+25%
Unique Terms Quoted
Delivered the highest number of unique quotes to date—a 25% year-over-year increase—after shipping the redesigned lender quoting flow.
User Acquisition Flows
Improving lender engagement
$1B+
Closed Deals
Lender-first UX improvements helped StackSource surpass $1 billion in closed commercial real estate financing, tying product engagement directly to revenue scale.
−11%
Faster Conversions
Cut median time to convert by 11%, down to 2m 57s, and lifted funnel conversion to 72.73%, removing friction from the legacy quoting experience.
Role
UX strategy, research, and product design
Objective
StackSource's goal was to become the easiest way to get a commercial loan—but commercial real estate brokering is complex, and most deals have unique factors that resist a one-size-fits-all structure. My mandate was to make that process faster and easier through innovative technology, with lender engagement as the critical conversion lever: the platform cannot close deals without quoted terms from lenders. Where my broader platform redesign work modernized StackSource end-to-end, this initiative focused specifically on the lender quoting workflow—the step where deals convert or stall.
Research & lender prioritization
I spent my first weeks learning the platform, facilitating whiteboarding sessions to map key CRE brokering processes, and executing qualitative interviews with external borrowers and lenders. Synthesizing findings into lean personas made the priority clear: lender experience had to come first.
Every subsequent design decision was weighted toward reducing friction in how lenders understand deals and respond with terms.
Mapping key CRE brokering processes through platform exploration and qualitative research
Lean lender persona developed to guide prioritization of the quoting redesign
Quoting engine redesign
I began designing screens around consistent feedback themes: clearer hierarchy, more scannable data, and full mobile responsiveness. StackSource became the only responsive CRE financing platform among our closest competitors.
Quoting terms on the legacy platform required a lengthy, clunky form. I led whiteboarding sessions with engineering and product to map the calculations and permutations in this complex process, then redesigned the flow to make quoting faster, easier, and less error-prone.
Whiteboarding sessions with engineering and product to map loan calculations, field logic, and quoting permutations before redesigning the flow.
Screen design & prototyping
I conducted prototype testing across multiple design iterations. A key strategy was recruiting internally identified less-savvy users—more likely to surface edge cases and input errors—so the final experience would hold up under real-world lender behavior.
Four mobile screens from the responsive quoting experience—loan sizing, interest rate terms, deal overview, and pro forma summary.
Final product & launch
The new quoting experience allows lenders to quote terms in about two minutes. After launch, I continued soliciting feedback and reviewing user sessions to identify opportunities for further improvement.
Lender quotes terms in under three minutes using the redesigned Non-binding Offer Sheet flow
Business impact
Post-launch metrics and verified user feedback confirmed the redesigned quoting experience accelerated platform conversion and lender satisfaction.
Conversion metrics
Previous median
3m 19s
Optimized median
2m 57s
11%Median time to convert optimized to 2m 57s
72.73%
Funnel conversion
2%More lenders are completing the full quoting workflow
Funnel conversion rate after redesign
+25%
All-Time Record Unique Terms Quoted
333 Active Events
+35.4% YoYResults
The redesigned quoting flow reduced friction where lenders return terms, with post-launch gains in conversion speed, funnel completion, and reported ease of deal evaluation.
A fully responsive quoting experience increased mobile lender engagement and differentiated StackSource from competitors still running desktop-only workflows.