ProfiCircle – Transforming the fit-out construction industry

ProfiCircle is an all-in-one digital platform for fit-out construction projects. It aims to reduce waiting times for receiving validated offers and manage the entire purchasing cycle through the platform.

While ProfiCircle had a platform for some time, it was not performing as expected.

Customers struggled to grasp the product, opting not to use it.

To receive the desired project offers, customers preferred reaching out to the sales team via email and phone.

For ProfiCircle's European expansion plans, this approach was unsustainable. Thus, they sought to revamp the product, laying the groundwork for future growth.

Finding a way to guide customers through necessary steps without excessive support was vital.

In this initial phase, we focused on understanding the business context and challenges to devise better solutions.

To evaluate the current state of the platform, we conducted a UX Audit, uncovering pain points in the customer journey.

Then, together with the founders, we reviewed critical aspects of the product - its purpose, target audience, problems they aim to solve, goals, metrics, etc. We also briefly assessed competitors and defined user personas and customer journeys.

Mapping critical assumptions helped identify potential risks.

During the solution creation phase, we collaborated with the ProfiCircle team and used the collected insights to develop a testable prototype.

We began by ensuring team alignment, collectively defining challenges, goals, and potential obstacles.

Then we conducted research and concept sketching, concluding the workshops by defining the solution to test with customers.

For usability testing, we created a prototype and presented it to 8 customers to gather feedback on the website and main platform flows.

This provided valuable insights into customer preferences and challenges:

• Most customers preferred contacting via email or phone rather than using the platform.
• Initial project submissions could be updated in some cases.
• Customers often requested multiple offers for the same project.

Feedback on the prototype was mainly positive, with some adjustments needed for RFQ submissions.

1. Feedback on the new platform flow directly from customers
2. Insights into customer challenges and preferences

Starting from the tested prototype, we incorporated feedback from customers and the ProfiCircle team, finalizing the design system and all necessary flows and states for development.