Principles
Guidelines that ground every decision before reaching for tokens or components.
Twelve product guidelines.
- Premium app-first, not broker-agency-first.
- Spacious, editorial, and image-led without hiding the product.
- Clear hierarchy over decorative flourish.
- Provenance and confidence visible near every analytical claim.
- Underwriting clarity over hype. Fair-value hypotheses, rents, yields, risks, assumptions, and confidence should look rigorous without becoming visually overwhelming.
- Decision-first disclosure over data dumping. Lead property pages with the plain-English read and the few numbers that change the decision, then reveal the supporting evidence in organized drill-down sections.
- Use question-led layers for dense analytical pages. Prefer the investor's actual questions over internal data categories: can it carry itself, is the price defensible, can the rent hold, how much should the evidence be trusted?
- Interactive financial assumptions are paired with their recalculated decision outputs. Do not make customers bounce between a form and a separate results table to understand cash flow, required cash, or downside checks.
- Public copy can be aspirational but must not imply formal legal, tax, investment, or valuation advice.
- Public-page sections use as little body text as possible. Prefer a direct heading, one short supporting sentence only where it materially helps, and component-level labels for the rest.
- Image-led sections must be contrast-tested. Do not place white copy over bright sky, cloud, white architecture, or pale interiors without a dark scrim, strong crop, or another deliberate readability treatment.
- Aerial and map imagery should support discovery and market context. Avoid generic lifestyle photography.
Product tone.
PremiumCalmModernHelpfulData-backedConsumer-gradeBank-like and robustTransparent about uncertainty
Never overclaim model accuracy or legal/tax certainty. Avoid AI-slogan language unless the interface is specifically explaining how an evidence-backed assistant works.
Voice rules from the designer showcase.
- Precise
- Source, period, confidence, and uncertainty stay close to claims.
- Confident
- Direct labels and stable numbers instead of hype.
- Warm
- Guide the next step without sounding like a broker or advisor.
- Consumer-finance readable
- Emulate the useful part of Robinhood/Autopilot style products. Make complex investment context approachable while keeping provenance, caveats, and downside checks close enough to trust.