Historically, the company prioritized enterprise clients, believing SMB/MM (Small-Medium Business/Mid-Market) clients weren’t a strong revenue driver.
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Retention dropped 10% due to macroeconomic shifts that led to decreased contract renewals, we were forced to reconsider—and realized an untapped growth opportunity in this segment.
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Could we shift the company’s mindset and validate SMB/MM as a strategic customer type?‍

Painpoint
‍The first hurdle was that SMB/MM partners had no way to add their properties to market to renters on the platform.

Action
Without this, engagement was impossible. Working with the PM, I designed a platform, allowing partners to market their properties.
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This was the first step in unlocking SMB/MM growth.

View prototype

I took the lead in aligning Sales and Data Science teams and defining the product vision for reporting after the PM left.

Pain Point
‍Internal teams disagreed on which metrics were most important. Sales wanted engagement stats and partners needed clarity on conversions.
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‍Action
‍To bridge this gap, I leveraged design workshops, user research, and stakeholder insights, then validated our approach through a focus group of partners.

This ensured we landed on a data set that was both actionable and feasible. I then worked closely with Sales and Data Science to refine how these insights were displayed in the dashboard.

Timeline

Phased launch

I recommended we break up the launches into core and premium to prioritize quick wins for the SMB/MM segments.

This allowed us to launch essential features for basic reporting faster, while more advanced reporting features could be refined and tested in parallel, ensuring that the more complex functionalities were launched only when we had gathered enough feedback.
The team was aligned.

Iteration 1

Clear, digestible summary view

Pain point
‍Users needed a quick way to assess performance.

Action
‍In this MVP phase, I focused on creating a simple, digestible summary view that prioritized high-level metrics.
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Feedback
‍Usability testing revealed that users appreciated the simplicity, but many wanted more context to understand why their metrics were trending in a certain direction. This feedback informed iteration 2, where we added more analysis.
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‍Outcome
This MVP gave partners immediate access to key data and increased engagement by 10% in the first two months.

Iteration 2

Robust reporting

Pain Point
‍While the MVP provided an overview, users needed more depth to understand the “why” behind their metrics.
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Action
I introduced trend charts, comparative metrics, and actionable recommendations. This was critical in helping users make data-driven decisions, moving beyond reactive reporting to proactive strategy.

Feedback
‍In focus groups, users confirmed that trend analysis made it easier for them to adjust strategies based on real data, boosting their confidence in the platform.
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Outcome
By making the data actionable, we saw a 25% increase in platform adoption by SMB/MM partners and a noticeable improvement in retention.

Scale systems

I created a design system for data visualizations to build consistency and save time for our team as they build new features.