Disrupting the way people sell, rent, and buy property
Lostfish
YEAR & LENGTH: 2023 — 3 months
PROJECT: Product Design & Branding
ROLE: Product Lead
Lostfish is the only platform that uses AI to perfectly match property seekers and owners who want a stress-free experience, in a complicated and confusing housing market.
Lostfish reached out to Designit with the challenge to translate their initial idea into a tangible product proposition.
Defining the vision
We mapped emerging and counter‑trends through rigorous research, then shaped five visual directions grounded in Lostfish’s insights. From there, we defined a clear brand strategy and crafted go‑to‑market messaging to sharpen their industry presence.
Understanding the context
We combined desk research with seven interviews to extract clear insights on market maturity, attitudes toward AI, and user pain points. This led us to four main user mindsets:
The dreamer
Curious and open‑minded, they explore freely and respond well to curated inspiration. They lose interest quickly if the experience doesn’t hook them early or feels complicated.
The visioner
Actively searching but only moves for the right place. They think deeply about a property’s potential, seek inspiration, and value quality over volume — preferring tailored, customisable searches.
The hopeful
They have backup options and can wait for a good match. Their criteria shift often, and they prioritise quantity over quality. They benefit from tools that help track and manage many listings.
The anxious
A high‑pressure seeker who checks for updates obsessively and wants maximum control. They’re pragmatic and willing to pay for advantages that save time or reduce uncertainty.
Purpose
We’re here to help people find the property they love.
Vision
A frustration-free world in which everyone can effortlessly find their next home.
Brand mission
Where home finds you.
Designing the Lostfish brand experience
We built a premium brand identity and clarified how Lostfish speaks to its audience. The logo represents the match between property seekers and owners, with Lostfish connecting them seamlessly.
A series of everyday, calm home‑life illustrations brings sophistication and warmth, creating a clear point of difference in the real‑estate space.
Typography pairs the sharp elegance of At Gambit with the refined geometry of Roobert for a confident, contemporary voice.
Shaping key journey moments
To identify them, we created a high‑level journey covering the main stages for new and returning users.
Moments that matter
01.
Renter’s Onboarding Process
02.
Owner’s Results & Contact Process
03.
Owner’s Match Review Process
04.
Owner Creating a Listing
05.
Renter Performing a New Search
Home
Daily Summary
Matches
Meaningful impact
One of the most significant decisions in life is purchasing a property. Despite today’s technological advancements, these decisions are still supported by antiquated, time-consuming, and analogue methods, with limited information at hand.
The impact that such decisions have on people’s financial lives calls for a new service that guides and gives reassurance to customers. Lostfish brings to life a radical new way to solve this problem.
Please note: all illustrations are used purely as stylistic inspiration, featuring work by Lauren Tamaki, Jason Brooks, and Lucy Deaner.
“You surpassed the vision of what I had in mind. I just want to say what a genuine pleasure it has been working with you guys, it’s been a privilege.”
James Simpson, LostFish CEO
Having moved more than ten times in the past decade, this project felt particularly meaningful. Shaping an entrepreneur’s idea into a brand, exploring how Lostfish could look, sound and feel, and building a product that reframes how people buy, sell and rent property was both exciting and challenging. Using AI to unlock new possibilities in home discovery proved especially powerful.
Through this hands‑on work, we clarified the steps needed to realise the vision across different levels of deployment and integration, ultimately designing an innovative matchmaking platform for property buyers and sellers.
PRODUCT LEAD
Elphège Barthe
BRAND LEAD
Sandra García Martínez
STRATEGY LEAD
Kalpesh Rathod
RESEARCHER
Siqi Chen
MOTION DESIGNER
Ryan Morrison
DESIGNER
Eve Park