Rümi helped homeowners figure out where to start.
Maintenance, improvements and DIY projects pile up fast, especially for new homeowners. ATCO wanted a product that helped people keep up with the work of owning a home and connected them to trusted services without getting in the way.
Homeowners didn't approach the same problems in the same way. Some were comfortable taking on projects themselves. Others needed more guidance, reassurance, or help from a professional.
The product had to handle that difference without feeling heavy.
Persona selection gave users a way to define their comfort level, goals, and starting point up front.
That let the guidance fit the person. Nobody was pushed down a fixed path or had to learn the whole system before it helped them.
Initial concepts leaned toward gamification, but it quickly became clear that homeownership isn't something people want to win.
Progress isn't linear. Maintenance is recurring. Priorities change. Points and rewards felt nothing like how people actually look after a home.
The stronger direction was to make the product more useful.
People needed to understand what needed attention, what could wait, and what action made sense next.
The product became a checklist people could shape themselves, with tasks in three groups: what to do next, routine maintenance, and longer-term goals.
People could prioritize, complete or dismiss tasks, so the checklist followed their routine instead of imposing one.
The goal was to make homeownership easier to move through.
A clear structure without a locked path worked for people with very different levels of confidence, urgency and experience.
Every task had instructions, a supplies list, and a way to reach a trusted professional. The real gap sat between knowing something needed attention and feeling ready to act on it.
People could arrange tasks around their own priorities and go from reading what to do to doing it without leaving the app.
Homeowners generally know their home needs work. What stops them is not knowing where to start, whether they're capable of handling it, or what doing it wrong might cost them.
So every task came with instructions, and with someone to call if it was more than they wanted to take on.
Teachers couldn't find content that was already there.
I restructured navigation for two very different audiences.