Overview

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HomeDNB is a US proptech startup that allows property investors to renovate online. I solved critical issues affecting the product.

Redesigned HomeDNB landing page on a tablet

Product

  • B2B
  • PropTech

Team

  • CEO
  • Engineers
  • Operations

Role

Lead Product Designer

The funnel before: multi-state campaigns feeding a local delivery model

Fig. 1 A wrong busy

The product looked healthy: campaigns in several states, enquiries daily. But sales spent their time talking with unqualified leads. The problem sat upstream.

The 3 systems mapped side by side: acquisition, qualification and delivery

Fig. 2 Using systems thinking

I led cross-functional discovery across sales, delivery and operations. Campaigns ran multi-state; contractors served a 3-hour radius.

Wireframes of the redesigned acquisition funnel

Fig. 3 Creating infrastructure

The operating model became the design spec. Budget floor, radius and sales capacity were user requirements the startup needed.

Sales capacity as the binding constraint and the three trade-offs it unlocked

Fig. 4 Preserving time

Sales capacity was the binding constraint on growth. Everything that cut noise at the top of funnel returned capacity to valuable leads.

Fewer markets: concentrating where delivery was already proven

Fig. 5 Less is more

Every market without contractor coverage multiplied waste. I pushed to concentrate on Ohio, where delivery was already proven.

Harder qualification: encoding feasibility before a lead reaches sales

Fig. 6 Smart filtering

Keeping the funnel broad meant sales sorting leads by hand, and sorting is spending. Hard qualification at entry was kinder to everyone.

Narrower positioning: speaking directly to the out-of-state investor

Fig. 7 Understanding the customer

Full renovation management, not contractor matching, had to be clear immediately. I narrowed every headline to the out-of-state investor.

HomeDNB execution across brand, product and growth

Fig. 8 Design system

I redesigned everything between first click and sales call: the landing page, qualification flow and design system. I set the process too.

Fig. 9 Optimising the lander

The landing page names the remote owner’s situation before offering anything. Every headline earned its place through A/B testing.

Fig. 10 Qualification process

The flow productises the judgement sales made by hand. Encoding radius and budget floor meant every lead arrived carrying feasibility.

Fig. 11 A clear USP

Renovation brands sell the dream kitchen. I built a responsive, accessible design system that made a complex business look simple.

10x

project value

367%

lead increase

$1.65M

sales pipeline

The redesign gave the startup its working model: conversations from yes, a qualified pipeline and average project value up from $5,000 to $50,000. If I did it again, the expansion criteria (travel radius, vendor coverage and contractor density) would be designed upfront and shipped with the redesign.

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