Improving the onboarding experience for a residential construction software by 9%.
Potential ARR impact AUD $51,000

The Software

Buildxact, a construction software allows builders to measure and estimate the total price to construct a home using plans, pricing from tradies and supplier.
Should the quote be accepted by their client, the software extends it’s functionality to assist builders build better rapport with clients through a client portal, be more efficent by a task scheduler as well as be on top of all their spending and invoicing with accounting capabalities. Buildxact’s mission is to solve end-end problems for the builders.

The Objective

Data analysis showed that the conversion rate for trials was below the company’s objective, and the cost of acquisition was too high (CAC). The company was aspiring to move from a sales-led-growth to a product-led-growth company. The objective was to increase trial conversion by 20%.


Drive conversation with stakeholders to prioritize customer feedback, surface facts, synthesis actionable insights, prioritise design solutions, test and monitor performance.

Timeline: 10 months

Role within team

Experience designer in cross functional team: Marketing, Sales, Product, Customer Success, Engineering.


Confluence, Miro, Pendo,, Optimal Workshop, Axure RP, Figma

To improve the experience of builders trialing the software in the first 14-days. Improving the onboarding experience will in return drive more trial conversions to paid subscription. 

Leaner sign up
One time password (OTP)
User profiler (Informed Client Profile)
Dashboard | Quick Start core task with progress tracking

Method: Research to drive empathy advocacy, lean experimentation to validate quicker. 

Building empathy within the business.

Conducted qualitative research, comprising of in-depth interviews with builders on trial, shadowing sales demos and training sessions with trials to understand their motivation, how they assess the product, and whether the software aligned to their goals. This gave us as well insights on how to improve the onboarding experience.

Conducted quantitative research in the form of survey to quantify the goals trial users were trialling to achieve to go hand-in-hand with the qualitative data.

In-depth click-tracking analysis on page funnelling, time on site, core tasks benchmarking for success rates, failure rates, and overall gap analysis.

Opportunities & experiments:

Both methods generated facts by which we ideated further to derive to opportunities for experiments. In some cases we mapped our confidence and risk towards some hypothetical solutions. In some cases we applied best UX practices, in others released experiences to specific cohorts against control groups (A/B testing). 


Facilitated workshops within team (PM, Engineering & QA) to build empathy by mapping a customer’s journey map.

Facilated workshops to assist stakeholders in prioritizing efforts, with the impact vs effort matrix.

Conducted audit efforts to improve guides in app, in workshops with content writers and customer success.


Organized extensive reporting dashboards by month to analyse stickiness, adoption, funnel drop outs, core task success rates, time to value metrics, time on site using Pendo

Most experiments had measures of success in order to benchmark, but as well should the experience is worst and needed to be reverses.

Over +40 different efforts equally spread out between qualitative research, quantitative research and features released were undertaken over 10months, contributing to an increase  of interest 9% in the conversion of trials to paid subscribers.

Snippet of the research efforts in excel format
Snippet of the research efforts in excel format

Image below is of the new signup form that requires less fields, as well as some auto filled inputs such as IP detectors for country and state (vital to the sales process) to reduce completion time.

buildxact signup page

The introduction of a OTP (one time password) meant trials and existing users didn’t need to set up a password, allowing users a faster login. Going forward this meant an activation email was removed for all trials, thus reducing time to log in to the app

buildxact otp signin page

An onboarding profiler was introduced in order to understand user signing up for a trial. This informed the Job-To-Be-Done framework, and served trials a different onboarding journey based on the selection. It as well informed the Marketing, Sales and Customer Support with richer profile data of the trial and the objectives to be met in trial. 

buildxact onboarding profiler

In order to reduce the time to value we introduce a quick start widget that outlined the core tasks one needs to follow in order to produce a quote. Each step had a progress tracker. The tasks by-passed issues trials faced due to a bloated information architecture and object dependancies. 

buildxact onboarding profiler

Results & Impact

Strategic Considerations