Glenwell Group
Co-living platform NovaClub
User Experience Lead
Designed and launched a co-living technology platform at Glenwell Group, owning product definition, UX design, and delivery from concept to launch.
TL;DR
0→1 product design for a co-living platform delivered as part of Glenwell Group’s digital transformation efforts, with full ownership across product strategy, UX, and execution under real-world constraints.
My Role
I worked as Product and Design Lead of NovaClub project, operating hands-on across:
This role combined product leadership and execution, with no separation between strategy and design.
The Problem
Glenwell Group needed a scalable way to manage co-living communities, communication, and engagement digitally. Existing tools were fragmented and poorly suited to shared-living contexts, creating friction for both operators and residents.
The challenge was to design a platform that balanced operational efficiency and user experience, while remaining simple enough to launch quickly and evolve alongside the business.
Design Approach
Given the scope and constraints, the focus was on:
Prioritizing core workflows over secondary features
Designing flexible patterns that could adapt as requirements evolved
Making deliberate tradeoffs to ship usable functionality quickly
Designing for Focus Over Feature Breadth
Early concepts included a wide range of functionality, but delivering everything upfront would have slowed adoption and increased complexity. I narrowed the initial scope to the most critical workflows, allowing the platform to launch sooner and evolve based on real usage.
Balancing Operator and Member Needs
NovaClub needed to support both internal operational workflows and member-facing interactions. Design decisions focused on separating concerns where appropriate, while maintaining a consistent experience across roles.
Outcome
The NovaClub platform supported a period of rapid growth at Glenwell Group, contributing to ~150% revenue growth over three years. The project demonstrated how focused UX decisions and pragmatic product leadership can support measurable business outcomes in an early-stage product environment.
150%
Disclaimer
This case study reflects product work delivered at Glenwell Group. Visuals are simplified and do not include confidential or proprietary information.