Paul_Rodens_Findmytradie_presentation

Paul Rodens - findmytradie - UX case study page 1

Gadie pitch:
Unless your best mate or your brother is a tradie,
do you know how tedious it is to find a good one,
available within this life time and that you won’t
have to sell your kidneys to afford?
Well, this is what FINDMYTRADIE will help you to do!
In a few clicks, from your mobile, you will be able to choose a tradie,
based on recommendations and user reviews.
But it is not only that!
FINDMYTRADIE
also helps small to medium size businesses to develop
and grow their activity

The problems
Find a plumber (or any
other tradie)
when you don’t know any
For tradies to advertise
their services,
at low cost and develop
their activity
The idea
To create an app, that helps
users to find local, honest and
trusted tradies, based on users
reviews and ratings.
For tradies themselves,
to advertise their services
and improve their image
through the ratings.
A paid service is also available
for tradies that will boost their
ranking , visibility.
The audience
Stacey
Looking to use the service
Bob
Tradie, looking to advertise
his services and
develop his business

Discover

AGE:
OCCUPATION:
STATUS:
LOCATION:
GOALS PERSONALITY
TECHNOLOGY
36
Teacher
Single
Eastern suburbs
Extrovert
IT and internet
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
” If a tradie needs to advertise,
there must be something wrong
with him” Well, that’s what my
dad says
Stacey
To find a reliable tradie
That won’t let her down nor take advantage
of her financially
Local and available
She wants to have the choice between tradies
PAIN POINTS
BIOGRAPHY
She finds it difficult to deal with most tradesmen
because of lack of knowledge in that field
She is apprehensive and doesn’t want to get
ripped off
She doesn’t have many tradies in her circle
of friends
Stacey bought her little flat in Paddington after
she came back from living overseas.
She had the chance to do some private tuition
and made a fair amount of money.
When she came back, with the help of her parents,
she managed to buy a small property. It is now 3 years
old and she really would like to redo the bathroom.
Also, she likes cats
Softwares
Devices
Social networks

AGE:
OCCUPATION:
STATUS:
LOCATION:
GOALS PERSONALITY
TECHNOLOGY
46
Plumber
Married
North Sydney
Extrovert
IT and internet
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
“I take pride in my job and enjoy
having satified customers, even
if they are sometimes hard work”
Bob
He wants to find local work
Doesn’t have his own website and is looking
for a cheap way to advertise his services
He is looking into different ways of expanding his
business
PAIN POINTS
BIOGRAPHY
Doesn’t have the time nor much knowledge to
maintain a website
Doesn’t have much “marketing” budget
Finds it hard to deal with certain clients: never
happy, always too expensive ...
Bob now has his own business and employs 5 people.
Things are going well overall but he finds it difficult,
expensive and time consuming to advertise his
services.
He is of course registered in the local papers and
the yellow pages but it is not enough to get
a constant flow of work.
Softwares
Devices
Social networks

Stacey’s gains: Bob’s gains:
• Wants to get in touch with local tradies
• That are available
• Who are honest and consider integrity important
in their work
• She wants a quote that is as accurate as possible
• She wants to have the choice between tradies
• Wants to find local work
• Doesn’t have his own website and is looking
for a cheap way to advertise his services
• Looking into various ways to expand his business
• Is happy to pay some money towards a service that would help
doing so
Stacey’s pains: Bob’s pains:
• She knows a lot about the Bachie but not so much
about plumbing
• Doesn’t have a lot (or any) builder friends
• She is always a bit apprehensive about engaging
with a builder as she has had a couple of bad
experiences in the past
• Doesn’t want to get ripped off price wise
• Doesn’t want to have to make 10000 calls before
finding the right tradie
• Finds it difficult to acquire new customers
as he has limited budget
• Doesn’t have the time nor the knowledge
to maintain a website
• Finds it difficult to deal with certain clients

