Redefining Gruvi to turn complexity into growth
Role
Product Designer
Timeline
3 months
Client
Gruvi
Industry
Prop-Tech
Responsabilities
UX audit for mobile app
Research and discovery process
Information architecture
Competitor analysis
Problem analysis and diagnosis
UX strategy for the Brazilian market
Overview
Redesign of Gruvi’s UX architecture to unify the product UX, reduce confusion, and improve navigation efficiency. The project focused on restructuring information hierarchy and creating a consistent framework that could scale in the future.
Challenges
Unclear hierarchy of actions
High cognitive load for users
Fragmented navigation across modules
Low task efficiency
Difficulty scaling new features
Inconsistent terminology and patter
Poor scalability for new features
Context and challenge
As Gruvi’s platform grew, new features were added by different teams over time, resulting in a fragmented and inconsistent experience. Similar actions appeared in multiple areas, navigation patterns varied from one module to another, and users often struggled to understand where to find key information or complete essential tasks.
The main challenge was to restructure the app’s UX architecture so that it felt unified and predictable, without disrupting users already familiar with the system. We needed to create a clear and scalable framework that simplified navigation, improved task efficiency, and supported future product expansion, all while maintaining coherence across mobile and web platforms.
Primary goals
Unify the product experience
Reduce bad feedbacks regarding the UX
Simplify navigation
Enable scalability
Research and data analysis
To understand the inconsistencies in Gruvi’s user experience, I began by mapping the main navigation flows and analyzing how users moved between key features. This included reviewing event data from Mixpanel, conducting heuristic evaluations, and interviewing internal stakeholders to identify usability gaps and architectural pain points.
The analysis revealed that users struggled to understand where to perform specific actions, as similar functions were distributed across different sections of the app. There were also inconsistencies in terminology and interaction patterns, leading to confusion and errors. In parallel, I mapped the user journey and emotional curve, which exposed frustration peaks caused by redundant paths and unclear hierarchy.
Diagnosis of the scenario
To complement these findings, I conducted a competitive analysis focused on direct competitors and other SaaS platforms with similar structures. This helped identify market best practices in navigation, information grouping, and task prioritization, while also highlighting opportunities for Gruvi to differentiate through a more intuitive and cohesive UX architecture.
This combination of data, heuristics, user feedback, and competitive insights provided a clear diagnosis of the problem: the product needed a unified structure that communicated hierarchy clearly, minimized cognitive load, and aligned the experience across modules.
Main problems
Confusing navigation
Underutilized menus
Information hierarchy issues
Some personas don’t see value in Gruvi
Lack of standardization and clarity
Gruvi tries to innovate but ends up creating unnecessary complexity
Lack of strategic communication
Lack of search and predictive components
Benchmark and insights
A competitive analysis was conducted with SaaS platforms and property management apps to identify how others structured complex information. Products like Notion, Monday, and Basecamp inspired best practices in modular organization, prioritization, and clarity of hierarchy.
The analysis also highlighted the importance of cross-platform consistency and progressive disclosure , showing only what’s relevant at each step.
From this study, key insights emerged:
Architecture should be organized around user goals, not internal structures.
Consistency and predictability reduce learning effort.
A clear visual and functional hierarchy helps users orient themselves faster.
Scalability requires a flexible but coherent framework.
Card sorting and architecture research
To understand how users mentally organized Gruvi’s features, I conducted an open card sorting exercise with participants representing different user profiles.
The results showed consistent grouping around three main goals: communication, payments, and documents. However, users often confused “requests” and “messages,” and some features appeared in multiple categories, confirming the lack of a clear mental model.
These insights guided the new information architecture, helping redefine navigation levels and consolidate overlapping actions into a simpler, more intuitive structure.
Pillars of the sollution
Simplicity
Make the transition to Gruvi smoother by simplifying, removing clutter, and reducing redundant steps for a more intuitive experience.
