On-demand home services marketplace geared towards the millennial mindset, with the goal of being “the Uber of home services solutions.”

Omdana is the Swedish word meaning “to transform.” Not only does this product help transform the users’ home, it also focuses on transforming the process in which homeowners find, communicate and work with contractors.




Amy Yang
Phylicia Flynn

My Role

Usability Testing
Visual Design


Competitive Analysis
Research Synthesis
User Journey Map
User Flow
Style Guide


10 weeks




How might we create an industry-leading product that connects home service professionals with homeowners that lack DIY skills?

Business Goals

Become an industry leader by creating an all-in-one platform

Capitalize on millennials' lack of DIY skills and connect them with home service professionals

User Needs

Find reliable contractors for their home projects

Simplified process for finding, reviewing, bidding, scheduling and paying contractors

Scope & Constraints

Conceptual project

Homeowner facing side of platform

Fully remote team

UI Design was out of scope but added after testing

market research

A competitive analysis was done to assess the strengths & weaknesses of products already on the market. It also provided an opportunity to point out any gaps in the market. We took a look at 6 competitors:

Logos of Houzz, Handy, Home Advisor, Smith, Home Depot and Thumbtack

key takeaways

Quick Contact

Most platforms sent out contact information to contractors they see to be the best fit

Simple Functionality

Platforms are focused on searching and contacting contractors only

Contractor Info

The platforms provided limited but simple and essential information about contractors

Progress Bars

Most platforms utilized progress bars on forms to keep users informed of the status


A survey was conducted to gain an overview of homeowner/renters’ goals and pain points while working with home service professionals. Users were sourced through SurveySwap, Poll Pool and social media.








find contractors through 

word of mouth


use their computers 

to research


do not track the 

progress their projects

Using our survey results as a starting point, we then interviewed our targeted demographic to gain a deeper understanding of their goals, behaviors, pain points, motivations, and frustrations.



25 - 35

age range

50 / 50

male to female

key takeaways


Users prefer word-of-mouth recommendations from friends and family on contractors

Biggest Pain Point

The construction phase with unexpected costs is a stressor for users

Reviews & Ratings

Users value ratings and reviews of contractors, but will not take the time to write a full review themselves


Users are persuaded by incentives, such as discount codes & coupons


We used data taken from the user interview to develop a primary persona to represent the millennial homeowners.

Primary persona: homeowner looking for a contractor

Even though our focus is on the user side, we did not want to forget about the contractor. I created a secondary proto-persona to make sure we fairly represent the contractors to the users. Data was based on information found from articles and forums.

Secondary persona: new construction business owner looking to grow his client base

To further build empathy, I created a journey map to go through the process of researching and selecting possible contractors for the user’s project. This highlighted pain points and opportunities to improve the process.

the Problem defined

Millennial homeowners have trouble selecting trusted contractors for their home projects. The dispersed process of searching, reviewing bids and completing transactions makes it hard for users to stay on top of their projects, resulting in high stress and lack of confidence.


To create a simplified solution to the pain points outlined in the journey map, this user flow streamlines the process while also adding some delight to the process.

Now that the problems and challenges have been laid out, my teammate and I used Miro to brainstorm possible solutions for project progress tracking. We utilized mindmapping and I Like/I Wish/What-if to generate ideas then a Priority Matrix to stay focused.

post-its scattered along a mindmap breaking down different ideas on how to help users track progress

possible solutions

Project Tracking

Find and connect with contractors but also provide support through the entire length of the project

Robust Contractor Profile

Allow contractors to create a more complete profile to further gain trust of homeowners

Increased Privacy

Allow users to select when and to whom their personal information gets shared with

Quick Review Process

In order to get user to leave a review, have an option for a quick star rating


Through the usability test, we aimed to validate the design solutions by creating specific tasks to be completed using our mid-fidelity prototype.



26 - 33

age range

40 / 60

male to female



Task #1

You search for Kitchen Remodeling contractors and would like to receive a quote from the first contractor you find. How would you accomplish this?

Task #2

Your kitchen renovation will start in a few weeks. In order to stay on top of the progress, you want to make sure you’re receiving updates daily through the platform and via email. Show me how you would set these preferences.

Task #3

Now you’re halfway through your remodeling project. You want to check out a recent photo update of the cabinet installation that happened on Feb 7th. Show me how you would find that.

Task #4

Your other project, Hardwood Floor Installation, is now complete. You are pleased with the work and would like to leave a review. How would you go about reviewing the contractor for that project?

I like that it’s lazy-friendly; a lot of tags to click and auto-responses...

completion rate


overall satisfaction
out of 5


ease of use
out of 5


level of transparency
out of 5

key takeaways

First Impression

Users were generally pleased with the layout and content structure of each page

Project Photos

Users easily found the location and were satisfied with the photo updates because of its familiarity

Request Quote Form

There was confusion around the form labels and what fields are required

Leave a Review Modal

The pop-up for leaving a review got mixed feedback. Some users will exit the modal before reading what it is, while others loved the convenience

Project Settings

Users did not recognize symbols on project card or the settings menu icon

Terminology & Iconography

Users were confused on some terms and icons used

visual design

Next step was to refine the wireframes to address concerns found in the usability test and take them to high-fidelity. I created a “style cheat sheet” to easily outline the design standards.

Brand guide

mid to high fidelity


Selecting a Contractor

Accomplishments & badges to help users more easily assess contractors

Allow contractor & previous clients to upload photos of work

List out the team members; nobody wants strangers in their home

Option to save and send quote information to other contractors to save time

Track Progress of Projects

User profile has quick info on side bar and tabs for projects, bookmarks and profile

Prominent progress bar that shows completed stages and estimated finish

Budget tracker to help owners stay on top of costs and payments

All collaborators can upload photos to share

Leave a Review

Clicking on a completed project enables a pop-up with a short review form

Users can also leave a review from the contractor's profile

If users skip the pop-up, they still have the CTA on their project page

To further increase engagement, a reward system with a points was implemented

Personalize Settings

To provide more autonomy, there's the added the option to change individual project settings

Users can add collaborators to their project

Easy way to customize notification preferences and download project related documents

Users can contact support if they're experiencing a project related issue

Check out the Prototype

next steps

On the final usability test, one user stated “it’s like AirBnB for contractors.” Hey! That’s pretty close to being Uber, right?!

There is some more testing that needs to be done on this website. In particular, the requesting a quote form received mixed reviews. Coming up with a few solutions and conducting A/B testing would be the most efficient.

The visual design has not yet been vetted. The final usability test was conducted using mid-fidelity wireframes and the addition of images, colors and real text could change the outcomes.