Market Place Website
Forms (Post Service Ads)
SeeWalls
Introduction:
Forms Design for Service Providers
SeeWalls is a Canadian online marketplace that connects individuals and businesses through classified ads for services and real estate. Service providers can post ads for free. This case study focuses on the design process for creating user-friendly forms that help service providers post their ads efficiently.
(October 2022 - January 2023, part-time)
My Role:
We began this project by getting a clear understanding of SeeWall’s business needs and goals.
. Lack of specialized marketplace websites where providers can easily showcase their expert services, and users can easily find the services they need.
Business goals:
As a UX/UI Designer, I was responsible for researching, prototyping, wireframing, and designing service provider forms for SeeWalls, online marketplace. Working closely with the development lead and key stakeholders within our five-person design team, we successfully completed this project in three months.
Project overview:
Business Problems:
. Designing a form that allows providers to display their specialized work
. Designing a form for users to request specific services they need
. Forms have to be classified by expertise
Design goals:
. Design a simple and consistent form that allows all providers to showcase the services they offer.
. Research each specified service individually and gather detailed information about them.
. At the same time, research marketplace ads to find what information users need to see.
Based on business needs, we highlighted the process, even though it was a round-trip process.
Discover
We started by looking at similar platforms to see how they set up their forms. Each of us reviewed competitors, exploring features and gathering ideas. We noticed that about 90% of them only asked general questions from providers, rather than industry-specific ones. (kijiji, yelp, ...)
We conducted a survey with users and providers to gather more insights.
We researched each of the specified services separately and gathered detailed information about them.
Research each of the specified services separately and gather detailed information about them.
by competitive analysis of We identified the information that providers want to showcase to users.
Results:
Based on the responses, we identified the factors that users need to see, which influenced our form design for critical questions.
a.Points like price, quality, reviews, and availability are the top priorities for users.
b.Users are concerned about qualifications, and providers needed a space to showcase their work.
b.Users are concerned about qualifications, and providers needed a space to showcase their work.
Providers
Users
Steps:
Define
Based on our users, we defined two personas representing their key characteristics and needs: one as a company and one as an individual. These personas help us better understand their preferences and allow us to tailor our services to meet their expectations.
Challenges:
Consistent Form Creation: a single form that works for all service providers, while still collecting the specific details unique to each provider's industry or service.
Trust and Qualification: For services like nannies and caregivers, trust is crucial for both providers and recipients. Since these roles often involve being in someone’s home, it adds an extra layer of responsibility and safety concerns.
Solutions:
We highlighted the key points of each service, found what they have in common, and included specific details for each one.
Connect both providers and recipients to third-party companies that can verify their identities, ensuring a safer and more trustworthy interaction.
Develop
We began by outlining key details for each service to create individual forms. Then, we merged them into one adaptable form with slight adjustments for each service. After testing, we refined the forms further. Here is education form samples.
After designing a form for all services, we began usability testing with providers across different service areas.
Deliver
After designing the form, we conducted multiple rounds of usability testing with providers from various service areas and held meetings with developers to finalize it. These are the final changes we made to the forms.
1 . We noticed that to ensure providers give the necessary information, we should mark required fields with a red star.
2 . The text in the 'Business Description' box was causing confusion, so we changed it to something clearer, and user feedback improved.
3 . Survey and interview responses showed that knowing the price is important to users. However, prices were displayed differently across services. So, we created a platform that makes it easy for providers to show prices based on their specific services.
4 . We noticed that providers need a way to display their availability, making it easier for customers to connect with them and saving time for both parties.
4 . Providers need more space to promote their business, like including social media links, to help attract more clients.
the value of this Project:
Here’s the final form for individuals and companies to showcase their business.
Working on a website with a team of five taught me the value of clear, friendly communication. Balancing ideas between developers, stakeholders, and users meant staying in sync, asking good questions, and sharing updates often. A big part of the experience was understanding users' needs and creating an easy, intuitive way for them to achieve their goals. I learned that teamwork is more than dividing tasks—it’s about connecting efforts to bring a shared vision to life.