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Connecting homeowners with local workers through innovative UX Design.
Motivated UI/UX Designer with 3 years in user-centric design at s.p Digital, passionate about art and technology, and active in the Indonesian design community.
In this series, I will share my comprehensive case study, detailing my design process for you to explore.
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In Indonesia, homeowners and skilled workers often have trouble connecting for local projects. Homeowners need a reliable way to find workers, while workers have difficulty finding steady job opportunities. OneTukang fills this gap with a digital platform that helps make connections and simplifies project workflows.
This case study highlights my role as a UI/UX Designer at s.p Digital, where my responsibilities included:
Researching user flows of similar platforms to learn best practices.
Conducting design research to create interfaces that work well for both homeowners and workers.
Developing personas to understand the goals and challenges of different user groups.
Creating user flows to outline the interactions for key tasks like posting projects, showing interest, and choosing workers.
Designing both low-fidelity (lo-fi) and high-fidelity (hi-fi) prototypes to visualize and refine the platform’s functionality.
In Indonesia's local services market, homeowners often have trouble finding reliable workers for their projects, while skilled workers struggle to gain visibility and secure steady job opportunities. This imbalance shows the need for a platform that connects homeowners and workers in a trustworthy and efficient way.
OneTukang tackles these problems by letting homeowners post project listings and allowing workers to show their interest. Further communication between them occurs outside the platform. The system works by having the worker pay the platform to access the homeowner's contact details after being chosen.
Primary Goals: Focus on creating smooth workflows for homeowners to post projects and for workers to show interest and connect with clients.
Design Goals: Focus on mobile-first design, easy navigation, and trust-building features such as verified profiles and reviews.
The client offered initial guidance to streamline the research process by sharing reference websites. These websites helped shape the basic understanding of the platform's functionality and design styles.
Werkspot: A platform that connects homeowners with workers, featuring project posting and worker profiles.
MyBuilder: Similar to Werkspot, it emphasizes trust-building through reviews and offers a streamlined process for connecting users with service providers.
Apple.com: Known for its clean, minimalist interface, focusing on clarity and premium aesthetics.
Booking.com: Prioritizes usability with simple navigation and search features designed for a wide range of users.
Tripadvisor.com: Highlights user-generated content like reviews and ratings to build trust.
Using the references provided by the client, I analyzed the following aspects to guide the design:
From Werkspot and MyBuilder:
Streamlined workflows for posting projects and selecting workers.
Clear display of reviews, ratings, and worker profiles to build trust.
Mobile-friendly interfaces designed for both service seekers and providers.
From Apple, Booking.com, and Tripadvisor:
Clean, visually appealing layouts that reduce clutter and improve readability.
Hierarchical content presentation to guide users smoothly through their journey.
Focus on trust-building through user reviews and seamless interactions.
The insights from these reference platforms directly influenced the design approach for OneTukang:
Simplified Workflows
Inspired by Werkspot and MyBuilder, I focused on creating easy-to-use flows for key tasks.
Trust and Transparency
Drawing from Tripadvisor, I prioritized features like verified reviews, ratings, and detailed profiles to build confidence in the platform.
Visual Aesthetics and Usability
Inspired by Apple's clean aesthetic and Booking.com's usability, I ensured a balance between elegance and functionality in the designs.
Based on the insights gathered during design research, I created personas to represent the platform's two main user groups: Homeowners and Workers.
These personas helped guide design decisions by keeping the users' goals, motivations, and challenges at the forefront throughout the design process.
User flows were created to outline the journey of both main user groups—Homeowners and Workers—as they used the platform. These flows made sure that important tasks like posting projects and showing interest were easy and efficient.
Flow homeowner posting a project
Objective: Help homeowners post a project, ensuring they provide enough details for workers to assess the opportunity.
Home Page: User logs in and selects the type of project they want to post.
Project Details Form:
Enter basic details (e.g., location, budget range, etc.).
Optionally upload images.
Review & Submit: User reviews the form and submits the project.
Confirmation Page:
Shows a confirmation message and an estimated timeframe for workers to express interest.
Project is now visible to relevant workers.
Flow for Workers Expressing Interest & Getting Homeowner Contact
Objective: Enable workers to quickly find relevant projects and show their interest.
Dashboard: The worker logs in and sees a list of project opportunities that match their skills and location.
Project Details Page:
Express Interest:
The worker clicks the "Interest" button to join the list of interested workers.
The worker needs to pay to access the homeowner's contact information.
Contact Details Access:
After successful payment, the homeowner’s contact details are shown.
Workers can now contact the homeowner via phone or WhatsApp.
User App
Worker App
User Web
Worker Web
Working on OneTukang gave me the opportunity to make a significant contribution to building a user-friendly platform that makes it easy for homeowners to connect with local workers. By researching similar platforms, I adopted successful workflows and customized them to meet the needs of our target users. By designing user flows and personas, I ensured that both homeowners and workers have intuitive and efficient interactions with the platform.
Designing for Dual Audiences
Balancing the needs of two different user groups (homeowners & workers) was challenging but rewarding. It required careful prioritization of features to ensure both groups could achieve their goals smoothly.
Leveraging Client Input
Starting with client-provided research and references saved a lot of time and allowed me to focus on improving the platform’s user experience.
Importance of Mobile Optimization
Realizing that both user groups relied heavily on mobile devices highlighted the need for a mobile-first approach, which influenced every design decision.
Finally, thank you for taking the time to read this case study. I truly appreciate your interest in my work and the journey behind designing OneTukang. I hope this case study has given you valuable insights into my approach to UI/UX design, from research to execution.
If you have any feedback, questions, or want to discuss similar projects, feel free to connect with me. I’m always eager to learn, grow, and collaborate on meaningful projects that make a difference.
Thank you once again for your time and attention—it means a lot! 😊
