Field report 03 · Consumer growth · Embed
First growth hire. A connected kitchen from zero to 50K+ users.
Uzair joined Innit as its first growth hire, reporting to the VP of Product and working daily with the CEO, CFO, COO and CMO. He took the app to 50K+ users, then into groceries after Innit acquired Shopwell.
A one-page PDF of this field report.
- Company
- Innit, Redwood City
- Role
- Product Manager, Growth
- Worked with
- VP of Product, CMO, Chef Tyler Florence
- Teams
- Hardware, software and data engineers
- Partners
- Electrolux, BSH, Whirlpool, SKS, Tetra Pak, PepsiCo
S1The situation
Appliance partners on board. Consumers not yet.
Innit was building a smart-kitchen platform with global appliance and food brands, and a founding team that included Chef Tyler Florence. It needed an app people would set up and come back to.
S2The one outcome
Launch, and turn downloads into a weekly habit.
Registration, onboarding and the first meal plan had to work across kitchens, connected ovens and regional diets.
S3What we built
The whole first-run journey, plus voice.
- Registration, onboarding, meal planning and voice
- Groceries and meal kits, after Innit acquired Shopwell
- Bosch and Gaggenau oven integrations through BSH Home Connect
- QA across 45+ builds with hardware, software and data teams
On the show floor
At KBIS 2018, Innit was part of BSH's Home Connect network.
Uzair represented Innit at the Kitchen & Bath Industry Show in Orlando, showing connected ovens from Bosch and Gaggenau alongside BSH Home Appliances and Signature Kitchen Suite, and worked closely with BSH's head of connected kitchen ecosystems.
In the kitchen lab
Recipes built with a chef, in a connected kitchen lab.
Innit's guided recipes were filmed with Chef Tyler Florence, part of the founding team, and developed in Innit's Connected Kitchen Lab alongside the hardware, software and data teams.
The debrief
What the launch reached.
A year of building with hardware, software and data teams, and the home cooks who trusted us with their kitchens.
- 50K+Users on iOS and Android
- 47%App-acquisition conversion
- 3.6Average weekly sessions per user
- 50K+Home cooks on the email list
- 45+Builds tested before release
- 6Global brand partners
In their words
“He cares so deeply about everyone involved and gives everyone room to be themselves. At the same time he understands the dynamics of a business and how to make products useful and profitable.”
Group Product Manager, Teachable
Laps · how it got here
2017
Joined
First growth hire, reporting to the VP of Product.
Launch
50K+ users
47% app-acquisition conversion and 3.6 weekly sessions.
Jan 2018
KBIS, Orlando
Connected ovens with BSH Home Connect and Signature Kitchen Suite.
2018
Into groceries
Shopwell joins Innit, adding groceries and meal kits.
