From Architects to Pooper Scoopers
Pro profiles are the most important pages on porch.com for three reasons: 1) they are the primary entry point for new visitors to Porch, 2) they empower homeowners to make an informed decision when determining which pro to hire, and 3) they are a powerful marketing tool for our pros to represent themselves – and their work – online. However, when I first arrived at Porch, the pro profile was a confusing mess. Information was scattered, projects were presented merely as pictures, and worst of all, there was no clear action for users to take.
When I joined the Product team, my first assignment was to introduce links to featured paying professionals on nonpaying profiles. I was also tasked with finding a solution for the Recent Projects section that could accommodate projects with and without photos. While these were valuable problems to solve, I saw the opportunity to address the bigger issues. I had seen comments from homeowners who could not find the contact information. Others were generally overwhelmed by the page.
Defining clear objectives and scope
- Organize content into a clear hierarchy
- Emphasize contact information as the primary CTA
- Encourage engagement with projects
- Present featured professionals
- Implement the map as an interactive feature
Fixing the foundation
The first step was to organize and, at time, repurpose the existing information. I decided to lay out the page as a conversation between the pro and the homeowner. “This is who we are. This is what we’ve done. This is what our customers have said about us.”
After the information was reorganized, it was time to help homeowners get to where they needed to go. First, we needed a consistent visual language. Material Design, a visual language designed by Google, had just been announced that expounded on the “card” design of Google Now. I decided to see what Material Design was capable of. Sure enough, it was the perfect solution for organizing the information into a focused, responsive solution. A restricted color palette focused the user’s attention on a few primary CTAs while the cards helped organize the information into digestible collections. Projects, along with the map, were reimagined as interactive case studies. Featured professionals fit nicely as a widget on the sidebar. And the contact information, now a fixed element that followed the user, would no longer be missed.
It worked. Homeowners began contacting pros. They browsed and wrote reviews. They explored and saved projects. The visual system proved to be so successful, in fact, we began aligning the rest of porch.com to it. The new pro profile was the catalyst that began to bring the fragmented, broken experience of Porch to what it is today – a focused, cohesive product.
While the redesign certainly improved the user experience, it also gave us further insight into the needs of both homeowners and pros. Even though homeowners and pros expect to be able to call each other, they still weren’t connecting. If we were to successfully facilitate communication between the two, we needed to keep communication on our platform. We also discovered that homeowners valued reviews over examples of previous work, so we needed to reorder the page a bit.
Instead of making the contact information the primary CTA, we introduced the ability for a homeowner to “request a quote.” For homeowners with an existing project, we introduced an additional option to “invite” a pro to their project. We also introduced a “guarantee” for select professionals. These updates are ongoing as we test each proposed change. Visit the live page.