Onboard Informatics is a B2B enterprise company based in New York that works “behind the scenes” to provide real estate data information services to over fifty brokerage partners such as Century 21, Berkshire Hathaway Home Services, and RedFin. These partners use their data to deliver the best service to their customers.

They were sending their audience – a mix of developers and executives – directly to the documentation page for their APIs and it really wasn’t where an executive wanted to land.


  • Discovery & Strategy
  • Interface Design

Onboard came to us to help give their customers a better experience.

Onboard came to us to help give
their customers a better experience.

Designing a developer portal for a real estate technology enterprise.

Onboard Informatics

Landing Page / UX/UI Design


It all began with a series of “How might we” questions on a series of sticky notes. We started with the end in mind – to provide a better experience to the target audience of the new page – and then worked our way backwards to figure out the audience on a deeper level. The main question we were trying to answer was “how might me present the most relevant information about the APIs in a way that is easy to understand and quickly resonates to both developers and business executives.”

We digged deep to understand the key points and benefits of Onboard’s platform, created user personas, and made a multitude of other assumptions about how the end users will use the new page.

Lastly, we performed a competitor audit, a vital step for every project. Today, being competitive online is more important than ever and most often, people find and evaluate products online by comparing similar websites. We looked at key players and dissected their strengths and weaknesses, to learn from them in an effort to create the most effective landing page we could for Onboard Informatics.

User Experience Design

Our vigorous brainstorming in the first phase established a powerful foundation to start planning the visual hierarchy of the page based on the priorities of the primary and secondary user groups. We conducted in the previous phase, it was time to get down to the nitty gritty and actually start planning out the wireframes on which we would design the interface.

User Interface Design

In this step, we used Conversion Centered Design (CCD) principles such as CTA encapsulation, contrast, and purposeful use of white space among many others to create a visual experience that served the purpose of the the page in an easy-to-digest manner.

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