Impact
This mobile-first shift turned proposals from a daily bottleneck into a growth engine.
Conversion
Build for revenue
38%+
Proposal acceptance
Usage
Build for where users actually work
70%
Mobile sessions
Growth
Build for ARR expansion
$300k
ARR
Launched the company’s first mobile app, enabling reps and owner-operators to create and send proposals 4× faster on-site. Built guided flows, contextual feedback, and a hub-and-spoke system that reduced errors, boosted proposal acceptance to 38%, and generated $300k ARR. Mobile-first design unlocked a new channel, drove adoption, and gave users confidence while delivering measurable business impact.
Owner–operators and sales reps complete 4–8 estimates a day, often from job sites with poor connectivity.
The existing web app was slow, dense, and unreliable. This resulted in lost revenue from abandoned estimates, decision fatigue, and no habit formation.
8%
Proposal acceptance (low)
18%
Proposals had incorrect line items
6-8mins
Proposal creation
Opportunity
Allow users to create and send an accurate proposal in under 90 seconds from anywhere.
I led product strategy and design end-to-end.
Framed opportunity and constraints
Defined mobile-first MVP
Mapped fragmented data into a coherent workflow
Ran rapid field testing
Create and send a proposal in under 90 seconds, from anywhere.
If users can't complete a task in under 90 seconds, they won't use the platform.
Streamlined proposal to accelerate conversion, resulting in more users reaching their first key milestone in less than 4 minutes.
Mapped proposal lifecycle and JTBDs across three states
This clarified the essential MVP data and aligned engineering and PM around high-impact work.
Must haves
Clients
Jobsite location
Proposal
Item details
Deprioritized
Notes
AI powered tech
Photos
Tags
I led the decision to use a hub-and-spoke workflow after testing stepper, form, and hub-and-spoke prototypes with field workers.
I chose a hub-and-spoke model because it lets operator-owners go straight to what matters most, which gives them a sense of control and confidence. It reduced task time by making the workflow fast enough to reinforce daily habits, and it lowered error rates, which increased successful outcomes and kept users coming back.
See early explorations below.
I built a flexible navigation structure designed to help people get to the information they need quickly across 3 different use cases.
By identifying reusable interface components, we accelerated development and ensured consistency across proposals.
Driving adoption through streamlined core workflows
Adding items was the core of the proposal experience, so streamlining and simplifying that process was critical for adoption.
I introduced contextual shortcuts to (save frequently used items, pre-populate common choices) let users complete proposals even with incomplete details. This removed barriers to starting and rewarded momentum. These enhancements were ultimately deprioritized due to shifting resources and priorities, it reinforced the importance of aligning design opportunities with business constraints and validating impact before investing in full implementation.
"It feels like it was designed for how we actually work–not what an office thinks."
Field reps can now create proposals 4× faster with 9.5% higher acceptance rates, directly influencing $300k in ARR and driving higher daily engagement across the sales team. Mobile became a viable, high-impact channel that gave owner-operators faster evenings with fewer errors, less end-of-day backlog, and higher trust in the platform. The system delivered immediate revenue impact while establishing mobile as a strategic growth lever.
"I can finally send a clean proposal before I leave the driveway. This saves me hours every day."
“I still want payments in the app, but this already cuts my workload in half.”
“Some descriptions should fill in automatically, I don’t want to type on-site.”
80%
Proposal conv. rate after launch
70%
Mobile session
$300k
ARR
Running small experiments drives confidence
By combining real-world field testing with focused MVP thinking, I ensured the product didn't just solve immediate friction but established mobile as a viable, high-impact channel that expanded conversion, retention, and engagement.
Sequencing MVP unlocks fast learning.
Mobile can unlock new conversion.
Strategic scope cuts found fast ARR impact.