The Challenge

The problems with searching for artisans in Canada have been well-documented over the years. People encounter many challenges when finding a highly skilled artisan who keeps to time and offers satisfactory services. People often ask for recommendations from friends, relatives and search for them on Google. The project was done from the ground up so that it met the needs of users and artisans.

The Team

This team project was conducted by Awhin David, Tugbobo Jeremiah, Gourav Gourav, Bowale Omode. The study and design solution, and recommendations spanned four months, during which we gathered insights and data to inform our design recommendations and solution.

Problem Statement

John struggles to find artisans whenever he requires their services. He needs a seamless and accessible online platform because he believes that existing solutions lack effective features for smooth booking experiences and resolving scheduling conflicts.

Hypothesis

We believe that there is a significant gap in accessing artisan services for Canadians. We will know this is to be true when we see up to 100 or more sign-ups within the first 6 months of the feature launch.

Research

To create an accurate and insightful research, we employed a mixed research method, combining both quantitative and qualitative approaches. Our primary objective was to gain a deep understanding of our target users, particularly their pain points, motivations, and behaviours. By using both survey data and in-depth interviews, we ensured a comprehensive analysis that would provide meaningful insights.

1. Defining Our Research Approach

Recognizing the need for a well-rounded perspective, we decided to conduct:

Quantitative Research through structured surveys to gather measurable data on user preferences, challenges, and expectations.

Qualitative Research through detailed interviews to explore users’ emotions, decision-making processes, and real-life experiences.

By combining these methodologies, we aimed to not only capture statistical trends but also uncover the underlying motivations behind user behaviours.

2. Identifying Our Target Audience

To create a persona that truly reflects our end users, we first asked the question: Who are we designing for? We identified two key groups:

Artisans – Skilled professionals who offer specialized services.

Paying Customers – Individuals or businesses looking to hire artisans for specific projects.

Understanding both groups was crucial in building a well-rounded persona that addressed the needs of service providers and their potential clients.

3. Survey Development & Distribution

To gather a broad dataset, we carefully drafted detailed survey questions designed to uncover critical insights using Google forms. Our surveys were structured to capture:

Demographics (age, occupation, income level, etc.)

Challenges faced when hiring artisans or finding customers

Key factors influencing decision-making

Budget expectations and service satisfaction levels

The surveys were then distributed across various platforms, including social media, professional networks, and artisan communities, ensuring a diverse pool of responses.

4. Conducting In-Depth Interviews

To gain deeper insights, we conducted one-on-one interviews with selected participants. Our focus was on:

Customers who had previously hired artisans for projects.

Artisans who had experience working with clients on different scales.

Before conducting the interviews, we sent out consent forms to our participants, assuring them of confidentiality and anonymity. This helped create a safe space for open and honest discussions. We used Zoom to carry out these interviews with our participants.

During the interviews, we explored:

The hiring process – What factors influenced their choice of artisan?

Pain points – What challenges did they face in hiring or working with an artisan?

Decision-making criteria – How did they determine whether an artisan was a good fit?

Customer expectations – What qualities or assurances did they look for before committing to a project?

Artisan perspectives – What challenges did they face in acquiring customers? How did they market their services?

By analyzing responses from both perspectives, we were able to identify gaps, misalignments, and opportunities for improvement in the artisan-customer relationship.

5. Organizing and Analyzing Insights

After collecting our data, we needed a structured way to interpret the findings. We categorized our data using an Affinity map and created a Figjam team file. The whole team was invited to sort out the insights we got from our Qualitative and Quantitative research on Figjam. We utilized an Affinity Map to:

Group related insights into categories.

Identify emerging patterns from both artisans and customers.

Highlight common themes such as pricing concerns, trust issues, and service expectations.

From these insights, we created an Empathy Map on Figjam, which helped us visualize:

User attitudes and behaviours in the artisan hiring process.

Pain points that needed solutions to enhance the experience for both artisans and customers.

Opportunities to bridge the gap between user needs and service offerings.

Competitor’s Analysis

Findings

Following the research, there were three clear problems we could see.

Searching for a good artisan can be tiring.

Users want an artisan who keeps to time.

Users want good conflict resolution.

User’s Core challenges

Long wait time in searching for and booking good artisans

Reliability of artisans

Wants a platform where artisans’ skills are verifiable

Wants a platform with genuine reviews

Building the User Persona

With a clear understanding of our audience, we developed a detailed User Persona for the paying customer and the artisan that encapsulated:

Demographic details

Motivations and goals

Pain points and frustrations

Preferred communication channels

Decision-making behaviours

This persona serves as a foundation for designing solutions that cater directly to our target users’ needs. It also ensures that every product or service decision aligns with real user expectations.

Usability Test

1. Test Overview

The usability test aimed to assess the user experience of the Workify app, identify pain points, and improve overall usability. Five(5) participants tested the app, engaging in both physical and online tests. Feedback was collected, analyzed, and used to iterate the app design. David was the moderator, while Bowale and Jeremiah acted as the observers.

Objectives:

Evaluate ease of onboarding and navigation.

Assess task completion success rates.

Identify usability issues and areas for improvement.

2. Participants

Participant 1: A first-time user with limited experience in hiring artisans online.

Participant 2: A frequent user of similar service-based apps.

Participant 3: An artisan seeking jobs.

Participant 4: A student looking for an artisan

Participant 5: A user who hires based on referrals

Each participant completed predefined tasks, including:

Signing up and setting up a profile.

Searching for an artisan.

Booking an artisan.

Messaging feature.

3. Test Findings

Physical Test (Conducted In-Person)

Positive Feedback:

Clear and simple interface.

Challenges Identified:

No return back button

Struggled to book for an artisan

No option to cancel bookings

Artisans found it difficult to upload certification documents.

Online Test (Conducted via Zoom)

Positive Feedback:

Good solution

Challenges Identified:

The onboarding process was very long

Users had difficulty returning to the homepage on every page

Couldn’t select countries

The prototype was unresponsive

4. Iteration & Changes Implemented

Based on the first round of feedback, the following changes were made:

We fixed the issues with the prototype to increase efficiency.

Reduced the onboarding process

Added a ‘Back’ button on all page

Added a booking cancellation feature

Nav Icons were out of place on the profile page

Conclusion

The design project was eye-opening for us. It was clear from our research, interviews, and case studies that users desire a better way to find artisans. By employing a mixed-methods research approach, we were able to gain a holistic understanding of our users. The combination of surveys and interviews allowed us to quantify common challenges while also understanding the depth of user experiences. These insights guided us in crafting a user persona that is authentic, data-driven, and highly relevant to our mission. The usability test provided valuable insights into the strengths and weaknesses of the Workify App. The implemented changes improved functionality and overall user experience. A second round of testing was conducted to validate the improvements and identify any further refinements needed.