Give homeowners instant, accurate estimates by address—no site visit needed. Demand IQ automates lead qualification to cut acquisition costs, boost conversions, and seamlessly connect homeowners with contractors in solar, roofing, and HVAC.
Give homeowners instant, accurate estimates by address—no site visit needed. Demand IQ automates lead qualification to cut acquisition costs, boost conversions, and seamlessly connect homeowners with contractors in solar, roofing, and HVAC.
Overview
Overview
The home improvement industry - spanning solar, roofing, and HVAC - faces a critical challenge: traditional lead generation is slow, costly, and often ineffective. Contractors rely on outdated forms, cold calls, and in-person visits that waste time and miss opportunities. Demand IQ, founded in Denver, Colorado, set out to change this by delivering instant, intelligent experiences that connect homeowners and contractors seamlessly.
Using AI-powered imagery and geospatial data, Demand IQ enables homeowners to receive personalized, accurate estimates based on their address—without the need for a site visit. For contractors, the platform automates lead qualification, reduces acquisition costs, and increases close rates by bridging the gap between marketing and sales.
From the very first click to appointment booking, online or in the field, Demand IQ gives contractors, marketing agencies, and sales reps a smarter way to generate leads, qualify prospects, and close deals faster. Its mission: replace outdated sales processes with modern, data-driven experiences that make growth scalable and efficient.
The home improvement industry - spanning solar, roofing, and HVAC - faces a critical challenge: traditional lead generation is slow, costly, and often ineffective. Contractors rely on outdated forms, cold calls, and in-person visits that waste time and miss opportunities. Demand IQ, founded in Denver, Colorado, set out to change this by delivering instant, intelligent experiences that connect homeowners and contractors seamlessly.
Using AI-powered imagery and geospatial data, Demand IQ enables homeowners to receive personalized, accurate estimates based on their address—without the need for a site visit. For contractors, the platform automates lead qualification, reduces acquisition costs, and increases close rates by bridging the gap between marketing and sales.
From the very first click to appointment booking, online or in the field, Demand IQ gives contractors, marketing agencies, and sales reps a smarter way to generate leads, qualify prospects, and close deals faster. Its mission: replace outdated sales processes with modern, data-driven experiences that make growth scalable and efficient.
What we did
What we did
01.
01.
Cross functional collaboration & Product roadmap
Cross functional collaboration & Product roadmap
02.
02.
Product Design
Product Design
03.
03.
Design system creation
Design system creation
04.
04.
Web design (website and landing pages)
Web design (website and landing pages)
05.
05.
Marketing, sale and brand assets (ads, decks, printables, hubspot newsletters etc.)
Marketing, sale and brand assets (ads, decks, printables, hubspot newsletters etc.)
01.
01.
Cross functional collaboration & roadmap creation
Cross functional collaboration & roadmap creation
Our partnership was not only about delivering wireframes, but about working with all teams in an agile and efficient way, following a process that addressed every need while keeping a smart timeframe.
To achieve this, we established clear guiding principles, created roadmaps with shared priorities, held regular check-ins, and aligned every decision with stakeholders. This approach allowed us to move quickly without losing clarity, avoid unnecessary rework, and keep the project on track.
Pain points
Pain points
Complex and overwhelming setup flow: Too many input fields and settings are displayed upfront, causing confusion and higher drop-off. Home improvement pros face cognitive overload when creating Journeys forms, which led to longer setup times and lower completion rates.
Lack of visual and system feedback: Basic interactions lack clear visual cues, such as the expand and collapse and preview update features. Some components appear static or unresponsive, leading home service providers to think the system isn’t working. This reduced confidence in the platform’s reliability and platform learnability.
Inconsistent navigation and hierarchy: Inconsistent behaviors and redundant options caused disorientation. Primary actions were hidden inside modals or visually indistinguishable from secondary ones. This broke the user’s sense of flow and created friction in completing core tasks.
Unclear logic flows: Price calculation were misplaced and often included technical terminologies that the targeted cohorts are unfamiliar with. In addition, path conditionals are redundant and presented without context. This brought confusion and made users abandon tasks before realizing the platform's value.