Relevance
Highlight the tools Gruvi users value most, giving the condo fee prominent emphasis if it is essential and the most valuable feature
Tailoring
Tailoring highlights frequently used features and shortcuts to reduce effort and boost relevance for all Gruvi users and their menus.
Prediction
Automate processes and anticipate user actions to reduce effort. Anticipate user needs by providing shortcuts and smart suggestions
Design solution
Simplicity:
Making navigation effortless
The principle of simplicity guided every design choice. We consolidated scattered actions into clear, goal-based categories and applied consistent visual patterns across modules. The interface was decluttered to highlight primary actions and minimize decision fatigue.
This simplification not only made navigation more intuitive but also created a sense of coherence throughout the experience. Users could now understand the app’s structure at a glance, complete tasks more efficiently, and feel in control while exploring different sections.
Relevance:
Showing what truly matters
The Relevance principle guided decisions around content prioritization, ensuring users always see what matters most in their current context.
Frequently used shortcuts and core features were brought forward into the primary navigation, while secondary actions were organized under expandable menus. This structure keeps the interface clean and focused, helping users complete their goals faster without unnecessary distraction.
Tailoring:
Designing for each user’s reality
Tailoring was applied through contextual entry points and adaptive menus that highlighted the most-used areas for each user type. This approach made the experience feel more personal and efficient, aligning the interface with real behavioral patterns.
Users who have both manager and resident profiles can easily switch between areas and access content specific to each role, all within the same app.
Prediction:
Anticipating needs before they arise
The Prediction pillar focused on anticipating user needs based on previous behaviors. For instance, the system proactively surfaced pending payments or unread messages directly on the home screen, helping users act before friction occurred.
By bringing priority actions to the forefront, we reduced effort, increased task efficiency, and created a smoother, more seamless experience overall.
Usability testing
%
new convertion rate
%
clicks on 'quick access' to pay the condominium
%
difficulties with 'pay condominium' label
%
convertion in the add residents feature flow
%
convertion in the reservation feature flow
%
conversion in the invitation feature flow
Next steps
MVP negotiation
During usability testing, a few key improvement opportunities were identified. Some users still struggled to locate secondary actions within nested menus, while others suggested clearer visual feedback when switching between modules. There was also a need to improve the discoverability of shortcuts and to refine certain labels that caused hesitation during navigation.
After analyzing these findings, the design, product, and tech leads worked together to define an MVP scope that prioritized solving the most critical issues without delaying release. The MVP included the new navigation structure, improved hierarchy, and contextual shortcuts, focusing on the most frequent user flows such as bill payments, document access, and resident communication.
Three product stages
The team then defined a roadmap divided into three stages:
Short term: Implement quick fixes based on usability test feedback, including improved menu discoverability and refined microcopy.
Mid term: Expand the new architecture to additional modules, introduce adaptive menus for different user profiles, and monitor engagement metrics to guide refinements.
Long term: Integrate predictive personalization features powered by behavioral data and extend the new UX architecture to web and admin platforms for full cross-platform consistency.
These next steps ensure the solution remains iterative and data-driven, evolving through continuous learning cycles that align design, product, and technology toward a unified and scalable experience.
Three product stages
The team then defined a roadmap divided into three stages:
Short term: Implement quick fixes based on usability test feedback, including improved menu discoverability and refined microcopy.
Mid term: Expand the new architecture to additional modules, introduce adaptive menus for different user profiles, and monitor engagement metrics to guide refinements.
Long term: Integrate predictive personalization features powered by behavioral data and extend the new UX architecture to web and admin platforms for full cross-platform consistency.
These next steps ensure the solution remains iterative and data-driven, evolving through continuous learning cycles that align design, product, and technology toward a unified and scalable experience.
In retrospect
Looking back, this project reinforced how crucial UX architecture is in shaping not only usability but also how users understand the core concept and value of a product. A well-structured architecture bridges strategy and experience, it translates what the product stands for into something that feels intuitive, purposeful, and easy to use in everyday life.
