Siteplan
The goal
Siteplan is the platform pool landscapers run their business on: proposals, contracts, change orders, a book of clients, a price list for every offering and all the client communication, in one place. Structure Studios builds it, and the scale is real. More than 2 million projects are designed each year with Structure Studios and Siteplan products, and teams design five times faster on them. Off/Menu took on the whole picture: we redesigned the Structure Studios marketing site and brand, built the Siteplan brand and rebuilt the Siteplan product top to bottom, where most of the work lived.
The challenge
Pool landscapers work in the field, not behind a desk. If the software is fussy, they will not use it. The old experience made the product hard to adopt, onboarding dragged, and every new user showed up with proposals already built in a competitor's tool. So the redesign had to make the product obvious, cut the setup and make switching in painless.
My role
I led the engagement for Off/Menu. I owned the product strategy and the client relationship, set the direction and the requirements, and directed the design team through the rebrand, the design system and the redesign. My job was to keep the person actually using Siteplan, a working landscaper, at the center of every call.
I also supported the engineering effort, working with an external development agency and Siteplan's tech lead. I articulated the design requirements, the user experience expectations and the design component library, so what got built matched the strategy and product work.
How I approached it
Start with the jobs a landscaper does every day and cut the steps between them. We rebuilt the flow so proposals, contracts, change orders, clients, pricing and messages live in one connected space instead of scattered tools. The design system kept it consistent as it grew.
And because most users arrive from a competitor, we built an import wizard that pulls in their past proposals, so they are up and running on Siteplan fast instead of starting from scratch.
Software for people in the field has one job: get out of their way.
The result
A rebranded Siteplan, a design system to build on and a redesigned product that is far easier to use, plus a refreshed Structure Studios site and brand around it. The import wizard lets a landscaper bring proposals from any competitor and get running fast.
