Proposal Studio: Building branded proposals with dynamic data

Contractors were creating and sending proposals in other tools. Customers asked us for a way to build them in Feldy, and several features we had planned pointed the same way.

But a proposal isn’t a form. It’s how a company introduces itself to a homeowner. A solar installer and a roofer present themselves differently, so one generic layout for everyone wouldn’t work.

I was the sole product designer on Proposal Studio. I designed how proposals are built and customised: reusable templates, proposal pages, branding options, dynamic data, and the editor interactions that hold them together.

Instead of building a proposal for every customer, contractors design a template once and reuse it.

A template is a set of pages, with ready-made ones for residential, commercial and roofing work. Contractors add, arrange and hide pages, and set their own colours, fonts, images and words.

That’s where their brand lives: how the proposal looks, how the content is laid out, and the tone they use with homeowners.

When contractors prepare a proposal inside a deal, they choose a template. Dynamic variables and Data blocks then fill in that deal’s information automatically.

So the same branded template works for every customer, without retyping names, prices or project details each time.

Most contractors aren’t designers, so the editor had to stay simple while giving them real control.

They work on one page at a time, with a page list to reorder or hide pages, an Assets tab for their images, and a toolbar at the bottom for zoom and shapes. Undo and a preview are always close by.

To make templates flexible, I designed property controls for the elements contractors can add to a proposal. Text, shapes, images and forms each needed their own settings, while sharing familiar controls so the editor stayed predictable.

I also explored how colours, gradients and image fills should work across elements. The goal was to give contractors enough control to reflect their brand, without making every edit complicated.

Development started in January 2025, and Proposal Studio is now released to customers. Finished proposals can be exported as a PDF or shared with a link.

It’s designed to keep proposals inside Feldy, keep each company’s branding consistent, and personalise every proposal with the deal’s own information.

One thing this project reinforced for me is that flexibility doesn’t have to mean complexity. Contractors needed control over how their proposals looked and sounded, but they shouldn’t have to rebuild everything for each customer. The challenge was giving them that freedom while keeping the experience simple.