Customer value proposition:
Stacey’s gain creators:
Stacey’s pain relievers:
Bob’s gain creators:
Bob’s pain relievers:
• The app will help Stacey to search locally, and extend the
radius of the search should she want / need to do so.
Only tradies that are available and interested would answer to
Stacey’s request
• She can choose to contact only tradies with good reviews
• Quotes should be discussed directly once contact is made
• Ideally multiple tradies will answer her request, and she will be
able to choose the one she wants to work with
• The app starts with a detailed questionnaire that helps
to define and describe the job she is looking for
• This app helps to put tradies and customers in contact with one
another
• The system of reviews and recommendations only puts forward
the best tradies
• Based on the responses from tradies to her job request, Stacey
should only have to contact one tradie to get the job done
• The requests are targeted locally
• Once builder’s profile is created, this app should offer Bob some
business opportunities without having to have a company website.
The app will put him in contact with potential customers
• A paid option (top bloke) will help him to rapidly expand his
notoriety and his services
• This app helps to put tradies and customers in contact with one
another
• Bob only has to create one profile
• He has the choice to refuse any job, based on the
request or the phone conversation

Competitor analysis:
Login/sign up feature
Questionnaire form
Home screen (desktop)
Overall design
Offered services
Mobile app / site
Positive points
Negative points
- Not required upfront but
during the process
Can only create an account
online (not via the app)
- Start with icons and form
later on. Very clear, only 4
steps
- Opens on the search for
tradie (icons)
- Pretty amazing, a real
strong offer, very well
thought trough
- Not just tradies, extend
the offer to other services
- APP (Apple Android)
- Super well designed,
very clear!
- Can only open and manage
a business account from the
desktop site
- Not required upfront
but during the process
- Not super clear
Confusing language
Has a budget page
- Dive straight into the
form. Can also reg business
- A bit poor, out of date
- Specific for tradies
- App (Apple Android)
- Has got some good specific
questions around budget
- Confusing language, poor
design
- Not required upfront but
during the process
- Educational illustrations
about the service
“Get a quote”
- Lots of data
Very reco oriented
- Very orange
- Specific for tradies
- 2 Apps for each UP
- Get a quote, suggest an-
other job at the end of the
search, create an account for
you
- 2 different apps for tradies
and users
Not needed to get a
result
- no real questionnaire, you
get a list of results straight
away
- Opens on the search for
different services (icons)
- Not great
- a lot more broad but some
similarities in the approach
- App (Apple Android)
- Completely different
approach
- Very overwhelming amount
of results

Define

Feature prioritisation: card sort
High priority
Low priority
Nice to have Must have
Paid
account
(tradies)
User
login
Credit card
payment
Tradies
account
Specific
search
paths
Alert
notifications
List of
past jobs
Account
updateAccount
profile
picture
Account
upgrade
Multiple
job
search
Search
functionality
Facebook
login
Social
media
push
Pictures

videos
Paid
account for
users
Desktop
site
Android
app
Email
alerts
Paypall
Ratings
and
comments
iPhone
app

User journey:
Download
the app
/
You are looking for
a tradie
Search for
a specific trade
Select location
Fill in specific form related to the trade Tradie’s
dashboard
User’s
dashboard
Rate,
write review ...
Post on
social media
Jobs
already
delivered
Respond
to a job
request
Jobs
already
performed
Positive
responses
to a job
Call a builder
and organise
the details
Available dates
Create user account
Generate a job card
Post request
(to multiple matching
builders dashboards)
You are
a tradie
Create a
tradie’s profile

Content
for users
Content for service
providers
• Specific search path (and adapted questionnaire) for each type
of service
• Specific to; plumber, electrician, painter, gardner, removalist,
glazier and other
• The user can search for multiple jobs, one at a time (needs to
complete the full search path before moving to the next one)
• Can attach videos and/or photos (make full use of the device’s
inbuilt functionalities)
• The service can be geo specific
• Create an account after going through “the pain” of filling in
the questionnaire
• Unique login, once the user gets back to the app, they are already
logged in
• The user can logout and update account
• No search path as such for tradies
• Two types of accounts; a free option and a paid option
(TOP BLOKE)
• Paid account is time specific (for 1 week, 1 month ...)
• Registration and account creation is done upfront in the process
• Unique login, once the user gets back to the app, they are
already logged in
• Facility to travel between paid and free account options
• Various payment options (e.g. Visa, Paypal ...)
• Temporary offers to push your free account to a TOP BLOKE
account (a bit like a Linkedin pro account, e.g. 1 month for free)
Search path
Account / login
Search path
Account / login

