As a product designer,

I led a cross-functional effort to reframe SMB/MM segment as a strategic growth channel by designing listing tools and retention-focused reporting.

Company overview

For years, the company doubled down on enterprise, writing off SMB and mid-market as low-value.

Cracks appeared when the market shifted. Enterprise alone was too fragile. Suddenly, SMB/MM seem to  growth engine we’d overlooked.

Partners to list their properties

I co-led with a PM to build a platform to enable SMB and mid-market businesses to create listings, expand supply inventory and unlock new verticals.

We contrasted building full property management platform vs. a lightweight MVP via audit of core and unique differentiation features. We chose MVP for speed, to quickly test viability and revenue impact.
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This was the first step in unlocking SMB/MM growth.

Concept development

When the PM left, I rallied the team around a shared data story

Once the PM moved on, I stepped in to lead the reporting effort to pull everyone into alignment and shape a simple framework that made the data finally click for the team.

v0

It's key we needed to deliver value quickly. I designed a digestible summary prioritizing high-level metrics utilizing design system components. This increased engagement and staved churn risk.

Insights from testing

People needed deeper analysis to provide clear explanations behind trends.

Iteration

Turned static reports into a proactive decision system

I designed new components: trend charts, comparative metrics, and actionable recommendations that shifted reporting from passive snapshots to an active tool for smarter, faster decisions.
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Feedback insights

‍In focus groups, partners confirmed that trend analysis made it easier for them to adjust strategies based on real data, boosting their confidence in the platform.

MVP