Shaping the Right Market Fit
Role
Head of User Experience
Company
Reece USA
Year
2021 - 2024
THE CHALLENGE
In Waterworks, operational and procurement needs were far more complex than Plumbing & HVAC. Teams assumed municipalities were the primary audience, risking a costly e-commerce investment that wouldn’t serve the real drivers of the business. To succeed, we needed to uncover and focus on the right customers.
THE JOURNEY
Turning Insight into Strategy
Through collaborative workshops and discovery sessions, I guided teams to examine data, customer feedback, and real-world workflows.
Together, we surfaced a pivotal insight that private contractors are the primary revenue drivers, not municipalities.
This shifted the strategy from surface-level digital tweaks to a customer-centric overhaul, aligning the platform with the right market fit.
Designing for Real Workflows
We mapped detailed customer journeys and service blueprints, exposing pain points in ordering, procurement, and project execution.
Instead of digitizing old processes, I guided the team in reimagining workflows to reduce friction and deliver real value to contractors.
Private contractor Service blueprint
.png)
Aligning Teams Around Impact
I facilitated MVP workshops and co-creation sessions to prioritize features that solved meaningful problems and created measurable business outcomes.
Designers, engineers, and business leaders learned to speak a shared language, bridging gaps between assumptions, strategy, and execution.
Embedding Continuous Learning
​
We built iterative validation loops with users and stakeholders. Regular testing and feedback ensured the platform evolved with real-world needs while staying aligned with strategic goals.
THE IMPACT
-
Led the strategic pivot to focus the platform on private contractors, the true revenue drivers
-
Streamlined workflows, improving efficiency and usability
-
Delivered features tied to measurable business outcomes
-
Built a culture of collaboration, innovation, and customer focus