• Where all your jobs are stored; current jobs and completed jobs
• Paid accounts (TOP BLOKE) are made more visible
• Alerts let the user know when tradies are interested
• Detailed description of jobs
• Pending jobs can be canceled
• Choice of how to contact the tradies (via the app and/or email)
• Accomplished jobs can be rated, commented on, photos and/or
videos can be attached of the final product and pushed on
Facebook
• Access to your profile via hamburger navigation
• Each job, once accomplished can be commented on and rated
• Can also be posted on Facebook
• Forgotten password
• Account creation confirmation
• Job responses
• Rating reminder
• List of all matching job alerts
• Based on your business, location etc
• Detailed view and description of each job alert (where, when,
what ... )
• Can include photos and/or videos
• Option to put yourself forward for a job
• Can submit a quote if the job is sufficiently well explained
• Each completed job can be rated and commented on
• These constitute the core of the tradies’ exposure; the better the
ratings, the more jobs they will be offered
• Forgotten password
• Account creation confirmation
• Job alerts
Dashboard (or list of jobs)
Ratings and comments
Emails
Dashboard (or list of jobs)
Ratings and comments
Emails

Design

Paper sketches:
So this is the war room:

Paper sketches: basic user flow
I started by sketching the user flow.
I matched the features, user goals ... at a very high level.
This helped me to figure out if the journey made sense.
This process helped me to spot first inconsistencies and
conflicts.
For example:
- the need for a launch screen that separates both users
(tradies and those looking for tradies)
- At what level will the users be able to navigate through
the app; first visit, repeated visit, navigation ....
At this stage I also decided that an APP was the best
solution and one of the main points of difference between
me and the competitors;
- one single app for both users (BOB and Stacey)
- We all carry a mobile device with us, at all time
- and it’s got all the built in features you need ( geo local-
ization, access to email, camera, social media ...)
- an app can make the full usage of these and enhance the
user experience
- If we can do mobile banking without never going to our
desktops, we can certainly FINDMYTRADIE from a mobile

Paper sketches: major sections and features
I then started to draw the key sections
and key pages within:
1. Launch screen
2. Stacey’s search
3. Stacey’s account features
4. Stacey’s dashboard
1 2 4
3

Paper sketches: major sections and features
5. Bob’s account creation
6. Bob’s dashboard
As drawn on Iphone stencils, a lot of the
design rationales were already part of
the design thinking at this stage of the
process: navigation, button placement,
logo, labels, real estate ...
5 6

Wireframes and prototype: The launch screen

From there, I had a clear enough
vision to start working on the
wireframes.
I also made them fully functional,
using Axure as a tool.
See fully functional live prototype:
http://8je1r8.axshare.com/#c=2
It was also the most efficient way to get
the best from my testing. Seeing the app,
in motion, on an actual device,
with the appropriate behaviors gave
me a lot more insight and info on what
worked as well as the inconsistencies,
navigation issues etc.
Paper sketches can only go so far.
Intro to the app and first decision:
are you a tradie or looking for one?
Testing findings:
Need to make these screen a bit more
sexy. Job for the design phase.
Launch screen
(screen only to be
seen once, when
you first launch
the app)
Decision screen:
are you a tradie or
looking for one?
Screen only visible
on first visit

Wireframes and prototype: Search path (looking for a tradie)

This is a key part of the app,
as a user looking for a tradie.
This is a simple and short way to
get to the point and request the
service.
Each trade has a specific
questionnaire
Design rationale:
First elements of the design
rationale start appearing here
(back arrows, questionnaire steps
indicator, primary and secondary
call to actions)
Testing findings:
This flow is testing rather well,
the fact that the user can go
back and forth was made pretty
clear.
Some work needed to be done on
the labeling and descriptions
Choose between
each trade
Each of them
should be iconised
(in design phase)
Specific form
(looking for a
plumber in this
instance) that
captures the basic
requirements
In more detail
Can attach
photos and/or
videos, use of
the phone inbuilt
capabilities
The “When”
This one is a big
gain creator
for the user:
helps identify the
tradies’ availability

