An Interview with Ramy Khuffash, creator of PageFlows.com (£4,000 MRR)
Hey Ramy, can you tell us a little about your background and what you're building?
👋🏼Hey, I’m Ramy and I’ve been a full time indie hacker since late 2018. My main project is Page Flows, which is a library of user flow recordings from proven products that designers & product managers use to learn best practices.
Why did you decide to build Page Flows?
I’m a software developer professionally, but I’ve always been interested in UI design. About five years ago, I started a design inspiration newsletter called UI Movement and launched it on Product Hunt. It was my first side project that got good traction.
After that grew organically for a year or so, I set up a few conversations with subscribers to see if there was anything I could build that they’d consider paying for.
From those conversations, I learned that people wished there were more UI design examples from products that were live and succeeding in the market. That’s where the idea for Page Flows originated.
What’s the vision for Page Flows?
How did you validate your idea?
Other than speaking with a few UI Movement subscribers, I didn’t do much validation. When I initially launched Page Flows, it didn’t go well at all. As with most of my side projects, I chalked it up as a learning experience. At this point, I made all the site’s content free for anyone to access and moved on.
Eventually I noticed that the Page Flows content was getting a reasonable amount of traffic so decided to test whether it was worth investing more time into. I put the content behind a simple landing page with a fake payment form to see if people were willing to pay. To my surprise, a couple of people tried to pay almost instantly. That was all the validation I needed.
What went into building the first version?
The first version was essentially just a content website, so it was super simple. The time consuming part was recording and annotating all of the user flow videos. It took about a month to go from idea to launch.
What’s your tech stack?
How would you have done things differently if you started again?
My main mistake was giving up on the idea so soon after the first launch. In hindsight, I should have experimented more with pricing and positioning.
Can you tell us about your business model?
People pay a quarterly or yearly subscription to access Page Flows. It’s currently priced at $39 per quarter or $99 per year.
What growth tactics did and didn’t work for you?
Most of the initial traffic came from UI Movement, which continues to be a decent source. People often ask how I grew UI Movement, but honestly, that’s been totally organic, so there’s not much to say about that.
Other than that, Product Hunt has been hugely helpful for getting the word out. Both UI Movement and Page Flows are frequently shared on design sites & communities, which help drive traffic.
I have tried blogging, but it hasn’t really moved the needle. My current focus is simply adding more user flow videos to the site. This keeps current customers happy and helps with long-tail SEO.
What was your lowest point in building Page Flows so far, and how did you get out?
There hasn’t been a specific low point, but keeping my emotions separate from performance of the business has been quite tough. It’s harder to stay motivated during weeks with low sales and self doubt can really be an issue.
What else have you built before Page Flows, and what were the biggest lessons from those experiences?
I’ve built a whole bunch of side projects that didn’t really go anywhere. UI Movement was the first that did well.
I still have tons to learn but my biggest lesson is that spending months working on a product before putting it in front of customers is almost always a bad idea.
Another lesson I’ve learned is that products which have a clearly defined audience are much easier to grow. A big reason UI Movement & Page Flows have done better than my other products is that they’re clearly made for designers, so when they were launched on Product Hunt, they were picked up and shared on design-based websites like Smashing Magazine & Designer News.
What are the most common mistakes you see Indie Hackers make early on?
Other than the mistake of spending months building a product before getting it in front of customers, a common mistake is focussing on the product/solution rather than the problem it’s aiming to solve.
How do you stay focused and avoid distractions?
How did you transition to full time Indie Hacking?
I started the transition by switching from full-time work to part-time contracting. I contracted for 2-3 days a week for about a year before finally going full-time.
Page Flows wasn’t generating any revenue at the time, but I had saved up about a year’s worth of runway. I’m grateful that I was in the position to be able to take that risk and thankfully, it has worked out so far.