Designing for Transparency

Helping Homeowners Navigate the Cost of Luxury

The Challenge:

Scottsdale Pools, a high-end custom pool builder in Arizona, faced a dual challenge: their sales team was overwhelmed by unqualified leads, while prospective customers were frustrated by the lack of pricing transparency on the website.

The Approach:

Design a web based swimming pool estimator that is both user-friendly and conversion-focused.

Prioritize progressive disclosure and visual storytelling.

Dynamic, real-time cost that updates as they toggle choices, providing immediate price transparency.

Clear call-to-actions, capturing lead information while providing value with a professional PDF or email recap.

Deliverables

User Research & Personas

User Flow & Logic Mapping

Interactive Prototypes

High-Fidelity UI Design

Usability Testing & Iteration

Design System

Role

UX/UI Designer

Timeline

3 weeks

Year

2026

RESEARCH

Identify mental models of pricing by understanding how users currently estimate pool costs and where their “sticker shock” thresholds lie.

Uncover information gaps and Determine which technical terms cause the most confusion and friction.

Evaluate trust signals by discovering what specific information or visual evidence users need to feel comfortable sharing their contact details.

Map the lead qualification journey by identifying the minimum information the sales team needs to distinguish a “serious buyer” from a “dreamer.”

Stakeholder Interviews

I interviewed the Scottsdale Pools sales team to identify the most common questions they were tired of answering and what a “perfect lead” looks like.

User Interviews 1:1

Conducted 30-minute deep dives with 5 recent pool buyers to learn about their emotional journey and the frustrations they faced during the browsing phase.

Contextual Inquiry

Observed 3 prospective users as they navigated the original “Contact Us” page to see exactly where they hesitated and why they abandoned the form.

Competitive Benchmarking

Analyzed 5 luxury home-service websites to see how they handled pricing transparency and lead capture.

Analytics Audit

Analyzed the bounce rates and exit pages to prove that the generic quote page was a major funnel leak

Unmoderated Usability Testing

Ran an early wireframe test based on Scottsdale Pools’ current estimate verbiage to see if users could complete a simple “estimator” flow without getting stuck on technical jargon.

DEFINE

Scottsdale Pools, a luxury custom pool builder, was losing 70% of potential customers at the “Request a Quote” stage. High-end homeowners felt anxious about the lack of pricing transparency, while the sales team was overwhelmed by unqualified leads who couldn’t meet the $55k project minimum. We needed to replace a high-friction “black box” contact form with a transparent, estimate tool that qualified leads before they ever reached a salesperson.

1. The “Education Gap”

Observation:
During interviews, users repeatedly used vague terms like “standard pool” or “regular size.” When shown technical options (Shotcrete vs Gunite), they became visibly overwhelmed and hesitant to click anything.

The Insight:
Users don’t buy pools by material; they buy them by lifestyle.

2. The “Hidden Cost” Anxiety

The Observation:
4 out of 5 prospective clients believed the “starting price” included everything. They felt “scammed” when they found out fences, heaters, and landscaping were extra.

The Insight:
Users value honesty over low numbers. They would rather see a higher, more accurate range than a low “bait” price.

3. The “Sales Pressure” Barrier

The Observation:
Users were dropping off at the original contact form because it required a phone number. In interviews, participants said, “I don’t want to get stuck on a 30-minute sales pitch just to find out I can’t afford it.”

The Insight:
Trust is built by providing value before asking for personal data.

4. Technical Friction (The “Soil” Incident)

The Observation:
Initial unmoderated test showed a 50% drop-off at a question asking about “Soil Density/Rock Content” from the current estimate model’s phrasing.

The Insight:
Homeowners have no idea what is under their grass. Asking technical questions they can’t answer causes instant task abandonment.

The High-Value Skeptic (Brad, 39)

“I’m willing to invest in quality, but I’m not willing to waste my Saturday afternoon on a sales pitch for a pool I might not even want.”

Background:
A Senior Software Director living in North Scottsdale. He is a high-earner who manages large-scale projects and values “self-service” digital tools that provide immediate data without the need for a middleman.

The Problem:
He wants to build a backyard oasis for his kids before summer, but he’s terrified of the “custom pool” sales process. He doesn’t want to invite a salesperson to his home or spend 30 minutes on the phone just to find out if his dream pool costs $50k or $150k.

Impact of New System:
• Instant Transparency: He can play with “what-if” scenarios (adding a spa, changing the pool shape) at 11:00 PM on his iPad and see the price range move in real-time.
• Pre-Qualified Confidence: By the time he actually talks to a human, he already knows the “ballpark” cost and has his features picked out, making him a “warm” and informed lead.
• Low-Pressure Entry: He gets the information he needs (the estimate) in exchange for just an email, removing the anxiety of “The Hard Sell” phone call.

IDEATE

To ensure the success of the Quote Estimator, I mapped out the primary objectives for both Scottsdale Pools and their prospective clients. The challenge lay in the inherent tension between the two: the user wanted immediate, anonymous information, while the business wanted high-intent contact data. By identifying the “Sweet Spot” where these goals overlapped, I was able to design a solution that provided value to the customer while protecting the company’s sales resources.