Wireframes and prototype: Search path

Upon completing the search,
the user is pushed to either login
(if they already have an account)
or create an account.
They can’t go any further without
completing that step.
Design rationale:
Hamburger menu that opens
a flyout navigation.
Used mobile design specific
best practices; each fields open
a specific keyboard (numeric,
password, emails ...), large call
to actions and buttons
for chubby fingers ...
Testing findings:
Login screens are always a source
of friction, but because of its
positioning in the flow, forces the
user into it.
Some issues with the confirmation
screen; and what now? Need for a
recap of the service requested?
The “Where”.
This one is a
big gain creator
important for both
users: the
location and
proximity
Login, password
retrieval and
account creation.
Plus a link to return
to the tradie’s
route
Once logged in,
confirmation screen.
Pushes you to
your dashboard
or to a new search
First access to the
menu

User’s menu

Wireframes and prototype: Account creation password retrieval

The account creation process for users
looking for a tradie is super slim.
It captures the minimum of information
required e.g. email, content preferences,
etc.
Design rationale:
Each specific action is indicated
in the header e.g. account creation,
search summary.
Testing findings:
Once an account is created, currently
both paths (create and login) are sent to
the same confirmation screen.
I have identified that I should create
a specific screen for the new user
that congratulates them on creating an
acount and outlines the following steps. Login, password
retrieval and
account creation.
Plus a link to re-
turn to the tradie’s
route
Short form to
create an account.
Account creation
is confirmed via
an email.
You can retrieve
your forgotten
password
using the email
entered at registration
Confirmation
screen that
displays the email the
password has been
sent to.

Wireframes and prototype: Dashboard (or your jobs)
The Dashboard is one of the key
features of the app.
This is the screen to which the users
will return on each subsequent visit.
The dashboard centralizes all the
pending requests and completed jobs.
The Dashboard presents a series of
alerts, notifying the user that pending
jobs have been responded to.
Design rationale:
Any alerts are indicated in the top
right hand part of the screen.
This number sums up all the alerts
received (if you have multiple jobs,
the number will increase as appropriate)
Against each job, a number also
indicates how many tradies have
shown interest in doing this
particular job
Testing findings:
Completed jobs are not too obvious
as you have to scroll down to see them
This page might be streamlined a bit
See tradies dashboard’s direction
This page links to
pending jobs but also
a list of completed
jobs
The user can access
the menu and start a
fresh search

Wireframes and prototype: Pending requests

From the dashboard the user is alerted
to how many tradies are interested in
performing a specific job.
The user can view the tradies who
responded and, from there, consult their
profile, completed jobs, and read ratings
Design rationale:
Each job is now represented on a ‘card’.
These cards will later be used to review
and rate, post to social media.
After a few pages, I have integrated a
home icon, that leads the user back to
the dashboard.
Testing findings:
This part is testing rather well.
After a few testing scenarios, the
testers have assimilated some of
the app’s behavior.
A lot of the content is accessible with
a click, without the need for a call
to action (e.g. job description)
Sometimes the testers were a bit con-
fused by the home icon
On the dashboard
you are alerted
when tradies show
interest in a job
You can always see
a recap of the job
you have posted
Can also delete a
pending job
List of tradies
interested in
working with you,
Top Blokes (or tradies
with a paid account)
are pushed to the top
of the list. Big gain
creator for tradies

You can also
consult their
profile and see
their ratings,
completed jobs ...

Wireframes and prototype: Completed jobs (or past jobs)

From the dashboard, all previous
or completed jobs are listed.
Users can access these, review them,
etc.
Design rationale:
Start now repeating a lot of the
navigation language and alerts,
the experience is starting to
get consistent.
Testing findings:
As the list of completed jobs
is a bit buried, the alerts that push
users to rate a job are not very obvious.
Something to work on as this is a very
important process to improve tradies’
profiles
On the dashboard
you can access
all your completed
jobs.
Notifications next
to the ones you
have not rated
Example of a
completed job
with ratings and
comments
Users can post it
on their Facebook
wall
Example of a
completed job
not rated. Alert
to draw attention
to it.