Inefficient element management: Users are unable to reorder, duplicate, or copy items within product lists, leading to repetitive work and cluttered layouts. This limited flexibility and made the building process repetitive and manual.
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4
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1
1
1
1
User Flow and Task Completion
User Flow and Task Completion
Too many fields at first increases drop-off
Too many fields at first increases drop-off
Hick's Law: the time it takes to make a decision increases with the number and complexity of options available.
Action The first step should guide the user and show only what is really necessary. Initially, the user should only consider the name of this journey, choose a template option, and decide which input they want to start with. Customization should be part of the advanced settings or placed at the end of the flow.
User goal: avoid overwhelming the user by highlighting only what is essential at each step.
Hick's Law: the time it takes to make a decision increases with the number and complexity of options available.
Action The first step should guide the user and show only what is really necessary. Initially, the user should only consider the name of this journey, choose a template option, and decide which input they want to start with. Customization should be part of the advanced settings or placed at the end of the flow.
User goal: avoid overwhelming the user by highlighting only what is essential at each step.
2
2
content quality
content quality
Contextual messaging
Contextual messaging
Some users might need additional context to understand the purpose of these inputs.
Some users might need additional context to understand the purpose of these inputs.
3
3
User Flow and Task Completion
User Flow and Task Completion
Starting with templates
Starting with templates
Users save time by not having to create forms from scratch, focusing on adjusting the specific details and can be used by people with varying levels of technical skill.
Users save time by not having to create forms from scratch, focusing on adjusting the specific details and can be used by people with varying levels of technical skill.
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4
User Flow and Task Completion
User Flow and Task Completion
Preview missing from customization inputs
Preview missing from customization inputs
Feedback Principle: This heuristic emphasizes that the system should always keep users informed about what is going on through appropriate feedback.
Visualizing customizations provides immediate feedback, keeping users informed about how their changes affect the final product.
Action: Review the current user flow to allow users to preview customization changes and see the immediate results of their choices.
Feedback Principle: This heuristic emphasizes that the system should always keep users informed about what is going on through appropriate feedback.
Visualizing customizations provides immediate feedback, keeping users informed about how their changes affect the final product.
Action: Review the current user flow to allow users to preview customization changes and see the immediate results of their choices.
02.
02.
Product Design
Product Design
Simplifying setup to
reduce cognitive overload
Simplifying setup to
reduce cognitive overload
Because contractors were initially required to fill in a large number of fields, a step-by-step onboarding wizard was introduced to gather only the essential information once. This approach breaks the setup into manageable steps, making the experience more focused and pleasant. Additionally, block configurations were divided into Basic and Advanced tabs, allowing users to get started quickly while keeping deeper customization accessible when needed.
Because contractors were initially required to fill in a large number of fields, a step-by-step onboarding wizard was introduced to gather only the essential information once. This approach breaks the setup into manageable steps, making the experience more focused and pleasant. Additionally, block configurations were divided into Basic and Advanced tabs, allowing users to get started quickly while keeping deeper customization accessible when needed.
Introducing instant
system feedbacks
Introducing instant
system feedbacks
Given that Journey form creation is the core feature of the product, it is important to highlight system responses and ensure smooth operation to establish user trust since its first use. To support this, instant visual feedback was implemented during edits, complemented by clear affordances such as icons, highlights, and subtle animations in a language contractors can quickly grasp. These improvements clarify available actions and expected outcomes, building confidence in the product and user autonomy.
Given that Journey form creation is the core feature of the product, it is important to highlight system responses and ensure smooth operation to establish user trust since its first use. To support this, instant visual feedback was implemented during edits, complemented by clear affordances such as icons, highlights, and subtle animations in a language contractors can quickly grasp. These improvements clarify available actions and expected outcomes, building confidence in the product and user autonomy.
