BoldTrail Streams
Mobile app & AI Assistant
I led the design of Streams, shaping the core UX and elevating the visual identity for the BoldTrail brand.
Streams is the mobile companion app to BoldTrail, a feature-rich CRM for real estate agents and brokerages.
This streamlined, AI-powered app helps agents on-the-go stay on top of client conversations by bringing their most urgent tasks and insights into focus throughout their day.
Team Leads
Director – George Mountis
Lead UX/UI Designer – Zach Spanton
Development Manager – Andrew Hartnett
Engineering Managers – Jared Davis, Justin Wells
Product Manager – Rita Santos
The Problem
Complexity and distraction in all the wrong places
We kept hearing the same thing from agents: they didn’t know what to focus on, and they were drowning in tools.
The legacy BoldTrail mobile app didn’t help. It tried to do too much, attempting to recreate all features from the desktop CRM, which led to a frustrating and buggy experience.
Everyone agreed — we needed a fresh start.
Sketching Solutions
Focusing on primary workflows only
First, we identified the primary workflows and features agents need most on-the-go.
Then I sketched a cleaner UI and defined several potential ways to organize the information architecture in preparation for user validation.
Early Prototype
User sentiment was positive, with particular interest in an AI assistant
In testing with real agents from our user base, we confirmed the value of a more focused app and gained insights to inform the final information architecture.
By far, however, the thing agents were most excited about was the idea of an AI assistant that could recommend what to work on next based on their database.
We got to work in revising the structure and expanding on the AI assistant idea.
Initial Launch
Where we landed: 3 areas to manage your day and be proactive
In My Day, agents see all new leads and messages waiting on them as well as today’s appointments and tasks.
Activity surfaces high-intent actions from contacts that might lead to a conversation.
Lastly, the AI assistant acts as an on-the-go helper, guiding next steps, drafting and sending messages, and more.
A few weeks after GA, the app was rated 4.6 compared to the poorly received legacy app rated at 1.4 stars.
The Powerhouse
The AI Assistant makes on-the-go workflows even faster.
After GA, the focus shifted to finding more ways to utilize the AI assistant to bring value to agents by saving them even more time and helping them make informed actions quickly in their small moments of time between their busy daily activities.
Recorded calls with automated follow-up actions
Calls are automatically summarized and added to the contact record. Then, the AI assistant recommends and completes follow-up actions based on the call context.
Blazing fast follow-ups for every channel
The AI assistant helps busy agents respond to messages quickly and schedule follow-up actions easily.
The conversation flywheel
Once an agent’s inbox is cleared, their assistant offers ways it can help you with the right activities to get more conversations started, and ultimately, close more deals.
Bringing the Assistant to the Desktop CRM
With the success of the AI assistant enabling faster workflows in the mobile app, we began to explore ways of bringing that same value to the desktop CRM.
Agents working from their desk get the benefit of additional screen space where they can reference content, such as a contact’s detail page, while conversing with the AI assistant and letting it do tasks on their behalf.