UI/UX Case Study
Your go-to app for
reliable services,
whenever you need
them.
01/ Summary
Goal: To create an intuitive, user-friendly mobile app that helps people find the right
person for the right job, whether it's a babysitter, handyman, or cleaner.
Design Thinking Process
Emphatize Define Ideate Design Test
:
Services :
Deliverables
• User research & testing • User journey map
• Competitive analysis • Wireframes
• Wireframing & user flow design • High-fidelity UI designs
• UI design & prototyping • Interactive prototype
02/ Understanding the problem
Finding the right service provider can often feel like navigating a maze, especially in
moments of urgency. Many people find themselves in situations where they need a
handyman for repairs, assistance with cleaning, or even childcare while they manage
their busy lives. When recommendations from friends or family aren't available, this
process can quickly become overwhelming.
Hey, I need to find a handyman to
help me with some repairs. Do you
have any recommendations?
I'm sorry but I don't
know anyone.
There is certainly something out there waiting to be discovered
I searched the internet, hoping to find a solution for this problem. I explored existing
platforms to understand their strengths and weaknesses. Here’s what I found:
Strengths Weaknesses
Airtasker Well-known for cleaning Focused on cleaning,
services, structured lacks multi
booking system. service options.
Helpling Wide variety of services, Pricing transparency is
connects users with unclear, making cost
local professionals. comparisons difficult.
Thumbtack Heavy reliance on
Flexible service categories. referrals, it’s hard to
trust the platform.
This analysis highlighted an opportunity for developing more robust and user-friendly
alternatives in the market.
Taking a considered step forward
To dig deeper, I created a survey and asked potential users about their biggest concerns
when hiring a service provider.
Cancellation Trust & safety
Scheduling
Reviews
Pricing transparency
Data was sampled from 14 people
Here’s what stood out:
"When I’m hiring someone, I want to see clear pricing upfront and know they’re
trustworthy. Reviews help, but I also like it when the platform shows that the provider
has been background-checked or verified. It just gives me peace of mind, especially
for things like babysitting or letting someone into my home."
User quote
Based on these insights, I developed a user persona representing the core audience’s needs
and frustrations. This guided the creation of an experience map, which visualized the
journey, highlighting pain points and opportunities.
Core needs
Mike Jensby
• Access to trustworthy and qualified
service providers.
• Flexible booking options to fit his
unpredictable schedule.
• Transparent pricing to plan
household expenses effectively.
Bio Frustrations
Mike lives in Copenhagen with his wife • Struggles with finding reliable
and two young children. His demanding providers.
job as a sales manager leaves little time
• Limited time to compare
for household chores, gardening, or multiple options.
babysitting needs. He is pragmatic and
values efficiency, often looking for quick
• Past experiences with
unprofessional service providers
and reliable solutions to manage his
made him cautious.
busy lifestyle.
AGE 32
Personality
EDUCATION Masters in Business
STATUS Married Logical Planner
OCCUPATION Sales Manager Practical Family-oriented
LOCATION Copenhagen
TECH LITERATE High
User persona
Starting to map
At this stage, I identified the features that were essential for the users.
For a complete overview of the process, please click here.
Mapping the user journey allowed me to uncover key pain points and opportunities for
improvement. By analyzing each step, I identified areas where the experience could be
refined, ensuring a smoother and more trustworthy process for users.
Here are the main opportunities that came from this analysis:
Highlight specific Provide clear
providers based on booking details.
location.
Offer transparent Enable real-time chat
pricing for common for clarifications or
tasks. additional requests.
As I moved forward with the design process, I focused on improving the key features based
on the insights I gathered.
03/ The solution
Designing an Intuitive User Flow
Designing an intuitive flow for a multi-service platform presented numerous challenges that
required careful consideration.
Since the beginning, I noticed a struggle in making a decision - users felt overwhelmed by
too many choices and unclear navigation. I realised that without a clear structure, users
would likely abandon the process.
Based on that, I designed a step-by-step booking process to simplify decision-making
while keeping flexibility:
1. Select a service category (e.g., cleaning, handyman, babysitting)
2. Choose location and date
3. View provider profiles with qualifications, experience, and customer feedback
4. Filter options by cost and review
5. Select service provider
6. Choose a date and time for your booking and confirm
By breaking down complex processes into clear, manageable steps, I reduced cognitive
load and improved the overall experience.
For a complete overview of the user flow, please click here.
Handling Real-Time Cost Adjustments
One of the biggest challenges was the lack of flexibility when additional tasks arose during
a service. Users expressed frustration when they needed extra work done, such as an
additional cleaning task or minor repair, but had no clear way to request it or understand the
cost implications in real time.
Solution: I designed a real-time cost adjustment feature within the chat interface. This
allows users and service providers to discuss additional tasks, with a transparent pricing
update before confirming the change.
By integrating this feature, I ensured that users remained in control of their bookings,
reducing uncertainty and building trust in the platform.
Building Trust Through Payment Security
Another significant struggle was the lack of trust associated with payment methods. Users
expressed frustration when platforms required excessive steps to complete transactions or
lacked clarity regarding payment options.
Solution: I implemented a MobilePay-inspired payment system, familiar to Nordic users. This
allowed users to link their bank accounts or cards and pay seamlessly with a single tap once
the service was completed.
By offering a familiar payment method and minimizing effort, users were more likely to
complete the process, rather than abandoning it due to uncertainty.
04/ Measuring Success & Final Thoughts
To validate design decisions and improve user experience, I conducted A/B testing with 8
participants (4 for each version) to compare two variations of the service provider selection
and booking flow. The objective was to determine which version better supported user
confidence and improved the booking process.
Version A Version B
7/8 users in Version B felt more 6/8 users found Version B’s booking
confident choosing a provider due to process easier compared to version
transparent pricing and verified profiles. A and other platforms they had
This confirmed that trust signals used. The clearer pricing details and
significantly impact decision-making, provider information reduced
leading to the implementation of hesitation and made decision-
provider verification as a core feature. making faster.
Don’t just take my word for it, you can see the final product here.
Reflections & Learnings
This project reinforced the importance of balancing usability and trust. Users wanted
convenience, but they also needed clarity and reassurance, especially when hiring
strangers for home services.
Next steps
In the future, I’d like to explore more payment options that could be suitable for a global
audience. While the MobilePay-inspired feature aligns well with Nordic expectations, users in
other regions might prefer different payment flows. By offering a wider variety of trusted
payment methods, the accessibility could be improved and increase user confidence across
diverse markets.
Additionally, I see an opportunity to design an interface for service providers, allowing them
to create their own profiles, showcase their skills and manage their services. This would
enhance the app's flexibility, making it more beneficial for both clients looking to hire and
professionals offering their services.
