A visit becomes a relationship.

Maintenance was something to react to.

Home maintenance is reactive by nature. Homeowners don’t know what they need, when they need it, or how to manage it over time. Enrollment was complex, eligibility was unclear, and nothing connected assessment, delivery and ongoing care. Behind the scenes, digital tools, field associates and merchant operations worked apart, which slowed growth.

From a sign-up flow to a service.

I led the end-to-end redesign, reshaping a sign-up flow into a home services platform. The work spanned onboarding, service delivery and retention, and connected customer experience, field operations and subscription strategy.

• Guided, progressive enrollment: less to take in at once, clearer service selection
• Two ways in, self-directed and assessment-led, with room to move between them
• Eligibility checks that explain themselves, including why a home doesn’t qualify and what happens next
• The in-visit service model: how field associates gather data, complete services, deliver visual reports and trigger proactive rebooking
• A continuous loop (Educate, Assess, Deliver, Report, Rebook, Maintain) in place of a one-and-done transaction
• Links to the wider subscription strategy: centralized management, and digital wallet integration to reduce payment friction

A relationship, not a transaction.

The subscription was transactional. Enrollment was long and front-loaded, service selection had no guidance, and managing a plan was scattered across surfaces. The program asked customers to figure it out on their own, then hoped they’d come back.

The experience went from “fill out a survey and hope for the best” to a guided maintenance relationship: clarity at enrollment, transparency through the visit, and a reason to stay. Field associates got clearer workflows, and the platform got easier to extend to new service categories.

What was observed after launch.

What shipped: guided enrollment with two ways in, eligibility checks that explain themselves, the in-visit service model with visual reports and proactive rebooking, and centralized plan management. Digital wallet integration was part of the designed scope.

What was observed

The team reported more sign-ups, better retention and a shorter path to market after launch.

What I can’t say

How much, or how much of it was the redesign. I can’t publish the figures or separate the design’s share from everything else that changed.

Where I see it going.

A proactive home partnership that anticipates maintenance needs, recommends what to do next, and expands into new service categories.