ASSETSUP
2025
Real estate, divided into something you can actually afford.
A fractional real estate investing app where people can own a share of a property from 5,000 EGP. I designed it solo, from inherited research to developer handoff, in three months: 232 screens across six flows, in English and Arabic.
Overview
Fractional real-estate investing, made accessible.
Assets Up lets investors discover properties, fund a wallet, buy shares, track performance, and later resell — without the capital to buy a whole property.
232 | 118 | 6 | 3 |
|---|---|---|---|
unique screens | Arabic RTL screens | core flows | months, brief to handoff |
The Impact
Make fractional real-estate investing clear and credible enough for someone to understand the opportunity and invest with confidence.
Problem
The challenge wasn’t only making real estate more affordable. It was helping fractional investors understand the opportunity, trust the information, and feel confident enough to invest.
Fractional ownership lowers that barrier, but it introduces another: people are asked to commit money to properties they may never visit, while making sense of unfamiliar financial and legal information. Trust had to be designed into every step.
Research
From inherited research to design drivers.
The persona came with the research I inherited. I translated its recurring needs into four design priorities — access, trust, convenience, and control — rather than presenting them as research I ran myself.
The flows had to work as one system, not as isolated tasks.
A purchase changed the portfolio. A sale moved into the resale market. Funding the wallet unlocked investment. I treated each flow as part of one connected experience.
Early
Three objections a hesitant investor makes before they ever tap invest.
The experience had to answer three doubts early: “I can’t see it,” “they all look the same,” and “where did that number come from?” Each one was a reasonable place for an investor to stop.
I made opportunities easier to verify, compare, and understand before investing.
I strengthened the decision points around property detail, comparison, funding progress, returns, exit timing, transaction history, and investment calculations so users could understand both the opportunity and the commitment.
Designs
Designing trust across the core investment journey.
The pitch comes before the ask. Discovery carried the most complexity, so I revealed detail progressively — browse, narrow, compare, then commit. After money moved, profile, notifications, security, and support still had to reinforce control and reassurance.
Outcome
Delivered pre-launch — and what I'd test next.
Delivered pre-launch. The app reached development before launch, so this case shows design decisions and coverage, not live metrics.
What I’d measure after launch: how many people who open a property go on to invest; drop-off on the investment slider; and how often people use Compare before investing.
What I’d test next: whether the trust features (funding progress, return breakdown, exit timing) actually change how confident people feel, with 5–8 real investors in Cairo.
