Leads & insights management platform

Sweeten offers solutions for a two-sided marketplace: while homeowners use the platform to find vetted contractors for renovations, general contractors (GCs) have their own suite of tools to manage leads, projects, and performance. However, as Sweeten evolved, we noticed that GCs were facing challenges that needed attention.

The onboarding process was too lengthy and complex, requiring extensive forms and documentation, which led to high drop-off rates. Additionally, GCs struggled with outdated project management tools, often resorting to manual processes that wasted time and introduced errors. On top of that, they lacked access to actionable insights to help them optimize their profiles and attract more clients.

The goal was to transform the GC experience by creating a more efficient, self-serve platform that would empower contractors to succeed independently while reducing their reliance on manual processes.

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Streamlined Onboarding

Our first priority was to simplify the onboarding process. Recognizing how overwhelming it could be for GCs to complete all the required documentation, we redesigned the experience into bite-sized, conversational steps. The goal was to create a guided flow that felt more like a conversation than filling out endless forms. This reduced friction and increased completion rates, while also capturing crucial performance data upfront.

Comprehensive GC Dashboard

To enhance day-to-day usability, we designed a central dashboard where GCs could easily manage their projects and leads. The Smart Scope & Estimate Tool, allowing contractors to generate accurate estimates quickly. The focus was on clarity and ease of use, helping GCs reduce administrative burdens and focus on delivering great work.

Insights & Performance Tracking

Knowing that GCs needed actionable feedback to grow, we developed the Insights section to deliver clear, real-time data on financial performance, client feedback, and competitive benchmarks. We prioritized simplicity to ensure complex data could be easily understood. By providing insights into why clients might pass on a contractor’s profile or how they compare to others, GCs could take meaningful actions to enhance their business.

Company Profile Builder

We created a customizable profile builder that enabled GCs to showcase their skills and completed projects. This feature gave contractors more control over their public presence, helping them attract new clients and increasing their chances of being featured on Sweeten Stories for additional visibility.

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Working on this project highlighted the value of simplifying complex processes for users. By rethinking the onboarding flow, refining project management tools, and making insights more accessible, we made it easier for contractors to navigate their tasks with confidence. The positive impact on engagement and user satisfaction reaffirmed the importance of focusing on practical, user-centered solutions. It reminded us that even small, thoughtful changes can significantly enhance the user experience and support business growth.