How to grow a smart building app that 10,000+ buildings depend on?
How to grow a smart building app that 10,000+ buildings depend on?
How to grow a smart building app that 10,000+ buildings depend on?
Led 0→1 go-to-market strategy. Data-informed design iterations that boosted MAU by 24% and content reach by 59%.
Led 0→1 go-to-market strategy. Data-informed design iterations that boosted MAU by 24% and content reach by 59%.
Overview
Overview
SmartDaily is a B2B2C smart building platform serving 10,000+ residential buildings across Taiwan, helping communities manage everything from parcel delivery to life services. As the app focus shifted from utility to network effect: how do you turn residents who passively use tools into an actively engaged community?
SmartDaily is a B2B2C smart building platform serving 10,000+ residential buildings across Taiwan, helping communities manage everything from parcel delivery to life services. As the app focus shifted from utility to network effect: how do you turn residents who passively use tools into an actively engaged community?
I joined the user growth team at this inflection point, working cross-functionally with PM, product designers, and engineering over 1.5 years. My work spanned the full user funnel: redesigning the app homepage to surface the right content, rethinking the resident onboarding flow to reduce drop-off, launching growth features like community crowdsourcing and interactive events, and rebuilding a content discovery system. Together, these efforts boosted MAU by 24% over 12 months and increased content reach by 59%.
I joined the user growth team at this inflection point, working cross-functionally with PM, product designers, and engineering over 1.5 years. My work spanned the full user funnel: redesigning the app homepage to surface the right content, rethinking the resident onboarding flow to reduce drop-off, launching growth features like community crowdsourcing and interactive events, and rebuilding a content discovery system. Together, these efforts boosted MAU by 24% over 12 months and increased content reach by 59%.
Role
Role
Product Marketing & Design Strategy (cross-functional with PM, Design, Engineering)
Product Marketing & Design Strategy (cross-functional with PM, Design, Engineering)
Timeline
Timeline
Mar 2022 - May 2023
Mar 2022 - May 2023
Tasks
Tasks
Journey Mapping, Onboarding Design, Content Strategy, Growth Feature Design, GTM Strategy
Journey Mapping, Onboarding Design, Content Strategy, Growth Feature Design, GTM Strategy
Tools
Tools
Miro
Figma
Google Docs
Google Analytics
Miro
Figma
Google Docs
Google Analytics
❗️ The Challenges
❗️ The Challenges
The platform had 10,000+ buildings, but why and how users were dropping off at each stage of the funnel. To understand why, we went into the field.
The platform had 10,000+ buildings, but why and how users were dropping off at each stage of the funnel. To understand why, we went into the field.
Research & Key Insights
Research & Key Insights
We conducted interviews, contextual inquiries in residential communities, and gathered platform feedback. Three core problems kept surfacing:
We conducted interviews, contextual inquiries in residential communities, and gathered platform feedback.
01 - Lack of visibility
01 - Lack of visibility
01 - Lack of visibility
New features existed, but they weren't on users' habitual paths. Residents opened the app for packages and announcements, then left.
New features existed, but they weren't on users' habitual paths. Residents opened the app for packages and announcements, then left.
02 - Lack of value clarity
02 - Lack of value clarity
Users didn't understand what the app could do beyond basics. The overall value of community features wasn't being communicated.
Users didn't understand what the app could do beyond basics. The overall value of community features wasn't being communicated.
03 - Lack of connection
03 - Lack of connection
Information for different features was scattered across the app with no unified entry point. Users had no reason to explore.
Information for different features was scattered across the app with no unified entry point. Users had no reason to explore.
Synthesis
Synthesis
Mapping the Journey
Mapping the Journey
Using our research findings alongside analytics and user behavior data, I mapped the full journey from building deployment through resident activation. The insights mapped directly to three design initiatives:
Using our research findings alongside analytics and user behavior data, I mapped the full journey from building deployment through resident activation. The insights mapped directly to three design initiatives:
01 Drop-off at app Download & onboarding ➔ Onboarding Flow Redesign
01 Drop-off at app Download & onboarding ➔ Onboarding Flow Redesign
Residents were dropping off because they didn't understand the app's value
02 Low app engagement
➔ Homepage Restructure & Growth Features
02 Low app engagement
➔ Homepage Restructure & Growth Features
Active users were only using 1-2 features despite 10+ being available
03 Content wasn't reaching users ➔ Content Discovery System
03 Content wasn't reaching users ➔ Content Discovery System
Information was scattered with structured flows
From insight to action
5 design projects across the growth funnel
From insight to action
5 design projects across the growth funnel
Project 01
Project 01
App Activation & Onboarding Flow Redesign & Artifacts Design
App Activation & Onboarding Flow Redesign & Initiatives Design
App Activation & Onboarding Flow Redesign & Artifacts Design
App Activation Initiatives Design
App Onboarding Experience Redesign
Project 02
Project 02
Homepage Redesign
Homepage Redesign
Project 03
Project 03
Growth Features
Growth Features
Community Crowdsourcing
Community poll interactive feature
Project 04
Project 04
Content Engagement & Community Newsletter
Content Engagement & Community Newsletter
Project 05
Project 05
Offline-to-online Event Engagement Flow
Offline-to-online Event Engagement Flow
Results
Results
24% MAU increase over a year
24% MAU increase over a year
59% increase in content reach
59% increase in content reach
3 growth features shipped
3 growth features shipped
Reflection
Reflection
B2B2C design requires thinking in multiple layers
B2B2C design requires thinking in multiple layers
Seeing the full journey across both layers is how I found the real friction points and prioritized what to fix.
Growth comes from compounding small wins
Growth comes from compounding small wins
The Growth was the cumulative effect of onboarding + homepage + content discovery working together.
Marketing + design superpower
Marketing + design superpower
Understanding GTM strategy helped you prioritize which design problems would have the highest business impact.
© 2026 Amy Hsieh
Built with ♥ and music
© 2026 Amy Hsieh
Built with ♥ and music