Balancing the founder’s vision with real customer feedback
Digital Platform for Home Pros
update
This case study is currently being updated. Some sections and visuals are in progress but still show the overall design process and outcomes.
Overview
Vidview is a digital platform designed for home service providers - electricians, plumbers, inspectors, and more - to help them build trust with customers, grow their business, and increase repeat work. The original business model was built around networking groups and client-facing video content. I worked closely with the founder to define the MVP, develop the brand, and design the marketing site.
My role
I had the opportunity to work as the sole UX/UI designer for a small startup project where I collaborated closely with the owner, copywriter, and developer.
Defined and prioritized the MVP experience
Designed a responsive website
Worked closely with a developer on handoff
Created documentation for the copywriter
Advised on product positioning and launch strategy
Created the brand identity, including logo direction, colors, typography
Product Design
Research
User interviews
Wireframes
Prototypes
UI Design
Design system
Product handoff
Problem
Home service professionals often rely on word of mouth to grow their business, but they don’t always have the time or tools to market themselves well. Vidview set out to solve two things:
Make it easy for pros to refer each other through networking groups.
Help pros build client trust and convert more leads through short, personalized videos.
Goal
Design a clear and conversion-focused marketing website that encourages home service professionals to subscribe to Vidview’s monthly service. The site needed to communicate the value of personalized client videos while laying the groundwork for future features like service provider networking.
Research
The company is in it's very early stages, so I met with the owner regularly to understand the business offering and who the target user were. The owner being a home inspector was able to help me understand the needs and challenges of our users.
Target audience and pain points
People don’t know who to trust anymore. By the time I show up, they’re already nervous - like they’re waiting for me to upsell something sketchy.
How Vidview helps
Provides a professional intro video to send before a job, building trust automatically
Gives access to a branded library of help videos that explain services
Helps increase upsells through custom pre-job forms
Creates a clean, modern online profile without needing a full website
Client type notes
Home Inspectors: Often work with real estate agents or home sellers. Focus is on appearing credible and professional in a tight sales timeline.
Home Pros (Electricians, Plumbers, HVAC): Work with homeowners directly. Focus is on building trust and encouraging return service or referrals.
Iteration
While the idea of networking groups had potential, initial customer testing revealed confusion around the concept - users didn’t understand how or why they’d use the QR stickers or access a group of providers. On the other hand, clients responded positively to the idea of receiving short “about me” or service explainer videos before a scheduled visit.
I needed to help the founder prioritize and clarify the offering, while still leaving room for future features like group referrals.
Solution
I proposed we launch with a simplified product focused on client video tools - allowing home professionals to:
Create custom intro videos to send before client visits
Access a shared video library to educate customers and sell add-on services
This would be easier to build, easier to explain, and would still serve the long-term vision of helping pros grow through trust and visibility.
We postponed the networking group component until we could better validate and simplify how it would work.
Outcome
The first version of the marketing site is live at vidview.com, with a focus on explaining the video features clearly to service providers. I created a clean, modern design system, with scalable components and room for future expansion.
Though the product is still evolving, I helped guide early feature decisions toward a more user-centered direction - balancing the founder’s vision with real customer feedback.
Final designs
Below are selected screens from the first version of the Vidview marketing website. The goal was to create a clean, professional experience that clearly communicates VidView’s value and drives sign-ups from service providers.
01. Hero Section & Value Proposition
02. Revenue Opportunity Overview
03. How It Works
04. Pricing & Core Features
05. Additional Services
06. FAQ + Demo CTA
07. Footer & Contact
Design system (v1)
To support consistency and scalability across the Vidview website, I created a lightweight v1 design system - a collection of foundational design specs and reusable components.
This system isn’t a fully developed design library yet, but it lays the groundwork for one. It includes:
Typography styles for headings, body text, and supporting UI
Color system with brand, utility, and status colors
Spacing & grid systems for consistent layout structure across breakpoints
Effects including shadows and button states
Icons aligned to brand style and simplified for clarity
UI elements like buttons, form fields, and alerts
The system was built with dev handoff in mind, using Figma variables and organized components. While not exhaustive, it served as a reliable source of truth during handoff and will scale easily as more screens or features are added.
Learnings
Early testing, even limited, is essential to avoid launching features users don’t understand
Prioritizing one strong value prop can lead to a clearer, more focused MVP
Founders sometimes need help translating vision into user value - good design is about asking the right questions, not just building what’s asked
