Mortgage, with RBC.
A direct path to RBC, plus a Mortgage Hub guide.
Lives in: Mortgage Calculators
All case studies
REALTOR.ca · Oct 2025 – Jul 2026
Turning Canada's #1 real estate site into a revenue platform.
Led the team on creating 3 net-new revenue streams. Designed from zero, without destroying existing UX.
Shipped and live on www.realtor.ca
- Role
- Lead Product Designer
(player-coach) - Team
- Jr. Product Designer, Product Designer, Sr. Graphic Designer
- Partners
- Product, Marketing, Legal, BSA, Engineering, RBC, TD Insurance
- Platforms
- Desktop + tablet + mobile Web; Tablet + mobile App;
English + French
- 633Mvisits in 2025
- 2B+listing page views in 2025
- #1real estate website in Canada
- 3net-new revenue lines, all live
The problem
Huge audience and no real streams of income.
In 2025 REALTOR.ca became its own company, with a mandate to earn beyond membership dues.
The catch: every new revenue surface had to sit next to someone's home search without breaking trust.
Question that started it all…
“Where can new revenue-generating experiences live without hurting UX and overall flow?”
The solution
3 revenue streams, designed from zero, all live on www.realtor.ca
Insurance, with TD.
A bilingual TD Insurance link on every listing page.
Lives in: listing page, below the description
Advertising, built in.
Ad spots on the busiest pages. None existed before.
Lives in: homepage, map, listing page
Impact
What it added up to.
- 3net-new revenue lines, live on Canada's #1 real estate site.
- 2national partners launched publicly: RBC (Jan 2026) and TD Insurance (Jul 2026).
- 1step to the lender: we removed the in-between page from the hub to RBC.
- ↑A stronger team.
I coached my designers to be more confident in their skin and thinking process, throughout every step of this messy journey.
How we got there…
5 phases, from vision to real life.
01 · Discovery
Phased the “big vision” into shippable steps.
Product wanted a full mortgage marketplace. We shipped it in slices, learning before over-investing.
- 1MVPLink + lead capture on listings
- 2RBC pilotNative offer pageLive Jan 2026
- 3Compare lendersMulti-lender listReshaped
- 4Mortgage HubLearn → Estimate → Prepare → ExploreJun 2026
- 5MarketplaceFirst-party lendingFuture
02 · Initial wireframing
Placed revenue where it helped, not where it shouted.
70%
of people never scroll past the first screen. Placement was the decision.
- ANext to the price. Seen by all, but fights the mortgage link.
- BBelow the description. Chosen. ~70% still see it; no fight.
03 · Adapt
Adapted when the market moved.
RBC acquired Pinch, our multi-lender partner. A page built for choosing lenders no longer made sense, so we cut it.
Before · Feb 2026 MVP
After
04 · Staying grounded
Protected trust over partner branding.
- Asked for: buttons in RBC blue and TD green, logos inside.
- Shipped: our own button for every partner. The logo carries the brand.
When TD said its logo was too small, we matched it to RBC's size and gave options that met both brand guides.
05 · Iterate
Shipped, measured, iterated.
- 3 test variations
- v1.2 from exit-survey feedback
- Unmoderated tests on usertesting.com
Before · v1
After · v1.2
My role
Leading through others.
- Strategy, alignment and quality control
- Coached my designers to present to stakeholders
- Checked every user-facing claim for accuracy
- Hands-on when timelines got tight
Looking back
What I'd do differently.
A shared metrics dashboard from day one. We iterated on live data, but it lived in meetings, not in the team's docs.
Building something that needs to earn and keep trust?