Porch Directory

Helping homeowners find a pro

directory_intro

Problem
One of the founding principles of Porch is that we love data. However, there was a misconception as when and how that data should be revealed to the homeowner. Those who first created the directory believed that showing more information to the homeowner would help them make an informed decision when deciding to contact a professional. Putting myself in the homeowner’s seat, however, I felt the experience was overwhelming.

Original design

The old search results confused homeowners with too much information.

The old search results confused homeowners with too much information.

Hypothesis
A simpler and cleaner search results experience will increase conversion for users to submit project requests.

Defining clear objectives and scope

  1. Remove extraneous info, map view, and filters
  2. Provide a single CTA per result
  3. Integrate Porch Guarantee into results
  4. Implement consistent search ranking
  5. Allow for API integration into partner online experiences

New design

The new directory makes it simpler for homeowners to compare and contact pros.

The new directory makes it simpler for homeowners to compare and contact pros.

 

Results

14% increase in project requests and a reduction in exits