Form to rate
a completed job.

Wireframes and prototype: menu

Once the user has performed a search
and completed the account creation
and/or login process, the menu
becomes visible on a specific part of
the app.
As it is mainly a search path
and result repository, so there is
no need to have it on all pages.
Design rationale:
I am using the header, traditionally
the place for the logo and
navigation access, to reinforce
the specific actions the user is
undertaking (e.g. creating an account,
searching for a plumber)
Testing findings:
This was not used much during testing,
as people seem to find their way through
the action without the need for this
feature.
Menu available
via handburger
menu, opens as a
flyout
The content of the
menu is mainly a
repeat of the
dashboard, plus access
to the account, option
to edit it and to
sign out

Wireframes and prototype: Tradie account creation

For the tradies, the account selection
process must be done upfront.
It is impossible to define what type
of service the tradie is offering without
this information
Design rationale:
Very similar approach to users looking
to find a tradie, using the same
design approach and components
Testing findings:
The opening screen could be an
animation, a bit dry with copy.
The trade icons don’t work so well
in the testing as it is not possible to
tell if they are selected (Axure technical
issue)
Opens on a quick
list of what this
app has to offer to
the tradie user
Login, password
retrieval and
account creation.
Plus a link to return
to the non-tradie’s
route
Short form to
create an account,
selecting the
user’s trade
Name and contact
preferences

Wireframes and prototype: Tradie account creation

Key feature; the choice between a free
account and a paid account (‘Top
Bloke’). The second account option is
the main source of revenue of the app
and offers the tradies a better exposure
for their services.
Design rationale:
Very similar approach to users looking
to find a tradie, using the same
design approach and components
Testing findings:
‘Top Bloke’ account, might sound
a little sexist, alienating female tradies.
Few or no error messages throughout the
prototype.
The prototype hasn’t been pushed
to that level of detail.
But when it comes down to payment
and form design, this is an important
consideration.
The ‘Where’.
This one is a
big gain creator,
important for both
users: the
location and
proximity
Decision between
the free account and
a paid option
Both accounts are
detailed when
you click on the ?
icons
Confirmation
that your Top Bloke
account
has been created.
Access to the menu
and tradies’ dashboard
Confirmation
that your free account
has been created.
Option to upgrade.
Access to the menu
and tradies’ dashboard

Wireframes and prototype: Tradie’s Dashboard
This is one of the key features of the
app.
This is the screen that tradies will
return to on each subsequent visit.
potentially matching jobs, the jobs that
have been responded to as well as
completed jobs.
A series of alerts notify the user that a
tradie has responded to a pending job
Design rationale:
Slightly improved version when
compared to the previous versions for
users looking for a tradie.
This version provides a lot more
‘at a glance’ and dives into specific
pages and subpages
Testing findings:
Hard to push users to write
reviews
This page links to
alerts, waiting room
and list of completed
jobs. The user can
access the menu from
this page
List of jobs matching
the tradies’ skill,
locations etc.
Tradies can, at this
level, discard a job
or decide to engage
Detail of a job
request, with calls to
action to get in touch

Wireframes and prototype: Tradie’s Dashboard
This is one of the key features of the
app.
This is the screen that tradies will
return to on each subsequent visit.
potentially matching jobs, the jobs that
have been responded to as well as
completed jobs.
A series of alerts notify the user that a
tradie has responded to a pending job
Design rationale:
Slightly improved version when
compared to the previous versions for
users looking for a tradie.
This version provides a lot more ‘at a
glance’ and dives into specific pages
and subpages
Testing findings:
As the list of jobs completed grows,
will beed to think about a way to filter
and/or search
This page links to
Alerts, waiting room
and list of completed
jobs. Can access the
menu from this page
The waiting room is
the list of all the
potential jobs waiting
on a client action.
List of already
completed jobs
Specific job details
with customer’s
feedback and ratings

