Prototyping · Collaborative problem solving · B2B2C
Profitability via Productivity
Increased gig-worker productivity by 46% and internal efficiencies by 5x, leading to profitability in a new region for a data marketplace company's first syndicated product.
Executive Summary
I led design from research synthesis to shipped solutions
Duration
9 months
Team
Cross-functional (12 people)
Domain
B2B2C
Also on the team
- Lead Product Manager
- Tech Lead SWE
- UX Researcher & Strategist
- Product Data Scientist
- Staff Product Designer
- Product Designer
- 5 Engineers
Outcomes
increase in worker productivity
increase in retention
The Challenge
The app experience was a primary reason gig-worker churn exceeded 50%
Audits per day
Our gig-workers were auditing 8.2 stores per day, but to be profitable in Mexico, we needed to increase this to over 13.
This was the before experience. The linear survey flow forced them to walk around a store repeatedly to collect data structured around the company's mental model, not the auditor's.
The Problem
After interviewing a dozen gig-workers we learned
- •Without store pins on their map, they wasted time searching far distances within their assigned zone.
- •The 150-question linear survey forced awkward timing—they couldn't ask the shopkeeper all their questions at once, but had to wait for each one to appear in the fixed order.
- •The survey's fixed order didn't match how products were arranged in stores, forcing them to repeatedly walk through the same aisles.
How might we help gig-workers collect more efficiently?
The App Redesign
Introducing a new Collection Experience
The redesigned experience matches the auditor's mental model and store layout, cutting shopkeeper friction and collection time.
Know where to go
See stores on their map so they can start their day headed in the right direction.
Walk through the store once
Dynamic filtering lets auditors enter products as they find them. The app automatically infers brands and categories.
Choose your adventure
Sections let gig-workers engage the shopkeeper at the right moments and complete the audit in any order.
Checkmark animation by Tom Gan
Internal Workflows
Streamlined tooling for the operations team
Data model management
Operations can manage the product source of truth and choose what to measure each month.
A new form builder
A flexible form builder with data API integration and conditional logic.
The Impact
increase in worker productivity
time saved auditing stores
time saved finding stores to audit
increase in audits accepted
increase in gig-workers retained
Design Process
User journey mapping helped identify pain points and opportunities
Mapping success metrics to ensure measurable outcomes
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