Pioneering fractional real estate investment
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
Working year
2018-2022
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
Working year
2018-2022
What is Kasa?
What is Kasa?
Kasa is a platform where anyone can easily invest in commercial buildings like stocks.
Kasa is a platform
where anyone can easily invest in commercial buildings like stocks.
Government-Certified Platform
Recognized as an Innovative Financial Service by Korea’s FSC.
Government-Certified Platform
Recognized as an Innovative Financial Service by Korea’s FSC.
Government-Certified Platform
Recognized as an Innovative Financial Service by Korea’s FSC.
Backed by Financial Leaders
Became part of Daishin Securities, a top-tier financial group in Korea, in 2023.
Backed by Financial Leaders
Became part of Daishin Securities, a top-tier financial group in Korea, in 2023.
Backed by Financial Leaders
Became part of Daishin Securities, a top-tier financial group in Korea, in 2023.
Trusted by major investors
Supported by Kakao, Shinhan, and top institutions.
Trusted by major investors
Supported by Kakao, Shinhan, and top institutions.
Trusted by major investors
Supported by Kakao, Shinhan, and top institutions.
Assets secured by top institutions
Managed by Korea’s top banks and trust companies.
Assets secured by top institutions
Managed by Korea’s top banks and trust companies.
Assets secured by top institutions
Managed by Korea’s top banks and trust companies.
Why I joined this team?
Why I joined this team?
The commercial real estate market
shows a severe imbalance in asset ownership.
The commercial real estate market
shows a severe imbalance in asset ownership.
Despite being a relatively stable asset, it has been difficult for the average person to participate in the market. Although I didn’t know much about investing, I deeply resonated with the mission of helping to reduce asset inequality, even if just a little.
Despite being a relatively stable asset, it has been difficult for the average person to participate in the market. Although I didn’t know much about investing, I deeply resonated with the mission of helping to reduce asset inequality, even if just a little.
Objective
Objective
Designing a simpler way to invest
in commercial real estate
Designing a simpler way to invest
in commercial real estate
Commercial real estate was hard to access—high capital, complex steps, and offline processes. Even stock platforms felt overwhelming with too many menus and poor UX. We aimed to simplify the entire journey. From building discovery to fractional investment and asset management, we designed a seamless, intuitive flow anyone could use—even first-time investors.
Commercial real estate was hard to access—high capital, complex steps, and offline processes. Even stock platforms felt overwhelming with too many menus and poor UX. We aimed to simplify the entire journey. From building discovery to fractional investment and asset management, we designed a seamless, intuitive flow anyone could use—even first-time investors.
Problem
Problem
We uncovered key barriers preventing users from investing with confidence.
We uncovered key barriers preventing users from investing with confidence.
High entry barriers
Lengthy sign-up, confusing terms, and fragmented data overwhelm beginners.
High entry barriers
Lengthy sign-up, confusing terms, and fragmented data overwhelm beginners.
High entry barriers
Lengthy sign-up, confusing terms, and fragmented data overwhelm beginners.
Scattered information
Key data is spread across multiple sources, making value assessment difficult.
Scattered information
Key data is spread across multiple sources, making value assessment difficult.
Scattered information
Key data is spread across multiple sources, making value assessment difficult.
Unfamiliar trading method
The 1:1 matching system feels unintuitive compared to traditional stock trading.
Unfamiliar trading method
The 1:1 matching system feels unintuitive compared to traditional stock trading.
Unfamiliar trading method
The 1:1 matching system feels unintuitive compared to traditional stock trading.
Insights
Insights
To better understand user pain points, we interviewed potential investors.
To better understand user pain points, we interviewed potential investors.
We conducted interviews with both beginners and experienced investors to uncover their challenges and unmet needs in commercial real estate investing.
We conducted interviews with both beginners and experienced investors to uncover their challenges and unmet needs in commercial real estate investing.
Novice Investor
Novice Investor
“I know real estate investment is stable, but it’s so complicated that I don’t know where to start.”
“I know real estate investment is stable, but it’s so complicated that I don’t know where to start.”
“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.”