Wireframes and prototype: Tradie menu

Once an account has been created,
the menu becomes visible at specific
points within the app.
As it is mainly a search path
and result repository, there is
no need to have it on every page.
Design rationale:
I am using the header, traditionally
the place for the logo and
navigation access, to reinforce
the specific actions the user is
undertaking (e.g. creating an account,
searching for a plumber)
Testing findings:
This was not used much during testing,
as people seem to find their way through
the action without the need for this
feature. Menu available
via handburger
menu, opens as a
flyout
The content of the
menu is mainly a
repeat of the
dashboard, plus access
to the account and
option to edit it and to
sign out

Key learnings
• Overall, this solution has been well received by testers
• Doing an interactive prototype gave me much deeper insights into the navigation
issues, labelling issues, incoherence etc. Mobiles have very specific behaviours
and most issues can only be picked up when you see the app in motion
• I did get caught into trying to finalise the prototype and have a holistic view of the
app, before testing it. I should have tested smaller portions and moved gradually
(waterfall vs agile)
• Tradies (or service providers) were seduced by the a la carte paid option
• The dashboard (for both users) can do with some more love and testing, as it is
such a big feature of the app and important to get right
• The tradies’ version of the dashboard is very close to a satisfying version
• I lost track of how to communicate a quote to a user
• I didn’t have the chance to tackle error messages, which always make the
experience either worse or better, especially around the payment process
• At this stage, with all these learnings and elements, it would be the perfect time
to start designing and do more high fidelity testing (using the designed pages)

User flow:
Download the app
Decision screen (user or tradie)
first time user
Choice of service
(plumbing …)
User flow Tradie flow
Questionnaire (adapted
depending on previous choice)
Describe request
(txt field)
Add photo or video
Select availability
(dates)
Select suburbs
(on google map)
Create an account
Login
(incl facebook login)
Post request on
tradies “wall”
Account creation
confirmation email
Other requests?
Update my profile
(edit)
Pending jobs
( 1,2 …)
Forgot password
Password reminder
email
Past jobs Tradies responses
How to be contacted
Change password
Change info (phone,
email …)
Job card
Rate and comment
(incl pictures, videos)
Share on social or
recommend to a friend
View tradie’s public
profile
Get in touch
Delete this specific
answer
Create an account
If you are actually
one or the other
Choice of service
offering (plumbing …)
Location of
business
Choose type of
Account (free or paid)
Choose type of
Account (free or paid)
Update my profile
(edit)
Waiting room
(jobs waiting to be
answered)
Completed jobs
How to be contacted
Change password
Change info (phone,
email …)
Get contacted Job card
Rated commented on
(incl pictures, videos)
Users dashboard
Matching jobs
( 1,2 …)
View job detail
Decide or not to take
the job
Tradies dashboard

PROBLEMS
Existing alternatives
SOLUTION UNIQUE VALUE
PROPOSITION
UNFAIR
ADVANTAGE
CUSTOMER
SEGMENTS
KEY METRICS CHANNELS
COST STRUCTURE REVENUE STREAMS
• Find a plumber
(or any other tradie)
• when you don’t know
any
• For tradies to advertise
their services,
at low cost and to
develop their activity
• System that helps to
find local tradies based
on recommendations
and user reviews
• Easy and cost effective
way for tradies to adver-
tise their services
• One app, helping to
connect both consumers
and tradies
• Mobile app based
solution
• Paid account service
that allows tradies to
develop their activities
• Free to download
• Increasing number of
users will tell us the
success of the service
• Growing data base
of tradies
• Mobile app; apple and
android
• Email support
To create an app that helps
users to find local, honest
and trusted tradies, based
on users reviews and
ratings.
For tradies themselves,
to advertise their services
and improve their image
through the ratings.
A paid service is also
available for tradies that
will boost their ranking and
visibility.
NA NA
Stacey, 36, single
Looking to use the service
Bob, 46, married, owns
his own small electrician
business
Looking to advertise
his services and
develop his business
• Yellow pages
• Local papers
• Oneflare
• Homeimprovment.com.au
Lean canvas:

Thank you!

Paul_Rodens_Findmytradie_presentation

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