How do you identify, explore, and build for a new – but adjacent – user segment?
The first B2C expansion of Doma's software services, to Real Estate Agents and Homeowners.
Doma had historically worked, in a software capacity, behind the scenes - our Escrow Officers worked with agents in person to secure business, which was managed and processed by our internal teams working on Doma's in-house tools. These new products, aimed at homeowners and REAs, helped expose our unique machine intelligence and value to new audiences.
We launched our MVP 3 months after myself and another designer led a month-long design sprint. We released into a closed beta 6 months later, at which point we saw home purchase transaction times reduce dramatically.