Work / freshnest Concept project
Replacing quote requests with an instant price and online booking.
Customers had to wait for a quote before they knew what a clean would cost. We built a fresh, trustworthy brand and a website where the price is the first thing you see.
The challenge
What wasn't working
To get a price, customers filled in a form and waited for a reply. Many never responded once the quote arrived, and competitors with instant prices were winning those bookings.
The brand also looked generic, which made it hard to stand out from national franchises.
"I just want to know what it costs before I give you my number."
Busy professionals and families aged 28 to 50, booking on their phone, who want to know the price and trust the cleaner before letting anyone into their home.
Goals
What the new brand and website had to do
More online bookings
Let customers book without back-and-forth.
More recurring clients
Make weekly and fortnightly plans the obvious choice.
Trust from first-timers
Reassure people before someone enters their home.
What we learned
Insights that shaped the design
Hiding it sends people straight back to search results.
Showing the dollar saving makes recurring plans an easy decision.
Background checks and insurance need to be seen, not buried in an FAQ.
Brand solution
Fresh and trustworthy
Aa Bb 123
Colour palette
Voice and tone
Friendly, clear and reassuring. Short sentences, no cleaning-industry jargon.
- Friendly
- Clear
- Reassuring
- Upbeat
Website solution
Key design decisions
Each decision is linked to the goal it supports.
Instant price calculator
Bedrooms, bathrooms, type of clean and frequency update the price live, with no form to fill in.
Goal 1: More online bookingsSavings shown inside the calculator
Choosing a recurring plan shows exactly how much is saved per clean.
Goal 2: More recurring clientsTrust section with checks, insurance and guarantee
Background-checked staff, $1M insurance and a re-clean guarantee are presented with equal weight to price.
Goal 3: Trust from first-timersThree-step "How it works"
Pick a time, we clean, you relax. Removes uncertainty about what happens next.
Goal 1: More online bookingsGoal 3: Trust from first-timers"See my price" as the main call to action
Every primary button leads to the calculator, not a contact form.
Goal 1: More online bookings
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 |
|---|---|---|
| Calculator users who book | Above 15% | Price and booking button side by side |
| Bookings that are recurring | Over 50% | Saving shown for each recurring option |
| Time from landing to booking | Under 3 minutes | No quote step, short booking flow |
| Repeat visits before booking | Fewer than before | Trust information visible on the first visit |
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.
Next project
