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Impact Story #2

Designing a 0 to 1 Mobile Experience Foundation

Executive Summary: I led the design strategy and execution for a mobile app project that took a first-in-category product from concept to live in the App Store within six months. The focus was on building a Minimum Viable Product (MVP) capable of generating real user insights, accelerating future iterations, and creating experience foundations that scale.

This work required navigating uncharted territory, collaborating with cross-disciplinary leaders, and balancing quality with rapid delivery.

The Mobile App

Key Features

MVP + PostMVP projects

1st Industry App

Strategic

Foundational

Platform

Multi-Platform

Role

Design Strategy Lead

What was unlocked:

User Centricity

Business Value

Broader Market Sat.

Impact

Immediate

Context & Problem

The organization aimed to be the first single-family rental (SFR) company to launch an app in the App Store. There was no clear industry standard; we were defining the user experience from scratch.

 

The project demanded a dynamic approach — one that balanced learning through usage with delivering a fully functioning mobile experience that customers could adopt immediately.

  • What was at stake

  • 01

  • Establishing a credible mobile presence in a new product and market category

  • 02

  • Delivering core experiences that drive ongoing engagement and value to the customer and the business

  • 03

  • Balancing rapid delivery timeline (3 months for MVP design and hand-off) with usability and quality

  • 04

  • Aligning company-wide stakeholders around a shared vision - not just for MVP, but for all enhancements & iterations to come.

Designed Snapshot

+ My role and the scope

My role

I led the strategy, vision, and UX/UI direction for the MVP and all following phases. I collaborated with Product, Engineering, and stakeholders, championing customer- centric design thinking while ensuring alignment with business goals and managing the design team.

My Partnerships

A 2025 product design, UX, and experimentation analysis, and the resulting 2026/2027 year department recommendation. Focuses on individual contirbutions, tooling, efficiencies, and AI.

Execution Snapshot

My team and I engaged in agile delivery from user stories to prototypes. Conducted user research, flows, wireframes, high-fidelity mockups and design systems & library implementation. Partnered with a contract dev team to accelerate delivery.

Outcomes & Impacts

Impact: The organization moved from no mobile presence to a credible, high-quality product in market with real user validation.

Icon of a pie chart

0 to 1 Mobile MVP launch in 6 months

Icon of an abstract globe

4.8★ App Store rating

Icon of an arrow pointing up right

3.1K downloads post-launch

Icon of a pie chart

Core customer journeys and features

Icon of an abstract globe

Reusable design foundation & library

Abstracted user interface forecasting a 16% off target for 2027 emissions goal alongside an image of a mossy tree on top of a light blue gradient background

  • What was unlocked:

  • 01

  • Developed a genuine MVP designed to gather data and inform future iterations and a scalable foundation to support it

  • 02

  • Real-world usage data to inform prioritization and iteration

  • 03

  • Faster follow-on development by reusing established design standards, plus, reduced redesign and rework due to early experience clarity

  • 04

  • A business appetite for healthy risks knowing that early iteration informs future optimization

Final Relections

This was a gamble...

By setting clear experience principles early, and having the support of engineering and product, the team was able to move quickly without compromising quality or future scalability—turning an MVP into a durable foundation rather than a throwaway release.

It coudn’t have been done alone

By setting clear experience principles early, and having the support of engineering and product, the team was able to move quickly without compromising quality or future scalability—turning an MVP into a durable foundation rather than a throwaway release.

UI card displaying energy consumption data on a light fabric background

Contact

Do we Vibe? Check our Compatibility

© 2025 · All rights reserved

Stylized blue duotone portrait of a woman with long hair facing slightly backward

Impact Story #2

Designing a 0 to 1 Mobile Experience Foundation

Executive Summary: I led the design strategy and execution for a mobile app project that took a first-in-category product from concept to live in the App Store within six months. The focus was on building a Minimum Viable Product (MVP) capable of generating real user insights, accelerating future iterations, and creating experience foundations that scale.

This work required navigating uncharted territory, collaborating with cross-disciplinary leaders, and balancing quality with rapid delivery.

The Mobile App

Key Features

MVP + PostMVP projects

1st Industry App

Strategic

Foundational

Platform

Multi-Platform

Role

Design Strategy Lead

What was unlocked:

User Centricity

Business Value

Broader Market Sat.

Impact

Immediate

Context & Problem

The organization aimed to be the first single-family rental (SFR) company to launch an app in the App Store. There was no clear industry standard; we were defining the user experience from scratch.

 

The project demanded a dynamic approach — one that balanced learning through usage with delivering a fully functioning mobile experience that customers could adopt immediately.

  • What was at stake

  • 01

  • Establishing a credible mobile presence in a new product and market category

  • 02

  • Delivering core experiences that drive ongoing engagement and value to the customer and the business

  • 03

  • Balancing rapid delivery timeline (3 months for MVP design and hand-off) with usability and quality

  • 04

  • Aligning company-wide stakeholders around a shared vision - not just for MVP, but for all enhancements & iterations to come.

Designed Snapshot

+ My role and the scope

My role

I led the strategy, vision, and UX/UI direction for the MVP and all following phases. I collaborated with Product, Engineering, and stakeholders, championing customer- centric design thinking while ensuring alignment with business goals and managing the design team.

