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Roofr: 2025

📥 Comms

Project Overview

Led the design of a unified communications platform for Roofr’s CRM, addressing critical gaps in how roofing contractors manage customer interactions. This strategic initiative evolved from user feedback on the initial CRM launch and became a key revenue driver through integrated messaging capabilities.

Role and team size: The team comprised of one product manager, one developer team lead, 2 front-end developers, 4 back-end developers, and myself (the designer). The mockups and end result include changes made from feedback sessions with the rest of the design team and stakeholders. I oversaw this project from conception to shipping its initial verion.  

🔎 Problem Statement

  1. Contractors struggled to track inbound communications across multiple channels, creating operational inefficiencies and missed customer touchpoints
  2. Job-level communication history was fragmented, making it difficult to maintain context during project progression and handoffs
  3. Outbound messaging through Roofr-branded addresses reduced contractor credibility and professional appearance with their customers
  4. Lack of integrated communication tools created friction for larger enterprise prospects during the sales process

🎯 Goals / Ways of Measuring Success

Primary Metrics:

  • Adoption rate of email integration and phone number registration
  • Messages sent per team per month
  • User churn reduction post-setup completion
  • Phone number application volume

Business Metrics:

  • Revenue impact from texting add-on subscriptions
  • Enterprise deal closure rate improvement
  • Customer satisfaction scores for communication workflows

🧑‍🔬 Research Takeaways

Key User Insights: Discovered through customer interviews that contractors needed both macro and micro views of communications – a daily overview for operational planning and job-specific threads for project management. Industry analysis revealed that existing construction software lacked integrated communication hubs, presenting a competitive differentiation opportunity.

Competitive Landscape: Most construction management platforms treated communication as secondary features, typically offering basic email templates rather than unified messaging systems. This gap represented a strategic advantage for capturing market share among communication-heavy contractor workflows.

Mockups/Designs

High-fidelity designs exploring unified communications across global inbox and job-specific views, establishing core interaction patterns for cross-channel messaging (email/SMS), mobile responsiveness, and contextual job information display.

Global communications hub

Inbox inside of a job (messages filtered)

Global send popup on the inbox page

Global send popup overlaying a particular job

Mobile friendly solution

Extra details of the job available in the hub

Final Designs

Production experience with UI optimizations addressing message volume performance, streamlined integration setup, and refined global send component based on technical constraints and compliance requirements discovered during development.

📈 Learnings and Performance

Results Achieved:

  • Became primary revenue driver with texting add-on plan generating measurable subscription growth
    • 0 to 300+ daily active subscribed users
  • Significantly reduced churn rates among users who completed email and phone integration
  • Eliminated major sales objection for enterprise deals, improving conversion rates for larger accounts
  • Successfully launched scalable MVP that supported future communication feature expansion

Key Highlights: The project exposed critical technical debt in our original CRM architecture around message volume handling, requiring additional UI optimization work. Compliance requirements for texting services necessitated manual setup processes that created user friction – a clear area for future automation investment. The global send component presented unexpected engineering complexity that could have been mitigated through earlier technical discovery sessions with the development team.

☎️ Detailed Results and Prototypes

I’m happy to share specific adoption metrics, revenue impact data, prototypes, and additional design iterations during a portfolio review call. This includes things like quantitative performance data, A/B testing results, and technical implementation details that demonstrate the full scope and business impact of this initiative. 

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