Olivia Wang
Airtasker SEO Job Page
Redesign
Launched on 4th March 2023
Conversion rate
5.26%
Build Taskers' confidence to join Airtasker
Airtasker is a trusted community platform connecting customers and Taskers.
Timeline:
Nov 2022 - Feb 2023
My Responsibilities:
UX
UI
Role:
Product Designer
"Design is storytelling."
Introduction
For this case study, I will use the storytelling method to showcase how I made the design decisions, so the structure of this case study is totally different from other case studies in my portfolio. I will mix all the user research and user insights into these conversations.
To me, it's a new experiment to show my work. Hope you will like it.
To begin with, let me share with you some context. Airtasker is a platform that creates connections between businesses and customers. If you want to get something done, you can go to Airtasker to find a local professional Tasker.If you want to make some extra money with your skills, you can find tasks on Airtasker.
Regarding the SEO job pages, they're a series of pages that focus on different categories. The main goal of this page is to provide related information to potential Taskers and increase the conversion rate.
In terms of this project, the main goal is to improve the conversion rate by helping Taskers build confidence to join Airtasker. That is to say, we hope the new Tasker Job Page can attract more potential Taskers to sign up and make the lapsed Taskers re-sign up with Airtasker.
Some good news: The new SEO Job Page launched on early March 2023. After launch, the monthly average conversion rate increased from 4.61% to 9.87% and the highest daily conversion rate increased from 14.3% to 50.0% (Data source: Amplitude).
Let's start :)
Do you still remember the old me?
Hey, I am the old Tasker Job page. I am very proud of myself because I provide a lot of information to Taskers such as I can tell them how much they can earn, tasks that near them, why join Airtasker, and Airtasker insurance policy.
This is how I actually look like
I think I look good.
Why do you want to remake me?
Let me tell you why
Hey you,
I agree that you look good but we think the previous conversion rate (average conversion rate was 4.61% and the highest daily conversion rate was 14.3%) can be better, so we want to create a new you and improve Taskers' confidence to join Airtasker.
And your goal is to increase the Tasker signups!
User interviews
Now let me tell you what we did to makeover you.
We spoke to 10 tradespeople to uncover their key motivations and drivers and identify any pain points or opportunities they encounter.
We focus on core trades such as builders, carpenters, electricians, painters, and concreters. Their business sizes are from sole traders to 20+ employees.
As you can see, I asked them a lot of research questions.
"What motivated you to join Airtasker?"
"What do you want from Airtasker?"
“Do you have any concerns about joining Airtasker? If yes, what are your concerns about joining Airtasker?”
“Have you used other service platforms? If so, which ones? What do you like about their services?
“Have you used Airtasker as a Tasker before? If so, what was your experience? What made you leave Airtasker? What should we do before you re-register Airtasker?”
"Describe your ideal service platform. What does ideal client engagement look like to you?"
"What does success look like?"
"What motivated you to start your trade/business?"
"Can you describe the aspects of your job that you enjoy the most? Why did you originally get into this line of work?"
"Can you tell me what are the least enjoyable parts of your job? Is there anything that leaves you stressed or frustrated? What keeps you up at night?"
"What makes your business/the business you work for stand out as the preferred service provider for the job? What do you offer your clients?"
"Can you share what criteria you consider when accepting a new client/job?"
"Describe your ideal customer. What does ideal client engagement look like to you?"
"What are the most important things to you when completing a job with a new client? Why?"
"How do you think about the cost of acquiring a new client?"
"Let’s think about your last job. Can you walk me through a typical client job quoting and payment process?"
"Can you share how you normally go about getting payment from customers?"
After these user interviews, I synthesized insights by affinity mapping.
Then I found out the following insights.
Pain Points
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Taskers sometimes have difficulty in cash flow
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Taskers are afraid of competing with low prices, not getting paid or wasting time with low-intent customers
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Taskers are afraid of wasting time with low-intent customers
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Some potential Taskers are not sure if Airtasker approach is right for their skills/set up
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Some potential Taskers are not sure how the process works and whether it will be too complex/difficult or laborious
Delights
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Happy customers at the end of the job
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Meeting different people and having a yarn
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When customers go above and beyond with snacks, leaving them in peace to work or even a case of beer to say thanks
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Control over their own schedule
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Getting a review. Taking photos of their work for social posts
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Getting on the job and seeing it through to completion
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Payment being easy
A lot, right?
Fine, which parts of me do you want to makeover?
You can be more attractive
Well, from user interviews we know that Taskers sometimes have difficulty with cash flow. They want to earn money and achieve financial freedom on Airtasker.
Let's have a look at the calculator on the header. Currently, Taskers can only change the job amount roughly and you show how much they can earn monthly. It's not flexible and Taskers are keen to see their expected annual earnings on the job page.
So, in order to make the calculator more flexible and accurate, I change the job amount section from the dropdown to the input box. To make the number more attractive and help Taskers build confidence in becoming financially free, the new you will always display annual revenue in the header.
Old You
New You
Make sense. What else?
You can be more convincing
We know that Taskers are afraid of a lot of things such as
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competing with low prices
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not getting paid
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wasting time with low-intent customers
In order to make Taskers have the confidence to rely on us, I move the ‘Why join Airtasker’ to the top. You can see that the new ‘Why join Airtasker’ addresses the core Taskers’ needs. We tell them that they can get reasonable prices, secure payment, and accountable customers on Airtasker.
Old You
New You
Cool. Will you give me any new accessories?
Of course! Actually, I give you a lot of stylish things :)
From user interviews, we found out that potential Taskers are not sure if Airtasker is right for their skills and they want to know what kind of tasks they can accomplish on Airtasker.
To make them feel that they can fulfill their skills to make money on Airtasker. I create a section called ‘ Other ways to make money on Airtasker’ and display multiple categories related to their skills.
For example, if you are a cleaner, you can see other cleaners on Airtasker also make money as removalists, gardeners, furniture assemblers or painters.
A new hat for you
Another finding is that potential Taskers are not sure how Airtasker works and whether it will be too complex.
So I use the redesigned section ' How to earn money on Airtasker' to display the clear process. This is another confidence signal we send to them: ‘It’s easier than you think’.
New sunglasses for you
Now I hope the new you can provide enough confidence to potential Taskers, so they can make a simple click, and start their new journey with Airtasker.
Thanks, new you.
You can click the live Tasker Job Page to play with it by yourself.
What I learnt
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The conversion rate is kind of like the trust level. The more customers trust your platform, the bigger the conversion rate will be.
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We found a lot of pain points from Taskers, but it doesn't mean we need to fix all of them by redesigning one page. We should focus on our main goal and fix the main problems.
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SEO pages are like the windows of a company, we should make SEO pages clear, transparent, and attractive.
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Always remember to signal trust and build customers' confidence on SEO pages.