New lead generation tools for MeinDach
MeinDach used to be a small german startup that pursued digitalizing the tedious process of getting a new roof for an old house. This was a process that was still pretty much done the “old-fashioned” way, through companies listed in the phone book, and without much fair competition. After they were bought by BMI – one of the largest providers for construction materials – they had to step up their game, and in their case it meant, getting more leads for people wishing to renew their roofs.
I worked alongside a small team as lead designer. The team had a lot of good ideas, but now that we were part of a corporation, every idea had to be sold to a lot of people, and many times the implementation was truncated somehow. From the many things we implemented, some of the best work were simple lead-generation tools that would allow people to quickly give us an idea of whether the project they had was something MeinDach could help them with.
The first rough wizard already existed, but it was pretty bad. Basically, the heads of the branch had just put up a long questionnaire, which had a lot of irrelevant questions, or things that a non-roofing expert could not answer.
User Research shows the way
We embarked on some user research to learn more about what was most requested in these projects, and worked alongside professional roofers to find out which things were necessary for an assessment of the project. After narrowing these down, we put together a simple wizard, that was enhanced by a new identity rework on my side, to make things more consistent and better looking.
Just because it's technical, doesn't mean it has to look boring
Most roof owners had no idea which kind of roof they had, how the insulation was, or how to measure it.
To solve this, I elaborated a simple-yet-technical illustration system to represent the answers on the wizard steps, in a way that would allow the user to just check visually what the answer to the question was.
The system allowed illustrations to be generated in an isometric perspective grid, for future designers to continue expanding them.
As all lead-generation projects, the results were represented by the growth of the qualified leads after implementing the wizard, alongside some great SEO work. Thanks to this, we reached almost a 20% monthly growth, which at one point led to a new problem of having too many projects and not enough roofers to cover them! So this kicked off a new project with a new problem to solve.
My greatest learning for this project was around office politics. Even after working with much larger companies like Daimler or Lufthansa, sometimes the old-school family companies had even more resistance to change and it was a harder process to get ideas approved. However, this experience allowed me to later on approach the negotiating process in a better way