Overview
A high-velocity maintenance communication platform for the multifamily housing industry. They were a lean startup moving fast, looking to solidify their market position and prime themselves for the next big step.
The Problem
Great tech needs a great story—and a user experience to match. Call Complete initially engaged a vendor that couldn’t quite translate their vision into reality. Facing a disconnect between expectations and execution, they needed to get on the right foot immediately. They reached out to Cleo at AndThereWas to salvage early branding assets and optimize critical UI development needs. Beyond the initial fix, they required immediate optimization of their Software Development Life Cycle (SDLC) without the bloat of hiring a full department.
The Approach
AndThereWas stepped in to provide Fractional Product Design Strategy & SDLC Optimization, offering high-level strategic consulting while embedding directly into their existing workflow as a hands-on partner.
- Strategic Consulting & SDLC Optimization: Acting as an in-house digital consultant, we integrated strategy with execution. We moved seamlessly between UX research and front-end development (HTML/CSS/JS) to reduce friction in the dev cycle for their (brochure) Wix website and their core SAAS user experiences.
- Visual Continuity & Demo Rescue: We audited the digital ecosystem to ensure consistency. When critical sales assets like the “RentPath demo” fell short of the core product’s quality, we stepped in to code cleanups and UI enhancements, ensuring the “weblets” matched the high standards required for the stage.
- Acquisition Readiness: We delivered a full suite of visual communication design and a custom WIX implementation to professionalize the brand’s face to the world, preparing them for due diligence and exit.
The Conclusion
The work culminated in a polished, unified product suite that helped Call Complete secure an acquisition by Happy Co. in February 2021.
But honestly? It wasn’t our first rodeo. This project was really just “getting the band back together.” The Call Complete leadership team—Sean T., David Q., Drew H., and Tazha L.—and I have a history of turning vision into value. We were the same Product Design, Development, and Marketing unit that built the ApartmentFinder.com and NCI suite brands, leading to that successful acquisition by CoStar Group back in 2015. I guess you could say lightning strikes twice ⚡️⚡️ when you have the right rods.