Creative Works by Jasen Swafford

Overview

At CINC, this project was the cornerstone of my work and represented an ongoing effort to enhance the company’s flagship product. The CRM provided real estate agents and brokers with an all-in-one platform, offering tools for lead monitoring, team management, site content control, and communication. Each agent had access to a custom, localized consumer experience tailored to their market. This feature not only strengthened connections with buyers and sellers but also served as a powerful tool for collecting insights into consumer behavior and preferences, driving smarter business decisions.

Problem

Real estate professionals faced inefficiencies and integration issues when using multiple software solutions to manage their businesses. These disjointed systems created silos of information, making it challenging to consolidate data for a comprehensive view of leads, team performance, and consumer activity. This lack of integration led to time-consuming manual processes and limited agents’ ability to respond effectively to client needs. A unified solution was essential to streamline workflows and centralize business-critical data.

Approach

To design a solution, we collaborated with top brokers, agents, and team leaders across North America, gathering insights into their workflows and challenges. Initial efforts resulted in a foundational lead capture and management system paired with a personalized home search experience. As the user base grew, we engaged in continuous dialogue to identify evolving needs, refining the platform to accommodate a diverse clientele. Our approach emphasized iterative development and user-driven design, ensuring the CRM remained adaptable and relevant to the real estate market.

Solution

Partnering closely with the development and product teams, we delivered iterative improvements based on user feedback and research. Over time, we executed two major redevelopments of the CINC CRM, introducing a component-based UI for both desktop and mobile platforms. These updates enhanced usability, scalability, and performance, allowing agents and brokers to work more efficiently. The integrated solution became a trusted hub for managing their businesses, unifying tools, data, and consumer insights into a seamless and powerful platform.

View Live Example

CRM+ Version 3, Leads Table view, showing a wealth of key data points and providing the most useful actions for agents in a single view

Sample of major refactor of CRM+ navigation, showing tiered options based on selection. As the company grew, the navigational hierarchy became enormous. This concept explored nesting to create better wayfinding across the app.

Version 2 of both the Agent and Consumer products for Desktop, Tablet and Mobile. Agents and brokers could make real-time updates to their listings, easily access buyer info and site activity, and communicate directly with interested buyers all in a single platform.

Some early UI Wireframe sketches that would become the basis for the revised home search experience

CINC: Agent/Broker CRM and Consumer Experience

Overview

Problem

Approach

Solution

Related Projects