Kasa

Pioneering fractional real estate investment

Designed an intuitive commercial real estate investment experience, supporting 30,000 user onboardings and 7,000 first-time investments in 2 months. Helped drive a 75% reinvestment rate, influencing a ₩15B acquisition and the rise of the fractional investment market.

Designed an intuitive commercial real estate investment experience, supporting 30,000 user onboardings and 7,000 first-time investments in 2 months. Helped drive a 75% reinvestment rate, influencing a ₩15B acquisition and the rise of the fractional investment market.

Role

Founding Product Designer
Led the initial design and crafted an end-to-end user experience from research, to delivery Stakeholder interviews, user testing

Team

1 Project Manager, 1 Product Designer (me), 1 Android Developer,
1 iOS Developer, 1 Frontend Developer, 2 Backend Developer
(Started with a lean team of 7, expanding as the product scaled.)

objective

Lowering the barrier to commercial real estate investment, making It accessible to everyone

Traditional commercial real estate investment required high capital and complex processes, limiting access for individual investors. As market polarization grew, prime opportunities remained concentrated among a few. Our goal was to lower the barrier, allowing anyone to invest in commercial real estate with small amounts, just like stocks, making the market more accessible and inclusive.

Problems

High entry barriers due to complex processes

Traditional stock investment requires multiple steps, such as account setup and verification, making it difficult for beginners. Scattered financial terms and data further slow down decision-making.

High entry barriers due to complex processes

Traditional stock investment requires multiple steps, such as account setup and verification, making it difficult for beginners. Scattered financial terms and data further slow down decision-making.

High entry barriers due to complex processes

Traditional stock investment requires multiple steps, such as account setup and verification, making it difficult for beginners. Scattered financial terms and data further slow down decision-making.

Scattered information makes value assessment difficult

Key data like vacancy rates, rental income, and transaction history are spread across multiple sources, making it hard for investors to evaluate value and growth potential at a glance.

Scattered information makes value assessment difficult

Key data like vacancy rates, rental income, and transaction history are spread across multiple sources, making it hard for investors to evaluate value and growth potential at a glance.

Scattered information makes value assessment difficult

Key data like vacancy rates, rental income, and transaction history are spread across multiple sources, making it hard for investors to evaluate value and growth potential at a glance.

Challenges with an unfamiliar trading method

Kasa adopted a multi-party trade matching system under the FSC sandbox for investor protection. However, its 1:1 matching differs from competitive trading, making it less intuitive for both beginners and experienced investors.

Challenges with an unfamiliar trading method

Insights

Through interviews with potential investors, we identified key barriers and needs in commercial real estate investment.

Insights

Through interviews with potential investors, we identified key barriers and needs in commercial real estate investment.

Insights

Through interviews with potential investors, we identified key barriers and needs in commercial real estate investment.

Novice Investor

“I know real estate investment is stable, but it’s so complicated that I don’t know where to start.”

“If I could invest easily with a small amount, I’d definitely give it a try.”

“To make an investment decision, key information should be clearly organized at a glance.”

Experienced Investor

“Commercial real estate information is too closed off, making it hard to find good investment opportunities.”

“I wish investment value analysis was easier. If all the necessary information was in one place, I’d be more willing to invest.”

“If real estate had liquidity like stocks, it would be a much more attractive investment option.”

Hypothesis

Simplifying the investment process

If commercial real estate investment is made as intuitive and straightforward as stock trading, more users will participate.

Simplifying the investment process

If commercial real estate investment is made as intuitive and straightforward as stock trading, more users will participate.

Simplifying the investment process

If commercial real estate investment is made as intuitive and straightforward as stock trading, more users will participate.

Providing easily understandable information

If key investment data is presented in a clear and accessible way, users will make faster and more confident investment decisions.

Providing easily understandable information

If key investment data is presented in a clear and accessible way, users will make faster and more confident investment decisions.

Providing easily understandable information

If key investment data is presented in a clear and accessible way, users will make faster and more confident investment decisions.

Creating a user-friendly investment experience

If complex terms and unnecessary steps are eliminated, and the overall process is designed intuitively, novice investors will find it easier to enter the market.

Creating a user-friendly investment experience

If complex terms and unnecessary steps are eliminated, and the overall process is designed intuitively, novice investors will find it easier to enter the market.

