CASE STUDY 3
From Unqualified Inquiries to Sales-Ready Leads: How Ezplans Improved Lead Quality Through Transparent Pricing
Generating a high volume of inbound leads is usually considered a sign that marketing is working. But when many of those prospects cannot afford the service—or do not understand what the service is likely to cost—the sales team can spend hours speaking with people who were never prepared to become customers. Ezplans faced exactly this challenge. Its website and marketing efforts were successfully attracting interest, but the company needed a better way to distinguish serious prospects from visitors who were not ready or financially qualified to move forward.
City Morph Studio helped Ezplans create an interactive pricing tool that allowed prospective customers to explore their project options, understand the likely investment, and qualify themselves before entering the sales process. The result was a more transparent customer experience, fewer unproductive sales conversations, and a stronger pipeline of informed, sales-ready opportunities.
THE CLIENT
Making Architectural Services More Accessible
Ezplans is an architecture company focused on making professional architectural services more affordable and accessible. The company helps property owners develop plans and move through the permit approval process as quickly and efficiently as possible. By simplifying a process that can often feel complicated or intimidating, Ezplans helps customers better understand what is required to move their projects forward.
Its marketing and website were already effective at attracting prospective customers. The challenge was determining which of those prospects were genuinely prepared to purchase architectural services.
Child Care
Senior Care
Corporate Care
Pet Care
THE CHALLENGE
Strong Lead Volume, Low Buyer Readiness
Ezplans received a steady flow of inquiries through its website. However, many prospective customers entered the sales process without understanding the likely cost of their project. The sales team frequently spent time on phone calls explaining pricing, reviewing project requirements, and answering preliminary questions, only to discover that the prospect could not afford the service. These were not necessarily bad prospects. Many were simply uninformed about the realistic cost of architectural planning and permitting.
Without a way to educate and qualify visitors before they requested a conversation, the sales team had to perform that work manually. This reduced the amount of time available for serious opportunities and made it harder to focus attention on prospects who were ready to move forward.
Clients
Couldn't easily book services on their own. Relying on staff to place bookings.
Internal Staff
Spent too much time managing notifications, confirming bookings, and following up.
Cardinals
Forgot to report hours. Needed a simpler way to receive and accept assignments.
Disconnected System
Parts of the platform were incomplete, disconnected, or no longer functioning.
THE GOAL
Make the Service Easier to Access
The primary goal was to give clients a simpler way to book caregiving services without depending on staff to complete the process for them. Cardinals needed an easier way to receive job opportunities, accept bookings, and report their hours while moving between appointments and client locations.
Cassie’s Cardinals also wanted to reduce the amount of manual coordination required from its internal team. By improving the system, staff could spend less time managing routine transactions and more time supporting clients, caregivers, and business growth.
Simplify Booking for Clients
Make it easy for clients to book, care from anywhere.
Support Cardinals on the Go
Help caregivers receive assignments, accept bookings, and report hours.
Reduce Manual Work for Staff
Let the internal team focus on people, not routine coordination.
OUR APPROACH
Stabilize the Foundation and Design for Mobile Use
City Morph Studio began by reviewing the existing web platform and identifying the parts of the system that were incomplete, disconnected, or no longer functioning as intended.
Before introducing a new experience, the underlying platform needed to be stabilized. We refined the existing system, updated its performance, and improved the way its core functions worked together.
We then focused on how clients and Cardinals actually interacted with the business. Both groups were frequently on the go. Clients needed to arrange care from wherever they were, and Cardinals needed to respond to assignments and report hours without waiting until they were in front of a computer.
That made a mobile-first solution the practical choice.
Analyze
Review existing platform. Identify gaps and stabilize the foundation.
Design
Refine core functions. Create mobile first experience.
Build
Develop mobile app and update web platform for internal operations.
THE SOLUTION
A Mobile-First Platform for Clients and Cardinals
City Morph Studio created a mobile application that allowed clients and Cardinals to manage their most important tasks from one convenient place. Clients could access the service more easily and place bookings without relying on a staff member to complete the request for them. Cardinals could receive notifications about available assignments, review booking details, accept work, and report their hours directly through the application.
The mobile experience also reduced the company’s reliance on email notifications and desktop logins. Instead of asking users to remember to check multiple systems, the most important actions became accessible through a device they already carried throughout the day.
Behind the mobile experience, the updated web platform continued to support the company’s internal operations and provide the foundation needed to manage clients, caregivers, bookings, and work records.
Analyze
Review existing platform. Identify gaps and stabilize the foundation.
Design
Refine core functions. Create mobile first experience.
Build
Develop mobile app and update web platform for internal operations.
THE TURNING POINT
Designing Around Real User Behavior
The most important decision was to stop treating the platform as a desktop-first business system and begin designing around the real behavior of Cassie’s Cardinals’ clients and caregivers.
The company did not need to convince people to value its service. Clients already trusted Cassie’s Cardinals, and caregivers already wanted to work through the organization. What they needed was a better way to interact with the service—one that fit naturally into their schedules and lifestyles. Clients wanted to book care without navigating a difficult website. Cardinals wanted to respond to jobs and submit hours without interrupting their workday. Staff wanted the system to handle more routine coordination without constant manual involvement.
By designing around those needs, the technology became an extension of the service rather than an obstacle to it.
BEFORE
Client Mobile
• Difficult website
• Manual coordination
• Missed time reports
• Disconnected system
• More staff involvement
AFTER
Client Mobile
• Mobile first experience
• Easy booking & acceptance
• On time hour reporting
• Connected platform
• Less manual work
More consistent hour reporting
Cardinals submit hours more reliably.
Faster booking & responses
Caregivers receive and accept jobs more efficiently.
More client self-service
Clients book care without staff assistance.
Less administrative work
Reduced manual coordination and follow-ups.
THE RESULTS
More Consistent Activity Across the Platform
Following the platform improvements and mobile-first rollout, Cardinals began reporting their work hours more consistently through the system.
Caregivers were also able to receive and accept available bookings more efficiently, helping Cassie’s Cardinals connect clients with care professionals faster.
Clients found it easier to place bookings independently, reducing their reliance on internal staff and increasing the amount of activity moving through the platform.
As more bookings and time records were handled directly through the system, the company reduced the administrative work required to coordinate routine interactions between clients, Cardinals, and staff. The result was not simply a new mobile application. It was a more efficient way for the business to deliver the service its clients and caregivers already valued.
Clients and service providers now consistently use the platform to report problems, receive dispatches, and communicate results. Maintenance requests can be managed more quickly, efficiently, and accurately from beginning to completion.
What Comes Next
With a stronger platform and a mobile-first experience in place, Cassie’s Cardinals is better prepared to support expansion into additional states. As the business grows, the technology can continue to support more clients, more Cardinals, and more bookings without requiring the internal team to manage every interaction manually. The platform provides a foundation that can evolve alongside the company’s services and geographic reach.
Current Platform
One Company
Scale
More Clients & Cardinals
Expansion
Additional States
Growth
Long-Term Success
Does Your Technology Fit the Way Your Customers Actually Work?
Cassie’s Cardinals did not need to reinvent its service. It needed technology that made that service easier to access, deliver, and manage.
City Morph Studio helps established businesses modernize platforms that have become difficult to use, expensive to maintain, or disconnected from the way customers and employees actually behave.
When clients are avoiding your system, employees are relying on manual workarounds, or staff members are completing tasks that customers should be able to handle themselves, the problem may not be your service. It may be the experience surrounding it.
Let’s identify where your current platform is creating friction and design a practical solution that helps customers take action, employees respond faster, and your business grow with less manual coordination.
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