ROLE
Product +
Growth Strategist
INDUSTRY
PropTech
SERVICES
Brand Strategy
Product Strategy
Customer Experience
Lifecycle Strategy
Community Strategy
BRAND + PRODUCT STRATEGY
THE OPPORTUNITY
TWODWELL began with an ambitious idea: simplify the complex ADU journey for homeowners while creating a trusted ecosystem for the professionals who serve them.
Before launch, the business needed more than marketing. It needed a clear brand, connected product experience, defined customer journeys, professional community, and growth infrastructure capable of supporting both sides of the marketplace.
OBJECTIVES
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Establish a clear brand and differentiated market position
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Make the complex ADU journey easier for homeowners to understand and navigate
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Build trust between homeowners and qualified ADU professionals
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Establish an early professional network to validate and support the platform
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Guide both audiences through intentional onboarding and engagement
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Prepare the brand and platform for coordinated launch and long-term growth
BRAND CLARITY
Create a clear position, message, and identity that made the new platform understandable and credible to homeowners and ADU professionals.
GUIDED PRODUCT EXPERIENCE
Design the platform around real homeowner and professional journeys, reducing complexity and making each user’s next step easier to understand.
TRUSTED PROFESSIONAL NETWORK
Establish a professional network capable of strengthening the product, supporting homeowners, and building marketplace credibility.
ONGOING ENGAGEMENT
Connect onboarding, lifecycle communication, and community touchpoints so both audiences could remain informed and involved over time.
STRATEGIC APPROACH
BUILD THE SYSTEM BEFORE THE GROWTH
Rather than treating launch as a marketing moment, the strategy focused on building the ecosystem required to support growth first — connecting brand, product, customer experience, lifecycle communication, professional community, and market activation into one system.
ALIGN
Align the brand position, audiences, marketplace value, and growth strategy before launch execution begins.
BUILD
Translate the strategy into a product experience, customer journeys, lifecycle communication, and professional community structure.
ACTIVATE
Bring early ADU professionals into the ecosystem to provide feedback, establish credibility, and prepare the platform for launch.
PROJECT SCOPE
STRATEGIC DISCIPLINES
Brand Strategy + Positioning
Product Strategy
Customer Experience
Customer Journey Design
Marketplace Strategy
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Lifecycle Strategy
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Community Strategy
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Go-to-Market Strategy
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Launch Planning
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Cross-Functional Leadership
BRAND + PRODUCT EXPERIENCE
Led TWODWELL’s brand and platform experience from concept through development, defining its positioning, user journey, platform logic, wireframes, features, UI/UX, and customer-facing content in collaboration with frontend and backend developers.
FOUNDING ADUEXPERT PROGRAM
Built the Founding ADUExpert strategy to recruit and activate an initial network of trusted professionals who could seed the platform, provide product feedback, and become early market advocates.
LIFECYCLE + COMMUNITY STRATEGY
Designed the complete Certified ADUExpert lifecycle across application, education, acceptance, onboarding, benefits, and ongoing engagement, connecting intentional customer journeys with a professional community built to support relationships, retention, insights, referrals, and future growth.
REPORT STRATEGY + DESIGN
Defined what TWODWELL’s final homeowner report needed to communicate, then developed its content structure, information hierarchy, recommendations, and visual design.
FOUNDATION BUILT
The work established the strategic foundation TWODWELL needed to move from an early stage concept toward market readiness, connecting its brand, product experience, customer journeys, and growth strategy into one cohesive system.
BRAND
POSITIONING + IDENTITY
PRODUCT
EXPERIENCE + JOURNEYS
GROWTH
LIFECYCLE + COMMUNITY
WHAT THIS REINFORCED
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Growth infrastructure should be built before launch.
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Product experience and marketing cannot operate in isolation.
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Community can be part of the product itself.
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Customer journeys create stronger growth systems.
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Early users can become collaborators, advocates, and market validators.
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The best marketing rarely starts with marketing.
BUILDING THE FOUNDATION FOR A TWO SIDED PROPTECH PLATFORM
TWODWELL
Brand + Product Development
Transforming an early-stage business concept into a connected proptech platform through brand strategy, product experience, customer journey design, lifecycle marketing, and community-led growth.