Creating consistent navigation and hierarchy
Creating consistent navigation and hierarchy
To improve navigation and consistency, the platform’s information architecture was mapped to prioritize and group related features together. This helped users locate functionalities with similar functions more easily. Interface behaviors were standardized, and primary actions were visually differentiated through placement, color, and iconography. These changes strengthened the visual hierarchy and made information easier to find and recall.
To improve navigation and consistency, the platform’s information architecture was mapped to prioritize and group related features together. This helped users locate functionalities with similar functions more easily. Interface behaviors were standardized, and primary actions were visually differentiated through placement, color, and iconography. These changes strengthened the visual hierarchy and made information easier to find and recall.
Clarifying and improving familiarity in logic
Clarifying and improving familiarity in logic
Recognizing that contractors have limited knowledge in technical programming vocabulary, the cost calculator was simplified to display clear price formulas supported by visual indicators and accessible language. Furthermore, since conditionals require careful attention to achieve the desired results, redundancies were removed, and conditions are now set separately in a dedicated modal, organized and relabeled with an universal terminology to get users to achieve the "wow-factor” quicker.
Recognizing that contractors have limited knowledge in technical programming vocabulary, the cost calculator was simplified to display clear price formulas supported by visual indicators and accessible language. Furthermore, since conditionals require careful attention to achieve the desired results, redundancies were removed, and conditions are now set separately in a dedicated modal, organized and relabeled with an universal terminology to get users to achieve the "wow-factor” quicker.
Enabling flexible user control and automation
Enabling flexible user control and automation
To avoid time-consuming tasks, a drag-and-drop reordering and duplication functionality were introduced for efficient content management within builder blocks. These additions made it easier for users to organize elements, reuse components, and work more efficiently while reducing manual errors.
To avoid time-consuming tasks, a drag-and-drop reordering and duplication functionality were introduced for efficient content management within builder blocks. These additions made it easier for users to organize elements, reuse components, and work more efficiently while reducing manual errors.
03.
03.
Website & Landing Pages
Website & Landing Pages
Core
Core
The previous website had limited calls to action and lacked emotional connection with its audience. Navigation was minimal, and the content hierarchy didn’t clearly guide visitors toward key actions such as requesting a demo.
We redesigned the website architecture to include new pages highlighting core features, integrations, and industry-specific use cases. The visual design was refined to better reflect the brand’s uniqueness and modernity, creating a stronger connection with home service pros.
The previous website had limited calls to action and lacked emotional connection with its audience. Navigation was minimal, and the content hierarchy didn’t clearly guide visitors toward key actions such as requesting a demo.
We redesigned the website architecture to include new pages highlighting core features, integrations, and industry-specific use cases. The visual design was refined to better reflect the brand’s uniqueness and modernity, creating a stronger connection with home service pros.
Encouraging visitors to book a demo
Encouraging visitors to book a demo
To drive conversions, additional CTAs were strategically placed throughout the homepage, feature pages, and footer, encouraging visitors to book a demo and explore Demand IQ’s full offering.
To drive conversions, additional CTAs were strategically placed throughout the homepage, feature pages, and footer, encouraging visitors to book a demo and explore Demand IQ’s full offering.
Partnerships
Partnerships
In parallel, landing pages dedicated to Demand IQ’s partnerships were designed. These pages served as post-ad-click experiences bridging the curiosity sparked by ads with clear, benefit driven storytelling.
Keeping them unlisted allowed for tailored messaging aligned with each ad’s intent, ensuring a conversion-focused experience from ad click to action.
In parallel, landing pages dedicated to Demand IQ’s partnerships were designed. These pages served as post-ad-click experiences bridging the curiosity sparked by ads with clear, benefit driven storytelling.
Keeping them unlisted allowed for tailored messaging aligned with each ad’s intent, ensuring a conversion-focused experience from ad click to action.
04.
04.
Graphic Design
Graphic Design
Institutional assets were developed to strengthen Demand IQ’s brand presence and credibility with partners, investors, and industry audiences.
These materials include social media covers, infographics, one-pagers, event banners, newsletters, etc. that support both internal alignment and external communications, creating a cohesive brand experience across all touchpoints.
