Improved User Experience Means Lower Costs

Proplo.pl is an innovative marketplace platform that connects interior designers with clients seeking verified professionals. Each month, it attracts thousands of users and presents hundreds of professional creators’ profiles from across Poland. The platform’s goal is to build an ecosystem that brings designers and clients together in one place, offering a broad selection, transparent service information, and a seamless experience to establish collaboration.

It’s important to emphasize that users make their own decisions about which designer to work with. The platform provides a space where clients can freely browse offers and compare designer profiles, helping each customer find the specialist that best matches their expectations and preferences.

We identified a decline in the designer acquisition process on the Proplo platform. Given the high user acquisition costs, this signalled the need for an in-depth analysis of the user journey focused on improving conversion efficiency at key stages and enhancing the experience of designers. As a platform that fosters relationships between designers and clients, we focused on optimising the processes that directly lead to successful cooperation.

Our key objective was to increase the conversion rate of published designer profiles and reduce the cost of acquiring valuable profiles on the platform. We aimed to make better use of existing traffic by maximising the percentage of designers who complete the publication process and actively grow their presence on Proplo.

In the first stage, we conducted a detailed data analysis and UX audit of the publication process, allowing us to identify critical points where user engagement was lost. Based on this insight, we ran a series of tests with experienced designers actively co-creating the Proplo platform — building a collaborative space grounded in their real needs and experiences. Involving them in the research process allowed us to precisely identify the barriers limiting efficiency and the factors leading to process abandonment.

The collected data became the foundation for developing clear recommendations and a set of improvements aimed at increasing the number of published profiles and optimising the overall publication flow. This approach allowed us to plan actions focused not only on improving conversion in key funnel stages but also on enhancing the platform’s long-term customer experience.

We translated the gathered insights into specific design changes:

• Reduced cognitive load and optimized the entire process
• Conducted an in-depth analysis of designers’ offered services
• Strengthened designers’ sense of control and intrinsic motivation

We closely analysed conversion performance by comparing both versions of the publication flow. Within just three weeks of launching the new process, we recorded a 50% increase in conversion at a key funnel stage. Additionally, on an annual scale, the cost of acquiring new designers dropped by as much as 53%.
The process became faster, more intuitive, and user-friendly, driving a steady increase in new profiles, greater satisfaction among designers, and establishing a stable foundation for further platform growth and scalability.

• Consistent influx of new designers actively publishing profiles on the platform
• Higher efficiency of the acquisition funnel through improved user experience and cohesive brand value communication
• Significant reduction in designer acquisition cost through process optimisation and increased organic conversion

The optimisation of the profile publication process on www.proplo.pl proved that even small changes in interaction design can have a major impact on efficiency. By combining quantitative data, qualitative insights, and an understanding of motivational mechanisms, we created a process that meaningfully supports designers in building their professional online presence, while simultaneously increasing the platform’s overall efficiency and reducing operational development costs.

See how we implemented the Venture Building model to develop Proplo here.