Creating a user-friendly investment experience

If complex terms and unnecessary steps are eliminated, and the overall process is designed intuitively, novice investors will find it easier to enter the market.

Explorations

We aimed to simplify investment methods for beginners and solve the problem of complex information. We tested various solutions and optimized them through user feedback.

Explorations

We aimed to simplify investment methods for beginners and solve the problem of complex information. We tested various solutions and optimized them through user feedback.

Explorations

We aimed to simplify investment methods for beginners and solve the problem of complex information. We tested various solutions and optimized them through user feedback.

Simplifying the investment process

As-is

Open a account

Identity verification

Certificate verification

Install a trading app

Deposit funds

Install a trading app

Deposit funds

Search for stocks

Select order type

Place a buy order

Confirm trade

Asset overview

Complicated sign-up process

Account setup and multiple verifications make onboarding difficult.

Complex navigation

Too many menus make it hard to find key features.

Inefficient investment process

Multiple steps slow down investing and delay decision-making.

To-be

Browse Investments

Enter Amount

Link Account & Deposit

View Assets

Link Account & Deposit

View Assets

Instant access

Simplified sign-up for easier entry.

Seamless experience

Invest easily without extra apps or verification.

Clear & simple info

Concise UI and easy-to-understand language improve accessibility.

1-1. Sign up - Account connection

Lengthy sign-up process delayed access

The original process required account creation and multiple verifications at sign-up, creating high entry barriers.

Lengthy sign-up process delayed access

The original process required account creation and multiple verifications at sign-up, creating high entry barriers.

Lengthy sign-up process delayed access

The original process required account creation and multiple verifications at sign-up, creating high entry barriers.

Improved account linking at investment stage

A. Traditional method (Account setup required at sign-up) B. Improved method (Quick sign-up with phone verification, account linking at investment stage)

Improved account linking at investment stage

A. Traditional method (Account setup required at sign-up) B. Improved method (Quick sign-up with phone verification, account linking at investment stage)

Improved account linking at investment stage

A. Traditional method (Account setup required at sign-up) B. Improved method (Quick sign-up with phone verification, account linking at investment stage)

Users found quick sign-up more convenient

1. “No need to open an account until investing.” 2. “Much easier than entering account details upfront.”

Users found quick sign-up more convenient

1. “No need to open an account until investing.” 2. “Much easier than entering account details upfront.”

Users found quick sign-up more convenient

1. “No need to open an account until investing.” 2. “Much easier than entering account details upfront.”

Simplified sign-up for easier access

Users can access the service without unnecessary steps → Account linking moved to the investment stage.

Simplified sign-up for easier access

Users can access the service without unnecessary steps → Account linking moved to the investment stage.

Simplified sign-up for easier access

Users can access the service without unnecessary steps → Account linking moved to the investment stage.

1-2. Investment

Initial Offering

Amount input is more intuitive than quantity input

Traditional stock IPOs require users to input quantity and manually calculate the total investment amount.

Amount input is more intuitive than quantity input

Traditional stock IPOs require users to input quantity and manually calculate the total investment amount.

Amount input is more intuitive than quantity input

Traditional stock IPOs require users to input quantity and manually calculate the total investment amount.

Simplified process with amount input

Users enter the investment amount, and the system automatically calculates the number of shares, making the process more intuitive.

Simplified process with amount input

Users enter the investment amount, and the system automatically calculates the number of shares, making the process more intuitive.

Simplified process with amount input

Users enter the investment amount, and the system automatically calculates the number of shares, making the process more intuitive.

Users prefer amount input

1. “Automatically calculating the number of shares made it easier to understand.” 2. “Entering the investment amount directly feels more intuitive.”

Users prefer amount input

1. “Automatically calculating the number of shares made it easier to understand.” 2. “Entering the investment amount directly feels more intuitive.”

Users prefer amount input

1. “Automatically calculating the number of shares made it easier to understand.” 2. “Entering the investment amount directly feels more intuitive.”

Adoption of amount-based input

Chosen for its clarity, especially for beginners, the system automatically calculates and displays shares based on the entered amount.

Adoption of amount-based input

Chosen for its clarity, especially for beginners, the system automatically calculates and displays shares based on the entered amount.

Adoption of amount-based input

Chosen for its clarity, especially for beginners, the system automatically calculates and displays shares based on the entered amount.

