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 marketing platform, allowing partners to onboard their properties seamlessly.
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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.

Launch timeline
I recommended we break up the the launches between core and premium products for quicker return to market.

Iteration 1

Clear, digestible summary view

To address tech and data constraints, I designed a clear, digestible summary view as MVP for both mobile and desktop, giving users a quick performance snapshot.
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I conducted usability studies at various fidelities and collaborated with engineers to explore feasibility.

Based on user feedback, I focused on providing more context and actionable insights.

Iteration 2

Robust reporting

In parallel, I worked with Sales and Data Science to design and beta test the best direction for our product.

I added trend analysis, comparative metrics, and actionable recommendations to help users make data-driven decisions.

Iteration 3

Premium products

We needed to scale to include an upcoming feature: AI omni-channel communication.

We achieved faster to market with a scalable navigation with consistent data narrative.

Scale systems

I created a design system for data visualizations to build  consistency and save time for our team as they build new features. This  improved the development towards a multi-branded design system.