“If I could invest easily with a small amount, I’d definitely give it a try.”
“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.”
“To make an investment decision, key information should be clearly organized at a glance.”
“To make an investment decision, key information should be clearly organized at a glance.”
Experienced Investor
Experienced Investor
“Commercial real estate information is too closed off, making it hard to find good investment opportunities.”
“Commercial real estate information is too closed off, making it hard to find good investment opportunities.”
“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.”
“I wish investment value analysis was easier. If all the necessary information was in one place, I’d be more willing to invest.”
“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.”
“If real estate had liquidity like stocks, it would be a much more attractive investment option.”
“If real estate had liquidity like stocks, it would be a much more attractive investment option.”
Hypothesis
Hypothesis
How might we make real estate investing easier?
How might we make real estate investing easier?
Simplify the investment flow
If real estate investing feels as intuitive and straightforward as stock trading, more users will participate.
Simplify the investment flow
If real estate investing feels as intuitive and straightforward as stock trading, more users will participate.
Simplify the investment flow
If real estate investing feels as intuitive and straightforward as stock trading, more users will participate.
Make key data easy to understand
When investment info is clearly presented, users can make faster and more confident decisions.
Make key data easy to understand
When investment info is clearly presented, users can make faster and more confident decisions.
Make key data easy to understand
When investment info is clearly presented, users can make faster and more confident decisions.
Remove complexity for novice users
Removing jargon and unnecessary steps helps novice investors enter the market more easily.
Remove complexity for novice users
Removing jargon and unnecessary steps helps novice investors enter the market more easily.
Remove complexity for novice users
Removing jargon and unnecessary steps helps novice investors enter the market more easily.
Improvement 1
Improvement 1
The traditional process made investing hard.
We made it intuitive.
The traditional process made investing hard.
We made it intuitive.
As-is
To-be
Complicated sign-up
Onboarding requires multiple steps, apps, and verifications.
Onboarding requires multiple steps, apps, and verifications.
Instant access
Sign up instantly with just one phone verification step.
Sign up instantly with just one phone verification step.
Scattered information
Investment data is fragmented and hard to understand.
Investment data is fragmented and hard to understand.
Clear & simple info
Key data is clearly presented and easy to grasp.
Key data is clearly presented and easy to grasp.
Inefficient process
Too many actions delay investing and decision-making.
Too many actions delay investing and decision-making.
Seamless flow
Streamlined steps help users invest faster with confidence.
Streamlined steps help users invest faster with confidence.
Improvement 2
Improvement 2
Minimized onboarding friction by shifting account setup to the point of investment.
Minimized onboarding friction by shifting account setup to the point of investment.
Users begin onboarding with only phone verification.
Users begin onboarding with only phone verification.
Mobile phone verification replaces full account setup.
Mobile phone verification replaces full account setup.
Simple password creation step to secure access.
Simple password creation step to secure access.
Account linking is optional and deferred to later.
Account linking is optional and deferred to later.
Users can quickly get started and explore investment products first.
Improvement 3
Improvement 3
Replaced quantity input with amount input for a more intuitive investment flow.
Replaced quantity input with amount input for a more intuitive investment flow.
Option A
Option B
Quantity-first approach
Users enter the number of shares first, and the system calculates the total investment amount. This approach mimics the traditional IPO method but can be confusing for first-time investors.
Amount-first approach
Users enter the investment amount first, and the system automatically calculates the number of shares.This flow is more intuitive and beginner-friendly, reducing cognitive load.
Users enter the investment amount directly.
The system auto-calculates the number of shares.
Users review and confirm investment details.
Investment is completed in just a few simple steps.
Improvement 4
Improvement 4
Improved price selection for clearer and more intuitive multi-party trading.
Improved price selection for clearer and more intuitive multi-party trading.
Option A
Option B
Complex trading UI
Users were required to enter both price and quantity manually. The traditional stock-style layout was confusing for many.
Simplified input & feedback
Users enter the investment amount, and the system calculates the quantity. Real-time execution feedback is shown.
Instead of dealing with price & quantity from the beginning, users can simply start by entering how much they want to invest.
