Umwuga

Overview

When it comes to working in trade — especially as an independent, you need lots of connections and word-of-mouth referrals to earn a reputation that will provide a steady flow of opportunities. One small job here and there is not going to cut it, while trying to make ends meet, and having more connections creates a dependable workflow. Those who are trusted amongst their neighbors for being the “best landscaper in town,” who are also popular in their community’s Facebook groups, have sustained job security — but what happens when gig workers have to relocate, or those just getting their foot in the door? Building a local network — either physically within a community, or within an online presence, is important to tradespeople. Umwuga realizes this. Umwuga is currently a website for trades workers to build a profile, message, and post within a feed of other trades workers, hoping to establish a space for these users to gain a reputation in their local community. Umwuga is currently lacking one key aspect: perceived value. How is it that something so seemingly valuable is not effectively “wowing” these users? Our team worked together with the CEO of Umwuga, Nasi, and we think we know what is missing.

How might we reinstate value — increasing user retention and sign-up rates, for trades workers within this existing web application?

Problem Statement

Users need a community-supported space to showcase their client-backed skills and reputation, while ensuring reliable and communicative employment.

Trades workers provide services and jobs to millions of people within the UK every year, but lack an online community and supportive presence that opens opportunities for these workers. Tradespeople do not understand how to engage with and utilize the value of Umwuga with their current website in order to showcase their reputation and grow their network.

How might we offer a supportive community for trade workers with transferable skills and bring credibility to their individual value?

RESEARCH PHASE

Goal of Research

After analyzing Umwuga’s current site and discussing it directly with our stakeholder, we realize we need to do more user research and interviewing, to really understand our user’s problems. We created a discussion guide to provide a structure to our user interviews. These questions were generated to gain insights into user needs and frustrations within their line of trades work.

Methodology

● Interview discussion guide was created to initiate question and answer

● There were 11 users interviewed

● Interviews designed to gain insight into tradespeople’s work and job-seeking challenges and current solutions

Synthesis » Affinity Mapping

During research synthesis we have uncovered trends regarding the

• Self-proclaimed skills listed by trades people themselves do not offer credibility to employers who need verification.
• Workers need opportunities to gain exposure through channels where they can talk about their experiences.
• Resumes and job profiles don’t allow workers to prove their soft skills like reliability and dedication to prospective employers.
• Skills and capabilities hold little weight when they can’t be backed by referrals.
• Workers need a dedicated space for support and networking within their specific line(s) of work.
• Gig workers with experience, skills, and recommendations need a platform to brand their work.

Persona

Our persona Emma, was discovered through the research synthesis process and created “I”-Statements. She represents our primary persona, and who our target user is, giving insight into the major frustrations and needs of our users. The persona profile will be used to continuously focus our user’s needs, in order to validate design decisions.

User Journey

Just like user interviews gave us insights as to who our persona is, our persona gave us insights on what it is like to be the user — building empathy. To visualize that empathy, we created a Journey Map. This map visually outlines exactly how our persona, Emma, is feeling, while searching for gigs during her move from Manchester to London, UK.

Revised Problem Statement

Upon her recent move, Emma lost her supportive community and credibility to back her work skills. Trying to convince strangers meant that she was back to square one. How might we provide skilled trade workers, a supportive network and community to help form connections, build trust, and ultimately bring credibility to their individual value?

RESEARCH » DESIGN

DESIGN PHASE

Initial User Testing: First Round

In this test we were trying to determine if the user was able to find gigs and communicate with other workers/employers on the current website. Through these tasks, we will evaluate whether or not the user realizes the value of Umwuga.

User Testing: Second Round

We created a responsive mobile web design based on the existing Umwuga mobile website. We created solutions which we felt would aid our users in navigating and finding value within the Umwuga onboarding and website profile. Once we completed the prototype we went into our second round of testing.

FINAL HI-FI DESIGN

With a final round of usability testing, we collected which areas of our revised design still needed work to provide Umwuga with the best user experience. With our previous user testing and interviewing — we were able to access the overall functionality and usability of the design, but we were still lacking insight on what aspects or features within the design are most valuable to them. Which features are not reaching their value potential?

Recommendations + Implementation + Next Steps

Create a Hi-Fi design for the “Groups” page

Consider recommendations for Umwuga’s home page

Run usability test for the final redesign

Contextual inquiry on the redesign

Synthesize data from test results

Reconsider color palette & accessibility

Iterate on design

Meet with developers and implement designs

Design review on the implemented designs

Discuss UX Analytics and Product Principles