UX case study: RenovateSimply.com mobile website and estimation user flow design iteration recommendations. Capstone project for General Assembly's Austin UXDI program. Conducted and presented June 2016 by Robert Boler and Matt Toman. (Presentation notes not included here. All deck content property of Renovate Simply.)

1. a user experience design case study
via General Assembly’s UXDI
Matt Toman + Robert Boler
Renovate Simply

2. 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

3. 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

4. P R O B L E M
“Don’t make me think.”

5. Research

6. • 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

7. • 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

8. • 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

10. 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

11. tested 4 versions with 9 homeowners
U S E R T E S T I N G

15. • 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

16. Top Insights
the big 4

17. • Low likelihood to get current app
• Infrequent use case
• Web developer in-house
so…
1

18. • Focus on mobile web app
first, not a native app
I N S I G H T
1

19. • Homeowners like comparing.
• They want the power of deciding.
• In-person matters.
2
so…

20. • Don’t fight comparison, join it.
• Offer 3 contractors (sweet spot
according to user research)
I N S I G H T
2

21. • Word-of-mouth referrals are king.
• All our interviewees, and half of all
homeowners.
3
so…

22. • Create value for these users
with a new feature…
I N S I G H T
3
(no spoilers)

23. • Photos show too much data
• Distracted from the question
• Made homeowners feel limited
4
so…

24. • Use graphics to help display
only the info you want the
homeowner to choose between.
I N S I G H T
4

25. Top Design Recommendations
the big 5

26. • direct project
type links
B E F O R E 1. landing pageA F T E R
• clearer
explanation
and value
prop

27. 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

28. 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

29. 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

30. • new feature
• includes word-of-
mouth referrals
• includes user photos,
Pinterest links,
documents, etc.
N E W 5. Project Notebook

31. • 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

32. Enough talk… Let’s see it.

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

34. Homeowners now have a simple, painless way to
understand the approximate cost of their renovation
projects, and find trusted contractors for them.
S O LU T I O N
• clearer estimation process
• actionable, valuable next steps
• new feature that addresses users’ needs

35. Q&A

36. Thank you.
Matt Toman + Robert Boler Historic images from Pixabay