What is Route?

Route is a business management platform designed for commercial cleaning companies.

It focuses on helping businesses grow by managing bids, jobs, and contracts while generating leads and building a community.
Route streamlines operational efficiency, making it easier to scale and succeed in the cleaning industry.

The Prioritization Process

Stabilizing Decision-Making Process:

Challenge: Decision-making was chaotic, with no structure and lacking any sort of strategy on how the company would achieve goals.
Solution: Implemented a structured, score-based prioritization system that allowed intake to come from multiple sources.
Key Inputs:
- Customer feedback from sales calls and partnership opportunities
- Insights from Product / UX user interviews
- Founders’ and leadership’s vision
Scoring Criteria: Opportunities were evaluated on:
- MRR impact
- User Desirability
- Effort
Tool: Utilized a Jira discovery board with a formula that adjusted scores based on these factors.
Result: Streamlined decision-making, ensuring leadership focused on high-impact opportunities aligned with strategic goals.

The Team Management Process

Optimizing Team Efficiency:

Challenge:

The team lacked structure, with no prior experience in scoring, sprints, regression testing, Fibonacci point estimation, or Gherkin acceptance criteria.

Solution:

Implemented agile best practices and scrum methodologies, assigning specific roles to streamline workflow, and coached 90% of the team on these new concepts. Key Inputs:

UX and Customer Success determined user desirability
Engineering scored effort using Fibonacci point estimation

Process:

Prioritized tasks and wrote requirements and acceptance criteria, working two sprints ahead, and used Gherkin acceptance criteria to ensure clarity.

Tool:

Utilized Jira for task management, sprint planning and estimation scoring.

Result:

Improved collaboration and efficiency, establishing a structured process that enhanced overall productivity.

Key product roles for success

Product Org Structure:

Role: Head of Product

Scope: Focused on the future 3-12 months of work while managing development, design, and product operations teams.

Key Team Members:

Product Owner (SME): Leveraged 7 years of user-facing industry experience as a former user.
UX Designer: Assisted with discovery, design, and UX flow.
Product Operations: Managed reporting on product progress across all 3 products, executed QA testing, and aggregated ad-hoc customer success pain points and feedback loops.
Lead Engineer: Stabilized timeline estimations, maintained technical documentation, and managed release processes.

Result: Focused on forward-looking product strategy while managing the team day-to-day on immediate deliverables, ensuring progress and addressing user needs effectively.

Projects that I worked on

FTUE Optimization

Problem Statement

Route's onboarding process was too complex, requiring customer support to assist users with registration and provide personalized tours.

Only about 50% of users were successfully completing registration 😬.

Solutions

Simplify the registration process to make it more user-friendly and intuitive.

Automate onboarding steps to reduce dependency on customer support.

Introduce self-service tools like guided tutorials and walkthroughs.

Provide clear documentation and resources for users to navigate the platform independently.

Improve user interface design to streamline the overall onboarding experience.

Marketplace Launch

Problem Statement

The commercial cleaning industry relies on an inefficient and time-consuming manual process to connect contractors and subcontractors.

This process often involves up to 20 steps across multiple communication channels—social media, phone calls, texts, voicemails, and Zoom meetings—leading to missed connections, delays, and inefficiencies.

As a result, business owners spend over 20 hours each month managing these tasks, diverting their focus from critical business operations and ultimately losing revenue due to the fragmented and labor-intensive nature of the process

Solutions

Transforming the Commercial Cleaning Industry: Streamlining Contractor-Subcontractor Connections

The commercial cleaning industry has long relied on a tedious, manual process to connect contractors and subcontractors, involving up to 20 steps across social media, phone calls, texts, and more. Business owners spent over 20+ hours each month managing these tasks, severely impacting their productivity and bottom line. Our solution was to digitize this process, making it more efficient and scalable through a map-driven platform.

Enterprise Prime Contractors: Managing Operations with Ease

For enterprise cleaning companies, we designed tools that mirror their real-world operations but in a digital format, providing:

Subcontractor management to oversee teams and track quality control.
Simplified invoicing and payment processing, reducing administrative burden and speeding up payment cycles.

Subcontractors: Expanding Access to New Contracts

We empowered smaller subcontractors by giving them access to enterprise-level contracts, allowing them to:

Set up company profiles easily, showcasing their services.
Apply for contracts within the platform, streamlining the bidding process.
Integrate Route manufacturers and distributors, enabling bulk purchases directly from larger companies, opening new growth opportunities.
Manage billing and payments, making financial processes straightforward.

Leads: A New Revenue Driver

We introduced a curated lead generation solution to help companies expand their business efficiently:

Leads feature connects businesses with subcontractors seeking growth opportunities, acting as a revenue driver for Route through transaction fees.

Claim Your Profile: Professionalize Your Digital Presence

To help subcontractors showcase their services, we replaced generic websites with an industry-specific platform. Businesses could now:

Claim and customize their profile, representing themselves with the most relevant details to attract new business partners and stand out in the industry.

Bid Tool V2 (Redesign)

Problem Statement

Our flagship SaaS product, responsible for 80% of monthly recurring revenue, has been neglected and untouched for many years.

The prior team lacking the experience and knowledge to conduct user interviews or optimize for growth, has missed opportunities to improve the user experience, growth and retention.
As a result, the product risks losing its competitive edge in an evolving market.
The most common feedback was that the product is too complex and the users are non technical and need more intuitive means of getting the end result

Solutions

Revitalizing the Bidding Product: Tackling Complexity with Simplicity

With the company’s core product struggling to retain users, we prioritized addressing the most desired functionality and eliminating pain points based on user research, in collaboration with a lead UX designer.

Proposals 2.0: Simplifying the Proposal Generator

The proposal generator in our Bidding product was both the most frequently used feature and the one users complained about the most, citing it as overly complex. The primary need was to streamline the process so that users could create and send a digital proposal within 30 minutes of meeting with a client in person.

Our Approach:

To address this, we completely redesigned the proposal generator, focusing on usability for non-technical users. Drawing inspiration from Canva, we introduced:

Drag-and-drop elements with a WYSIWYG interface, enabling users to build proposals visually and intuitively.
Pre-built templates for common business scenarios, allowing users to quickly fill in necessary information, reducing the time to create a proposal.

By focusing on ease of use and user needs, we simplified a previously daunting task and significantly improved user satisfaction with the tool.

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