This project showed that clarity in structure helps communicate value. When navigation makes sense, users immediately grasp what the product offers and how it can simplify their routine. At the same time, the architecture must remain practical and technically viable, supporting business needs and future scalability.
Working closely with the product manager and tech lead was essential to balance these dimensions. Together, we defined an MVP that addressed the most critical usability issues while creating a clear roadmap for evolution. The process deepened my understanding of how data, testing, and collaboration can drive structural design decisions that truly enhance both user experience and organizational alignment.
Beyond measurable results, the greatest achievement was turning UX architecture into a shared framework that made the product’s purpose clearer, or users and for the teams building it.
Redefining Gruvi to turn complexity into growth
Timeline
3 months
Client
Gruvi
Industry
Prop-Tech
Role
Staff Designer
Responsibilities
UX audit for mobile app
Research and discovery process
Information architecture
Competitor analysis
Problem analysis and diagnosis
UX strategy for the Brazilian market
Overview
Redesign of Gruvi’s UX architecture to unify the product UX, reduce confusion, and improve navigation efficiency. The project focused on restructuring information hierarchy and creating a consistent framework that could scale in the future.
Challenges
Unclear hierarchy of actions
High cognitive load for users
Fragmented navigation across modules
Low task efficiency
Difficulty scaling new features
Inconsistent terminology and patter
Poor scalability for new features
Context and challenge
As Gruvi’s platform grew, new features were added by different teams over time, resulting in a fragmented and inconsistent experience. Similar actions appeared in multiple areas, navigation patterns varied from one module to another, and users often struggled to understand where to find key information or complete essential tasks.
The main challenge was to restructure the app’s UX architecture so that it felt unified and predictable, without disrupting users already familiar with the system. We needed to create a clear and scalable framework that simplified navigation, improved task efficiency, and supported future product expansion, all while maintaining coherence across mobile and web platforms.
Primary goals
Unify the product experience
Reduce bad feedbacks regarding the UX
Simplify navigation
Enable scalability
Main problems
Confusing navigation
Underutilized menus
Information hierarchy issues
Some personas don’t see value in Gruvi
Lack of standardization and clarity
Gruvi tries to innovate but ends up creating unnecessary complexity
Lack of strategic communication
Lack of search and predictive components
Usability testing
%
clicks on 'quick access' to pay the condominium
%
difficulties with 'pay condominium' label
%
convertion in the reservation feature flow
%
conversion in the invitation feature flow
Design solution
Relevance: Showing what truly matters
The Relevance principle guided decisions around content prioritization, ensuring users always see what matters most in their current context.
Frequently used shortcuts and core features were brought forward into the primary navigation, while secondary actions were organized under expandable menus. This structure keeps the interface clean and focused, helping users complete their goals faster without unnecessary distraction.
Simplicity: Making navigation effortless
The principle of simplicity guided every design choice. We consolidated scattered actions into clear, goal-based categories and applied consistent visual patterns across modules. The interface was decluttered to highlight primary actions and minimize decision fatigue.
This simplification not only made navigation more intuitive but also created a sense of coherence throughout the experience. Users could now understand the app’s structure at a glance, complete tasks more efficiently, and feel in control while exploring different sections.
Research and data analysis
To understand the inconsistencies in Gruvi’s user experience, I began by mapping the main navigation flows and analyzing how users moved between key features. This included reviewing event data from Mixpanel, conducting heuristic evaluations, and interviewing internal stakeholders to identify usability gaps and architectural pain points.
The analysis revealed that users struggled to understand where to perform specific actions, as similar functions were distributed across different sections of the app. There were also inconsistencies in terminology and interaction patterns, leading to confusion and errors. In parallel, I mapped the user journey and emotional curve, which exposed frustration peaks caused by redundant paths and unclear hierarchy.
Card sorting and architecture research
To understand how users mentally organized Gruvi’s features, I conducted an open card sorting exercise with participants representing different user profiles.
