Homigo

Designing trust for an early home-services marketplace - helping homeowners confidently request a quote, evaluate local providers, and navigate an evolving matching experience.

ROLE

Product Designer

TIME

Sep 2025 - Present

SKILLS

Design Systems, Systems Thinking, AI-Integrated Design

TOOLS

Figma, Cursor, Antigravity, Github, Netlify

ROLE

Sole Product Designer

YEAR

June 2026 - Present

June 2026

- Present

Deliverables

Homepage Redesign Service Request Flow Provider Trust & Profiles

TEAM

1 Engineer & Founder

Context

Homigo is a two-sided home-services marketplace connecting homeowners with local service providers in Orange County. It was created to simplify a fragmented process where homeowners often had to contact multiple companies, repeat the same job details, and manually compare price, qualifications, and availability.

Problem

When Homigo launched, we discovered that trust was breaking down across the early customer journey. Some homeowners reached the website but hesitated to submit a request, while others dropped off when redirected to an unfamiliar platform

Through homeowner conversations and early user behavior, I saw the same pattern: limited familiarity with Homigo created hesitation before commitment.

How might we build enough trust for homeowners to submit a booking request and confidently continue with Homigo?

Outcome

~0.0×

Weekly Completed Bookings

Google Reviews

Velsa

2 reviews

★★★★★a month ago

Me and the wife needed 3 old ceiling fans removed and replaced with 3 new ceiling fans. We found Homigo online and contacted them on the computer to find someone to do the work. They gave us a quote that was very reasonable along with a warranty for the work done so we set up an appointment for them to send a tech out to do the work. The tech Wade showed up on time and was very nice and very polite. Wade did a great job. We would recommend using Homigo if you need to find someone for any job you may need done. Velsa and Robert Evans

N Chang

1 review

★★★★★2 months ago

Finding reliable help for household tasks can be difficult but Homigo made it simple. The booking process was straightforward, and the service provider was friendly and professional. Great experience overall and highly recommend it.

Tiffany Chang

2 reviews · 2 photos

★★★★★2 months ago

Amazing customer support. Their matching service is really helpful for busy people to save time and the professionals are pretty nice and trustworthy. Will use this app again!

Alix Schluter

2 reviews

★★★★★a month ago

Needed a very heavy 3 seater sofa recliner hauled away and I live in the third floor. Homigo picked it up in under 2 hours. Will def use this service again!! Price assessment Great price

Research

Competitor Analysis

Thumbtack and Taskrabbit build trust through provider profiles, reviews, pricing, availability, and marketplace history. Homigo, as a newer platform, could not rely on the same level of brand familiarity.

TASKRABBIT

THUMBTACK

Transparent Pricing
Shows each Tasker’s hourly rate before booking

Relevant Reviews
Displays reviews tied to the specific task category
Availability Up Front
Lets users filter by date, time, and price before choosing a Tasker

We identified a unique opportunity for Homigo:

Build trust through visible evidence before asking users to commit.

Instead of relying on brand familiarity, Homigo could surface provider credibility, completed work, reviews, and clear next steps earlier in the journey—helping users feel confident enough to submit a request and continue with the platform.

Competitor Analysis

TASKRABBIT

THUMBTACK

Transparent Pricing
Shows each Tasker’s hourly rate before booking

Relevant Reviews
Displays reviews tied to the specific task category
Availability Up Front
Lets users filter by date, time, and price before choosing a Tasker

We identified a unique opportunity for Homigo:

Build trust through visible evidence before asking users to commit.

Goals

Business Goal

Increase qualified service requests by building trust and making fast, local service feel credible and accessible.

Increase qualified service requests by building trust and making Homigo’s fast access to local providers clear.

Design Goals

Build trust before commitment
Establish credibility before asking users to submit a request.

Make provider quality visible
Give homeowners evidence to evaluate who they may hire.

Clarify the path forward
Make the request process and next steps easier to understand.

Process

I worked with the founder to define what homeowners needed to see before trusting a provider, then mapped those needs back to the information we collected from providers.

Provider businness profile setup

Translating profile data into provider cards

After restructuring Business Profile Setup, I mapped provider data back to the customer experience. The key question was what users needed to see at a glance versus what could stay one level deeper.

I used progressive disclosure: provider cards surfaced the highest-priority trust signals, while View Profile revealed deeper details.

This kept comparison fast without hiding the evidence users needed to build confidence.

Version 1

Insights

A/B and usability testing with 5 users revealed three recurring needs:

Best Match was unclear

Users wanted to see past work
Provider specialties were hard to distinguish

Version 2

Product Pivot

After launching Version 2, we found that some customers felt more confident when Homigo took a more active role in the match.

We shifted to a managed matching model, where Homigo takes responsibility for finding the right provider and coordinating the booking experience.

Before the pivot

Submit Needs

→

See Recommended Providers

→

Compare & Choose

→

Booking Confirmed

After the pivot

Submit Needs

→

Homigo Matches Providers

→

Booking Confirmed

Retrospective

Designing for service-specific needs

As Homigo added more service types, the booking experience needed to adapt to different service requirements.

I designed a dedicated Moving Help flow with conditional questions, multiple locations, and a clearer review step before submission.

Connecting the Homeowner request to the provider side

The new flow also had to work for providers. I translated the customer request into a provider-facing job view that surfaces the information needed to quickly evaluate the opportunity and respond.

Retrospective

Evidence Over Assumptions

User behavior didn’t always match our expectations. Testing and feedback helped me ground decisions in evidence rather than intuition.

Collaborative Decision-Making

Working closely with the founder and engineer taught me to make tradeoffs explicit rather than debate which direction was simply “better.” By clarifying user needs, business priorities, and technical constraints, I was able to help the team make decisions with a shared understanding of the risks.

Product Judgment

I learned to design for the product’s actual stage, not an ideal future state. When Homigo shifted from provider comparison to managed matching, I redesigned around the new operating model instead of preserving the previous flow.

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Process

I worked with the founder to define what homeowners needed to see before trusting a provider, then mapped those needs back to the information we collected from providers.

Provider businness profile setup

Translating profile data into provider cards

After restructuring Business Profile Setup, I mapped provider data back to the customer experience. The key question was what users needed to see at a glance versus what could stay one level deeper.

I used progressive disclosure: provider cards surfaced the highest-priority trust signals, while View Profile revealed deeper details.

This kept comparison fast without hiding the evidence users needed to build confidence.

Version 1

Insights

A/B and usability testing with 5 users revealed three recurring needs:

Best Match was unclear

Users wanted to see past work
Provider specialties were hard to distinguish

Version 2

Product Pivot

After launching v2, we found that some customers felt more confident when Homigo took a more active role in the match.

We shifted to a managed matching model, where Homigo helps connect each request with the right provider and coordinates the experience from there.

Before the pivot

Submit Needs

→

Recommended Providers

→

Compare

→

Choose

→

Booking Confirmed

After the pivot

Submit Needs

→

Homigo Matches Providers

→

Booking Confirmed

Retrospective

Evidence Over Assumptions

I learned that product assumptions do not always match how users actually behave. When our expectations about the experience differed from user reactions, I used usability testing and A/B feedback to ground design decisions in evidence rather than intuition.

Collaborative Decision-Making

Product Judgment

I learned to design for the product’s actual stage, not an ideal future state. When Homigo shifted from self-service comparison to concierge matching, I adapted the customer experience around the new operating model instead of preserving the previous flow.

Solution