Empowering brokers to deliver for clients
SaaS
B2B
Real Estate
Overview
With over 1,800 employees and more than 25 business lines across APAC, CBRE teams each had their own way of defining success. There was no consistent method to understand client problems or craft tailored responses.
The current process relied on fragmented tools, customer reports, and hefty Powerpoint presentations. This wasted valuable time, had a slow turnaround, leading to a ‘copy & paste solution’ from client to client, and left teams feeling on the back foot with clients.
I designed a digital tool to unify that process — helping brokers frame client challenges faster through two simple diagnostic questions. It replaced fragmented tools and heavy PowerPoints with a single, intuitive workspace and a repeatable framework used across the business.
Services
UX/UI design, UX copywriting, design leadership
Client name
CBRE website
Results at a glance
+12.5 % revenue uplift (A$48m) and 66% improvement in client retention within pilot markets
Standardised approach to framing opportunities across 25 business lines and 1,800 staff
Cut proposal prep time from days to hours, freeing teams to focus on insight, not admin
The Challenge
CBRE’s teams worked in silos — each line of business had its own way of defining client problems. Preparing proposals was manual, fragmented, and PowerPoint-heavy. The Growth Platform team needed a scalable way to bring consistency, speed, and strategic clarity to how opportunities were qualified and pitched.
The Solution
We designed an internal web tool called the 2 Questions Tool — a structured, guided workspace that starts every opportunity with two fundamental questions:
What’s the client’s real challenge?
What’s the most strategic way to respond?
The interface guided users through discovery, insights, and templates, linking back to existing workflows (PowerPoint, InDesign) to minimise friction. A dynamic combination matrix let teams test different framing models before locking in a final mission statement.
The Journey to MVP
I led the full design lifecycle — from framing to MVP and design-system rollout — working shoulder-to-shoulder with product owners, brokers, and business-line leads.
Discovery: mapped existing workflows across marketing, research, and sales to surface bottlenecks and overlaps
Co-design: ran rapid ideation sessions and journey mapping with brokers to define key pain points and success measures
Design system thinking: built a modular component library to scale the interface across future internal tools
Iteration: validated early prototypes in live sales settings, then refined navigation, copy, and content hierarchy based on observed behaviour
The result was an MVP that didn’t just look polished — it changed how people worked and thought.
Impact
The tool became embedded in CBRE’s pursuit process globally. Teams finally had a shared method for framing client challenges and aligning responses — replacing the chaos of ad-hoc strategy decks with structured, outcome-driven clarity.
It also sparked a mindset shift: problem framing became a conversation, not a form to fill. Leadership credited the tool with enabling more confident storytelling, faster collaboration, and measurable commercial gains.
A simple process to kick start any new piece of client work.
Final observations & learnings
Great tools don’t just streamline work — they sharpen thinking. By turning two questions into a daily ritual, we helped a 1,800-person organisation align around clarity and intent. The real win wasn’t the interface itself, but how it made strategy feel simple, actionable, and human.
Selected work
[2022 -2025]
