Roofle is a web app that makes replacing a roof for homeowners easy and effective.
With its innovative technology it allows users to obtain accurate roof quote in minutes by simply inputting their address and further enjoy a seamless process from online checkout to tracking installation progress.
Hofman Weber Construction is one of the largest family-owned roofing and exteriors contractors in the US.






We designed a feature allowing homeowners to get an instant price for roof replacement just by providing home address and calculating the roof replacement quote based on the identified roof borders.
Previously, this process required an in-person visit from a company representative, manual inspections, and scheduling coordination, which often took days.
Quick Quote became one of the key features of the product.
Another way to get a quote is to select the preferred roof type, price, color and features.
To enhance decision-making, we developed a visualization tool that enables users to see how different roofing options would look on homes similar to theirs.
Before this feature, customers had to rely on imagination and generic promotional materials, making the selection process challenging and less engaging.
Before making a final decision, users can compare several options with Roofle.com providing them with a recommended product as a baseline.
This simple yet highly efficient approach allowed users to quicken their selection process once more. With just home address, the app caclulates the roof replacement quote based on the identified roof borders.
The roof purchase process is structured as a step-by-step guide (stepper), ensuring users always know where they are in the journey and what information is needed at each stage.
Once a roof is selected, users can track their order status in real-time, building trust and reducing uncertainty throughout the process.
40%
Close rate
with 489 subscribers and 1,235 demos conducted.
+12%
Average conversion rate
6x better than typical home services landing pages (2%)
40 seconds
Avg. time to produce quotes
45x improvement
500+
Subscribers in 8 months
across the US, while still building the core product.
“Our UX/UI designer Maria – I don’t say this lightly – is one of the most impressive people I’ve ever worked with. She built the face of our product. The entire experience. She’s the reason behind countless compliments we get on the platform.”
By expediting our product design timeline, it took our team only 4 weeks from initial concept to functional prototype. Next, the Coherent Solutions engineering team joined us to deliver an MVP within 6 months.

Customer research was translated into the main persona and their task flow.
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To address the client’s needs, we conducted a deep dive into the roofing market, their business model and competitors, identified key user pain points, and mapped out the customer journey.
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Next, we defined an information architecture and site map, which helped to build an initial screen flow.

We prepared an initial screen flow for estimating roof replacement online. It was further turned into high-fidelity designs ready for usability testing.
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Shortly following the MVP launch, our design team conducted usability testing to:
5 moderated usability testing sessions were conducted by our team. The results of the testing were grouped, analyzed and presented to the stakeholders, including recommendations and concepts for UX improvements.
Just 2 months later, the second generation platform was launched incorporating a full complement of design and engineering enhancements.
+4.5%
website traffic
+3%
users starting the Quick Quote flow
With Roofle built as mobile first platform, the customers are able to get quotes, select a matching roof and track their orders on the go. The interface adapts effortlessly from mobile to tablet, maintaining clarity, usability, and visual consistency at every scale.


The Norm UX Designers
Frontend Developers, Backend Developers, QA Specialists
Timeline: 2020 – present