I helped develop and implement a sales-first go-to-market strategy targeting residential architects and builders growing sales by 600% in the first 6 months followed by the development of a self-serve sales model with a new marketing website, onboarding journey, and telemetry that led to the onboarding of over 6,000 customers in 6 months. 


Go to Market Journey and Onboarding

Product Design, GTM Strategy, UX Research


From Ad through First Project

As Modumate started to mature as a software platform we began testing the go to market strategy. Research helped us identify homebuilders as our primary ICP. 

We built on that and worked with the engineering and product teams to build out a tightly integrated onboarding funnel that started with social media advertising and guided users with webpages, notifications, emails, and app interfaces through training and modeling exercises to increase sales while reducing customer acquisition costs as the grew.


Identify high performing personas
Reach 1000 paid subscriptions in the first year 
 Reduce churn post signup by 20%
Establish a repeatable A/B testing process 
 Reduce trainings demand with no increase in churn

Finding our Market

After struggling to establish market fit with architects, we took a step back and created personas based on the 150+ user interviews and demos conducted over a 5 month period.  We categorized 6 personas into 3 categories: architects, builders, and developers. 

Crafting a User Journey

We identified that homebuilders were served by Modumate’s features and we adjusted the roadmap to focus on addressing pains coming from this research. Using Zapier, n8n, and Autopilot, we an integrated approach to user onboarding from the first advertisement in the awareness campaign to the landing page and user guardrails for the user’s first, second and third sessions increasing signups, demo bookings, and paid subscriptions.

Test, Iterate, Deprecate

We utilized the increase in signups to test a variety of experiments to help users jump from mobile to their desktop in the onboarding journey. Some experiments, such as the Go Code and text message reminders, worked smoothly but didn’t resonate with users who were not ready to move to their computer at the time they sign up. We stayed nimble and cut out what didn’t work.

Emails That Convert

The shift from mobile to desktop was mainly through email, using A/B testing to confirm its effectiveness over QR codes and magic links. Email was crucial for encouraging software adoption in the self-serve funnel, eliminating the need for demos by personalizing notifications.

Email designs were aligned with the app's aesthetic, serving as user-specific guides. These dynamically generated emails, informed by user data and journey stage, included direct links to projects, fostering user engagement and progress towards completing their first 3D project and exporting renderings. Not only did the emails lead to sales but they reduced the burden on demo and training calls.