01. The Challenge
EazyDone needed a marketing website that clearly communicates its unique value proposition and turns visitors into active community members.
Main challenges:
Communication
Explain the value clearly so users trust and understand it.
Conversion
Turn first-time visitors into engaged users.
Differentiation
Stand out from other service directories.
02. Research & Personas
Understanding the target audience was key to shaping the experience.
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Parents seeking trusted service providers.
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Community leaders managing networks.
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Service providers looking for pre-qualified leads.
Parental stress at all-time high
33% of parents report high stress levels (vs. 20% of other adults), and 48% say their stress is completely overwhelming on most days (vs. 26% among non-parents).
Social media's culture of comparison adds mental load and decision fatigue.
"we trust people from our community and prefer their recommendations over generic directories"
Sarah & David
Private school parents who are part of a values-driven community, that often looking for professionals quality, reliable services.
Goals
Find trustworthy service providers quickly without stress vetting strangers
Pain Points
Overwhelmed by options, doesn't want to waste time vetting strangers
Community Leaders
Community trust highly valued and schools function as natural community anchors.
Community leaders who want to offer added value to their community like digital solutions for all aspects of family management
"Parents and staff keep asking me if I know anyone good for...? I feel like we need to collaborate more!"
David
Community-Oriented School Principal
Goals
Offer parents meaningful added value beyond the classroom and reinforce the school's role as a hub of connection and support
Pain Points
Finds it hard to offer value to parents beyond the educational sphere, even though they trust her and the school community
Service Providers
Professionals across various fields invited to join the network based on peer recommendations.
Professionals who appreciate curated, values-aligned service opportunities.
"Will this platform actually bring me clients, or is it just another list I pay to join?"
Ema
Independent pastry chef
Goals
Find new, high-quality clients who value trust, professionalism, and word-of-mouth
Pain Points
Doesn't want to pay upfront without knowing the potential, tired of chasing bad leads
Once I understood the users’ pain points, I moved to map their entry flow to simplify onboarding.
03. New User Entry Flow
Mapping entry points for each persona to reduce friction and guide users seamlessly.
Getting to know the personas helped me design an entry flow that reduces friction by tailoring entry points for each persona
04. UX/UI Design Process
Visual Competitor Research - - Analyzed patterns from Nextdoor, Upwork, Fivver, Angi, TrustedHousesitters and others
Research Focus Areas:
Visual Design Patterns
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Trust-building visual elements
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Community-focused imagery
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Professional service presentation
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Onboarding flow design
UX Approaches
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Value proposition communication
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User journey optimization
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Community feature presentation
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Call-to-action placement
Design Values
While the platform UI focuses on functionality and efficiency, the marketing site had a different mission: to inspire, tell a story, and reflect EazyDone’s core values: trust, exclusivity, and community.
These insights helped me define what to emulate, what to avoid, and how to craft a design that feels familiar yet distinctly aligned with EazyDone’s mission.
Wireframing & content Strategy
At this stage, I mapped out the content structure and key messaging to create a flow that resonates with all three personas.
Homepage: How It Works
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Hero
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Community Showcase
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Persona Value Sections
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Doers Expertise Section
Persona Page
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Hero
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Value Propositions
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3-Step Process
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FAQs
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Contact Form
Content Design
To make the content engaging and conversion-focused, I iterated on headlines and CTAs, leveraging AI tools (GPT) to brainstorm variations and then refining the tone to match EazyDone’s brand voice.
Exploring Visual Directions
I explored two visual approaches for the hero and main sections:
Option A – Illustration-Based
Option B – Image & Video-Based (Chosen)
Focused on scalable, brand-consistent visuals and playful design elements. Ideal for a friendly and modern look, but lacked the warmth and authenticity needed to represent real communities.”
Prioritized real human interaction and authentic storytelling. Selected because EazyDone is all about people and the power of community - this approach builds trust and emotional connection from the first impression
These insights helped me define what to emulate, what to avoid, and how to craft a design that feels familiar yet distinctly aligned with EazyDone’s mission.
05. Design System & Style Guide
I built a design system for consistency, scalability, and brand alignment - including colors, typography, iconography, components, and grid systems.
With the visual direction and structure defined, I moved on to high-fidelity design and prototyping - ensuring every interaction builds trust and simplifies the onboarding experience.
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Impact:
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Increased clarity of the platform’s value proposition.
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Simplified onboarding process with multiple tailored entry points.
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Built visual consistency through a scalable design system.