Houzz Estimate Builder
B2B · SaaS · UX Design · UX Strategy
The Houzz mobile estimate builder is a tool within the Houzz Pro app that enables home professionals to create and send estimates while on the go. Professionals can add items, reorder them, include taxes and discounts, and preview the estimate before sending it to the client.
Process
The problem
Upon its initial launch, the estimate-building feature saw minimal engagement:
Low Estimate Creation on Mobile: Out of 3,209 estimates generated in August 2021, only 431 were created on iOS and 258 on Android, resulting in a lower number of sent estimates.
Flow Dropout: In September 2021, merely 20.1% of Android users who began creating an estimate completed adding at least one item, with iOS showing a slightly higher completion rate at 25.7%.
These statistics underscored the need for improvements in mobile engagement and user experience.
Goals & tracking metrics
Create a mobile-first and intuitive UX that will increase the number of estimates created on the mobile app and decrease user drop-offs in the middle of flows. Our main KPI for this project was to examine an increase or decrease in the number of estimates created, the number of estimates sent, and the time spent on the app (user drop).
Research
I conducted extensive research on various invoicing products, with a focus on how this functionality is implemented in mobile apps and the patterns that contribute to making the task easy and efficient.
I mapped out the steps for creating estimates from the home screen to assess their efficiency, identifying areas where steps could be reduced to streamline the process and make it as quick and easy as possible for users to complete the task of creating and sending estimates.
User interviews
A discussion guide: We built the interview session by asking relevant questions for the test. I.e.:
Describe what your day-to-day looks like?
How often do you currently use the estimate builder on your desktop?
What is currently missing in the Estimate Builder?
Interviews: 5 power users (created more than 5 sent estimates) different pros from similar categories. i.e., design-build firms and general contractors.
3 of 5 pros mentioned they found the mobile experience frustrating and not intuitive regarding on-the-go tasks.
4 of 5 mentioned they would prefer to have one vertical view of the estimate in order to easily scan it.
5 of 5 mentioned it would be helpful to have a mobile solution for changing order since tasks like this happen on-site while meeting with the client.
Next, I began creating basic mid-fidelity wireframes using native mobile components to identify user touchpoints, determine areas to avoid, and find what works best. For phase 1, the product manager and I opted for a simple native look and feel.
Soft launch testing
The feature led to a notable increase in the number of estimates created overall (across desktop and mobile platforms), resulting in a significant lift in estimates generated.
Users: 100% of users are paid accounts from the US only.
Category: The feature caters to home builders, contractors, interior designers, and design-build professionals.
There has been a consistent 13% increase in estimates created since November 2021, with continuous growth.
