HomeDNB faced a mismatch between its ideal customers and leads coming through the product. As a result, sales cycles were long and outcomes unpredictable.

Online renovation requires a high-degree of trust, planning and oversight. Poorly-qualified projects were draining the startup's capacity — and weren't strengthening the long-term for the business.

The product had to distinguish serious investors that wanted to solve a problem, from casual homeowners interested in vanity projects. New growth depended on filtering intent.

Too many prospects lacking intent and/or resources were clogging up the pipeline. By pushing the qualification process upstream, the business could focus on projects that justified its delivery model.

Conversion-rate optimisation to increase the value of projects and leads. Messaging and structure were tuned to speak directly to out-of-state investors.

Dynamic filtering system that captured intent and resources early. This prevented low-quality enquiries from reaching sales or operations.

A new value proposition without ambiguity. Out-of-state investors could quickly understand who the product is for, and why it exists.

I led the product from concept to execution. Working closely with leadership, engineering and operations. Iteration was driven by business outcomes rather than surface-level metrics.

I worked closely with stakeholders to review real enquiries moving through the pipeline. This feedback loop replaced assumptions with evidence from live deals.

HomeDNB have grown and expanded since rebuilding the product. The company successfully completed a renovation between Sweden and Brooklyn — a distance of over 4,200 miles.