Product Designer, UX Researcher
3 months
Product Strategy, Vision, Research, IXD, Visual Design
1 PM, 1 Eng, 1 PD
Historically, the company prioritized enterprise clients, believing SMB/MM (Small-Medium Business/Mid-Market) clients weren’t a strong revenue driver.
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.
Could we shift the company’s mindset and validate SMB/MM as a strategic customer type?
This wasn’t just about profile creation or a dashboard—it was about proving SMB/MM’s value and securing their future on the platform.
By using design to drive strategic decisions, we turned a neglected segment into an engaged, revenue-generating customer base.
85%
70% QoQ
7 days/partner
95%
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.
This was the first step in unlocking SMB/MM growth.
Final design of a section allowing partners to upload images to market their profiles
Final design of premium tool for AI omni-channel communications
After the PM left, I took the lead in aligning Sales and Data Science teams and defining the product vision for reporting.
Pain Point
Internal teams disagreed on which metrics were most important. Sales wanted engagement stats and partners needed clarity on conversions.
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.
Final design for Solution 2: Partners can see real-time performance to decide to add inventory
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.
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.
This wasn’t just about a dashboard—it was about proving SMB/MM’s value and securing their future on the platform. By using design to drive strategic decisions, we turned a neglected segment into an engaged, revenue-generating customer base.