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A concept to connect gig workers with business.
The problem
The problem
The digital nomad - these people work remotely using their laptops and the internet. Their jobs are not dependent on a location.
The digital nomad - these people work remotely using their laptops and the internet. Their jobs are not dependent on a location.
The gig economy is a growing economy in which workers pick up short-term work when they need it, as opposed to being permanent employees.
The gig economy is a growing economy in which workers pick up short-term work when they need it, as opposed to being permanent employees.
How can we develop a way for freelancers to find work on short notice? (Noroff, project exam brief, Feb 2025)
How can we develop a way for freelancers to find work on short notice? (Noroff, project exam brief, Feb 2025)
Or
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Anchors:
Anchors:
A Design thinking approach
A Design thinking approach
To tackle this challenge, we applied Design Thinking, a non-linear and human-centered problem-solving approach that emphasizes empathy, ideation and experimentation.
Throughout the steps I'll continuously refer to 'we' in description of what has been done, which in this case includes me, myself & I.
Research objectives
Research objectives
To define the objectives of the empathizing stage, we employed the stickied 5W’s & H to articulate the following:
The main objective of this research is to identify charecteristics, along with frustrations the digital nomad meets in their search for a steady stream of work.
The main objective of this research is to identify charecteristics, along with frustrations the digital nomad meets in their search for a steady stream of work.
Conducted research
Conducted research
We engaged both secondary and primary research, respectively literature review and remote and moderated semi-structured interviews of 30-45 min, along with a brief look at competitors online reviews to catch pain points early on.
Although we would’ve liked to include 5 participants suiting the defined target audience from literature reviews, time constraints limited us to 1 interview in the initial research.
Literature review n=10 sources
With limited knowledge of the digital nomad this secondary research method is excellent to educate the team in preparation for primary research, along with providing insights through already conducted research, aricles etc.
Interviews n=1 participant
Interview with 1 digital nomad, suitable to the defined ‘Adventurous millenial’ identified through literature review.
Although interviews are time consuming and resource demanding, the fact that they allow for a 1-on-1 over an extended period of time, they are in my opinion the single best way to truly empathize with potential users through active listening and thorough probing.
Synthesizing & conclusions
Synthesizing & conclusions
We synthesized through Affinity mapping to make sense of the collected data.
Holistically, we found that the interest in digital nomadic life has seen a massive spike since Covid and the digitalization that followed.
Their main values are freedom, flexibility and control in their life above all.
While the biggest frustration they meet are in relation to time spent on finding leads for work that does not bear fruit, either through poor/misleading communication, dishonest clients or listings with a lack of seriousity, along with ESG connected challenges.
Our recommendations:
Streamlining and promoting most relevant aspects of a listing, including providing easy access to communication throughout engagement.
Provide support for environmental, social and governance with i.e. local work environment, tax laws, insurance, networking etc.
Moving into the define stage, we created two user pesonas and formulated a concise problem statement to guide us in the coming ideation phase.
Moving into the define stage, we created two user pesonas and formulated a concise problem statement to guide us in the coming ideation phase.
Name: Tore TangAge: 28Gender: MaleLocation: NorwayCivil status: Engaged w/o childrenEducation: Bachelor's degree
Primary persona
Primary persona
Bio:
Tore works fully remote, mainly part time in a supervisory role and engages in "side gigs" as a writer/journalist. He loves the freedom and control a flexible lifestyle gives him. He would like to engage in even more flexible work to supplement his income to a comfortable level but thinks the current landscape of finding work is tedious and meets a lot of long listings that turns out to be of little relevance, which can limit his time for self care.
"If you spend time on something that doesn't give results, it's a net loss"
Goals:
Maintain a flexible work situation
Obtain an income to live comfortably
Spend time on experiences and social life
Frustrations:
Spends a lot of time chasing listings that turns out to be of little relevance
Maintain focus outside of home environment
Name: CarolineAge: 48Gender: FemaleLocation: SpainCivil status: Married w/ childrenEducation: Master's degree
*No primary research conducted to conclude
Assumption* persona
Assumption* persona
Bio:
Caroline is an established freelancer in graphic design with a solid portfolio. 10 years ago, she left her steady job and moved her family to Spain to enjoy the culture and warmer climate. Although she hasn't regretted her decision, she misses the social network and admin support that comes with a larger corporation, which currently takes time away from her family.
"I have to deal with a lot of admin and tedious tasks"
Goals:
Share experiences with family
Share professional expertice through contact with peers
Frustrations:
Tedious admin tasks
Misses talks around the water cooler with peers
Problem statement
Problem statement
The digital nomad meets challenges in finding and maintaining a steady stream of relevant work while chasing a healthy work/life balance in their day-to-day because of poor communication in potential job listings and a lack of support in ESG.
The digital nomad meets challenges in finding and maintaining a steady stream of relevant work while chasing a healthy work/life balance in their day-to-day because of poor communication in potential job listings and a lack of support in ESG.
