Architectural Construction Alliance (ACA)
Bringing Easy Budgeting to Construction
Helping Homeowners Budget Smarter and Builders Quote Easier
CONTEXT

How do homeowners get an estimate for their project?

Figuring out the cost of a construction or renovation project can be confusing and time-consuming. Calling contractors or filling out online forms often leads to inconsistent quotes that are hard to compare or trust.In this case study, I set out to create a faster and simpler way for homeowners in Los Angeles County to get a quick base estimate something that gives them a clear idea of their project’s potential cost and helps them compare quotes more confidently moving forward.
HYPOTHESIS
If users receive a quick and visually clear cost breakdown, then it will attract more qualified leads to the business.
THE MARKET
Which Calculator Gives the Fastest and Most Reliable Estimate?
THE AUDIENCE
Who will use the calculator?
There are two main users that would benefit the calculator: and . The tool serves both by giving homeowners quick, reliable cost estimates and helping builders connect with better qualified project leads, focusing on creating a shared experience that supports how they plan, estimate, and build.

Homeowner

  • Most active between 30–59 years old, with remodeling interest peaking in the 40s–50s. (source)
  • Average annual home improvement spend is about $24,000 in the U.S. (source)

  • U.S. remodeling market valued at $527 billion (2023) and growing steadily. (source)

Builders

  • About 67% of remodeling and residential builders work directly with homeowners on single-family projects. (source)

  • The average general contractor handles 8–15 homeowner projects per year, varying by scope and region. (source)

  • Over 80% of contractors report that clients rely on them for budget guidance or preliminary cost estimates before committing to design or construction. (source)

We are focusing on users who:

Live in the United States, with an emphasis on Los Angeles and nearby areas
Are homeowners aged 30 to 59 actively planning or researching a construction project
Are builders or contractors who regularly provide quotes or manage residential projects
By connecting both sides through one tool, ACA helps homeowners gain cost clarity and builders engage with ready-to-build clients, improving transparency and efficiency in the early stages of the construction process.
USER INSIGHTS

What challenges do these users face?

Lack of transparency

  • Homeowners often receive inconsistent or unclear quotes from different contractors.

  • Builders struggle to justify their pricing without a shared cost baseline.

  • Both sides start the process with uncertainty around realistic project costs.

Inefficient communication

  • Early project discussions are vague and lack reliable reference points.

  • Misunderstandings about scope, pricing, or timelines lead to frustration.

  • This slows down decision-making and reduces trust between both parties.

Time lost on estimates

  • Homeowners spend hours researching or comparing multiple quotes.

  • Builders invest significant time preparing detailed estimates that don’t convert into jobs.

  • This inefficiency costs both time and opportunity.

Unrealistic budgets

  • Many homeowners underestimate what their project will cost in today’s market.

  • Builders struggle to justify their pricing without a shared cost baseline.

  • The result is wasted effort and stalled progress.

Limited access to quick insights

  • Most existing calculators are too generic or inaccurate.

  • Neither homeowners nor builders have a fast, reliable way to get a true cost range upfront.

  • This leaves both parties guessing until formal quotes are created.
USER JOURNEY

How do homeowners and builders align on project costs early on?

Michelle Tan, 37

Scenario: Michelle is planning to remodel her kitchen and add an ADU for family visits. With a busy schedule, she finds comparing contractor quotes confusing and time-consuming, and wants a quick, reliable way to make informed decisions.

Michelle’s Expectation:

  • I want a quick and reliable estimate for my project.
  • I expect the estimate to reflect real, local pricing.
  • I want a base number so I know how to negotiate and communicate with contractors.

BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY · BIG TAKEAWAY ·

From this research, we can conclude a couple of things:
  1. Homeowners and builders share similar goals when it comes to starting a project. They both want clarity, efficiency, and trustworthy cost information before committing.

  2. Homeowners want a simple, time-saving way to understand what their project might cost, while builders want more qualified leads who already have realistic budgets.

  3. Both sides follow a similar early interaction flow that starts with an inquiry, moves into an estimate, and leads to a conversation about next steps.

  4. The demand for fast and transparent estimating tools continues to grow, especially in areas like Los Angeles where project costs vary widely.
TLDR: ACA’s calculator creates value for both sides by helping homeowners gain cost clarity and allowing builders to connect with ready and informed clients.
THE GOAL
Deliver accurate and transparent estimates while capturing qualified leads who show interest in starting a project.
FEATURE PRIORITIZATION & MVP DEFINITION

What should be included in the MVP?

Building a calculator that provides accurate and transparent construction estimates is a large undertaking. To test its value early, we’ll start with an MVP that focuses on validating user needs and generating qualified leads for ACA.

The MVP will include a form input, a results screen, and a lead capture step, the essential features needed to learn if users find value in getting fast, reliable cost estimates.

USER STORIES
As a homeowner, I can enter basic project details to get an instant estimate

This validates the user’s core need for a fast, simple way to understand project costs without requiring detailed plans or technical knowledge.

As a user, I can submit my contact information for a detailed quote

This connects the estimation process to ACA’s business goal of capturing qualified leads from users interested in moving forward.

As a user, I can view a short breakdown of what influences my estimate

Increases transparency by showing cost drivers such as labor, materials, and square footage.

As an ACA team member, I can collect and review leads for follow-up

This feature supports ACA’s internal process, enabling the team to analyze interest, prioritize outreach, and convert estimates into real projects.

LOW FIDELITY WIREFRAMES

Transparent Estimates

Gives homeowners clear, instant cost insights that replace uncertainty with confidence.

Time Efficiency

Speeds up the estimation process, saving valuable time for both users and the ACA team.

Trust & Connection

Builds credibility by aligning homeowner expectations with realistic, data-driven estimates.

Qualified Leads

Attracts serious clients who are ready to move forward, streamlining ACA’s project pipeline.
GTM STRATEGY

Phased Release of ACA’s Estimate Calculator

Who is involved?

Launching ACA’s Cost Calculator will bring together Product, Engineering, Design, Marketing, and Operations teams. Partnerships and Event teams will help deploy the QR-based experience at rebuild events and coordinate with local builders and homeowners.

Education

We will educate both internal teams and external partners on how to use and promote the calculator. Internally, staff will learn how to leverage it for lead generation, while externally, homeowners and contractors will be guided on using it to explore project costs and connect with ACA.
MEASURING SUCCESS

Pilot Metrics

Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts · Final Thoughts ·

SUMMARY

In this case study, the primary objective was to test if introducing ACA’s Cost Calculator could streamline how homeowners estimate project costs and connect with ACA for consultations. The hypothesis was that by providing quick, transparent estimates, ACA could attract more qualified leads and build trust earlier in the user journey.

The pilot rollout through QR codes at rebuild events offered valuable insights into user behavior, how homeowners engage with the calculator, what information they find most useful, and how design clarity impacts conversions. With continued iteration, the calculator has the potential to become ACA’s most effective digital entry point, bridging awareness and action while reinforcing its reputation for transparency and innovation in construction.

WHAT I LEARNED ABOUT MYSELF

As a designer, I discovered how powerful small, simple tools can be in solving real problems. Seeing how a clear user experience can turn curiosity into connection reminded me why I love building products that bring clarity to complex processes. <3

CONTACT

Copyright ©2025 Beverly Ruan Li
Back To Top