DRF
Goal
We took an existing same-day water heater service and created an app experience that walked users through diagnosing the problem and deciding on a solution. The experience made assessment easier and allowed users to work at their own pace, transforming a traditionally stressful emergency situation into a more manageable, user-controlled process.
Impact
One of the biggest challenges was solving the cost perception issue, which we addressed through cost transparency and giving users options around add-ons to provide them with a sense of control over their final investment.
Fast research
Google Ventures Sprint Method: We gathered stakeholders in the room to document the presumed user journey, ensuring alignment across teams from day one.
Paper prototyping
Collaborative Paper Prototyping: Stakeholders paper prototyped live with our research team to generate a diverse range of ideas and give business stakeholders the key to making decisions about product direction.
Clickable research prototypes
We designed clickable prototypes around the chosen features from our paper prototypes, which enabled focused research goals and user testing.
We also went through the existing phone-call process to understand current pain points and identify opportunities for improvement.
UX Design for MVP
Design principles
The visual approach respected the midwestern spirit of DRF, favoring a utilitarian style that aligned with our understanding of users seeing practical designs as indicators of competent home improvement services.
Product Selection Innovation
The product selection phase was key to solving a critical problem. Water heaters represent only about a quarter of the total installation cost, with the remainder coming from parts, training, safety protocols, and servicing fees. While DRF prices are competitive, they are not immune to sticker shock. By giving customers the ability to choose their add-ons rather than selecting an entire package, users could see the value of individual features and control their final price point.
Design system
We created a comprehensive Figma-powered design system that facilitated the core UX and provided a scalable foundation for future development. This system enabled engineers, marketing, and sales teams to iterate efficiently while maintaining consistency and serving their customers effectively.
The DRF design system in 60 seconds.
Impact
In just six weeks, we delivered an MVP that closely aligned with stakeholders‘ vision, complete with a UX system that could be built upon and iterated by their internal sales, marketing, and engineering teams. This foundation enabled DRF to maintain momentum and continue evolving the product independently.