If we can solve this problem, it would positively impact the digital nomads quality of life and provide the business with an edge over the competition.
If we can solve this problem, it would positively impact the digital nomads quality of life and provide the business with an edge over the competition.
In search of solutions to the defined problem, we formulated four HMW questions that would spark ideas in the initial brainstorming session, before carving out more details surrounding functionalities with mind mapping.
In search of solutions to the defined problem, we formulated four HMW questions that would spark ideas in the initial brainstorming session, before carving out more details surrounding functionalities with mind mapping.
How might we streamline and promote the most relevant aspects of a listing?
How might we provide support for environmental, social and governance?
How might we provide easy access to communication throughout engagement?
How might we ensure user security on the platform?
Information Architecture
Information Architecture
With the ideation behind us, especially considering the need for a communication channel, we landed on a mobile app to take advantage of push notifications and began mapping out the IA, user- & task flow.
Simulataneously we sketched out key functions and components on paper.
User flow
User flow
Task flow
Task flow
Accessability considerations
Accessability considerations
Going into wireframing, it is important to consider potential accessability issues along the way. In order to design a system that meets WCAG 2.1, we've aimed to apply the POUR-acronym throughout.
Perceivable - That the content is perceivable for all users, (i.e. considering screen readers with alt-text), and ensure communication through different elements.
Operable - easy to navigate through and avoidance of triggers that can promt physical reactions (i.e. seizures).
Understandable - Lowering the effort to learn and cognitive load by employing best practises amd understandable system feedback.
Robust - Error prevention and feedback.
Wire flow - Low/Mid Fidelity
Wire flow - Low/Mid Fidelity
In preparation to test early and often, we set up a wireflow of the onboarding process, along with rough sketches of key functionalities for formative evaluation
Typing out a semi-structured interview script to maintain flexibility in the discussion while still staying on topic, we planned for and conducted formative usability sessions on the early sketches and onboarding flow.
Typing out a semi-structured interview script to maintain flexibility in the discussion while still staying on topic, we planned for and conducted formative usability sessions on the early sketches and onboarding flow.
Objectives:
Identify painpoints and/or usability issues in early stages
Formative feedback on key functionalities for increased user satisfaction
Business case:
Increased usability
Issues caught early
High fidelity prototype
High fidelity prototype
After the initial round of usability testing, we improved the design and added to functionalities based on feedback, along with increasing the level of detail and interactive states.
Going in to higher fidelity in this case also includes selecting a color palette. For our primary colors we chose shades of blue, as the initial research conducted suggests it represents work, responsibility & social aspects - values which are all important to the digital nomad in their search for work.
expanded color palette
expanded color palette
Accessability in mind, and selecting color schemes for system feedback as well, we've made a selection where all color combinations at least meets AA WCAG grading employed a scale showcasing types of colorblindness, especially to ensure we avoid providing feedback with color alone were contrast for different sight impairments may be poor, by adding iconography and other types of communication.
High fidelity wireflow
High fidelity wireflow
With the design coming to life, we set up a wireflow in preparation of evaluative testing.
With a high fidelity wireflow and, again a semi-structured script, we conducted an additional round of remote, this time evaluative, usability testing over Skype where the participant navigated through a Figma protype.
With a high fidelity wireflow and, again a semi-structured script, we conducted an additional round of remote, this time evaluative, usability testing over Skype where the participant navigated through a Figma protype.
Objectives:
Identify painpoints and/or usability issues in higher fidelity and refined functionalities.
Evaluative feedback on key functions with components, color and how interactive states are perceived/interacted with.
Business case:
Increased usability
Interactive states evaluated
Findings & Next steps
Findings & Next steps
Specify how many reviews and max cap of stars in listing feed.
Create dual user type for people both looking to engage in gigs and list gigs for collaborations.
Look into technical requirements and feasibility of file sharing without limitations through chat. Most likely will need to connect to external service and send notice in chat.
Move on with HiFi design for individual chat, listing profile, article & user profile.
External resources & credits
External resources & credits
Design thinking model & icons: https://www.interaction-design.org/literature/topics/design-thinking
Pop-culture refrence Tore Tang: https://www.youtube.com/watch?v=HO5BHQw4sDY
Empathize banner by Jon Tyson: https://unsplash.com/photos/black-and-white-printed-textile-vVSleEYPSGY
Define banner by Zuzana Ruttkay: https://unsplash.com/photos/brown-wooden-dock-near-body-of-water-under-cloudy-sky-during-daytime-1kslaBtXBk8
Primary persona image by Oxana Melis: https://unsplash.com/photos/a-woman-in-a-white-top-is-holding-a-laptop-d_DVInHVLv8
Steps by Nik: https://unsplash.com/photos/blue-and-white-metal-fence-Owp4CNHgDac
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