From blank canvas to core experience.
I led the zero-to-one research and design of Knock’s Buy-Before-You-Sell platform—serving three distinct user groups while creating one consistent, connected, scalable experience. It is the backbone of how users engage with the product today.
Overview
When I joined Knock, there was no central place for our partners or customers to get the information they needed in real time when using our product. Information lived across internal tools, spreadsheets, and endless manual check-ins.
I led the research and design of Knock’s unified platform that brought everything into one connected experience. Where every user could run numbers, track progress, upload documents, and stay informed throughout their loan journey.
Built from the ground up, this system turned a complex, highly regulated Bridge Loan product into something simple, transparent, and helpful. Today, it’s how Knock, its partners, and their clients work together.
Challenge
Behind every great experience is organized data and ours wasn’t there yet. The information we needed to personalize the customer journey was scattered across systems, often inconsistent or incomplete.
That didn’t stop us. While engineering worked to unify the backend, the UX team focused on what we could control — designing experiences that felt clear and supportive, even before personalization was possible.
We called them “dumb smart” experiences — simple, proactive updates that told customers what was happening, what came next, and what to expect.
what people are saying“Allie is both a big picture thinker and a craft focused designer, which makes her an invaluable partner to product and engineering alike.”
Jamie G.
Co-Founder & COO at Knock
Results of my work
Product CSAT:
80 (Customers) | 96 (Lenders) | 82 (Agents)
These results show the new experience helped everyone feel more informed, connected, and confident.
Support workload eased
Customer Success team reported a drop in inbound calls and emails as users began finding answers directly in the platform.
User stress and confusion declined
Survey feedback mentioning confusion or stress fell as customers reported feeling greater support throughout the process.
Customer stress was showing up everywhere. In surveys, support calls, and interviews—we dug in to understand what was really behind it. It wasn’t buying or selling that created anxiety. It was not knowing what was happening.
Customers wantedTransparency
to clearly see what was happening, what came next, and why without having to chase updates.
Clarity
to know exactly who to contact, when, and for what. Eliminating guesswork and confusion.
Predictability
to avoid fewer surprises and last-minute changes so they could confidently plan.
Efficiency
to move smoothly through the process without repeating steps or re-sharing information.
V0 : A Start Simple
We started small with automated milestone emails, using the few trigger points we could access in Encompass, our loan origination system. It was something we could get out quickly to start easing customer stress. Each message explained what had just happened, what came next, and how to prepare. It wasn’t glamorous, but it worked. Customers felt more informed and supported immediately.
V1 : The Platform
What started as milestone emails evolved into a built-in experience within the Knock platform. It became one place where customers could see their progress, know what’s ahead, and find answers without having to make a call.
Behind the scenes, we were slowly organizing our data to unlock more personalization. A quick solution evolved into a defining part of Knock’s customer experience.
