FixxyApp

Services platform redesign

A need

FixxyApp offers many kinds of services inside its app, from someone to mow your lawn to a babysitter.

Our business model aims at a services marketplace that's completely free for both users and vendors, so improving our engagement day to day is key.

Platform: Mobile Android/iOS

What we found

65% of users are interested in seeing images and/or videos related to the work vendors do.

80% of respondents buy services through local or general apps; this gives them the immediacy to meet their needs as soon as possible.

Redesign goal

• Build trust and a sense of security
• Improve onboarding and the value proposition for providers (vendors)
• Improve engagement
• Prepare the interface to scale
• Increase service-hiring conversion

How it started

I analysed the current app and compared it with several US marketplaces, direct and indirect competition.

Direct competition

Same model, same user, same problem.

• TaskRabbit: Home-services marketplace with user–professional matching and in-platform payment.
• Handy: Same category, same flow, same English-speaking market where Fixxy operates (Honolulu, Hawaii).

Indirect competition

They solve the same problem but with a different model or in an adjacent market.

• Thumbtack: Connects users with professionals but works more like a directory with quotes than a direct-booking marketplace. Payment happens off-platform in many cases.
• GetNinjas: Same concept but Latam market (mainly Brazil), and payment also happens off-platform, with no native escrow.

Competitor summary

Dimensions matrix

Identifying the problem

After analysing FixxyApp's interface, I identified 3 critical frictions that could limit user retention and create confusion during use of the app.

1. Mismatch between intent and social format (Home/Feed)

Problem: The current entry point uses a pattern similar to a social network, which doesn't align with the core intent of a services marketplace.

Engagement impact: Users get no immediate triggers to solve a specific need, which limits exploration and time spent, since they find no direct relevance from the very first moment.

Evidence: The feed shows large images with little contextual information about the usefulness, price or proximity of services.

2. Cognitive overload during exploration (Map view)

Problem: Map markers appear clustered, creating high visual and cognitive load.

Engagement impact: This forces the user into multiple trial-and-error attempts to find what they're looking for. This friction in geographic navigation discourages discovery of new services in the area.

Evidence: A user looking for an electrician can't visually tell them apart from a dog walker without interacting with each marker individually.

3. Trust gap and friction at conversion

Problem: The booking flow is ambiguous and shows system messages that can be confusing when trying to hire a service.

Engagement impact: The lack of clear feedback on the next step creates uncertainty. If the user doesn't understand what happens to their money or their request, they're more likely to abandon the process before completing the transaction.

Evidence: Jumping straight from a booking button to a chat, with no clear confirmation of the request status, breaks the mental model of a safe, trustworthy transaction.

The main goal of the redesign is to move the app's perception away from a social network. To do so, the update goes beyond an aesthetic improvement; it introduces a professional yet approachable tone through the strategic use of calls to action (CTAs) across buttons and input fields.

Key improvements

Direct access by category

Adding interactive category chips (for example, Plumbing, Cleaning) right under the search bar makes navigation much faster than searching for professionals one by one through the map or the feed.

"Explore nearby options" section

Unlike the current app, where the feed shows large images with no clear context, the new interface uses compact cards that show the service name, ratings and a visible action button, making discovery and decision-making easier.

Strengthening trust and credibility

Social proof (Reviews)

The new design adds a section called "The best experiences", which shows detailed reviews with "Verified" badges, timestamps and exact distance (for example, "1.6 km"). In the current version shown in the video, the feed only displayed large photos with no information related to customer satisfaction.

Relevant portfolios

This improvement addresses one of the main frictions detected. Whereas the video showed a dog walker with mechanical tools in their portfolio, the new professional profile design (for example, José Berríos) shows images consistent with plumbing services, along with years of experience and the number of completed jobs.

Process guidance

A section called "Getting started is simple" was added inside the professional profile, clearly explaining the steps to hire a service: send a request, confirm availability and make a secure payment. This significantly reduces the uncertainty and anxiety of first-time users on the platform.

Engagement principles

1. Reducing decision-making friction (The Google effect)

In the original app, users landed on a generic feed with a structure similar to a social network, where they had to "guess" the next step.

Clear intent from the first second: By implementing a service-oriented search bar ("What service are you looking for?") together with category chips, much of the user's cognitive load is removed.

Quick access: Users no longer browse simply "to see what's available"; they now arrive with the goal of finding a specific solution, which considerably reduces the initial drop-off rate.

2. Gamification and curiosity (Guided exploration)

In the original app, all map markers appear clustered and undifferentiated by category, creating visual noise and hindering exploration.

Immediate visual feedback: By differentiating markers according to service type, the map turns into a dynamic and more intuitive exploration tool.

Discovery of unidentified needs: Sections like "Explore nearby options" or "The best experiences" encourage users to keep exploring the content, not for entertainment, but to discover relevant, valuable services. This significantly increases quality time spent inside the app.

3. Trust as currency (Social proof)

The main barrier to interaction on local-services platforms is uncertainty in the face of the unknown. In the previous version, profiles were confusing and often contained images barely relevant to the service offered.

