a user experience design case study via General Assembly’s UXDI

Matt Toman + Robert Boler

Renovate Simply

L I N E U P

1. problems 2. research 3. insights 4. top design solutions 5. prototype demo

• discussion throughout, Q&A two-on-two at the end

Homeowners need a simple, painless way to understand the approximate cost of their renovation projects, and find trusted contractors for them.

P R O B L E M

• improve current design • future features • mobile web vs. native app

P R O B L E M

“Don’t make me think.”

Research

• learned design trends • learned competitors’ features • Kukun does not vet their contractors

C O M P E T I T I V E / C O M PA R AT I V E A N A LY S I S

I N S I G H T S

• interviewed 6 homeowners • (our focus) • in-person or via phone

• 1 contractor, 2 realtors for context

U S E R I N T E R V I E W S

• homeowners like comparing • trust is a big deal • “I don’t know what I don’t know”

I N S I G H T S

U S E R I N T E R V I E W S

U S E R P E R S O N A S

Harriet the Homemaker • experienced • organizing • answers

Patricia the Planner • resourceful • new to this • timeline

Connor the Contractor

Rachel the Realtor

tested 4 versions with 9 homeowners

U S E R T E S T I N G

• ruled out interactive progress bar • refined new organizational feature • led our design decisions

U S E R T E S T I N G

I N S I G H T S

Top Insights the big 4

• Low likelihood to get current app • Infrequent use case • Web developer in-house

so…

1

• Focus on mobile web app first, not a native app

I N S I G H T

1

• Homeowners like comparing. • They want the power of deciding. • In-person matters.

2

so…

• Don’t fight comparison, join it. • Offer 3 contractors (sweet spot

according to user research)

I N S I G H T

2

• Word-of-mouth referrals are king. • All our interviewees, and half of all

homeowners.

3

so…

• Create value for these users with a new feature…

I N S I G H T

3

(no spoilers)

• Photos show too much data • Distracted from the question • Made homeowners feel limited

4

so…

• Use graphics to help display only the info you want the homeowner to choose between.

I N S I G H T

4

Top Design Recommendations the big 5

• direct project type links

B E F O R E 1. landing pageA F T E R

• clearer explanation and value prop

B E F O R E A F T E R

• visual elements that illustrate only the current question

• (less photos, more graphics)

2. focused visuals

B E F O R E A F T E R

• “cost level” is now “materials”

• biggest hang-up in user tests

• more specific question

• descriptive text

3. materials question

B E F O R E A F T E R

• clear timeframe

• immediately actionable steps

• helps prepare first-time homeowners

• contact info fallback

4. clear next steps

• new feature

• includes word-of-mouth referrals

• includes user photos, Pinterest links, documents, etc.

N E W 5. Project Notebook

• un-nested, contextual item labels • (no one opens the “+” button)

• removed Style page

• streamlined structure of the questions

• explanatory notes for confusing steps

• when to ask for email and account creation

M O R E

Enough talk… Let’s see it.

Demo

InVision: https://invis.io/PR7QX17FS#/168901625_V4_1_Home

Homeowners now have a simple, painless way to understand the approximate cost of their renovation projects, and find trusted contractors for them.

S O L U T I O N

• clearer estimation process • actionable, valuable next steps • new feature that addresses users’ needs

Q&A

Thank you.

Matt Toman + Robert Boler Historic images from Pixabay