Objective
A product an estimator masters in one session and a site that explains the value in 30 seconds.
Research
14 user interviews and session reviews: the first-estimate import was the drop-off point.
Strategy & brand
“An estimate in an evening, not a week”; an engineering tone without startup pathos.
Architecture
Screen map built from jobs: import, verify, export; onboarding rebuilt around the first successful estimate.
Design
Blueprint-grid identity; a UI design system with tables, states and a dense pro mode.
Development
Component-based design-system frontend and a static marketing site with a demo calculator.
Integrations
Excel and industry-format import/export, subscription billing and notifications.
SEO
Content strategy for estimators’ queries: guides, templates and comparisons feeding the funnel.
Advertising
Direct on hot queries plus demo-visitor retargeting, with per-segment landings.
Analytics
Activation funnel analytics, onboarding A/B tests and a unit-economics dashboard.
Results
Trial activation +58%, paid conversion ×1.7, and a design system that sped up feature releases.