Real-time validation: Adding "Verified" badges, "Completed jobs" counters and testimonials that include exact distances (for example, "1.6 km") creates the perception of an active, trustworthy and transparent community.

The proximity effect: Knowing that someone located just 500 metres away had a positive experience provides the confidence the user needs to move to the next step and complete the service hire.

4. Feedback loop and process closure

The original app left users in a state of uncertainty after attempting a booking, showing confusing system messages that interrupted the experience.

Action confirmation: The new "Success" screen together with the calendar integration properly close the user's psychological loop, delivering clear confirmation that the action was completed successfully.

Utility-driven retention: By adding a "Calendar" tab, the app stops being only a tool to search for services and also becomes a management tool. This encourages users to return to the platform regularly to manage their appointments, strengthening long-term retention.

Home screen: from passive browsing to actively solving needs

The goal was to turn a generic social feed into a proactive hub focused on solving needs within the local marketplace.

1. Hierarchy based on user intent

Semantic search: The location-only search was replaced with a search field focused on user needs: "What service are you looking for?"

Category chips: A row of direct-access categories (Plumbing, Cleaning, etc.) was added, letting users segment services with a single tap and removing the cognitive load of unfiltered exploration.

2. Strengthening social proof

To provide the context missing in the original app, the "The best experiences" section was designed:

Proximity and recency: Each review shows the exact distance (for example, "1.5 km") and the time elapsed since the experience, reinforcing the value proposition based on the immediacy and proximity of local services.

Trust signals: "Verified" badges were integrated to build instant credibility before the user opens a professional's profile.

3. Conversion-oriented cards

The new professional profiles within the "The best professionals" section are designed to convey authority and trust:

Performance metrics: Indicators such as work volume (for example, "80+ jobs") and ratings obtained are clearly highlighted.

Direct access: A "View profile" CTA takes the user straight to the professional's work evidence, solving the detected problem of irrelevant or unrepresentative portfolios.

4. Structural utility

Calendar integration: A "Calendar" icon was added to the navigation bar, turning the app from a simple search tool into an end-to-end solution for managing services and appointments. This adds continuous value and encourages users to return regularly to the platform.

Iconographic differentiation: Category-specific pins were implemented (for example, a paw print for pet services), letting users visually identify nearby services without needing to interact with each marker first.

Hybrid search and advanced filters: A search bar combining "service + location" was added, along with an advanced-filters button to segment results by distance radius, rating and availability.

Dual views (Map/List): A clear toggle was added to switch between map view and list view, adapting to users' different search mental models.

Quick-view card: When selecting a professional (for example, Mariana López), a card with key information is shown:

• Real-time availability: Shows specific available time slots (for example, "Today, 3 PM").
• Cost transparency: Clearly highlights the service's hourly rate.
• Direct access: Includes "Book now" and "Chat" buttons to speed up the conversion flow.

• Data-driven validation: Key performance metrics were implemented in the profile header —years of experience, completed jobs and tasks done— to give the professional immediate authority and credibility.
• Portfolio curation: The new design guarantees a perfect match between the service offered and the visual evidence presented. For José Berríos (Plumber), the portfolio now shows real plumbing work, removing the visual confusion seen in the original version.
• "Getting started is simple" process guidance: A clear three-step process explanation was added (Send request, Confirm availability and Secure payment). This educates the user on the hiring flow and reduces uncertainty or fear of commitment before booking.
• Optimised interaction: A prominent "Book now" button is complemented by a secondary chat option for quick questions, always keeping the focus on the main conversion goal.

How the design process went

I started from the research findings to define key flows and information structure, then explored different alternatives in low-fidelity wireframes, iterated with the team and with users, and finally reached higher-fidelity versions ready to prototype and test.

First iteration

Low-fidelity wireframes

High-fidelity wireframes

I ran usability tests with qualitative metrics to validate the changes that were made and to iterate the flow, delivering a higher-value service for our users.

Test steps

Tests run

1. First impression / First-click test

Estimated time: 3–5 seconds

Goal: Check what users understand when they see the new feed.

Questions:

• What do you think this app is about?
• What's the first thing you'd do here?

Once the user answers these questions, we can provide a brief explanation of the current app. Using this as an initial ice-breaker activity, we continue with a moderated, task-based usability test.

Goal: Observe whether users understand the specific flow we're developing.

Typical tasks:

• Find someone to clean your house today.
• Search for a lawn-mowing service near you.
• Book (simulated) and pay for a service directly from the chat.

State and trust comprehension

During the booking/payment simulation:

• Do they understand when a service has been accepted?
• Are they aware that payment is processed via Stripe?
• Do they know what happened to their money at the end of the process?

Best practices:

• Measure the completion time of each task.
• Don't help the user complete the tasks.

2. Target users

End users (Clients)

Sample size: 6–8 participants.

Profile: People who currently use or have used apps like Uber, Rappi, Uber Eats, Cornershop, Lyft, Instacart, TaskRabbit, Femm, Urban Company, etc.