Ad Campaings
Ad Campaings
These ads were designed to announce partnerships with Eagleview and highlight the added value Demand IQ delivers through this collaboration.
Beyond simply announcing the partnership, the ads highlighted the core values of Demand IQ. Instead of leading with product features, they focused on the real problems contractors face every day: time wasted on manual estimates, missed follow-ups, and the frustration of losing leads.
Visually, the goal was to create scroll-stopping moments with bold contrasts, expressive typography, and relatable imagery that instantly communicate the problem.
These ads were designed to announce partnerships with Eagleview and highlight the added value Demand IQ delivers through this collaboration.
Beyond simply announcing the partnership, the ads highlighted the core values of Demand IQ. Instead of leading with product features, they focused on the real problems contractors face every day: time wasted on manual estimates, missed follow-ups, and the frustration of losing leads.
Visually, the goal was to create scroll-stopping moments with bold contrasts, expressive typography, and relatable imagery that instantly communicate the problem.
Newsletters
Newsletters
To re-engage existing customers and strengthen ongoing communication, newsletters were created in HubSpot to announce webinars, partnerships, and product updates. Each edition was designed to deliver practical takeaways, demonstrating how new integrations, platform improvements, and educational events directly support contractors in their day-to-day work.
To re-engage existing customers and strengthen ongoing communication, newsletters were created in HubSpot to announce webinars, partnerships, and product updates. Each edition was designed to deliver practical takeaways, demonstrating how new integrations, platform improvements, and educational events directly support contractors in their day-to-day work.
Decks
Decks
To help Demand IQ and its partner agencies pitch the platform to prospective clients, pitch decks were developed to tell a clear and persuasive story — moving from industry challenges to measurable results through modern visuals that integrate data and client success metrics. Meanwhile, the mastermind session decks were designed to support interactive learning experiences, using clean layouts that simplify complex marketing concepts.
To help Demand IQ and its partner agencies pitch the platform to prospective clients, pitch decks were developed to tell a clear and persuasive story — moving from industry challenges to measurable results through modern visuals that integrate data and client success metrics. Meanwhile, the mastermind session decks were designed to support interactive learning experiences, using clean layouts that simplify complex marketing concepts.
Event Backdrop
& Banners
Event Backdrop
& Banners
To support Demand IQ’s presence at events, webinars, and promotional campaigns, custom backdrops and banners were designed in alignment with the brand identity.
The visuals emphasized clarity and impact, highlighting key value propositions and integrations while remaining recognizable and on-brand from a distance. The graphics ensured that the brand stood out in crowded environments and reinforced recognition across both digital and physical touchpoints.
To support Demand IQ’s presence at events, webinars, and promotional campaigns, custom backdrops and banners were designed in alignment with the brand identity.
The visuals emphasized clarity and impact, highlighting key value propositions and integrations while remaining recognizable and on-brand from a distance. The graphics ensured that the brand stood out in crowded environments and reinforced recognition across both digital and physical touchpoints.
Austin Rosenbaum, CEO
Austin Rosenbaum, CEO
I’ll be blunt—Uitify originally reached out via a cold email, and I told my business partner there was no way we were working with an offshore firm that came in cold. He convinced me to give them a shot, and I completely ate my words.
They’ve been phenomenal across the board. I’ve worked with plenty of onshore and offshore designers, and Uitify stands out. I now consider them an extension of the Demand IQ team. They handle everything from product UX/UI and user research to marketing and brand design.
Their work is incredibly high-quality and cost-effective. Our website is a solid example of what they can do, but their product design work is equally impressive.
I’ll be blunt—Uitify originally reached out via a cold email, and I told my business partner there was no way we were working with an offshore firm that came in cold. He convinced me to give them a shot, and I completely ate my words.
They’ve been phenomenal across the board. I’ve worked with plenty of onshore and offshore designers, and Uitify stands out. I now consider them an extension of the Demand IQ team. They handle everything from product UX/UI and user research to marketing and brand design.
Their work is incredibly high-quality and cost-effective. Our website is a solid example of what they can do, but their product design work is equally impressive.
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