My Work

Role: Senior Product Marketing Manager, Growth
Scope: End-to-end ownership; user research, platform migration, cross-functional design, personalization strategy, and measurement

Sense helps households track and reduce energy use in near real-time, but the monthly report meant to reinforce that value outside the app was falling flat. The report was built entirely from static images embedded in an HTML template...no dynamic text, no personalization. 

That created real problems:

• Images frequently failed to render, breaking the experience for a large share of users
• Content was one-size-fits-all, with no connection to a household's actual usage data
• Users complained, and click-through rates reflected it; the report was being ignored

1. Diagnosed the problem firsthand
I audited the existing report end-to-end and identified the image-based architecture as the core failure point; it was both a technical liability (broken renders) and a strategic one (no personalization possible).

2. Went straight to users
Rather than guess at fixes, I ran user interviews to understand what people actually wanted from a monthly report; what value they expected to get outside the app, and what would make them open and act on it.

3. Migrated the underlying platform
I led the migration from Klaviyo to Iterable  (a project in its own right) and unlocked the advanced personalization and API-driven data fields the new report would need.

4. Designed the solution from scratch
Based on interview insights, I hand-drew and iterated through dozens of wireframes, then partnered closely with product, engineering, brand, and design teams over several months to land on the final concept: Energy Snapshot.

5. Built a personalized, dynamic report
Energy Snapshot replaced static images with live, text-based content pulled via API on a weekly or monthly cadence, whichever the user preferred (a new self-service preference I introduced). The redesigned report gave users:

• Their actual usage and change-over-time data, rendered as text (no more broken images)
• Clear, clickable CTAs: view weekly usage details, view device-level breakdowns, compare usage to neighbors, and adjust preferences
• A cadence toggle, so users could choose the frequency that matched how they wanted to engage

• 4,000% increase in click-through rate vs. the previous monthly report
• 30% increase in conversion to app sessions
• 50% month-over-month retention lift

This wasn't a redesign for its own sake...it was a shift from a broken, generic broadcast to a personalized lifecycle touchpoint that mirrored the core value of the product itself: showing people their own data, clearly, wherever they are. Every step (the platform migration, the user interviews, the wireframing, the cross-functional buy-in) was in service of one principle: users should get value from Sense even when they're not in the app.