Users Goals:

Instant pricing transparency

Low-pressure exploration

Visual inspiration

Business Goals:

Eliminate unqualified leads.

Shorten the sales cycle.

Showcase premium upsells.

The Alignment Strategy

Interactive Transparency:
Provided a “Ballpark Range” immediately, giving users the data he needed to feel confident without a phone call

Automated Qualification:
The tool will act as a digital gatekeeper, filtering out budgets under $55k and educating leads on high-margin features (spas, lighting) before the first call.

With a clear understanding of Brad’s (user persona) frustrations, I facilitated a series of collaborative sessions with the Scottsdale Pools stakeholders to bridge the gap between user anxiety and business needs. We moved away from the idea of a “better form” and instead looked for inspiration in high-end consumer configurators, such as luxury automotive and custom tech hardware sites. Our goal was to replicate the “white-glove” showroom experience digitally, allowing users to explore, play, and educate themselves in a low-pressure environment.

We focused on the concept of Progressive Disclosure, debating how much information to give for “free” versus what should be gated. We realized that for a luxury product starting at $55,000, the “Contact Us” button was a massive psychological barrier. By sketching out logic flows that prioritized visual feedback and real-time pricing updates, we aimed to transform the quoting process from a stressful interrogation into an aspirational design tool.

How might we provide pricing transparency without giving “hard” quotes that could be legally binding or inaccurate?

The Brainstormed Solution:
The “Buffer Range” Algorithm.

The Implementation:
Instead of a single number, we designed a Low-High Range (e.g., $90k – $110k). This set expectations while giving the sales team a “safety net” for site-specific variables like excavation or soil quality.

Design Feature:
A disclaimer tooltip that explains why the range exists, shifting the brand image from “salesy” to “consultative.”

How might we educate users on technical pool features without using jargon that causes drop-off?

The Brainstormed Solution:
The “Lifestyle Card” UI.

The Implementation: We moved away from technical dropdowns and used high-fidelity imagery and graphics labeled with benefits.

Design Feature: Replacing text-heavy lists with visual “Mood” tiles. Users could see what a “Lagoon Style” pool looked like before selecting it.

How might we build enough trust that users feel comfortable sharing their contact info?

The Brainstormed Solution:
The Reciprocity Loop

The Implementation:
Give value before asking for value. We decided to show the estimated range on the screen immediately, and then offer a “Professional PDF Breakdown” in exchange for the email.

Design Feature:
The “Soft Gate.” By the time the user sees the lead form, they have already spent 3 minutes “building” their dream, making them more likely to complete the final step to “save” their work.

MOCKUP

My transition to high-fidelity mockups focused on transforming a complex construction process into a premium, self-service experience. I utilized progressive disclosure to break the technical configuration into a digestible, card-based flow with imagery. To appeal to the data-driven user, I implemented a dynamic price range display for real-time transparency. To bridge the gap between technical data and user aspiration, I replaced dry industry jargon with lifestyle-driven copy, framing the estimator as a design journey rather than a construction form.

PROTOTYPE

My prototype design philosophy is rooted in the belief that a digital tool should feel like a collaborative consultation rather than a static form, prioritizing a narrative-driven flow that guides users from “dreaming” to “committing.”

By moving into high-fidelity early, I ensured that testing captured not just functional logic but authentic emotional responses to the brand’s premium value, maintaining a “Luxury Technical” aesthetic that builds immediate trust. I intentionally treated friction as a diagnostic tool, prototyping complex logistical hurdles to identify “micro-hesitations” and then solving them through progressive disclosure and lifestyle-driven copy.

Ultimately, my goal was to prove that a prototype should be a hypothesis in motion, one that protects the user’s emotional momentum by balancing technical accuracy with a seamless, aspirational design journey.

Figma Prototype

TESTING

Instead of a guided tour, participants were given a specific budget and a “wish list” (e.g., “Build a pool for $120k that includes a water feature, spa and pool heater”).

Observational Focus

Think-Aloud Protocol:
Participants were encouraged to verbalize their thought process in real-time. This was crucial for uncovering the why behind their actions, such as a user saying, “I’m choosing the cheaper finish because I can’t see the difference in these photos.”

Micro-Hesitations:
I tracked “cursor hovering” and pauses of 3 seconds or longer on specific form fields. These hesitations served as red flags for ambiguous terminology or confusing UI layouts, particularly regarding technical pool equipment.

Micro-Expressions:
By monitoring participants’ facial reactions via webcam, I identified “frowns of cognitive load” or “squinting” during the material selection phase. These subtle cues revealed that while a user might eventually click a button, the mental effort required may be too high.

I recruited 11 participants from Scottsdale Pools current lead database who strictly matched the primary user persona: homeowners aged 35–55 with an annual household income of $150k+.