Instead of dealing with price & quantity from the beginning, users can simply start by entering how much they want to invest.
Users can check if the entered price is valid or outside the tradable range before placing an order.
Users can check if the entered price is valid or outside the tradable range before placing an order.
Users can either enter a custom price or select from the order book.
Users can either enter a custom price or select from the order book.
Browse the order book and select your preferred price.
Browse the order book and select your preferred price.
Orders are only filled at the selected price — lower prices won’t be matched automatically.
Improvement 5
Improvement 5
Improved asset visibility for easier tracking of investments and transactions.
Improved asset visibility for easier tracking of investments and transactions.
Compared to traditional platforms with fragmented asset views, Kasa presents a unified screen where users can quickly access their investments, deposits, and withdrawals.
Compared to traditional platforms with fragmented asset views, Kasa presents a unified screen where users can quickly access their investments, deposits, and withdrawals.
Users can easily check their current investments and deposits at a glance.
Detailed transaction history is now accessible from the same screen.
Users can directly enter deposit amounts and complete transactions.
Improvement 6
Improvement 6
Structured investment information for clearer and faster decision-making.
Structured investment information for clearer and faster decision-making.
Kasa presents all key investment information—such as location, price trends, and growth potential—in a single, structured flow to help users assess value more easily.
Kasa presents all key investment information—such as location, price trends, and growth potential—in a single, structured flow to help users assess value more easily.
Solutions
Solutions
Solutions
Cut the complexity.
Simplified every step of investing.
Cut the complexity.
Simplified every step of investing.
No more barriers,
just investing.
No more barriers,
just investing.
Removed unnecessary steps, enabling anyone to start investing easily with minimal verification and a simple sign-up process.
Removed unnecessary steps, enabling anyone to start investing easily with minimal verification and a simple sign-up process.
Clear insights for fast decisions.
Clear insights
for fast decisions.
Making commercial real estate easy to understand, enabling quick decisions and seamless investments.
Making commercial real estate easy to understand, enabling quick decisions and seamless investments.
Seamless trading experience,
invest at your price instantly
Seamless trading experience,
invest at your price instantly
Designed for intuitive investing without the complexity of traditional trading methods.
Designed for intuitive investing without the complexity of traditional trading methods.
Investment overview,
easy fund management
Investment overview,
easy fund management
Quickly view your investment status and seamlessly deposit or withdraw funds.
Quickly view your investment status and seamlessly deposit or withdraw funds.
Impacts
Impacts
Opened the fractional investment market and drove positive outcomes.
Opened the fractional investment market and drove positive outcomes.
30,000+ onboarded, 7,000+ first investments
Frictionless onboarding and simple UX contributed to faster user activation and conversion.
30,000+ onboarded, 7,000+ first investments
Frictionless onboarding and simple UX contributed to faster user activation and conversion.
30,000+ onboarded, 7,000+ first investments
Frictionless onboarding and simple UX contributed to faster user activation and conversion.
75% reinvestment after one full cycle
A clear investment flow helped build user trust, contributing to strong reinvestment among users who completed one full investment cycle.
75% reinvestment after one full cycle
A clear investment flow helped build user trust, contributing to strong reinvestment among users who completed one full investment cycle.
75% reinvestment after one full cycle
A clear investment flow helped build user trust, contributing to strong reinvestment among users who completed one full investment cycle.
Selected as FSC innovative financial service
The new model, supported by a simplified experience, contributed to official recognition by Korea’s Financial Services Commission.
Selected as FSC innovative financial service
The new model, supported by a simplified experience, contributed to official recognition by Korea’s Financial Services Commission.
Selected as FSC innovative financial service
The new model, supported by a simplified experience, contributed to official recognition by Korea’s Financial Services Commission.
₩15B acquisition & growth in fractional investing
An improved experience supported service adoption, contributing to acquisition and broader market traction.
₩15B acquisition & growth in fractional investing
An improved experience supported service adoption, contributing to acquisition and broader market traction.
₩15B acquisition & growth in fractional investing
An improved experience supported service adoption, contributing to acquisition and broader market traction.