Trading

Multi-party matching was hard to understand

Investors struggle to understand multi-party matching & order execution.

Multi-party matching was hard to understand

Investors struggle to understand multi-party matching & order execution.

Multi-party matching was hard to understand

Investors struggle to understand multi-party matching & order execution.

Clearer price selection & execution feedback

A. Traditional stock trading UI B Simplified UI with price selection + real-time execution feedback

Clearer price selection & execution feedback

A. Traditional stock trading UI B Simplified UI with price selection + real-time execution feedback

Clearer price selection & execution feedback

A. Traditional stock trading UI B Simplified UI with price selection + real-time execution feedback

Users found the new UI More Intuitive

1. “Clearly separated price input made it intuitive.” 2. “Guidance helped me understand multi-party matching.”

Users found the new UI More Intuitive

1. “Clearly separated price input made it intuitive.” 2. “Guidance helped me understand multi-party matching.”

Users found the new UI More Intuitive

1. “Clearly separated price input made it intuitive.” 2. “Guidance helped me understand multi-party matching.”

Improved price selection & trade guidance for better usability

Clearer price selection & execution feedback improved usability → Adopted.

Improved price selection & trade guidance for better usability

Clearer price selection & execution feedback improved usability → Adopted.

Improved price selection & trade guidance for better usability

Clearer price selection & execution feedback improved usability → Adopted.

1-3. Asset

Scattered asset information made tracking difficult

In traditional stock investment services, asset information was scattered across multiple menus, requiring users to navigate various sections to check investments and deposits.

Scattered asset information made tracking difficult

In traditional stock investment services, asset information was scattered across multiple menus, requiring users to navigate various sections to check investments and deposits.

Scattered asset information made tracking difficult

In traditional stock investment services, asset information was scattered across multiple menus, requiring users to navigate various sections to check investments and deposits.

Improved accessibility & intuitive asset tracking

A. Traditional Method → Asset information was scattered across multiple menus. B. Improved Method → Unified asset overview on the home screen with easy access to deposits and withdrawals.

Improved accessibility & intuitive asset tracking

A. Traditional Method → Asset information was scattered across multiple menus. B. Improved Method → Unified asset overview on the home screen with easy access to deposits and withdrawals.

Improved accessibility & intuitive asset tracking

A. Traditional Method → Asset information was scattered across multiple menus. B. Improved Method → Unified asset overview on the home screen with easy access to deposits and withdrawals.

Users found unified asset view more intuitive

1. “It’s convenient to see investments and deposits at a glance.” 2. “No need to navigate multiple menus for key information.”

Users found unified asset view more intuitive

1. “It’s convenient to see investments and deposits at a glance.” 2. “No need to navigate multiple menus for key information.”

Users found unified asset view more intuitive

1. “It’s convenient to see investments and deposits at a glance.” 2. “No need to navigate multiple menus for key information.”

Simplified access to key asset information

Users can check their investments, deposits, and transaction history in one place → Improved usability and accessibility.

Simplified access to key asset information

Users can check their investments, deposits, and transaction history in one place → Improved usability and accessibility.

Simplified access to key asset information

Users can check their investments, deposits, and transaction history in one place → Improved usability and accessibility.

Investment information

Commercial real estate investment information was hard to access.

information was hard to access, with key factors like location, growth potential, and lease status scattered, making value assessment complex.

Commercial real estate investment information was hard to access.

information was hard to access, with key factors like location, growth potential, and lease status scattered, making value assessment complex.

Commercial real estate investment information was hard to access.

information was hard to access, with key factors like location, growth potential, and lease status scattered, making value assessment complex.

Structured for easy understanding by novice investors.

Key investment information is structured around the decision-making flow, making value assessment easy for novice investors.

Structured for easy understanding by novice investors.

Key investment information is structured around the decision-making flow, making value assessment easy for novice investors.

Structured for easy understanding by novice investors.

Key investment information is structured around the decision-making flow, making value assessment easy for novice investors.

2-1. Decision-making process in real estate investment

A. Key summary for quick investment assessment

✔ Investors decide within 10 seconds, with location influencing 70%+ of property value.

✔ Location, tenant status, and growth potential at a glance simplify decision-making.

