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Back to story Head of UX
Ongoing / deep case

# Lendi homebuying ecosystem.

From a B2B mortgage comparison tool to a full brokerage ecosystem connecting experts, clients, operations, real estate, and insurance.

Example flow
Homebuying Toolkit Onboarding, registration, login, property search, customer panel, meetings, applications, and expert handoff. B2B & B2C
Role

Head of UX from day one: design process, product-system architecture, and recruiting the design team.

Success

Lendi grew from a comparison tool into a market leader in Polish mortgage brokerage.

System

Lendi is a platform that connects clients with finance, insurance, and real estate experts.

Scale

3,000+ experts in the network across Poland and Romania, with market-leader scale in mortgage brokerage.

## What the platform had to connect.

Case context

## The product had to become a company operating system.

Lendi started from a mortgage comparison tool used by other intermediaries. The work changed when the company began brokering mortgages directly as Lendi and needed more than a calculator: it needed a company operating system.

My role as Head of UX from day one covered the design process, product ecosystem architecture, and recruiting the team that could keep research, feedback, business goals, and delivery moving together.

Portfolio notes

## What this case is really about

- Scaling a startup from mission and vision into a market-leading operating model.
- Designing for two connected users: clients buying a home and experts guiding the financial process.
- Joining mortgage, real-estate, insurance, call-center, administration, and bank-facing workflows into one product logic.
- Building a design practice where individual research, product judgment, and technical architecture shaped what was built.

Startup scale notes

## Things I learned from scaling up a startup

1. Lesson 01

   UX starts below the interface. Backend architecture, data models, sales incentives, marketing promises, and operations can enable or block what users experience.

2. Lesson 02

   A design system in code beats one that only lives in Figma. Strong components let frontend teams solve more problems quickly and consistently.

3. Lesson 03

   Not every project should become a product. Research can save the company from building ideas that look strategic but are unrealistic for users to execute.

4. Lesson 04

   Design turns different user needs into one product. Individual conversations reveal context; focus groups rush people toward solutions.

5. Lesson 05

   Feedback needs context. Designers should listen carefully, then protect the whole product from decisions based on one narrow local view.

Early product-system sketch

## New design system

A design system made by my talented team to keep Lendi product work coherent across expert, client, property-search, and login experiences.

Selected work

## Selected product screens from my Lendi work.

The same redesign direction also carried through expert case setup, client planning, credit checks, property discovery, and location search.

Before After
UI measurements
Expert case cart
Expert overview
Expert dashboard
Client picker
Client selected
Needs setup
Case handoff
Consent request
SMS check
Content tables
Client home
New plan
Plan steps
Credit score
Property choice
Listings
Districts
Search state