2.5x feature adoption. 50% drop in duplicate entries.

Only 8% of Procore projects were using location data. Not because field teams didn't need it, but because the tagging experience was so tedious they'd learned to work around it. In construction, skipping location context doesn't just slow teams down, it creates miscommunication across RFIs, Submittals, and Daily Logs that costs real money and real time on job sites. I owned the location workflow redesign end to end — diagnosing why adoption was stuck at 8%, identifying that the friction wasn't awareness but effort, and redesigning the tagging experience so that adding location context became the path of least resistance instead of something to avoid. The challenge wasn't convincing field teams that location data mattered. They already knew. The challenge was making it easier to tag than to skip. After launch, location tagging increased 2.5x and duplicate entries dropped by 50%. But the number that mattered most was the starting point: 8% to something dramatically higher is unlocking a core product capability that had been sitting unused because the experience made avoidance easier than adoption. The new pattern also became the foundation for how spatial context works across RFIs, Submittals, and Daily Logs — one workflow fix that rippled across the entire platform.