Selected work / 07
A neutral AI advisor for the biggest financial decision
AskROB helps people examine whether to rent, buy, build, invest, sell, or wait. I designed the product strategy, decision paths, interface, and responsive system around clear tradeoffs instead of sales pressure.
- Product
- AskROB
- Category
- Housing Decision Support
- Deliverables
- Product Strategy, UX/UI, Design System, Responsive Web App
- Role
- Product Design, UX/UI, Design System, Development
01 / The challenge
A complex decision, made navigable.
Choosing what to do with a home is rarely one decision. It involves budget, timing, local-market context, personal priorities, and uncertainty about what comes next. AskROB needed to make that complexity easier to navigate without reducing a meaningful financial choice to a generic recommendation or a sales funnel.
02 / What I led
Make a complicated decision easier to examine—not easier to oversimplify.
I led the product strategy, information architecture, decision paths, UX/UI, design system, and front-end implementation.
- 01Product and UX strategy
- 02Decision-path and interaction design
- 03Information architecture and content hierarchy
- 04Responsive UX/UI design
- 05Design system and component patterns
- 06Front-end/web implementation
Trust depended on showing the tradeoffs.
03 / The key decision
Start with the question a person is actually trying to answer.
Instead of opening with market data or a generic chatbot, AskROB begins with the user's situation. It then introduces comparisons, assumptions, affordability signals, and relevant context in layers.
04 / The solution
Six housing decisions organized around one neutral framework.
Six housing scenarios share one product framework—renting versus buying, preparing to buy, building versus buying, keeping versus selling, home investment, and selling versus renting—with a restrained visual system and a clear sequence: understand the decision, review the tradeoffs, explore the context, and decide what to examine next.
Guided, not generic.
Instead of opening with market data or a generic chatbot, AskROB begins with the user's situation. It then introduces comparisons, assumptions, affordability signals, and relevant context in layers.
Tradeoffs made visible.
Six housing scenarios share one product framework—renting versus buying, preparing to buy, building versus buying, keeping versus selling, home investment, and selling versus renting—with a restrained visual system and a clear sequence: understand the decision, review the tradeoffs, explore the context, and decide what to examine next.
Trust as a product feature.
Six housing decisions organized around one neutral framework, with a responsive decision experience and trust-centered product language.
05 / The impact
Six housing decisions organized around one neutral framework.
Guided decision framework
A structured product model helps users explore housing scenarios without starting from a blank search experience.
Clearer information hierarchy
Decision paths, comparisons, and contextual content are organized in layers to reduce cognitive overload.
Trust-centered product language
Neutral positioning and plain-language explanations help distinguish decision support from sales pressure.
Responsive decision experience
A consistent desktop and mobile interface keeps key scenarios and comparisons accessible across devices.
06 / Web experience
askrob.ai across desktop and mobile
The marketing and product experience share one design language: a clear value proposition, guided pathways, understandable market context, and decision-support tools designed for incremental discovery.
Responsive behavior consolidates complex data views into a single scannable mobile flow. The experience should retain its hierarchy across screen sizes, helping users understand key context and compare options without forcing dense grids or financial terminology into a small screen.
07 / Reflection
From complex choices to clearer next steps.
“The most useful decision tool is not the one that gives the fastest answer. It is the one that helps a person see what the answer depends on.”
Clarity before commitment.