DM Greenkeeping
Trimming a new digital experience
Client
DM Greenkeeping
Duration
2 months
Industry
Greenkeeping
Services
UX/UI Design
WordPress
User Research
The challenge
A key part of DM Greenkeeping’s sales process was manual and time-consuming. New customers would sign up via a form, triggering a service rep to look up their address, estimate garden size, and send a quote, followed by a hopeful wait. It was slow, expensive, and not exactly scalable. Together, we set out to create a fully digital, self-service customer journey. One where users could measure their own garden, pick a service package, and get an instant price without waiting for human hands. On top of that, we wanted to give users more visibility and control once they became customers.
Our approach
We built a modern solution with a React frontend and a Node.js middleware layer, all wired up to DM Greenkeeping’s existing (and still active) PHP-based CRM. We handled everything from UX and UI to development and strategic advising - becoming a close partner rather than a classic supplier. The project was driven by a shared vision of automation, grounded in a realistic view of what users would actually do. DM Greenkeeping fully embraced the Abtion way of working, joining daily standups and weekly planning, which made them a true part of the team - a key to ensuring we built the right solution, not just a well-executed one.
"Map your garden in minutes and get a beautiful lawn, simple and effective. In close collaboration with DM Greenkeeping, we’ve built a solution that converts thousands of customers every day, boosting both conversion rates and customer satisfaction."
CEO, Abtion
The solution
Overcoming challenges
Working with a legacy CRM introduced delays and occasional instability, as updates were needed in parallel on their side. We navigated this with patience and flexibility. Scope changes also cropped up along the way, but because of clear communication and shared ownership, they were handled gracefully, with everyone aligned on impact and decisions.
Results
DM Greenkeeping now has a fast, user-friendly end-to-end sign-up flow where new customers can draw and measure their gardens using an intuitive Google Maps-based tool, select their package, and pay online, all in one smooth flow. We also delivered a self-service portal, where customers can track visits, manage billing, update info and more. The result is a significantly faster and cheaper onboarding process with less manual work and a much more modern experience for end users. What was once slow and clunky is now sharp, digital, and easy to scale.
\ Step into the engine room
Our process is open and inclusive, and we invite our clients to take play an active part in the creation of the product.
Cases
Let's talk about your next project
Mads Hofman
CEO & Advisor
Abtion \
We solve real problems and deliver intuitive, enjoyable user experiences. We believe in the power of simplicity and user feedback as the key to creating digital solutions that resonate and endure.
