Oneflare
Through innovative technology, Oneflare exists as an online marketplace to connect local experts with people who have jobs to be done. Available Australia wide Oneflare has has helped over 2.8M+ people
Collaboration + Creation
Brand strategy / Branding / creative direction / Web design / Product design (UX/UI) / illustration
The project
After beta releasing a new connection model in the existing product, Oneflare reached out to us to investigate, refine and optimise the customer journey for both customers and businesses. Through intelligent technology this feature allowed customers with emergency jobs to call a universal number and be directly connected to the closest available business on the Onelfare platform. Businesses on the Oneflare App would receive a call through the app
Working with the Oneflare team we identified several key objectives for this project to be successful:
Increase the business answer rate
Reduce anxiety over cost per lead
Increase the visibility of the leads
Increase customer awareness
Improve customer call experience
The strategy
With the key objectives in mind, we set out to better understand the product feature as it stood as well as the mindset of both customers and businesses experiencing this process as if for the first time.
As this feature was released silently there were several pain points from both customers and businesses, most issues raised were down to a lack of transparency and trust.
The insights gathered from interviews allowed us to understand the frustrations and areas of opportunity.
3 important considerations for this project were:
1. Language:
Simplifying the internal team’s knowledge of how this sophisticated matching system worked into terminology customers and businesses could easily understand, trust and rely on.
2. Communication/education
Providing more clarity around how this product worked for both customers and business was integral to the success of this product.
For customers, it was important to provide information upfront so we refined the voice-over messages and designed bespoke landing pages to add context and clarity.
For businesses, it was important to begin to promote this product to a sub-set of categories and educating them on how to make the most of this new tool. We believed utilising the empty states within the app and providing a more succinct feature onboarding experience would give them a greater understanding of how to make the most out of this product offering.
3. Transparency
It was essential to provide businesses visibility of the call leads they had received and the value exchange that was happening by purchasing this product. Implementing a simplistic call log utilising language, patterns and behaviours businesses were familiar with were important in gaining trust and maintaining reliability. We also implemented data insights into the call settings to allow businesses with plans to track their usage and upgrade when necessary. This gave businesses a way to treat leads through calls similarly to standard job leads on the platform.
Through implementing new landing pages for customers and developing essential features within the business app to allow them to manage these new versions of leads we were able to successfully impact each of the key objectives and improve the overall experience for this new connection model.