Taskrabbit Website Redesign
Personal Case Study
(Note: I’m in no way affiliated with TaskRabbit. This is a personal project to find solutions and enhance the user experience)
TaskRabbit is an online platform that provides services to local consumers by matching them with freelance labour to complete errands and tasks including cleaning, moving, handyman work, etc. as quickly as on the same day. Through their website, users search for the type of job they need to get done, input some details, and then choose from a variety of freelancers.
The platform provides quite a straightforward approach for non-complex tasks such as cleaning, where the users can see results quickly without having to register, and then book a Tasker upon signing up. However, what if the users need help with a more complicated project? Could we expect that the users will not always know what their exact needs are for a task, and therefore will need guidance from a Tasker before they book a gig? Moreover, they want to feel like their money and time will go to a trustworthy person that will get the job done well.
Going through these processes present a few issues for the users:
• Booking any task requires early (prior to communication) credit card input which lessens user trust
• Social proof is shown only through text
• Determining hours needed for complex tasks is not possible before booking
"The users need to feel trust and be able to communicate with the Tasker before booking, because they are not always sure of the task requirements."
Users & Analysis
Since this is a case study, I had no access to TaskRabbit's analytics, and I conducted my research through open online resources.
Looking into TaskRabbit’s blogs, competitor’s target markets and reviews online, I discovered the following:
• In 2014, TaskRabbit specified their main target audience as busy working women and mothers
• In 2017, Ikea Group bought TaskRabbit and started promoting furniture assembly Taskers through their platform
• Ikea's Group target audience is Millennials
• Online reviews indicate that young families and couples also use the service
In my opinion, there are three main types of users for the platform and the user group that I will be focusing on is the third. The reason is that the third group has the biggest need for changes on the website, whilst the other two groups will also benefit from smaller changes.
• Online User Survey
• User Interviews
• Usability Testing
• Empathy Map
• User Persona
• User Journey Map
• Existing User Flow
• Proposed User Flow
• High Fidelity Prototype
• Usability Testing