The Goal: Ensure the feedback came from people with real “buying intent” and a high standard for digital experiences.

Moderated think-aloud remote testing via Zoom using a high-fidelity Figma prototype.

1. Non-Linear Navigation

Observation:
Users experienced friction when their “wish list” exceeded their budget. They wanted to adjust specific high-cost items but were forced to restart or click “Back” multiple times.

2. Feature Expansion

Observation:
High-intent users inquired about premium additions like Negative Edges, Baja Shelves, and Outdoor Kitchens that were absent from the initial MVP.

3. The “Context Gap”

Observation:
Certain uncertainties caused “choice paralysis.” Users hesitated on specific pages, needing more detail before committing to a price increase.

4. Handling Variable Data

Observation:
Most users were uncertain about technical site details, specifically Gate Width, which is a critical cost driver for excavation access.

ITERATION

Educational Pop-ups

Observation:
Certain uncertainties caused “choice paralysis.” Users hesitated on specific pages, needing more detail before committing to a price increase.

Task:
Integrated informational tooltips on every form page. These triggers launch modals that explain the value of the feature, reducing hesitation and increasing user confidence.

Additional Features

Observation:
High-intent users inquired about ultra-premium additions like Negative Edges and Outdoor Kitchens that were absent from the initial MVP.

Task:
Feature expansion was moved to the Phase 2 roadmap to maintain a lean launch, I added “Interest Tags” at the end of the flow to capture these needs for the sales team, turning missing features into lead-generation data points.

“Smart Logic”

Observation:
Most users were uncertain about technical site details, specifically Gate Width, which is a critical cost driver for excavation access.

Task:
Designed a “Smart Default” logic. If a user selects “I don’t know,” the system automatically applies the most common local standard to the estimate while adding a disclaimer that this will be verified during the site visit.

Sidebar Navigation

Observation:
Users experienced friction when their “wish list” exceeded their budget. They wanted to adjust specific high-cost items but were forced to restart or click “Back” multiple times.

Task:
Implemented a Sidebar Navigation, allowing users to jump back to any specific section (e.g., “Size” or “Finishes”) to instantly adjust their selections and re-align with their target price.

IMPACT

Conversion & Lead Excellence

Target Task Completion:
100% Based on final prototype testing, the refined multi-step flow is projected to maintain a total completion rate, ensuring no user drops off due to technical confusion.

Qualified Lead Growth:
+40% By capturing specific site data (like gate access and site conditions) upfront, the sales team will receive high-intent data, significantly reducing time spent on “discovery” calls.

Upsell Identification:
The Interest Tag system is expected to identify premium feature interest in over 50% of submissions, giving the sales team a data-driven roadmap for high-ticket upgrades before the first site visit.

UX Efficiency & Engagement

Optimized Time-to-Estimate:
< 4 Minutes Through Progressive Disclosure, the configuration time is projected to drop by 40% compared to traditional long-form inquiries, minimizing “form fatigue.”

Reduced Exit Rates via Price Transparency:
The Persistent Pricing Range Display is projected to reduce “Summary Page Shock” by 80%, as users are continuously anchored to the price throughout their design journey.

Educational Self-Sufficiency:
The integration of “Learn More” modals is expected to eliminate the need for manual terminology explanations, allowing users to move through the funnel with 100% confidence.

Operational ROI (Projected)

Shortened Sales Discovery Cycle:
By filtering out budget-misaligned leads through early price transparency, the sales team can reallocate up to 10 hours per week toward high-value, qualified prospects.

Logistical Accuracy:
The Smart Default logic for site access is projected to reduce “site-visit surprises” by providing a more realistic baseline estimate before a tech arrives on-site.

LESSONS

The most significant takeaway from this project was discovering the gap between a user’s aspirational vision and their technical knowledge.

During early testing, I assumed that homeowners, the primary decision-makers, would have basic logistical data about their property. I was surprised to find that while users were highly confident in choosing finishes and features, they were completely sidelined by a simple question about gate width and utility easements. This “logistical friction” caused visible anxiety and, in some cases, nearly led to session abandonment.

Removing the “Dead End”: I introduced the “I’m Not Sure” smart-defaults to keep the momentum alive.

Visual Translation: I added relatable comparisons with technical measurements (e.g., “Narrow Gate” vs. “Wide Gate”).

In high-ticket industries like luxury construction, UX is about maintaining confidence. If a tool makes a user feel “uninformed,” they will leave. By designing for uncertainty, I was able to keep users moving through the funnel, proving that protecting the user’s momentum is just as important as the accuracy of the final number.

UI DESIGN

I used a glassmorphic and fluid aesthetic to create a premium, immersive user experience that mirrors the product itself. By combining high-gloss textures and soft gradients with clear, illustrative iconography, the design is meant to transform a complex construction process into a transparent and approachable journey. The modular cards and high-contrast selection states are strategically designed to reduce user anxiety and simplify decision-making, ensuring that technical details feel like seamless steps toward a luxury purchase rather than overwhelming obstacles.