The results showed consistent grouping around three main goals: communication, payments, and documents. However, users often confused “requests” and “messages,” and some features appeared in multiple categories, confirming the lack of a clear mental model.
These insights guided the new information architecture, helping redefine navigation levels and consolidate overlapping actions into a simpler, more intuitive structure.
Tailoring:
Designing for each user’s reality
Tailoring was applied through contextual entry points and adaptive menus that highlighted the most-used areas for each user type. This approach made the experience feel more personal and efficient, aligning the interface with real behavioral patterns.
Users who have both manager and resident profiles can easily switch between areas and access content specific to each role, all within the same app.
Prediction:
Anticipating needs before they arise
The Prediction pillar focused on anticipating user needs based on previous behaviors. For instance, the system proactively surfaced pending payments or unread messages directly on the home screen, helping users act before friction occurred.
By bringing priority actions to the forefront, we reduced effort, increased task efficiency, and created a smoother, more seamless experience overall.
Benchmark and insights
A competitive analysis was conducted with SaaS platforms and property management apps to identify how others structured complex information. Products like Notion, Monday, and Basecamp inspired best practices in modular organization, prioritization, and clarity of hierarchy.
The analysis also highlighted the importance of cross-platform consistency and progressive disclosure , showing only what’s relevant at each step.
From this study, key insights emerged:
Architecture should be organized around user goals, not internal structures.
Consistency and predictability reduce learning effort.
A clear visual and functional hierarchy helps users orient themselves faster.
Scalability requires a flexible but coherent framework.
Three product stages
The team then defined a roadmap divided into three stages:
Short term: Implement quick fixes based on usability test feedback, including improved menu discoverability and refined microcopy.
Mid term: Expand the new architecture to additional modules, introduce adaptive menus for different user profiles, and monitor engagement metrics to guide refinements.
Long term: Integrate predictive personalization features powered by behavioral data and extend the new UX architecture to web and admin platforms for full cross-platform consistency.
These next steps ensure the solution remains iterative and data-driven, evolving through continuous learning cycles that align design, product, and technology toward a unified and scalable experience.
MVP negotiation
During usability testing, a few key improvement opportunities were identified. Some users still struggled to locate secondary actions within nested menus, while others suggested clearer visual feedback when switching between modules. There was also a need to improve the discoverability of shortcuts and to refine certain labels that caused hesitation during navigation.
After analyzing these findings, the design, product, and tech leads worked together to define an MVP scope that prioritized solving the most critical issues without delaying release. The MVP included the new navigation structure, improved hierarchy, and contextual shortcuts, focusing on the most frequent user flows such as bill payments, document access, and resident communication.
In retrospect
Looking back, this project reinforced how crucial UX architecture is in shaping not only usability but also how users understand the core concept and value of a product. A well-structured architecture bridges strategy and experience, it translates what the product stands for into something that feels intuitive, purposeful, and easy to use in everyday life.
This project showed that clarity in structure helps communicate value. When navigation makes sense, users immediately grasp what the product offers and how it can simplify their routine. At the same time, the architecture must remain practical and technically viable, supporting business needs and future scalability.
Working closely with the product manager and tech lead was essential to balance these dimensions. Together, we defined an MVP that addressed the most critical usability issues while creating a clear roadmap for evolution. The process deepened my understanding of how data, testing, and collaboration can drive structural design decisions that truly enhance both user experience and organizational alignment.
Beyond measurable results, the greatest achievement was turning UX architecture into a shared framework that made the product’s purpose clearer, or users and for the teams building it.
Diagnosis of the scenario
To complement these findings, I conducted a competitive analysis focused on direct competitors and other SaaS platforms with similar structures. This helped identify market best practices in navigation, information grouping, and task prioritization, while also highlighting opportunities for Gruvi to differentiate through a more intuitive and cohesive UX architecture.
