Omer Zinger

Houzz · 2022

Estimates and invoices, made on site.

I was the design manager on the mobile estimate builder: research, interviews, wireframes and the phase 1 scope with the product manager.

Role
Design manager
Worked with
Product manager, engineering
Platform
iOS and Android
Shipped
Soft launch to paid US accounts, Nov 2021

In short

Pros create estimates in the Houzz Pro app: add and reorder items, add tax and discounts, preview, and send. On mobile almost nobody finished one, so pros went back to their desks to do it.

How I worked

I researched invoicing apps and mapped every step from the home screen to a sent estimate, interviewed 5 power users, and agreed a simple, native phase 1 with the product manager.

The challenge

Pros started on mobile, then gave up.

Few mobile estimates

Of 3,209 in August 2021, 431 were on iOS and 258 on Android.

20.1% on Android

Added at least 1 item after starting.

25.7% on iOS

Only slightly better.

Too many steps

The flow wasn't built for on-the-go.

Estimates by platform, Aug 2021

  • Web
  • iOS
  • Android
3,0002,0001,0000
2,520431258

Created

998

Sent

Started vs completed an estimate on mobile

  • Android
  • iOS
100%50%0%
3,2713,068

Started

657787

Completed

Completion

Android20.1%
iOS25.7%

Research

Pros wanted a quick estimate they could edit on site.

I studied how invoicing apps handle this on mobile, mapped the steps from the home screen to cut them down, then interviewed 5 power users who had sent 5+ estimates.

3 of 5found mobile frustrating for on-the-go tasks
4 of 5wanted 1 vertical view to scan the estimate
5 of 5wanted to change orders on site with the client
Research on mobile document creation
Research on mobile document creation

The work

How it came together.

01

Native, simple and vertical

I started with mid-fidelity wireframes in native mobile components, to find the touchpoints and what to avoid. For phase 1, the product manager and I chose a simple, native look and feel.

Sketches of the estimate flow
Sketches of the estimate flow
The full flow in wireframes
The full flow in wireframes

Results

More estimates, month after month.

13%more estimates created since Nov 2021, and still growing
100%of soft-launch users were paid US accounts
  • Estimates rose across desktop and mobile, not only in the app
  • Built for home builders, contractors, interior designers and design-build pros

Monthly users creating estimates, Jul 2021 to Jan 2022

02004006008001000JulAugSepOctNovDecJan Opened to UK, AU, FR Estimates v2 launch

Current users

582

last month

▲ 30.5% since Jul 2021

The final design

What shipped.

Estimate, items and preview
Estimate, items and preview
Item details and payment
Item details and payment

Looking back

What I'd do differently.

Ship change orders in phase 1

All 5 pros wanted change orders on site. I'd have fought harder to fit a simple version into the first release.

Measure completion, not just totals

We saw more estimates overall. Tracking how many mobile flows reached Send would show the drop-off fix directly.

Test on site, not in a room

Pros use this standing in a client's kitchen. I'd run a few tests there, gloves and noise included.