The project
From the brief to what shipped.
A web0 client project. I worked with Programa’s own team, and what is not listed as mine is theirs.
The situation
Programa is project software for interior design studios: schedules, product specs and a live dashboard for the client, in one place.
Interior designers judge software by how it looks before anything else. The site had to feel like their world, not a spreadsheet, while selling the tool that replaces their spreadsheets.
What I did
I designed and built the site. The hero is a studio desk with real objects and the app on the monitor, and the camera moves into the screen to show Schedules. Below it, each tool gets one card and one sentence.
What shipped
- The site, designed and built.
- A studio-desk hero with the app on the monitor. The camera moves into the screen.
- One card and one sentence for each tool.
Impact
What it’s worth.
The figure, what it counts, and the arithmetic with every input, one click away.
Programa: the impact
About $8,100
in new annual recurring revenue for every 10,000 visitors
Counted from trials that convert to Pro, at $71 a month for one seat.
- Inputs
- 4
- Public sources
- 3
How it adds up
The formula10,000 visitors × trial rate × share who convert × price a month × 12 months × the lift
| Input | Value | Where it comes from |
|---|---|---|
| Visitors who start a trial | 3.8% | Public sourceThe median for SaaS landing pages.Unbounce, SaaS landing pages, 2024 (opens in a new tab) |
| Trials that convert to paid | 10% | Public source8% to 12% is called good for a free trial.Lenny’s Newsletter with OpenView and Pendo, 2023 (opens in a new tab) |
| Price of Pro, one seat | $71 a month | Public sourceRegional prices differ.programa.design/pricing, November 2026 (opens in a new tab) |
| Lift from the redesign | +25% | My figureFor scale: speed-only tests show 8% to 10%. Baymard puts the potential from better checkout design at 35% for large shops. NN/g found an average 83% improvement across usability redesigns.web.dev, Vodafone A/B test, 2021 (opens in a new tab)Deloitte for Google, 2020 (opens in a new tab)Baymard, 2026 (opens in a new tab)NN/g, 2008 (opens in a new tab) |
The arithmetic
- 10,000 visitors × 3.8% × 10% = 38 studios.
- 38 studios × $71 × 12 months = $32,376 a year.
- 25% more is $8,094 a year.
What it leaves out
One seat per studio is the floor. Extra seats cost $31 a month each and are not counted.
Price and time
The same scope, elsewhere.
What a website costs and how long it takes, at four places. Read the time column first: its lines are drawn to scale.
| Who | Price | Time | Source |
|---|---|---|---|
| web0website, today’s published price | from €16k | 3–5 weeks | Pricing |
| Proof of Work Studio5-page site, fixed price | $20,000≈ €17.2k | 4 weeks | Proof of Work Studio (opens in a new tab) |
| Flow Ninjawebsite, larger tier | from $25,000≈ €21.5k | 8–16 weeks | Flow Ninja, pricing (opens in a new tab) |
| Clutch averageweb design projects | $38,105≈ €32.8k | 7 months | Clutch, web design pricing, September 2026 (opens in a new tab) |
- The web0 row is the published price for this scope today. No start and launch dates for this project are on file.
- Clutch’s average is pulled up by large projects. Clutch also says most web design projects it reviews cost less than $10,000. Its month counts are engagement lengths from reviews, not build time.
- Euro values use about €0.86 per $1, an approximate rate.
What Programa paid is private. This compares published prices, not this project’s own timeline.
- Scope
- Website
- Places
- 4
- Sources
- 3
- Time
- To scale
Plates
More of the Programa work.
8 plates, numbered on from Fig. 1.
Next caseMindtripClient projectImpact: About 95 more sign-ups per 10,000 visitors.Read the case The spot next to Programa is yours.
Tell me what it has to do. If it’s a fit, the price is fixed before any work starts.
Fixed price from €8k · 2 projects at a time