About Me
Pika
Service Pitch & Rebates
Founding designer at Pika
Jul 24 - Present
Overview
Problem
HVAC providers face a dual challenge:
  1. selling complex, high-efficiency units and
  1. navigating the cumbersome process of filing the rebates that incentivize these sales.
My Role
  • Sole designer. Drove over $1.6M in combined revenue by owning the end-to-end design & research for core products.
  • Led the conversion of web tool to a native iPad app, converting monthly active users into daily users .
  • Led research that resulted in a strategic pivot to a 0-1 dashboard that transformed a manual back-office workflow and doubled revenue.
  • Defined the design process, established a critique culture, and introduced an AI prototyping workflow and a basic design system to operate at the speed of 5 developers.
Solution
A unified solution across two products:
  1. ServicePitch, an iPad app for the sales team to create compelling presentations for high-efficiency units
  1. Pika Rebates, a web dashboard to streamline the back-office process of filing rebates.

My Team
  • VP of product
  • 3 full-time developers (including the founder)
  • 2 contract iOS developer leads
  • GTM team of 5
Key Designs
1
Front office: Preparing for a sale
Created some of our most loved features
2
Front office: Data rich presentation
Refined presentation UI to highlight differences
3
Led pivot to back office: rebate filing dashboard
Built & validated a dashboard to break data silos
4
Dashboard onboarding
Designed a self-serve onboarding flow to help us scale faster
ServicePitch (Q3 24 - Q1 25)
User overview
HVAC salesperson called a comfort consultant, typically a white male between 30 to 50. Motivated by company swag, in person conversations and their experience with technology widely varied, but all had an iPad and iPhone for work. They were dealing with clunky presentations, doing real-time math on eligible rebates, and poor connecity, amidst many others.
Pika's goals
To address these comfort consultants' problems, we equipped them with a presentation building tool that helped them differentiate the kitchen-table selling experience. Product goals were to
Boost HVAC sales
to capture marketshare
Integrate seamlessly
to drive adoption
Build habits
for stickiness
ServicePitch features
When I joined Pika, it was a web app for versatility, but its lack of offline mode was a key barrier to adoption. I led the product's transformation to a native iPad app, designing and launching offline functionality while making quality of life updates. This led to securing one of our biggest clients, SILA.

From web to iPad

Offline mode

More user-friendly presentations
Pivoting to rebates (Q2 25 - Q3 25)
While my design work on ServicePitch was driving strong engagement, the business identified a new opportunity. A test-product, Pika Rebates, was generating equivalent revenue with less effort because it was more lightweight. This led to a pivot to focus entirely on scaling the Pika Rebates business.
We developed a human-in-the-loop strategy. Our short-term objectives were:
Decrease time to file
By reducing logins across applications, automate manual steps & streamliming communication
Enable new contractor to start filing within 2-3 days
Allowing us to rapidly scale our filing capacity
Rebates 0-1
As the sole designer, I redefined our design process by introducing an prototyping workflow for rapid validation. I used Lovable to validate core concepts and and conducted continuous research sessions to validate our assumptions.
Validated the new direction
with customers
Led testing with internal
filers to inform the roadmap

AI Extracted Data
Used learnings from research to improve data extraction

Delightful Onboarding
Made onboarding self-serve, to enable scale
Results
My end-to-end design and research drove over $1.6M in combined revenue for Pika. The strategic pivot to rebates successfully doubled revenue and both products still yield highly positive customer feedback.
$380K + $635K =
ServicePitch + Rebates
...$1M
Total Revenue
"I went through and audited everything in there. BLOWN AWAY!!! Thank you!!!
HVAC Install Manager
"I'm happy to help y'all in any way. You've been a tremendous help"
Head of Rebates
It's fun working with you guys…I'm excited about how this can really improve our business"
HVAC Business Owner
Learnings
Sharing design vocabulary
  • I learned my role as the sole designer went beyond design to educating the team on best practices. My PM and I introduced a process document, with phrases like"Problem Jam," for the team to learn to provide timely feedback on concepts before we moved to high-fidelity design critique.
Protecting my time
  • I learned to protect my bandwidth by saying "no" to low-impact requests. My focus on the most critical projects would drive greater value for the business. For example, for our latest website redesign, I advocated to hire a contract designer.
Building a relationship with users
  • I learned that at the heart of driving revenue and growth was building trust with users, not just the perfect product. I built rapport through small gestures, like sending a user wine after a research session, which made them feel valued and led to more thoughtful, candid conversations.
Illustration Credit: Humation
Specialized in 0-1 & growth
Anushri Kumar
anushri.kumar@gmail.com