Horizon

Niche on-demand service platform to connect people with a range of professionals

OVERVIEW

Horizon is an on-demand freelance service in Iraq. It connects professional service providers with people who need help with their household or business tasks. The on-demand industry is quite poor in Iraq, hence why the Horizon team needed support in reviewing the on-demand market and clarifying the needs of the target audience.

SERVICES
Product Management
User Research
Business Analysis
Discovery Stage
INDUSTRY
On-demand delivery
LOCATION
Iraq

Process

In close cooperation with the client, we passed the Discovery stage. To define the vector of the product, we shaped the problem statement and collected all the assumptions in a worksheet. Then undertook competitor analysis to find out what already existed in the market and how we could stand out. Uptech, with great engagement from the Horizon team, conducted user interviews & user tests.

01

Collect Product Information

We gathered existing information on the project from stakeholders.

02

Create Proto Persona & CJM

We shaped the target audience and created CJM by putting ourselves into the customer's shoes. 

03

Conduct user interviews

We validated the persona and tested the hypothesis by holding interviews with users. 

04

Brainstorm Solutions

We explored a wide set of ideas, shared thoughts, and offered possible design solutions. 

05

Create Prototype

With feedback from users, we made a list of features and created design wireframes for the product.

06

Create Product Roadmap

We prepared a guiding document to communicate which features to implement, along with when and how it would be done.

Persona

customer side

Customer
Journey Map

Working together

The client came to us with the idea of building an on-demand service provider in Iraq. Everything started with the Discovery stage. The Uptech team studied the market from top to bottom, shaped the target audience, revealed its needs and found a product-market fit for the Horizon team.  This approach helped us to ensure that the future product would meet customers' needs. Following that, we prepared the list of features of the first MVP, and the Uptech design team created product wireframes which was the last stage before the final line – a go-to-market strategy.

Challenges
and solutions

01

Low traction of the online freelance market in Iraq

The poor state of the online freelance market is just the tip of the iceberg and was not the only problem we anticipated dealing with. The main issue is the lack of any real traction, and there is almost no on-demand freelance service that has survived for more than a year.

Solution

We undertook a comprehensive scope of work, starting from a problem statement to building a go-to-market strategy. We validated the idea and prepared the product design concept so the client could move forward.

02

Identify users' needs
in the Iraq market

Horizon came to us with an idea to get the Iraq on-demand service industry to the next level. We had to take it over and find out what needs and issues potential customers had. 

Solution

Uptech, together with the Horizon team, successfully conducted many user interviews and crystallized the issues users faced

03

Hypothesis validation against tight deadlines

Before prototyping a solution, hypothesis validation is a must, therefore didn’t waste a minute and checked our assumptions as soon as possible.

Solution

User interviews gave us a lot of insights and assumptions that we started to check. It was a necessary step to better understand the problems in the market.

04

Ongoing
user testing

Exploring users' interactions helped us reveal user needs and prioritize the right ideas. It would mean happy customers.

Solution

The Uptech Design team accurately prepared the user testing of the product. We created low-fidelity prototypes which gave us a better understanding of how people would interact with the product and how it worked.

05

Prepare for the
product launch

The main goal of the Discovery stage was to validate the idea. We had to go further and prepare the go-to-market strategy.

Solution

With a well-defined problem statement coupled with a number of user interviews and tests, we understood what we were aiming for. The last step was to put it all on the table, so we created a detailed go-to-market strategy so the client could use it for the product launch.

Features

Main features of the Horizon app

Registration

After making an order, users simply need to enter their phone number. The deal is half completed. Simple, fast, and clear.

Offers history

Users can preview, edit, and delete offers with one button.

Notifications

There is no need to open the app to check the order’s status or look for updates. Instead, in-app notifications will keep users informed.

Chat

Right after the service provider accepts the user’s request, a chat feature unlocks. Users can send messages, photos, share GPS location, etc.

Order Creation

Order creation couldn’t be simpler than it is here. Choose your favorite provider, add a note and parameters and voila - a new order. 

Order Confirmation

After completing an order, users can easily leave the review.

Results

The initial research goal was to study the on-demand delivery industry in Iraq. We identified the target audience, figured out their problems and needs. This stage helped us to validate the idea and check if the solution would meet users’ expectations. The Horizon team was fully prepared for the next stage – finding investors and bringing the product to life.

Conducted competitor analysis to find out what already existed on the market and how we could stand out.
Shaped the problem statement and collected all the assumptions.
Validated features for an MVP. 
Created product wireframes to viazulate product’s features.
Prepared a go-to-market strategy to make sure that a product launch reaches the right users.

Technologies
used

Technologies
used

SOFTWARE

Figma — for prototyping, designing, collaborating, testing with users, and collecting feedback

COLLABORATION

Miro — for collecting research summaries, creating CJMs and persona profiles

COLLABORATION

Markers
Stickers
Whiteboards
Millimeter paper

TIMELINE

Oct

2020

— Nov 2020

BUDGET

Confidential

SPENT HOURS

Confidential

Project Team

UX DESIGNER

Nikolay Melnik

Product manager

Yan Likarenko

Made with
at Uptech

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