SmartAsset

Case Study

At a software startup focused on GPS-based equipment tracking for the landscaping industry, our goal was to help companies raise their bottom line by understanding where their equipment was, how often it was used, and how much they truly needed to own. As National Sales Manager, I worked at the intersection of product, design, and customer success to ensure the product solved real-world pain points.
I led the visual design of the brand, all marketing strategy, and helped shape product refinement through direct customer feedback. My work focused on making the value of the software clear, usable, and actionable—both to improve customer adoption and to support sales growth.

While my primary role was National Sales Manager (December '24-May '25), I was also responsible for the visual design of the brand, marketing strategy, and helping shape product refinement through ongoing customer feedback and usage insights. I worked closely with both the product and design teams to ensure the software was not only functional but intuitive and aligned with industry needs.

Landscaping companies often lacked visibility into where their equipment was located, how frequently it was used, and which assets were underperforming or sitting idle. Users struggled with outdated or manual tracking methods, leading to over-purchasing, lost equipment, and poor utilization of expensive assets. The software initially lacked intuitive visual cues and guidance, which made adoption difficult—especially for field teams with limited technical experience.

From a business perspective, low user engagement and poor onboarding translated to high churn risk and longer sales cycles. Without a clear brand identity and marketing strategy, the value of the product wasn’t being communicated effectively to potential customers. Additionally, without usage data feeding back into product development, it was challenging to refine the platform in ways that improved adoption and retention. My work helped bridge these gaps by making the product more approachable, the brand more compelling, and the feedback loop between users and the product team more actionable.

Users wanted to easily track where their equipment was, how often it was being used, and make smarter decisions about what to buy or keep. Their main goal was to save time and money by reducing waste, loss, and unnecessary purchases.

The company needed to improve customer adoption and retention by showing clear value early on. Building a strong, trustworthy brand and shortening the sales cycle were also key goals.

The product needed to be simple, easy to use, and give users quick, useful insights. Improving onboarding, refining the interface, and using real customer feedback were priorities to help drive engagement and long-term use.

As National Sales Manager, I identified that the product’s value wasn’t clearly communicated to customers. To address this, I developed a focused brand and marketing strategy grounded in industry research and customer insights.
I created a clean, trustworthy visual identity—logo, color palette, and iconography—tailored to landscaping professionals. Using this, I designed marketing assets like pitch decks, product demos, onboarding guides, and email campaigns that helped potential clients understand and adopt the software more easily.
Working closely with product and support teams, I used customer feedback to refine both marketing materials and messaging, ensuring alignment with user needs and improving engagement.
This strategic and visual design work helped clarify the product’s value, support sales efforts, and drive business growth.