Executive Summary
Sealed, a leading climate tech company, faced the challenge of increasing customer engagement and brand visibility while driving meaningful conversions. The Home Energy Calculator was a critical growth initiative that I led to achieve these goals—boosting brand awareness, subscriber growth, and customer value.
As the Director of Creative Strategy, I led a cross-functional team, collaborating closely with stakeholders from Marketing, Product, and the C-suite to deliver the project on time and within an 8-month timeline.
As a result, we achieved a 10% increase in email click-through rates, driving stronger customer engagement, while organic marketing-qualified leads (MQLs) grew by 6%, significantly expanding our sales pipeline.
Details
Company: Sealed.com
Project type: Growth product, mobile web
Timeline: 8 months
Role: Director of Creative Strategy
01
Strategic Alignment
This project was strategically aligned with Sealed’s goal to increase brand awareness and engage potential customers beyond the current service area. As an authoritative resource on home energy waste and HVAC upgrades, the initiative fulfilled a key market demand while positioning Sealed as a leader in climate-tech education.
02
Problem Statement
This project addressed three core challenges:
- The lack of accessible educational resources for homeowners.
- Low engagement with potential customers outside Sealed’s service area
- Insufficient brand awareness, limiting Sealed’s visibility in the market.
03
Target Audience
Who: Single-family homeowners with homes built before 2000.
Pain Points: A need for clear, accessible information on home energy efficiency and effective HVAC upgrades
Insights: Our research—via surveys, customer service data, and industry reports—revealed a significant information gap, driving the need for an educational tool that could bridge this gap and engage homeowners in making energy-efficient decisions.
04
Ideation and Conceptualization
Leadership in ideation: Led Design Thinking framework sessions involving key stakeholders. Utilized an Effort/Impact matrix to prioritize high-impact, low-effort ideas.
Key Features Decided:
- Gamification of learning
- Personalized experience
- Shareability
- Data-driven approach
05
Design Process Leadership
Methodology: Adopted a Lean-UX approach with dual-track Agile development.
Design Leadership:
- Conducted initial stakeholder meetings.
- Managed tasks and milestones using Asana.
- Facilitated collaboration through Miro, Figma, and Asana.
- Made executive decisions to resolve stakeholder conflicts.
06
User Testing and Feedback
Leadership in User Testing:
- Designed a three-phase user testing strategy.
- Collaborated with the Analytics lead to place event listeners.
- Managed feedback collection through Asana.
Key Findings and Iterations:
- Technical glitches and UI errors were identified and corrected.
- Added explanatory sections based on user feedback.
07
Final Solution and Impact
Final Product: An interactive, educational tool for homeowners to learn about energy efficiency.
Impact:
- Increased email CTR by nearly 10%.
- 6% increase in organic MQLs attributed to the Home Energy Calculator.
08
Reflection and Leadership Takeaways
Major Successes: Successfully led the company’s first growth product development, meeting all set goals.
Challenges and Solutions: Navigated resource limitations by making strategic feature prioritizations.
Leadership Learnings: Importance of maintaining team momentum through pace-setting, weekly stand-ups, and providing positive supportive energy.
