Made roof replacement easier and faster
for homeowners

About the project

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.

Client

Hofman Weber Construction is one of the largest family-owned roofing and exteriors contractors in the US.

Goals

  • Digitize the entire end-to-end roof replacement process;
  • Streamline the customer experience;
  • Gain a competitive edge. 

Features

Quick Quote:
From days of waiting for an in-person visit to 40 seconds online

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.

Roof Visualization Tool

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.

Roof Options Comparison

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. 

Step-by-Step Checkout

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.

Order Tracking

Once a roof is selected, users can track their order status in real-time, building trust and reducing uncertainty throughout the process.

Results

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.”

How it's done

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.

timeline

Customer research was translated into the main persona and their task flow.

persona

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.

customer journey

Next, we defined an information architecture and site map, which helped to build an initial screen flow.

site map

We prepared an initial screen flow for estimating roof replacement online. It was further turned into high-fidelity designs ready for usability testing.

screen flow

Usability Testing

Shortly following the MVP launch, our design team conducted usability testing to:

  • Evaluate how users perceive the current Roofle.com value proposition;
  • Assess if and how efficiently users can understand and use the Quick Quote feature;
  • Assess users’ satisfaction with Roofle.com and its perceived ease of use.

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.

Boosted Conversion Rates

+4.5%

website traffic

+3%

users starting 
the Quick Quote flow

Multi-Device Support

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.

tablet images
phone images

Project Team

The Norm UX Designers

Frontend Developers, Backend Developers, QA Specialists

Timeline: 2020 – present

Let's get in touch

Schedule a meeting with us or drop us a line here

My name is
I am
from
I'm interested in *
I want to add that
Reach me out via

Please,

to the Privacy Policy and that you are awesome :)

so that we can contact you and provide you with relevant information.

Thank you!

Your submission has been received. We will get in touch with you soon.

Something went wrong while submitting the form. Let's try again.