This combination of data, heuristics, user feedback, and competitive insights provided a clear diagnosis of the problem: the product needed a unified structure that communicated hierarchy clearly, minimized cognitive load, and aligned the experience across modules.
Pillars of the sollution
Simplicity
Make the transition to Gruvi smoother by simplifying, removing clutter, and reducing redundant steps for a more intuitive experience.
Relevance
Highlight the tools Gruvi users value most, giving the condo fee prominent emphasis if it is essential and the most valuable feature
Tailoring
Tailoring highlights frequently used features and shortcuts to reduce effort and boost relevance for all Gruvi users and their menus.
Prediction
Automate processes and anticipate user actions to reduce effort. Anticipate user needs by providing shortcuts and smart suggestions
Next steps
Redefining Gruvi to turn complexity into growth
Role
Staff Designer
Timeline
3 months
Client
Gruvi
Industry
Prop-Tech
Responsibilities
UX audit for mobile app
Research and discovery process
Information architecture
Competitor analysis
Problem analysis and diagnosis
UX strategy for the Brazilian market
Overview
Redesign of Gruvi’s UX architecture to unify the product UX, reduce confusion, and improve navigation efficiency. The project focused on restructuring information hierarchy and creating a consistent framework that could scale in the future.
Challenges
Unclear hierarchy of actions
High cognitive load for users
Fragmented navigation across modules
Low task efficiency
Difficulty scaling new features
Inconsistent terminology and patter
Poor scalability for new features
Context and challenge
As Gruvi’s platform grew, new features were added by different teams over time, resulting in a fragmented and inconsistent experience. Similar actions appeared in multiple areas, navigation patterns varied from one module to another, and users often struggled to understand where to find key information or complete essential tasks.
The main challenge was to restructure the app’s UX architecture so that it felt unified and predictable, without disrupting users already familiar with the system. We needed to create a clear and scalable framework that simplified navigation, improved task efficiency, and supported future product expansion, all while maintaining coherence across mobile and web platforms.
Primary goals
Unify the product experience
Reduce bad feedbacks regarding the UX
Simplify navigation
Enable scalability
Research and data analysis
To understand the inconsistencies in Gruvi’s user experience, I began by mapping the main navigation flows and analyzing how users moved between key features. This included reviewing event data from Mixpanel, conducting heuristic evaluations, and interviewing internal stakeholders to identify usability gaps and architectural pain points.
The analysis revealed that users struggled to understand where to perform specific actions, as similar functions were distributed across different sections of the app. There were also inconsistencies in terminology and interaction patterns, leading to confusion and errors. In parallel, I mapped the user journey and emotional curve, which exposed frustration peaks caused by redundant paths and unclear hierarchy.
Diagnosis of the scenario
To complement these findings, I conducted a competitive analysis focused on direct competitors and other SaaS platforms with similar structures. This helped identify market best practices in navigation, information grouping, and task prioritization, while also highlighting opportunities for Gruvi to differentiate through a more intuitive and cohesive UX architecture.
This combination of data, heuristics, user feedback, and competitive insights provided a clear diagnosis of the problem: the product needed a unified structure that communicated hierarchy clearly, minimized cognitive load, and aligned the experience across modules.
Main problems
Confusing navigation
Underutilized menus
Information hierarchy issues
Some personas don’t see value in Gruvi
Lack of standardization and clarity
Lack of standardization and clarity
Gruvi tries to innovate but ends up creating unnecessary complexity
Lack of strategic communication
Lack of search and predictive components
Benchmark and insights
A competitive analysis was conducted with SaaS platforms and property management apps to identify how others structured complex information. Products like Notion, Monday, and Basecamp inspired best practices in modular organization, prioritization, and clarity of hierarchy.
The analysis also highlighted the importance of cross-platform consistency and progressive disclosure , showing only what’s relevant at each step.
From this study, key insights emerged:
Architecture should be organized around user goals, not internal structures.
Consistency and predictability reduce learning effort.
