Increasing ‘Expert’ acquisition with HeyBryan

Special thanks to the superb Ken Day whose product design and insights were invaluable to the results we achieved at HeyBryan.

HeyBryan is an app that connects home service experts with anyone who needs tasks done around the home.

My role

I led the team responsible for developing the product. We used a mixture of data and user research to identify every key area on the Task Booking funnel.

Once all areas were assessed, I identified the area most likely to create the greatest impact in the shortest period.

I tasked the team with increasing expert acquisition to improve our North Star metric: tasks completed.

Problem

44% of experts drop off during sign-up when asked to enter their payment information to get paid for work.

Goal

Get experts to enter their payment information and complete the sign-up.

Success metrics

• Experts completing sign-up
• Payment information submitted
• Tasks completed

Solution

Optimise the sign-up flow enabling experts to skip the initial banking form, communicate how we use their information, and allow them to submit payment information after receiving their first task.

Impact

• 25% increase in expert acquisition
• 18% increase in submitted payment information
• 7% increase in tasks completed

Final prototype

Process

We used a short Google Design Sprint process to better understand user needs and explore ideas as potential solutions.

The process follows six phases: Understand, Define, Sketch, Decide, Prototype, and Validate.

Phase 1: Understand

I carried out stakeholder interviews, user interviews, and usability testing of the sign-up flow to understand the problem.

Key findings from user testing

Phase 2: Define

In this phase, we analysed findings and reframed problems into design opportunities.

Problem definition

HMW questions helped to identify the main problem areas to focus design efforts on.

• How might we improve our loyalty as a brand?
• How might we come across as a legitimate company?
• How might we accept payment registration in the app?
• How might we communicate that we use baking information to pay experts?

How might we ensure experts feel comfortable entering their payment information?

Phase 3: Sketch

Ideating possible solutions for how we might ensure experts feel comfortable when entering their payment information.

Crazy 8’s solution sketch

An idea where users skip the initial payment details step and set up their account using secure banking integration.

This rapid sketching process allowed us to push beyond the first ideas and generate a wide variety of solutions.

Solution sketches

Fleshed out ideas for communicating how we use experts’ payment info and setting up their accounts using secure banking integration.

Here we expanded on our best crazy 8’s idea in a storyboard format.

Phase 4: Decide

The team decided on the best features for the solution by combining the winning ideas:

• Entering payment info in the app
• Allowing users to fill in payment info later
• Explaining that payments are secured via Stripe
• Surfacing payment step when expert receives their first task

Voting on ideas to storyboard

Phase 5: Prototype

Using our Design System we prototyped the solution.

Rapid prototype

Phase 6: Validate

We went out and recruited handy-people to test the prototype.

Summary of findings

😄

• Liked seeing how the app worked before entering lots of information
• Liked knowing that Stripe handles money transactions
• Liked being able to supply payment information later
• The majority described the prototype as:
• “Simple navigation”
• “Quick and easy sign-up process”

🙁

• The CTA button to skip the initial payment button has not surfaced well enough
• Some confusion about what Stripe is and how it works

Outcome

The short design sprint allowed us to understand the problem and validate our solution before developing any features.

Expert acquisition and submitted payment information metrics have increased and enabled more homeowners to have their tasks completed as a result.

Learnings

• Involve customer champions in sprint phases to ensure solutions are catered to user needs. For example, we assumed Stripe would be easily understood by our experts some of whom aren’t tech-savvy.
• Proto-personas or empathy mapping could have provided a better understanding of our users.
• Get more buy-in to validate design changes before development begins.