Two Small Men with Big Hearts Moving Co.
Simplifying the moving quote journey
Role
Timeline
Team
2 Developers
Skills
Full Stack Engineering
Experimentation
Overview
Making it easier to go from planning a move to getting a quote.
I worked across product design and front-end development to improve key digital experiences for Two Small Men with Big Hearts.
My primary focus was the quote estimator, a key conversion point between customers planning their move and the sales team helping them book it.
Note: Some product and design details are confidential, so this case study focuses on the problem, my contribution, and measurable outcomes.
Key Outcomes
65%+
faster quote generation
+20%
lead-to-sale conversion
+12%
quote completion rate
The Problem
Moving quotes need a lot of information, but asking for too much creates friction.
Customers need a quick and understandable way to describe their move, while the sales team needs enough information to provide an accurate estimate.
The challenge was balancing those needs without making the quote experience unnecessarily difficult to complete.
How might we
How might we reduce friction in the quote experience while still collecting the information needed to generate qualified leads?
My Contribution
Designing the experience and helping bring it into production.
01
Product design
Led Figma wireframes and UI design for the quote estimator.
02
Development
Built production experiences in React and worked through engineering handoff.
03
Experimentation
Ran PostHog A/B tests to evaluate changes using real customer behaviour.
04
Growth UX
Improved search, mobile navigation, and experiences across 40+ city pages.
Outcomes
Improvements across the experience led to measurable customer and business impact.
65%+
Faster quote generation
Redesigned and built the quote estimator alongside sales and engineering.
+20%
Lead-to-sale conversion
Improved the path from quote submission to qualified sales lead.
+12%
Completion rate
A/B testing showed that a simplified estimator layout improved completion.
Reflection
What I learned along the way.
01
Test behaviour, not assumptions.
A/B testing reinforced the value of validating design decisions against how customers actually use the product.
02
Design and business outcomes are connected.
Working with sales helped me understand how customer-facing decisions affect internal workflows and conversion.
03
Building made me a better designer.
Working in React made me more intentional about reusable patterns, responsive behaviour, and implementation constraints.
04
Small improvements compound.
Changes across quoting, search, navigation, and content discovery collectively improved the customer journey.
End of case study