Enabling field technicians to create high-quality proposals in real time
Proposal Builder
As homeowner expectations evolved, HVAC professionals needed better tools to present clear, compelling proposals during in-home consultations. I led the design and product strategy for a real-time proposal builder—streamlining the sales process, improving technician effectiveness, and driving measurable revenue growth.
2019
SaaS, Native Mobile
UX Direction & Product Strategy
IMPACT:
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Online revenue increased by approximately $17M per month
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Improved sales confidence and customer engagement for technicians
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Recognized with GDUSA American Web Design Award
The Executive Problem
Homeowners increasingly expected transparent, professional, and easy-to-understand proposals when making high-value HVAC purchasing decisions.
However, many technicians relied on outdated tools and manual processes that made it difficult to present clear, compelling estimates.
This created challenges such as:
- Inconsistent proposal quality across technicians
- Limited ability to clearly communicate product options and pricing
- Reduced customer confidence during the sales process
- Missed opportunities to close sales
The business needed a solution that could modernize the proposal experience and support technicians in real time.
My Leadership Role
I led the design strategy for building a proposal platform that aligned business goals with technician workflows and customer expectations.
My responsibilities included:
Problem Discovery
Defining the core capabilities required to support real-time proposal creation.
Stakeholder Alignment
Facilitating workshops with sales, product, and engineering teams to align on requirements and priorities.
Design Leadership
Guiding the experience design to ensure usability for technicians in field environments.
Validation
Ensuring the solution met both business objectives and user needs through testing and iteration.
Understanding the System
We began by examining how technicians currently created and presented proposals.
This included shadowing technicians, reviewing existing tools, and identifying gaps in the current experience.
We found that many technicians struggled to:
- Quickly generate accurate estimates
- Clearly present options to homeowners
- Build confidence during the sales conversation
These insights highlighted the need for a guided, structured proposal experience.
Strategic Design Approach
Our strategy focused on simplifying the proposal process while improving clarity and professionalism. Key priorities included:
Speed
Enable technicians to create proposals quickly without unnecessary complexity.
Clarity
Present pricing and product options in a way that is easy for homeowners to understand.
Confidence
Equip technicians with tools that improve their ability to communicate and close sales.
The Solution
We developed a proposal builder that allows technicians to generate detailed, customer-friendly estimates in real time. Key capabilities included:
- Easily build HVAC system packages
- Dynamic pricing and configuration
- Customer-friendly proposal layouts
- Integrated documentation and digital signing capabilities
- The platform supports both technicians in the field and customers reviewing proposals
Fully comprehensive solution that incorporates inventory, delivery timing, required Manual J calculations and a DocuSign signature flow.
Research & Validation
The project combined traditional research methods with the inclusion of a structured 4-Day Design Sprint.
Design Sprint
Facilitated a cross-functional sprint to rapidly define the problem and prototype solutions.
Competitive Analysis
Evaluated existing tools and identified gaps in usability and customer experience.
Usability Testing
Tested prototypes with technicians to ensure the solution worked in real-world scenarios
Results
The proposal builder significantly improved both technician performance and business outcomes.
Business Impact
Online revenue increased by ~$17M per month
Higher conversion rates during sales interactions
User Impact
Technicians could create proposals faster and with greater confidence
Improved customer understanding of product options and pricing
Recognition
Awarded GDUSA American Web Design Award for excellence in digital experience
What This Project Demonstrates
This project highlights how product design can directly influence sales performance and customer trust.
Key takeaways:
- Design plays a critical role in enabling frontline sales teams
- Clear, structured experiences improve both user confidence and conversion rates
- Combining research with rapid iteration leads to more effective product solutions
Have an opportunity in mind?
Let’s connect over coffee or have a quick virtual chat.