Work / Comfort Point Concept project
Turning one-off repair calls into year-round customers.
Comfort Point lived from emergency call to emergency call. We built a warm, modern brand and a website designed to win the repair today and the maintenance plan tomorrow.
The challenge
What wasn't working
Almost all of Comfort Point's revenue came from breakdowns, so income swung wildly between seasons. Customers called when their system failed and then forgot the company existed.
The website listed services in a long block of text, didn't mention financing for new systems and had nothing to encourage ongoing maintenance.
"We only hear from people when something's broken."
Homeowners in Charlotte, often searching on a phone when the heat or AC has just stopped working, and households weighing whether to repair an old system or replace it.
Goals
What the new brand and website had to do
Win the urgent call
Get uncomfortable homeowners to book a visit fast.
Grow recurring revenue
Sign customers up to a maintenance membership.
Sell more new systems
Make replacement affordable with clear financing.
What we learned
Insights that shaped the design
In winter they search "furnace repair", in summer "AC not cooling". The site should match the season they're in.
Priority service and no overtime charges matter more than the discount.
A $7,500 system feels possible at $125 a month.
Brand solution
Warm, modern comfort
Aa Bb 123
Colour palette
Voice and tone
Friendly, calm and straightforward. Reassures without technical jargon.
- Friendly
- Reassuring
- Clear
- Dependable
Website solution
Key design decisions
Each decision is linked to the goal it supports.
Heating and cooling switch
One tap changes the headline, services and thermostat display to match the season.
Goal 1: Win the urgent callComfort Club membership section
A single, clear plan at $14.99 a month with four concrete benefits.
Goal 2: Grow recurring revenueFinancing calculator
A slider turns the system price into a monthly payment at 0% APR.
Goal 3: Sell more new systemsBooking form with "Today" as the default
Repair, tune-up or quote, and when, in two taps before name and phone.
Goal 1: Win the urgent callVisible guarantees
Upfront prices, background checks and a 2-year repair guarantee build trust before the first visit.
Goal 1: Win the urgent callGoal 3: Sell more new systems
Desktop and mobile
Designed for the phone first
Measuring success
How we'd know it's working
| What we track | Target | Design decision that supports it |
|---|---|---|
| Bookings from the website | Clear growth over baseline | Season switch and same-day booking form |
| New Comfort Club members per month | Steady growth | Dedicated membership section and repeated calls to action |
| Financing calculator users who request a quote | Above 10% | Monthly payment shown next to the quote button |
| Share of revenue from members | Rising each season | Membership offered at every touchpoint |
This is a concept project based on a fictional brief, so these are the targets the design is built to reach, not reported results. For client projects, we agree targets like these at kickoff and report against them after launch.
Try it yourself
See the live concept website
Open the working site and try it on your phone.
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