PropertyGuru Subscriptions
Providing property agents value with a transformed lead management system.
PropertyGuru is Southeast Asia’s leading PropTech platform, connecting over 31 million property seekers with 50,000+ agents each month across the region. Lead Management, part of AgentNet, gives agents a single dashboard to capture, organize, and act on enquiries, replacing scattered chats and calls with clearer context and faster follow-ups so they can focus on closing deals
Skills
Experience design Leadership
Role
Lead Product Designer
Timeline
7 months
Company
PropertyGuru Group
The challenge
“How could we help agents turn scattered leads into clear, actionable opportunities?”
Bibaswan Banerjee, Director of Agent Products
Framing the opportunity
Agent workflows were scattered and inefficient. Enquiries arrived from multiple channels, leaving agents to juggle names, listings, and follow-ups across disconnected tools. This chaos made it difficult to spot serious buyers from casual browsers.
As Lead Product Designer, I saw an opportunity beyond a simple feature fix. This was the moment to reset not only the experience for agents but also the design foundation for the company. We chose Lead Management as the launchpad for Hive, our new design system, ensuring immediate value for agents and scalable standards for future products across AgentNet.
Aligning ways of working
To deliver at this scale, I assembled a small cross-functional squad: a UX researcher, a product designer, and our Head of Design Systems. Early alignment on how we’d work together was key. This structure reduced friction, built confidence, and created space for each person to feel ownership. It also influenced how the wider design org shaped its own working practices.
Discovery depth & rituals
This involved agreeing how much research was needed before design, and setting weekly critiques, daily check-ins, and milestone reviews.
Decision-making clarity
Defining who had the final say on research, design, and technical trade-offs.
Shared language
Adopting Hive’s component principles so everyone designed from the same playbook.
Pioneering the ways of working for all product teams in PropertyGuru
Understanding the problem
Through agent interviews, we heard recurring frustrations. This wasn’t just about volume. It was about clarity, confidence, and speed. Agents needed to focus on the right people with the right context. To complement this, I led a heuristics review of existing lead flows. It confirmed overloaded navigation, buried key actions, and poor visual hierarchy. This provided a baseline for alignment with Product and Engineering, ensuring we tackled root issues rather than surface fixes.
Some commonly recurring frustrations as voiced out by the agents
An analysis of issues running through the current lead management system
Our design goals
Create a unified dashboard
Bring all enquiries into one place to reduce context switching
Clarify lead intent & enrich them
Use simple tags like "Hot" and "warm" to help agents differentiate between serious buyers. Back this up with explanations for the tagging to make the division clear. Surface details like budget, property type, and location preferences upfront to enable tailored conversations.
Make communication seamless
Integrate Whatsapp, calls, and emails so follow-up happens without breaking workflow.
Support personal workflows
Offer flexible labels, filters, and export options so agents can work their way.
A new foundation: Hive
It became clear that fixing flows alone wouldn’t be enough. The dated, inconsistent UI eroded trust with agents. This was the perfect moment to establish Hive, PropertyGuru’s design system. Hive unified typography, color, spacing, and components while introducing cleaner, modern patterns. Instead of patching old screens, we redesigned with consistency built in—creating a foundation for Lead Management and future AgentNet products.
Preview of some notable Hive elements
Crafting and iterating
With insights in hand, we explored solutions that balanced agent needs with Hive’s scalability. I guided direction, while empowering the researcher and junior designer to lead on discovery synthesis and wireframes. This balance let us move fast and build confidence in Hive.
We tested flows, refined interactions, and stress-tested components. Each iteration validated both usability for agents and reusability for the platform.
Key features delivered:
Lead quality tags (“Hot” or “Warm”) that reveal high-intent activity.
Behavior-based insights like budget and location to inform tailored outreach.
Integrated communication for WhatsApp, calls, and email in one place.
Export options for agents who preferred offline workflows.
Clear lead categorisation with client intel brought upfront on Insights
Clearer status feedback with custom illustrations, making the platform feel more native than just a web translation
Launch & ownership
Lead Management became the first product to ship with Hive, setting a new bar for UI quality and consistency. Post-launch, I worked with Product to track adoption and establish feedback loops, ensuring design actively shaped how agents worked and how Hive evolved.
Implementing a feedback mechanism on every lead to improve accuracy in lead sorting
The results
Lead Management delivered immediate impact, driving richer engagement through behavioral insights that helped agents turn cold outreach into more confident, trusted conversations. As the first product to launch on Hive, it also influenced teams beyond AgentNet, accelerating adoption of the design system across the organization. Agents summed it up best with feedback like, “Now I know exactly where to start my day.”
+70% conversions
Clear intent signals drove better prioritization
By clarifying the meaning behind Hot and Warm tags, agents began trusting these signals and using them consistently to guide outreach and focus on the right leads.
10,000+ Monthly Users
Strong adoption across AgentNet
Lead Management quickly became one of AgentNet’s most adopted features, with over 10,000 agents using the tool each month.