My Partnerships

A 2025 product design, UX, and experimentation analysis, and the resulting 2026/2027 year department recommendation. Focuses on individual contirbutions, tooling, efficiencies, and AI.

Execution Snapshot

My team and I engaged in agile delivery from user stories to prototypes. Conducted user research, flows, wireframes, high-fidelity mockups and design systems & library implementation. Partnered with a contract dev team to accelerate delivery.

Outcomes & Impacts

Impact: The organization moved from no mobile presence to a credible, high-quality product in market with real user validation.

Icon of a pie chart

0 to 1 Mobile MVP launch in 6 months

Icon of an abstract globe

4.8★ App Store rating

Icon of an arrow pointing up right

3.1K downloads post-launch

Icon of a pie chart

Core customer journeys and features

Icon of an abstract globe

Reusable design foundation & library

Abstracted user interface forecasting a 16% off target for 2027 emissions goal alongside an image of a mossy tree on top of a light blue gradient background

  • What was unlocked:

  • 01

  • Developed a genuine MVP designed to gather data and inform future iterations and a scalable foundation to support it

  • 02

  • Real-world usage data to inform prioritization and iteration

  • 03

  • Faster follow-on development by reusing established design standards, plus, reduced redesign and rework due to early experience clarity

  • 04

  • A business appetite for healthy risks knowing that early iteration informs future optimization

Final Relections

This was a gamble...

By setting clear experience principles early, and having the support of engineering and product, the team was able to move quickly without compromising quality or future scalability—turning an MVP into a durable foundation rather than a throwaway release.

It coudn’t have been done alone

By setting clear experience principles early, and having the support of engineering and product, the team was able to move quickly without compromising quality or future scalability—turning an MVP into a durable foundation rather than a throwaway release.

Contact

Do we Vibe? Check our Compatibility

© 2025 · All rights reserved

UI card displaying energy consumption data on a light fabric background
Stylized blue duotone portrait of a woman with long hair facing slightly backward

Impact Story #2

Designing a 0 to 1 Mobile Experience Foundation

Executive Summary: I led the design strategy and execution for a mobile app project that took a first-in-category product from concept to live in the App Store within six months. The focus was on building a Minimum Viable Product (MVP) capable of generating real user insights, accelerating future iterations, and creating experience foundations that scale.

This work required navigating uncharted territory, collaborating with cross-disciplinary leaders, and balancing quality with rapid delivery.

The Mobile App

Key Features

MVP + PostMVP projects

1st Industry App

Strategic

Foundational

My Role

Design & Strategy Lead

Platform

iOS & Android

What was unlocked:

User Centricity

Business Value

Broader Market Sat.

Impact

Immediate

Context & Problem

The organization aimed to be the first single-family rental (SFR) company to launch an app in the App Store. There was no clear industry standard; we were defining the user experience from scratch.

 

The project demanded a dynamic approach — one that balanced learning through usage with delivering a fully functioning mobile experience that customers could adopt immediately.

  • What was at stake

  • 01

  • Establishing a credible mobile presence in a new product and market category

  • 02

  • Delivering core experiences that drive ongoing engagement and value to the customer and the business

  • 03

  • Balancing rapid delivery timeline (3 months for MVP design and hand-off) with usability and quality

  • 04

  • Aligning company-wide stakeholders around a shared vision - not just for MVP, but for all enhancements & iterations to come.

Designed Snapshot

+ My role and the scope

My role

I led the strategy, vision, and UX/UI direction for the MVP and all following phases. I collaborated with Product, Engineering, and stakeholders, championing customer- centric design thinking while ensuring alignment with business goals and managing the design team.

My Partnerships

Worked closely with cross-disciplinary leaders, coached team members, and facilitated design brainstorming sessions, executive reviews, and presentations to elevate design quality and foster continuous communication and partnership.

 

Execution Snapshot

My team and I engaged in agile delivery from user stories to prototypes. Conducted user research, flows, wireframes, high-fidelity mockups and design systems & library implementation. Partnered with a contract dev team to accelerate delivery.

Outcomes & Impacts

Impact: The organization moved from no mobile presence to a credible, high-quality product in market with real user validation.

Icon of a pie chart

0 to 1 Mobile MVP launch in 6 months

Icon of an abstract globe

4.8★ App Store rating

Icon of an arrow pointing up right

3.1K downloads post-launch

Icon of a pie chart

Core customer journeys and features

Icon of an abstract globe

Reusable design foundation & library

Abstracted user interface forecasting a 16% off target for 2027 emissions goal alongside an image of a mossy tree on top of a light blue gradient background

  • What was unlocked:

  • 01

  • Developed a genuine MVP designed to gather data and inform future iterations and a scalable foundation to support it

  • 02

  • Real-world usage data to inform prioritization and iteration

  • 03

  • Faster follow-on development by reusing established design standards, plus, reduced redesign and rework due to early experience clarity

  • 04

  • A business appetite for healthy risks knowing that early iteration informs future optimization

Final Relections

This was a gamble...

By setting clear experience principles early, and having the support of engineering and product, the team was able to move quickly without compromising quality or future scalability—turning an MVP into a durable foundation rather than a throwaway release.

It coudn’t have been done alone

By setting clear experience principles early, and having the support of engineering and product, the team was able to move quickly without compromising quality or future scalability—turning an MVP into a durable foundation rather than a throwaway release.