So Fresh!
Creating a Ventilation Selection Service from Scratch: From Idea to First Orders.
In 2018, while renovating my apartment, I decided to install a ventilation system. After reaching out to several companies, I discovered that the service in this sector was incredibly outdated. Managers took a long time to respond, couldn’t explain the differences between systems, and making a price estimate would take a whole week.
This experience led me to delve deep into the world of ventilation systems. I soon realized that it wasn’t all that complicated and that cost estimations could be done online. This inspired me to start a company dedicated to installing and servicing ventilation systems. Our unique feature? Instant cost calculations for suitable ventilation systems based on the given housing parameters.
2019 · Product Managing · UX/UI Design · Art Direction
Choosing a ventilation system has never been simpler and more transparent: just input your apartment’s specifications, the number of inhabitants, select the type of ventilation and placement method, and, if necessary, add an air conditioning system. Instantly, you’ll see the cost of both the system and its installation, as well as a visual of how it will look after your apartment’s renovation is complete.
Uniqueness and Innovation of the Ventilation System Selection Wizard
Clarity
A uniquely developed control element enables users not only to view the technical aspects of the selected ventilation system (and determine if it can be integrated into their renovation) but also to visually evaluate how the system will appear once the renovation is complete.
Accessibility
The interface communicates with the user in clear language. If professional terms are used, their meanings are clarified. Differences between ventilation system models are described by both technical specs and practical implications.
Predictability and Controllability
The interface shows all the steps of the wizard that are required to obtain a price estimate. At any point, the user can see their progress, and the remaining steps, and if necessary, return to any previous step.
Instantaneity
The user can see not only the cost of all proposed systems, but also the final cost of the project implementation (including delivery, installation, and commissioning) after providing housing parameters. Unlike competitors, the user doesn’t have to wait a week for this information; the final cost is available immediately!
Try out the developed mechanism by dragging the divider between the two display modes. This vividly illustrates the engineering design of each type and shows how it looks after installation in an apartment.
Designing individual pages
Main page
The main page of “So Fresh!” is distinguished by its sleek and organized design with accents on bright blue. Convenient blocks for quick calculation stimulate interaction, and readily available work examples showcase the company’s professionalism. Informative sections clearly outline the benefits of working with “So Fresh!”
Landing page for selling office ventilation
The landing page is tailored to the needs of a business audience: visually appealing examples of completed projects immediately showcase expertise, while logos of well-known clients bolster trust. A straightforward inquiry form simplifies engagement, and the testimonial section reinforces the reputation. A brief overview of the advantages and the team solidifies a positive impression.
Result and Lessons
The project was launched in 2019 and, within just three weeks, the first contract for the installation of a ventilation system was signed. Although the website did an excellent job of instilling immediate trust in the brand, it turned out that the project’s economics were off. During the financial modeling of the project, the Customer Acquisition Cost (CAC) was miscalculated, resulting in actual profit margins being lower than projected.
Furthermore, it became evident that homeowners undergoing renovations rarely order such expensive and complex ventilation systems on their own. Instead, they typically delegate this task to their project architect or interior designer. These professionals, in turn, usually resort to a trusted company without paying much attention to cost. This meant that the Unique Selling Proposition (USP) of a wizard helping users select a ventilation system with an online cost estimate didn’t provide a competitive edge. As a result, the project was concluded a few months later.
This project’s story highlights a classic mistake I made as a product manager. I assumed that if I delved into the intricacies of ventilation systems before ordering and installing them, everyone else would do the same. Well, lesson learned, and conclusions drawn!