B. Current value analysis for fair pricing

✔ 65% of investors compare official land prices & recent transactions before investing.

✔ Clear transaction history helps visualize price trends.

C. Future growth potential for price appreciation

✔ 5%+ annual land price growth → 40% higher appreciation chance in 10 years.

✔ 78% of investors prioritize development plans & infrastructure expansion.

D. Profitability analysis for stable returns

✔ Vacancy rates above 10% lower rental income, below 5% ensure stable returns.

✔ 80% of investors prioritize rental yield & vacancy rates for decision-making.

Future Growth Potential for Price Appreciation

✔ 5%+ annual land price growth → 40% higher appreciation chance in 10 years.

✔ 78% of investors prioritize development plans & infrastructure expansion.

Profitability Analysis for Stable Returns

✔ Vacancy rates above 10% lower rental income, below 5% ensure stable returns.

✔ 80% of investors prioritize rental yield & vacancy rates for decision-making.

References

Jin Kim, “A Study on the Decision-Making Process and Factors in Real Estate Investment,” Journal of the Architectural Institute of Korea, 2012.
Valuation Principles in Real Estate Markets, Journal of Real Estate Finance and Economics, 2017.
The Role of Location in Property Investment Decisions, Journal of Property Research, 2015.

Urban Growth and Real Estate Investment Trends, Journal of Urban Economics, 2018.
Income-Generating Real Estate: A Guide for Investors, Harvard Business Review, 2019.
Geonhak Lee & Gamyeong Kim, “A Study on the Spatial Discrepancy Between Officially Announced Land Prices and Actual Housing Transaction Prices,” Journal of the Korean Geographical Society, 2013.

Easier investment decisions

“Having all investment information on one screen made it easier to assess value.”

“Providing location, growth potential, and tenant details in a logical order improved understanding.”

“Maps, price trends, and dividend data made investment decisions clearer.”

Intuitive information structure

Structured data to match decision-making flow

Consolidated key investment data on one screen for easier navigation

Improved readability and accessibility with maps, graphs, and visual data

Solutions

Eliminated unnecessary complexity, streamlined the investment process, and designed a seamless investment experience.

No more barriers,
just investing.

Removed unnecessary steps, enabling anyone to start investing easily with minimal verification and a simple sign-up process.

Clear insights for fast decisions.

Making commercial real estate easy to understand, enabling quick decisions and seamless investments.

Seamless trading experience, invest at your price instantly

Designed for intuitive investing without the complexity of traditional trading methods.

Investment overview & easy fund management

Quickly view your investment status and seamlessly deposit or withdraw funds.

Impacts

30,000+ users onboarded & 7,000+ first investments in 2 months

Seamless sign-up flow and intuitive investment journey reduced friction, boosting user acquisition and conversion.

30,000+ users onboarded & 7,000+ first investments in 2 months

Seamless sign-up flow and intuitive investment journey reduced friction, boosting user acquisition and conversion.

30,000+ users onboarded & 7,000+ first investments in 2 months

Seamless sign-up flow and intuitive investment journey reduced friction, boosting user acquisition and conversion.

75% reinvestment rate after completing a full investment cycle

A clear and intuitive investment experience helped build user trust, leading to strong retention and reinvestment.

75% reinvestment rate after completing a full investment cycle

A clear and intuitive investment experience helped build user trust, leading to strong retention and reinvestment.

75% reinvestment rate after completing a full investment cycle

A clear and intuitive investment experience helped build user trust, leading to strong retention and reinvestment.

Selected for government sandbox & FSC innovative financial service

Helped shape an accessible fractional investment model, contributing to official recognition as a new financial service.

Selected for government sandbox & FSC innovative financial service

Helped shape an accessible fractional investment model, contributing to official recognition as a new financial service.

Selected for government sandbox & FSC innovative financial service

Helped shape an accessible fractional investment model, contributing to official recognition as a new financial service.

₩15B acquisition & expansion of fractional investing

Enhanced investment experience supported a major securities firm acquisition and paved the way for broader fractional asset markets.

₩15B acquisition & expansion of fractional investing

Enhanced investment experience supported a major securities firm acquisition and paved the way for broader fractional asset markets.

₩15B acquisition & expansion of fractional investing

Enhanced investment experience supported a major securities firm acquisition and paved the way for broader fractional asset markets.