A clear visual and functional hierarchy helps users orient themselves faster.
Scalability requires a flexible but coherent framework.
Pillars of the sollution
Simplicity
Make the transition to Gruvi smoother by simplifying, removing clutter, and reducing redundant steps for a more intuitive experience.
Relevance
Highlight the tools Gruvi users value most, giving the condo fee prominent emphasis if it is essential and the most valuable feature
Tailoring
Tailoring highlights frequently used features and shortcuts to reduce effort and boost relevance for all Gruvi users and their menus.
Prediction
Automate processes and anticipate user actions to reduce effort. Anticipate user needs by providing shortcuts and smart suggestions
Design solution
Simplicity: Making navigation effortless
In addition to reducing the number of screens, this page was designed to centralize all user information required during onboarding.
Once the SMS verification is completed, Gruvi checks if there is a property manager in the system with the data provided by the user.
If no matching record is found, the user immediately sees the message “No property found” at step 3 of the flow, saving time and avoiding unnecessary steps.
Relevance: Showing what truly matters
Another important change was the introduction of pending action banners, allowing tasks like e-mail confirmation or identity validation to be postponed.
This way, users could explore the app and access their condominium information immediately, while still being reminded of the steps they needed to complete.
Tailoring: Designing for each user’s reality
Property information is displayed clearly and in a visually friendly way, acting as a positive confirmation during onboarding.
This avoids redundant steps and builds confidence by immediately showing users that they are accessing the correct community within Gruvi.
This type of delight is not merely aesthetic but functional, t reduces uncertainty, reinforces trust, and creates a welcoming moment that prepares users to continue their journey with confidence.
Prediction: Anticipating needs before they arise
The “no match found” screen displays a message informing the user that no property is linked to the provided information and that they should request data correction from their property management company.
We also offered the option to try again with different information in case of a typing error, as well as the possibility to request an update of their registration directly with the condominium management.
Usability testing
%
clicks on 'quick access to pay the condo
%
difficulties with 'pay condominium' label
%
convertion in the reservation flow
%
convertion on the invite flow
Next steps
MVP negotiation
During usability testing, a few key improvement opportunities were identified. Some users still struggled to locate secondary actions within nested menus, while others suggested clearer visual feedback when switching between modules. There was also a need to improve the discoverability of shortcuts and to refine certain labels that caused hesitation during navigation.
After analyzing these findings, the design, product, and tech leads worked together to define an MVP scope that prioritized solving the most critical issues without delaying release. The MVP included the new navigation structure, improved hierarchy, and contextual shortcuts, focusing on the most frequent user flows such as bill payments, document access, and resident communication.
In retrospect
Looking back, this project reinforced how crucial UX architecture is in shaping not only usability but also how users understand the core concept and value of a product. A well-structured architecture bridges strategy and experience, it translates what the product stands for into something that feels intuitive, purposeful, and easy to use in everyday life.
This project showed that clarity in structure helps communicate value. When navigation makes sense, users immediately grasp what the product offers and how it can simplify their routine. At the same time, the architecture must remain practical and technically viable, supporting business needs and future scalability.
Working closely with the product manager and tech lead was essential to balance these dimensions. Together, we defined an MVP that addressed the most critical usability issues while creating a clear roadmap for evolution. The process deepened my understanding of how data, testing, and collaboration can drive structural design decisions that truly enhance both user experience and organizational alignment.
Beyond measurable results, the greatest achievement was turning UX architecture into a shared framework that made the product’s purpose clearer, or users and for the teams building it.
Card sorting and architecture research
To understand how users mentally organized Gruvi’s features, I conducted an open card sorting exercise with participants representing different user profiles.
The results showed consistent grouping around three main goals: communication, payments, and documents. However, users often confused “requests” and “messages,” and some features appeared in multiple categories, confirming the lack of a clear mental model.
These insights guided the new information architecture, helping redefine navigation levels and consolidate overlapping actions into a simpler, more intuitive structure.