true coaching tool. They reported being able to have richer, more meaningful discussions because feedback was now structured, quick, and always accessible.
gents expressed feeling clearer on expectations and more motivated, frequently noting that the regular check-ins and visual progress cues helped them celebrate small wins. Comments like âI finally see how my day-to-day work ties back to bigger goalsâ became common in follow-up interviews.
đ§ Why do we believe it will work?
When feedback is easy to give and tied directly to an agentâs growth journey supported by intuitive tools, it shifts from being a compliance task to a motivational driver. By building solutions that prioritize real-time coaching, progress visibility, and educational nudges, we anchored the platform in the behaviors that make high-performing agents thrive.