Product Design Manager
A Unicorn looking for a new home
A proven rental model. A new market. 12+ experiments to find out what would make it work in Mexico.
A proven model met a different market.
QuintoAndar had built a successful rental model in Brazil.
Mexico presented a different set of expectations around trust, money, fees, and the relationship between owners and the platform.
The challenge was understanding which parts of the proposition could find a home, and which ones needed to find a different house.
We asked before we assumed.
We spoke with property owners to understand what was holding them back.Trust, cash flow, fees, and the economics of renting through a platform emerged as recurring themes.
The research helped turn assumptions into hypotheses we could test.
We turned assumptions into experiments.
Across landing pages, we tested different combinations of messaging, value proposition, imagery, and incentives. The goal was to replace intuition with evidence.
12+ experiments, testing strategy, brand awareness and more.
Small changes moved the numbers.
One of the strongest experiments improved estimated conversion by 14 to 15%.
The result showed that the proposition could become more compelling through better communication.
But the research pointed to a deeper challenge.
The market was telling us something else.
Improving the experience could reduce friction, but it couldn't remove every concern around the underlying proposition.
Some resistance came from the economics and behavior of the local market, not from the product itself.
That distinction changed how we understood the opportunity.
The question changed underneath us.
The goal wasn't simply to optimize conversion.
The experiments helped us understand whether the proposition itself could create enough value for Mexican property owners.
What I learned.
Asking the right question doesn't just improve a product. It tests whether the product should exist.
The strongest outcome wasn't a single conversion improvement. It was understanding which problems could be solved through UX and which ones belonged to the proposition itself.
