Loog. A project by Lello Real Estate

Context

At Lello Imóveis, with over 70 years of tradition in the market, we faced the rise of more flexible, less bureaucratic digital rental models that are native to the internet. To innovate without compromising the core business, the company created LelloLab, an innovation lab that uses company data as a driver to test and accelerate new solutions.

As part of this initiative, I participated in the conception of Loog, a new residential rental platform with disruptive proposals aimed at a young, urban, and digital audience.

Challenge

How to create a competitive value proposition in a traditional sector, facing technology giants like QuintoAndar and Loft? The answer arose through in-depth research with residents and property owners, focusing on understanding frustrations, desires, and gaps not explored by established players.

Value Proposition Validated by Research

The promises of Loog — such as exclusive properties, flexible contracts, transfers between properties without penalties, and support services for residents — were built based on qualitative interviews and validations with real users.

I acted as the person responsible for all research with residents, from defining the scripts, conducting interviews, analyzing insights to presenting results to the team and the Lello board, who closely monitored the project.

This process was crucial in shaping the product and its communication, resulting in a proposal focused on real needs.

Interface, Identity, and Design System

In partnership with the designer responsible for the owners' journey, we created:

  • The visual identity of the Loog brand;

  • The tone of voice and digital positioning;

  • A communication guide aligned with the innovation proposal;

  • A responsive design system that ensured consistency and scalability for the product.

Results

In just over a year, we launched the MVP of the platform, which quickly generated thousands of accesses, validating interest in the model and consolidating Loog as a promising bet within Lello's innovation strategy. The initiative demonstrated that tradition and disruption can coexist with a positive impact on the business.

Direct Contributions

  • Conducting all research with residents (discovery, interviews, tests);

  • Presenting results to stakeholders;

  • Cocreation of the visual identity, design system, and brand positioning;

  • Strategic support for defining the value proposition;

  • Working in a multidisciplinary squad throughout the entire cycle until the MVP.