PropFi
PropFi
Tokenization
of Real Estate
Build wealth with ultimate flexibility,
trade your shares at any given moment
Get Started
Project
PropFi
PropFi
Role
Lead Product Designer
Lead Product Designer
Location & Year
Dubai, 2025
Project Overview
PropFi, short for Property Finance, is among the first platforms to offer frictionless investment and trading of Dubai’s real estate, fully on-chain. What does this entail?
Each property is tokenized, with the title deed securely digitized on the blockchain prior to listing. This methodology guarantees transparency and liquidity beyond what is available in conventional real estate markets. Although tokenization remains an emerging concept for many investors, developers, and agents, it demonstrates substantial potential.
In this project, my responsibilities included developing the brand identity, overseeing UX and UI design and testing for the entire platform, and producing sophisticated vector illustrations to support the gamification flow.
Challenge
Project Overview
Project Overview
We recognized that the project concept was entirely new to all types of stakeholders, requiring us to design an exceptionally seamless user flow that would clearly communicate the functionality of these novel investment processes. Our primary goal was to create a user-friendly yet professional environment that would appeal to all stakeholder groups.
For regular investors, we aimed to provide a secure environment for managing their portfolios and making future investment decisions, with an emphasis on our hand-picked properties.
Another important group was real estate developers, who needed to prepare property details before tokenization. We collaborated closely with several developers, gathering all requirements necessary for the tokenization pages and backend logic.
Last but not least were real estate agents, the vital link connecting investors and developers. We needed to create an intuitive onboarding process and a straightforward incentive system that would appeal to agents accustomed to the traditional market.
PropFi, short for Property Finance, is among the first platforms to offer frictionless investment and trading of Dubai’s real estate, fully on-chain. What does this entail?
Each property is tokenized, with the title deed securely digitized on the blockchain prior to listing. This methodology guarantees transparency and liquidity beyond what is available in conventional real estate markets. Although tokenization remains an emerging concept for many investors, developers, and agents, it demonstrates substantial potential.
In this project, my responsibilities included developing the brand identity, overseeing UX and UI design and testing for the entire platform, and producing sophisticated vector illustrations to support the gamification flow.
PropFi, short for Property Finance, is among the first platforms to offer frictionless investment and trading of Dubai’s real estate, fully on-chain. What does this entail?
Each property is tokenized, with the title deed securely digitized on the blockchain prior to listing. This methodology guarantees transparency and liquidity beyond what is available in conventional real estate markets. Although tokenization remains an emerging concept for many investors, developers, and agents, it demonstrates substantial potential.
In this project, my responsibilities included developing the brand identity, overseeing UX and UI design and testing for the entire platform, and producing sophisticated vector illustrations to support the gamification flow.
Challenge
We recognized that the project concept was entirely new to all types of stakeholders, requiring us to design an exceptionally seamless user flow that would clearly communicate the functionality of these novel investment processes. Our primary goal was to create a user-friendly yet professional environment that would appeal to all stakeholder groups.
For regular investors, we aimed to provide a secure environment for managing their portfolios and making future investment decisions, with an emphasis on our hand-picked properties.
Another important group was real estate developers, who needed to prepare property details before tokenization. We collaborated closely with several developers, gathering all requirements necessary for the tokenization pages and backend logic.
Last but not least were real estate agents, the vital link connecting investors and developers. We needed to create an intuitive onboarding process and a straightforward incentive system that would appeal to agents accustomed to the traditional market.
Research
Design Process
Design Process
I conducted extensive research, including competitor analysis, to understand current market trends and identify opportunities for improvement. I performed a thorough analysis of key UX and UI elements that contribute to trustworthiness and professionalism—qualities essential for any real estate platform. Subsequently, we held a series of independent meetings with investors, real estate developers, and agents to assess their specific needs. As a result, we compiled a comprehensive list of essential requirements for production.
I began the design process by creating a simple sitemap to overview the platform’s structure and identify key pages. From there, I designed low-fidelity wireframes for foundational pages such as the profile and tradable properties, which I subsequently refined into fully functional designs, optimized for both desktop and mobile.
I began the design process by creating a simple sitemap to overview the platform’s structure and identify key pages. From there, I designed low-fidelity wireframes for foundational pages such as the profile and tradable properties, which I subsequently refined into fully functional designs, optimized for both desktop and mobile.
Research
I conducted extensive research, including competitor analysis, to understand current market trends and identify opportunities for improvement. I performed a thorough analysis of key UX and UI elements that contribute to trustworthiness and professionalism—qualities essential for any real estate platform. Subsequently, we held a series of independent meetings with investors, real estate developers, and agents to assess their specific needs. As a result, we compiled a comprehensive list of essential requirements for production.
Design Process
I began the design process by creating a simple sitemap to overview the platform’s structure and identify key pages. From there, I designed low-fidelity wireframes for foundational pages such as the profile and tradable properties, which I subsequently refined into fully functional designs, optimized for both desktop and mobile.
From left to right, the screenshots illustrate the initial funding page and the marketplace for shares of an established property.
Example Challenge
We encountered the implementation of complex information that was legally required to be displayed, such as area units and various currencies. This data needed to appear under each property card, enabling users to quickly assess whether a property suits them.
We soon realized that presenting multiple measurement units and currencies would create visual clutter and reduce readability.
(For example, we worked with both AED & USDC, as well as sqft & sqm.)
Example Solution
After many iterations and tests, we decided to create a switch button that toggles between different unit types based on user preferences. The switch was located on the left sidebar.
This solution freed up more space on the property cards, improving readability.
This was one of many creative challenges we encountered during the design process, but with a user-centric approach, we successfully resolved them all.
Screenshots from left to right show the expanded sidebar with unit switches, followed by the tradable properties page.
Example Challenge
We encountered the implementation of complex information that was legally required to be displayed, such as area units and various currencies. This data needed to appear under each property card, enabling users to quickly assess whether a property suits them.
We soon realized that presenting multiple measurement units and currencies would create visual clutter and reduce readability.
(For example, we worked with both AED & USDC, as well as sqft & sqm.)
Example Solution
After many iterations and tests, we decided to create a switch button that toggles between different unit types based on user preferences. The switch was located on the left sidebar.
This solution freed up more space on the property cards, improving readability.
This was one of many creative challenges we encountered during the design process, but with a user-centric approach, we successfully resolved them all.
Screenshots from left to right show the expanded sidebar with unit switches, followed by the tradable properties page.
Screenshots from left to right show the popup for creating listings of owned properties, followed by the success message.
Testing & MVP
With the first version of the MVP, I conducted an extensive testing phase with key stakeholders and real estate developers to address user experience and functionality. We concluded that the user flow on several pages needed restructuring to incorporate additional features required for property tokenization. Following this, we held several brainstorming sessions to add the necessary features and backend logic, alongside implementing the updated user flow. After several refinements, we arrived at the final production-ready version.
Conclusion
PropFi, from concept to production-ready platform, stands as one of my most rewarding projects, showcasing significant design evolution. We began with a simple flow that allowed us to quickly develop and test initial drafts, progressing to sophisticated, industry-standard processes supported by tools such as Slack and Linear for streamlined collaboration. PropFi is currently awaiting several key regulatory licenses, and once these are granted, it will be ready to transform the real estate market through tokenization.
Copyright © 2025 Tomas Belan. All rights reserved
Copyright © 2025 Tomas Belan. All rights reserved
Copyright © 2025 Tomas Belan. All rights reserved