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Overview

Final Product

Research

Define

Prototype

Testing

Features

Reflection

Pool Leak Specialist

Web redesign to increase lead generation and clarity of services.

Overview

High inquiry volume and limited online presence. Pool leak repair specialist and owner Kurt experienced an overwhelming volume of phone inquiries and needed a more organized lead-acquisition process. He also needed a website that would showcase his work as one of the Northeast's premier pool specialists.

My Solution

I created a brand identity for Pragman Associates, and built a website on Framer. Prospective clients can understand his services and easily contact Kurt for a consultation.

Product

Website redesign

Skills

Branding
Framer Development
Digital Marketing

My Role

Designer & Developer

Timeline

2 week sprint, Feb 2026

Team

Solo project

Impact

40% Reduction

in "Initial Discovery" Call Time from data collected by segmented form

24/7 Lead Capture

Multi-step form reduces abandonment and captures lead data at all hours

95% Boost

In clarity of services in surveyed users

Pool Leak Specialist

Web redesign to increase lead generation and clarity of services.

Overview

High inquiry volume and limited online presence. Pool leak repair specialist and owner Kurt experienced an overwhelming volume of phone inquiries and needed a more organized lead-acquisition process. He also needed a website that would showcase his work as one of the Northeast's premier pool specialists.

My Solution

I created a brand identity for Pragman Associates, and built a website on Framer. Prospective clients can understand his services and easily contact Kurt for a consultation.

Product

Website redesign

Skills

Branding
Framer Development
Digital Marketing

My Role

Designer & Developer

Timeline

2 week sprint, Feb 2026

Team

Solo project

Impact

40% Reduction

in "Initial Discovery" Call Time from data collected by segmented form

24/7 Lead Capture

Multi-step form reduces abandonment and captures lead data at all hours

95% Boost

In clarity of services in surveyed users

Final Product

Features

Product features and functions

Encouraging interaction using curiosity

Soft intervention models to strengthen connection through curiosity

Feature #1

Clarity of services

Conductive thread embedded in fluffy yarn to encourage the act of stroking

Feature #1

Clarity of services

Conductive thread embedded in fluffy yarn to encourage the act of stroking

Feature #2

Segmented form

Two sheets on conductive fabric touch, closing a circuit and "pressing a button."

Feature #2

Segmented form

Two sheets on conductive fabric touch, closing a circuit and "pressing a button."

Feature #3

Repair Case Studies

Neo-TCH 1.3 has sensors across bodies to 
keep the subjects completely engaged

Feature #3

Repair Case Studies

Neo-TCH 1.3 has sensors across bodies to 
keep the subjects completely engaged

Discovery

the brief

Redesign the website for Pragman Associates to display professionalism and credibility

I met with the owner and specialist Kurt Pragman to understand more about his business, goals and frustrations.

The Problem

Overwhelmingly high inquiry volume

Kurt is the best in the business and that is clearly demonstrated by the referral rate by his partners. However, he is currently the only member of his practice and has to balance phone calls with new clients with writing proposals and his time in the water doing his repair work.

Define & Ideate

Solutions

Unified brand identity and web experience

Brand Identity

Both the webpage and inquiry form have a consistent visual identity.

Services Section

Provides clarity of value proposition.

Work Case Studies

Demosnstrates 30+ years of expirience and builds credibility by showing technical ability.

About Page

Get to know the owner! A friendly introduction builds trust.

Contact Page

Provide contact information, and introduce the bucket test.

Inquiry Form

Identify meet client needs in the first interaction.

Brand Identity

Both the webpage and inquiry form have a consistent visual identity.

Services Section

Provides clarity of value proposition.

Work Case Studies

Demosnstrates 30+ years of expirience and builds credibility by showing technical ability.

About Page

Get to know the owner! A friendly introduction builds trust.

Contact Page

Provide contact information, and introduce the bucket test.

Inquiry Form

Identify meet client needs in the first interaction.

Moodboard

A brand foundation that conveys tranquility and professionalism

I began assembling images and colors that supported the warm and calm tone my client wanted to portray. I wanted their customers to believe that this pool leak repair specialist would bring back the tranquility they cherish in their pool from the first interaction with the brand.

Prototype

Sitemap

Creating a seamless digital introduction to the brand

I wanted to easily showcase the expert's credibility and experience through case studies and clearly stated specialties. I also created a smooth experience funnel that encourages clients to reach out with the contact form.

Form Segmentation

Easy lead acquisition process, including consultation booking and CRM integration.

Using Typeform allowed me to meet the needs of each client type, collect the relevant information, book a phone consultation time, and deliver everything neatly to Kurt.

Final Product

Website Design

A flow that informs clients on Pragman Associate's expertise and guides them to make contact.

Developed using Framer, using components to make the design easily scalable

Inquiry Form

A form flow that gathers relevant information from clients and addresses them in a personalized manner.

The multistep process reduces the cognitive load and rate of abandonment for the user

Reflection

Takeaways

Use and re-use components as building blocks

Use and re-use components as building blocks

Once I established a design system, I found the design process more streamlined and consistent when I reused components such as section headers and service cards.

Once I established a design system, I found the design process more streamlined and consistent when I reused components such as section headers and service cards.

Don't be afraid of texture for web

Don't be afraid of texture for web

Initially, I opted to emphasize white space in the web design to create a professional and luxurious tone. However, I found the white space made the design look one-dimensional. I added dark beige borders to the content and section containers, which resulted in a "structured" layout.

Initially, I opted to emphasize white space in the web design to create a professional and luxurious tone. However, I found the white space made the design look one-dimensional. I added dark beige borders to the content and section containers, which resulted in a "structured" layout.

I love a system with easy integration

I love a system with easy integration

I was able to set up every platform integration that my client needed! From Framer to Typeform, Google Sheets, Intuit, and Calendly, I was in integration station.

I was able to set up every platform integration that my client needed! From Framer to Typeform, Google Sheets, Intuit, and Calendly, I was in integration station.

Open for work

Want to know more about this project?

Want to learn more about this process? Say hello on LinkedIn or drop me a line at apragman@gmail.com

Open for work

Want to know more about this project?

Want to learn more about this process? Say hello on LinkedIn or drop me a line at apragman@gmail.com