CITY: The backbone of Opendoor’s customer and transaction management
2021 - 2023 | Lead Designer
OVERVIEW
I co-led the largest product and systems redesign in Opendoor’s recent history - architecting the End-State Sales & Support Ecosystem Framework, defining the entire org’s long-term vision and overarching roadmap, and built the next-gen CRM + Transaction Management platform from 0 to 1.
The new platform - called CITY - allowed Opendoor Ops to double in-SLA ticket resolution rate, and effectively scale to over 2k monthly transactions (over half a billion in revenue).
Opendoor’s Sales and Support has 4 distinct yet closely collaborative roles. Yet the tools they use have been disjointed without unified vision. This uncoordinated approach has manifested in outdated technology, sub-optimal workflows and incohesive processes. Ultimately, this led to challenges for employees and customers.
THE CHALLENGE
PROJECT GOAL
Create a unified infrastructure and tooling ecosystem, and enable operators to expertly guide more customers through a delightful journey buying or selling with Opendoor.
Through examination of our operational processes and customer and operator jobs to be done, and by pattern matching to systems at other companies and technologies on the market, we proposed a ‘Hub and Spoke’ framework that consists of a number of distinct, yet closely integrated systems.
SYSTEMS ARCHITECTURE
VISION STORYBOARD
After detailing the requirements specs for each system. I then led an effort with my PM to create the product vision, as well as a vision storyboard.
SOLUTION DEEP DIVE
The linchpin of the entire ecosystem is a reimagined Customer and Transaction Management solution.
A UNIFIED IA
Inherently, the notion of Customer Relationship Management and Transaction Management are interconnected. Customers reach out to Opendoor to discuss their transaction; And vice versa, every step of the transaction inevitably involves the customer. This paved the way for a unified system with a cohesive navigation, taxonomies, and highly reusable modules.
EXPLORING A UNIVERSAL PAGE STRUCTURE
Streamlined customer and transaction management
Unified modules keep context shared across teams and tools
Keeping the context from term negotiation to addendum
An activity log tailored to operators’ complex use case
IMPACT
As of H2 2023, CITY and its spoke systems have replaced Opendoor’s legacy CRM and Transaction Management System, and supported 80%+ of its core Acquisition, Resale and General Support workflows (~2k monthly transactions and supporting thousands of customers and agents every day), improving in-SLA ticket resolution rate by 250% and first response time by 800% (email) and 30% (sms).
The end-state systems blueprint continued to serve as the foundational framework, guiding the multi-year roadmap for Opendoor’s Transaction and Operations charter.