Real estate investing, made social.

A fractional real estate investment app — where you co-own properties with others, follow investors, and discover opportunities the way you'd scroll a feed.

Role

UX Lead | 2 designers (led 1)

Team

Tremoloo

Platforms

Mobile App

Focus

Social real estate investment

Our task was to design a real estate investment platform that didn't feel like one. Sharelock wanted the familiarity of social media — posts, feeds, profiles — applied to fractional property ownership. The challenge was making investing feel as natural as scrolling.

Our task was to design a real estate investment platform that didn't feel like one. Sharelock wanted the familiarity of social media — posts, feeds, profiles — applied to fractional property ownership. The challenge was making investing feel as natural as scrolling.

Challenges

Investment platform. Social media feel. No obvious ads.

A feed with two types of content

The feed mixes user posts and Sharelock platform posts — properties, investment updates, opportunities. The challenge was blending both without the platform posts feeling like ads interrupting real content.

Fractional ownership, explained simply

Co-owning a property with strangers is a new concept for most users. The experience had to make the investment model feel clear, trustworthy, and accessible — without lengthy explanations.

Listing submissions with a research gate

Any property owner could submit a listing — but it had to go through Sharelock's research team first. The user flow had to make this process clear and trustworthy without feeling like a bureaucratic barrier.

My Role

I led the UX direction alongside one designer owning client communication, the full user flow, and reviewing all output before delivery.

Feed design
Defined the mixing strategy for user posts and platform posts, and how each post type is structured to feel native to the feed

User flow
Designed the investment flow, listing submission flow, and social interactions

Client communication
Presented work and iterated directly with the client

Team review
Reviewed the designer's output and maintained consistency throughout

Key Design Decisions

Platform posts that don't feel like platform posts. Sharelock's property posts live in the same feed as user posts — and they had to feel like they belong there. We designed them to mirror the structure and visual language of user posts: photo-forward, minimal text, conversational tone. The difference is content, not format.

Option considered

Distinct visual treatment for platform posts

Decision made

Native-looking posts — same card structure, image-heavy, plain language — blend in, don't interrupt

Social proof built into the investment card. Who else invested, how much is funded, how many slots are left — all visible on the property card in the feed. Users can see real people joining before they decide. The social layer isn't separate from the investment decision — it's part of it.

Listing submission with a trust gate. Property owners submit listings, Sharelock's research team reviews them, and only approved listings go live. We designed the submission flow to feel straightforward for the owner — and the approval status visible and clear — so the wait doesn't feel like a black box.

Option considered

Distinct visual treatment for platform posts

Decision made

Native-looking posts — same card structure, image-heavy, plain language — blend in, don't interrupt

Solution

Invest like you scroll.

Mixed feed User posts and platform posts share the same visual language — same card, same layout, same tone. Users discover investment opportunities the way they discover anything else in a feed: naturally, without being sold to.

Investment card Property price, price per share, ROI, funded percentage, slots remaining, and who else invested — all on one card. Every piece of information the user needs to decide is visible before they tap in.

Listing submission flow Submit a property, wait for research team approval, go live. The flow is transparent at every stage — owners know where their listing stands, and users know every live property has been vetted.

Social layer Follow investors, see their portfolios, discover suggested investors. The social features aren't decorative — they reduce the uncertainty of a new investment model by showing real people making real decisions.

Outcome

Real estate that feels like Instagram.
A fractional investment platform that doesn't ask users to change how they consume content — just what they do with it. The feed blends platform and user content seamlessly, and the social layer makes co-ownership feel less abstract and more human.