Goal: See if they navigate the feed quickly, find services easily and evaluate their experience with the booking/payment flow.

Providers / Local service workers

Sample size: 4–6 participants.

Fields: Cleaning, gardening, electrical, plumbing, pet care, etc.

Goal:

• Determine whether they see value in the "Featured services" block (paid promotion).
• Validate whether the hiring and payment flow gives them a sense of security.

The 12 insights gathered

Table ordered by insight number. Each insight is developed in detail on the following pages.

Building a high-fidelity prototype

Home feed

Before vs After — Feed evolution

Before: The Feed screen didn't clearly communicate the app's value proposition, giving the impression it focused only on cleaning services. Navigation didn't encourage discovery or retention, and elements that would build trust or give reasons to return were missing.

After: The new Feed becomes a clearer, more attractive entry point, prioritising search, quick categories and relevant content. Trust signals like verified professionals, protected payments and social proof are added, plus personalised sections such as favourites and saved providers. The experience moves from a transactional tool to a space for continuous discovery of local services.

Explore

Before vs After — Explore evolution

Before: Explore worked mainly as a basic map/list view, where users had little information to evaluate providers. The experience didn't provide enough context about prices, availability, service quality or payment security, raising doubts before booking. The chat wasn't clear and exploration felt limited.

After: Explore evolves into a more guided and trustworthy search tool. Map and List views are added, provider cards with relevant information, filters, visible prices and availability, plus trust signals like protected payment and verified professionals. The experience makes it easier to compare options, talk to providers and move more confidently towards booking.

Profile

Before vs After — Profile evolution

Before: The professional's profile worked mainly as an informational view, with little structure to help the user make a decision. Information about services, coverage and trust wasn't sufficiently organised, making it hard to assess whether the provider was a good fit before hiring.

After: The profile evolves into a more complete conversion tool, organised into three sections: Portfolio, Services and Reviews. Key information is added, such as service area, coverage map, service details and other users' reviews. In addition, the Chat and Book buttons stay visible to make hiring easy at any moment.

New vendor onboarding flow

Before

The platform had no clear flow for users to become service providers. There was no guided experience to configure professional information, define services, set availability or build trust before starting to receive requests.

After

A new Vendor registration and configuration flow is created, designed to turn a user into a professional ready to offer services within FixxyApp.

The process guides the user step by step to complete their profile:

• Professional profile creation: The user enters basic information, adds a profile photo and selects the services they offer.
• Service configuration: They can define categories, subcategories, description, pricing model and rates, allowing them to present a clearer offer to future clients.
• Coverage and availability definition: The work area is configured via location and service radius, plus available hours.
• Portfolio building: The provider can upload images of completed work to demonstrate experience and build trust.
• Validation and activation: At the end, the system confirms completed requirements such as identity, business information and payment method, enabling the profile to start receiving requests.

Result

The new flow turns becoming a provider into a guided experience, reducing friction and building trust. The user goes from having no presence on the platform to having a complete professional profile, ready to connect with clients and generate income.

System foundations

Colour palette

Warm Indigo as primary (trust + personality), Teal as secondary (freshness + verification), Amber as accent (warmth + energy).

Primary

Secondary

Accent

Semantic colours

Neutrals

Typography

Plus Jakarta Sans for headings (geometric, with personality) + Inter for body (designed for screens).

Font Weights

Spacing

4px base. Each step is a multiple of 4px for fine granularity on mobile.

Border radius

Rounded corners to convey approachability and warmth. A visual differentiator versus competitors.

Shadows & elevation

4 elevation levels. Shadows with a neutral-900 base to keep warmth.

Iconography

Phosphor Icons recommended. Friendly style with rounded corners. Variants: regular, fill, duotone.

Trust isn't designed, it's built.

The most striking finding from testing was that escrow, which was Fixxy's strongest differentiator versus the competition, was invisible to users. No one knew their money was protected. It taught me that a technical feature with no clear UX communication simply doesn't exist for the user.

Users punish ambiguity more than errors.

The "Book Now without confirmation" insight (insight 05) was revealing: the button worked correctly, but the lack of feedback created more anxiety than an actual error. I learned that designing intermediate states —loading, processing, confirmed— is as important as the main flow.

"Promoted" destroys more than it sells.

Seeing that users mentally filtered out sponsored results (insight 03) changed my perspective on monetisation models. A free marketplace that introduces poorly integrated advertising can destroy the trust the rest of the design tried to build.

I ran usability tests using Figma's Motion feature to create a working prototype, optimising production resources and allowing me to validate the iterations and proposed improvements before final development.

These tests were run with both FixxyApp team stakeholders and end users, with the goal of validating the solution, gathering feedback and ensuring alignment with the business value proposition.

I want to thank everyone who gave feedback and supported the continuous improvement of FixxyApp: Sebastián Castillo, Nicolás Arancibia, Johan Reyes, Taren Parley, Ganesh Vardhanapu and Mervin Raja.