Delivered project Ella × Tribe Digital · Proptech, open banking · Ireland

Ella: renting with confidence in Ireland, with the Tribe Digital agency

For ten weeks, Kapti worked in English with the Tribe Digital agency (Dublin) and CRIF Ireland's teams on Ella, a platform that gives tenants a verified profile to share with landlords.

Status: Project delivered in 2023
Client: Ella × Tribe Digital
Sector: Proptech, open banking · Ireland
Year: 2023
Services: UX research, site map, wireframes, UI design
Deliverables: User map, site map, 3 batches of wireframes, tenant and landlord UI screens, mobile versions

Preview of the Ella × Tribe Digital project

Context

In Ireland, renting has become a race: average rent far exceeds what households can spend on housing, and tenants have no simple way to prove they are reliable. Ella, backed by CRIF, offers a “Rent Ready Profile”: a tenant profile verified through open banking, identity checks and references, shared in one click with a landlord or an agency. Tribe Digital, a Dublin agency, handled the brand and the website. It brought in Kapti to design the product experience.

The challenge

A sensitive subject (money, identity, housing), three audiences (tenants, landlords, agencies) and a client in Ireland: the whole project was run remotely from Paris, in English, with regular presentations to Tribe Digital and CRIF.

Our approach

1
Research and scoping
Business questions sent to CRIF, a user map shared with the client, edge cases: student guarantor, references, failed verification.
2
Site map and wireframes
Structure of the ella.ie website (tenants, landlords, agencies, pricing), then three batches of wireframes presented to Tribe Digital and CRIF, and a recap of the whole set.
3
UI screens
Tenant onboarding in simple questions, a dashboard showing profile completeness, messaging and application tracking for landlords, mobile versions.

Results

10 weeksfrom April to June 2023, entirely in English
3 batchesof wireframes presented to Tribe Digital and CRIF
3collective members: Vincent, Thomas and Romain

An international collaboration with a Dublin agency on a sensitive financial product: the kind of mission where Kapti joins an agency's team and delivers the product experience end to end.

Who did what

Vincent PedemonteScoping, business questions and follow-up with Tribe Digital
Thomas ThevenetUser map, wireframes and UI screens
Romain PeltierUX research, site map, wireframes and UI screens

The journey screens

Screens recreated in 2026 from the visuals published by Tribe Digital: our 2023 Figma files were not kept. Brand and website: Tribe Digital. Client: Ella / CRIF Ireland.