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From a name and a brief to a complete brand system, a live solar calculator, and a full installer connection journey. Designed alone, from scratch.
The founders' instinct was to let users scan their electricity bill to start the calculator. Logical in theory, but asking for a document as the first action creates a friction gate that blocks exploratory users before they see a single result.
Most users know their monthly bill amount. A six-digit PIN auto-fetches tariff slabs and irradiation data. Equally accurate, no document required. Removing the upload widened the funnel without compromising the output.
The most consequential product decision on this project happened before the first screen was drawn.
Input flow: bill amount + PIN. No document required.
The solar category defaults to breathless optimism or technical overwhelm. Neither builds the trust required for a ten-year family decision. The brand positioning I developed sits between both: a confident guide, never salesy, never abstract.
The calculator MVP answers four questions every potential solar buyer carries: how much does it cost, how much will I save, what size do I need, when does it pay back. The design constraint: get there without requiring a document, a login, or a phone call.
Bill amount · PIN · system type
Size slider · subsidy breakdown
Forecast · Cashflow
Real time data · Environmental Impact
Indian users don't struggle to find solar installers. They struggle to know which one to trust, whether the quote is fair, and whether the promise will be kept. The match engine uses session data from the calculator to rank 3 to 5 local installers by trust, not just proximity.
Ranking is trust-weighted: past jobs in the area, median install time, cost variance between quoted and final price, and whether the installer handles the subsidy application or leaves the customer to navigate the government portal themselves, a cashflow decision worth up to ₹75,000 - that affects customers ability to install today or save up for later.
Subsidy handling is the most consequential differentiator between installers. It's the one that no comparison tool makes visible.
Trust signals · subsidy tags
Installer details · reviews
Contact · slot picker
7-stage lifecycle · Adaptive review
Post-installation pricing in solar is inherently variable: roof type, cable run distance, structural reinforcement. Pretending otherwise erodes trust when the survey reveals a different number. The installer detail page structures this honestly: a fixed price locked before booking, a variable range shown separately, approved before any additional work begins.
fixed (net after subsidy) · + variable (survey dependent)
Marketing follows three rules: hook, one stat, short CTA. Social posts, banners, email, and video all use the same 3D illustrative system with stylised urban Indian families, rooftops, and soft environments. Curious and optimistic, never urgent.
Gujarat beta · January to February 2026 · calculator phase only · installer connection not yet live
