Challenge

Interior designers / builders & remodelers juggle disconnected tools to run their business. Houzz Pro needed to make the case for consolidating onto one AI-powered, industry-trained platform without losing the trust of a hands-on, craft-driven audience wary of generic software pitches.

Strategic Approach

Each week, I ran open concept sessions that stayed on-brand while pushing into new territory, working closely with our performance strategist to review data and decide what to iterate on next. I wrote copy and directed our design team around consistent value props including AI built for their specific industry, hours saved every week, and one platform instead of several, running structured A/B tests to see which framing resonated most.

Key Innovation

Rather than selling "AI" as a generic feature, I anchored every concept in the specific hours-back, industry-trained promise—AI that already understands design and build work—so the value prop stayed concrete and credible to a skeptical, time-strapped audience.

Business Impact

Weekly, data-informed creative cycles gave Houzz Pro a consistent testing engine, refining which value props and formats moved designers and builders to switch from fragmented tools to a single all-in-one platform.