About Domo

Domo came to me as a rough, high level, unpolished concept. After 20 years of experience in the industry, Chumley wanted to build something in the property maintenance space which gave home owners more freedom and power to manage their property jobs.

The founder had a vague idea of what the end product was going to be and had already identified a set of features that would set the platform apart from competitors.

Over a period of six months I am working together with the CEO to turn a vague idea into a concrete design featuring both the home owner and the tradespeople sides of the platform.

The Problem

Home owners currently take the full financial risk when having property work done. Due to a lack of controls they often have little to stand on in case of disputes. They need a way to find and select reliable tradespeople, and be able to proof their case through proper documentation and system controls in case of disagreements.

The Process

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Project Management

To manage the workload and give the CEO access to the latest updates, a project plan was created in Monday.com.

This followed the four design stages of Discover, Define, Develop and Deliver.

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Competitive Analysis

An analysis of sixteen competitors in the property field showed the overall weakness within the industry is a lack of controls for home owners over quotes, payments and changes.

Home owners also lack the ability to easily select and contact the most suitable tradesperson for their needs.

View competitive analysis


A survey was conducted with 100+ homeowners and showed the following results:

- 68% of people have had at least one bad experience with tradespeople, 40.5% more than once.

- The main reasons for their bad experience were quality of work (50%) and false promises (50%).

- Of the people who had at least one bad experience with a tradesperson, more than one in four (28.4%) could not solve the problem.


Six user interviews were conducted to understand the problem space further. Insights were:

- A lack of written communication and agreements between tradespeople and home owners means home owners have little to fall back on to prove their case if something goes wrong.

- Home owners often lack the industry knowledge to understand what their tradesperson is talking about, increasing their chance of being taken advantage of.

The interview results were analysed through affinity mapping.

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User Personas

Based on user interviews, six user personas were created.

Jeff, Jill and Maria represent the different types of home owners.

Scott, Henry and Sarah represent the different tradespeople.

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User Journeys

User journeys were created based on the Nielsen Norman model to follow a user-centric approach.

User Stories

The creation of user stories for both home owners and tradespeople helped breaking the scope down into manageable tasks for both of the apps’ high-level requirements.

“As a home owner, I want to receive offers from different people, so that I can decide who is the best person for the job.”

“As a home owner, I want my partner to have access to the same job, so that we both receive updates.”

“As a tradesperson, I want to have a work type catalogue, so that I can easily put together estimates without having to type everything up.”

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User Flows

Task analysis and user flows were created to organise ideas around business requirements and user needs.

They were broken into main features including sign up, searching for a tradesperson, amending a job, raising an issue, and completing a job.

Site Map

Because home owners and tradespeople had different needs with regards to managing jobs, the decision was made to design two site maps for their navigational structures: one for home owners (orange) and one for tradespeople (blue).

Connection points were added to show the dependencies between both sides of the platform.

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Low-Fidelity Wireframes

Pen and paper were used to create low-fidelity wireframes for all 440+ screens as laid out in the site maps.

Starting with low-fidelity wireframes allowed for quick iterations to achieve a more intuitive and cleaner design.

View low-fi wireframes home owners

View low-fi wireframes tradespeople

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Mid-Fidelity Wireframes

The sketches were then transformed into mid-fidelity wireframes in Figma.

To run usability tests, two interactive prototypes of 200+ screens each were created at this point.

View home owners prototype

View tradespeople prototype

Next up: High-Fidelity Wireframes

Because this project is still in progress, more information will be added to this page as I go through the design process.

Come back soon!

(Last updated on 19 November 2021)