2018 JAN
Werkspot + / Trust Match Hire
Q: What is your experience in finding a service
professional (handyman) for your house?
LOTS OF EFFORT SPENT IN SEARCHING
“You have to arrange a lot and the SP’s are often not really easy to contact via Werkspot. Werkspot should actually guide this process because it always takes a lot of effort.”
----Martin
LACK OF TRUST IN THE PLATFORM
“through Werkspot you get all those proposals, which I find difficult. I get proposals from people from Zeeland which does not make sense…”
----Irma
LACK OF TRUST IN SERVICE PROFESSIONALS
“I had an SP once through WerkSpot, who stopped the project halfway and I have never heard anything from him again, while I already paid”
---- Andy
- - LACK OF TRUST
THROUGHOUT THE PLATFORM
．Optimized VISION / MISSION．
Vision:
CREATE A
TRUSTWORTHY & TRANSPARENT MATCHING PLATFORM FOR USER.
Mission:
​
Werkspot will promote the feeling of community and related safeness for the customers and a pleasant work environment for the service professional.
．PROBLEM STATEMENT．
．THEORY．
- Trust in online world:
．Trust
．Reduce risk & Uncertainty
．Estimate actions
．Predictability
．Information (Knowledge)
[ Trust is defined in terms of three central characteristics: reliability, predictability, and fairness.]
-- S. Ba, 2001
- Ways of trust:
Knowledge based trust
understanding other can predict behaviour.
Deterrence-based trust
consistency of behaviour
(one mistake can brake the relation).
Identification based trust
empathy with desires and intentions
[ Trust in Organizations: Frontiers of Theory and Research ] -- Roderick M. Kramer,Tom R. Tyler, 1995
“What does not increase the feeling of community is the social dilemma, a situation in which an individual profits from selfishness unless everyone chooses the selfish alternative, in which case the whole group loses. Some goal-expectation theory assumes that people might cooperate under two conditions: They must have a cooperative goal, and expect others to cooperate. ”
[ Trust in relationships: a model of trust development and decline ] -- |R.J. Lewicki, B. Bunker
．HOW IT'S DONE．
- INTERVIEWS AT WERKSPOT HEADQUARTER
Throughout the common customers’ complaints, emerged patterns related to the difficulty of communication between Customers and SPs, that we took as assumption to be verified. (At Werkspot, Amsterdam)
- INTERVIEW CUSTOMERS IN THE FIELDS
We qualitatively verified in 10 customers the assumption of difficulties in communication, and extended it to the feeling of reliability.
- ANAYLIZE OF CUSTOMER JOURNEY
We select the searching\matching moment in the customer’s journey, to act on a determinant moment for the following stages of a reliable relationship since the acting of customer is missing.
- SMOKE SCREEN AB TEST
Assumption:
Adding a visualized map will generate a communication and a feeling of reliable Werkspot community, in which improve the willingness to use the platform.
- TEST A -
[ Experimental Group ]
A-design test, showing a new version of Werkspot platform as an online community, with a visual map.
- TEST B -
[ Control Group ]
B-zero test, nothing different, Showing the original Werkspot website.
Click Ratio of A to B = 12:1
- PHONE INTERVIEWS
We called people from the previous A\B test, proposing to understand more qualitative reasons about this new design. We got advice and more background stories about their experience.
- - PROTOTYPE INTERVIEWS
A quick protype is made with the including of all new features for testing and verfying assumptions.Interviews were done through out people from different ages and gender. (At IKEA, Delft)
A quick protype is made with the including of all new features for testing and verfying assumptions.Interviews were done through out people from different ages and gender. (At IKEA, Delft)
\ PHONE INTERVIEWS
>> 7/8 preferred to act in the region
>> 7/8 believe having personal contact with the SP is important
>> 1/8 would recommend a SP to
neighbor
\ PROTOTYPE INTERVIEWS
>> 8/8 believe a clear profile of SP is needed
>> 6/8 started their search based on distance
>> 8/8 believe reviews are highly important
testing features:
- A map overview of the location of SPs.
- An easy to access detailed profile, including rating, previous jobs, personal and professional details.
- Showing interesting to service professionals customer like.
validated summary:
- Location preference for practical reasons
- Prefer to give profit to the ones of your community
- Feeling of knowledge arouse sense of control and reliability
．CONCEPT．
In the new proposal, changes are made in the matching session where customer finds service professional. instead of keeping customer as the passive side, we propose this map to bring customer active and well notified of what is happening.
The ideal goal is to bring SP, CS, and Werkspot in a mutual interaction, during the process of searching and matching. Werkspot can take control of all the involved stakeholders, and act as a quality keeper and more over enhancing the feeling of community.
try out prototype:
(recommended to view with computer)
+++ Special NEW Features
CREATE A STABLE RELATIONSHIP WITH THREE,
MAKING WEKSPOT MORE THEN JUST A PLATFORM.
A plan is made for this new concept. Werkspot will start with all the implementation, following by the involving of service professionals renewing their profile, and at last the new way of acting from customers.
．PLANNING．
++ VISUALIZED MAP ++
​
A map of customer’s current location will appear when searching for a service professional. The map will guide customer through out the whole requesting process, generating the outcome every times changes are made in the requesting box on the left.
++ SHOW LINKED RELATIONSHIP
​
All the accounts will be linked to social media, making the common friends between customers and service professional visible. This feature should help bring SP from a total stranger to someone that might be close.
++ TO SHOW INTEREST ++
​
A feature for customers to show inter g the requesting process. Service professionals get notification from the platform, knowing they might have a bigger possibility to get this request.
++ SEE FULL PROFILE ++
​
Detailed profile can be seen during the searching of professionals. Newly added details include portfolio of projects done, skills, certification of qualification, and common friends.
BONDING OF TWO STRINGS, THEY LET LOOSE...
WERKSPOT
CUSTOMER
SERVICE PROFESSIONAL
WERKSPOT
CUSTOMER
SERVICE PROFESSIONAL
++ BENIFITS FOR CUSTOMER ++
​
+ Being able to visually see the full progress of matching, no more waiting in the dark.
​
+ Get to know more about the service professionals before they enter their house.
++ BENIFITS FOR SERVICE PROFESSIONAL ++
​
+ A chance to renew their portfolio, making it easier to stand out from others.
​
+ Built a stronger bonding with customer, bring a more trust worthy environment while working.
++ BENIFITS FOR WERKSPOT ++
​
+ Transform from a 3rd party to a real assistance, become more than just a platform with a renewed brand image
​
+ Customer loyalty is created along with the increasing of trust.
A TRUST WORTHY
WERKSPOT COMMUNITY
THROUGH INFORMATION
TRANSPARENCY
．CONCLUSION．
WERK+ : TRUST, MATCH, HIRE
