Home | Cart 

Home Cart mobile app is a marketplace where homeowners can avail home services at their fingertips.

Our platform provides a seamless booking experience, easy-to-understand pricing, responsive customer service and an additional guarantee on all work.


Problem Space

Since the pandemic began it forced small  businesses to close doors some temporarily other permanently. 

Since then home owners are finding it difficult to get access of essential services such as electrician, plumber, carpenter, beautician etc. Homeowners are looking for affordable prices and at their convenience. 

The Design question

How might we provide home owners,  with home services they need  in a efficient manner to save time and money?


- Building a trustworthy relationship between  customer and service provider.
- Safety of both the parties
- Connectivity (wifi)
- Online payments (having a credit card)


- Predetermined prices for home owners
- More jobs 
- Controlled prices

Research Insights

To gain more information on my problem space, I conducted five one-on-one interviews. My questions were open-ended so that I could dig deep to uncover individual pain points, motivations, and behaviors. The interviews found four common themes, with people knowing the importance of a good service.

Emily Parker

Meet Emily parker, she is a 
marketing lead in a Startup 
company based in Toronto, ON.
She enjoys spending time with
her family, she has been working 
from home since the pandemic.
She is busy between home and 
family, she gets busy with the
daily chores.


- to obtain home services with a 
peace of mind. 

- to get efficient services.

Pain points

- finds it difficult to find reliable 
- wastes too much time browsing 
  through the internet looking for 
service providers.


- Likes to get things done on time 

- Busy work Schedule 

- Spends time reading online reviews on services 

Woman with Blue Tanktop

‘For me flexibility and getting things
done on time is important’


Design Intervention

I created user stories to help me identify tasks that my digital solution could perform for users. After grouping these user stories into several epics, I selected the main task, which I began ideating a solution for. 

Wireframing and Prototyping

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Two rounds of user testing and iterations were completed with the greyscale prototypes. This process was a massive reality check on the importance of not designing solely based on my own intuition. Test participants found many of Home Cart's elements confusing to navigate. 

Visual Identity

Approaching Home Cart's visual identity I wanted to make it user friendly, simple and elegant. 


Keeping the target persona in mind, I wanted the feel of the app to be warm, safe, inviting and easy to use.


I wanted to name the application something that alluded to the ‘Home’ as it it is focusing on the ‘Home owners’, therefore  I settled on ‘Home Cart’

My keywords were 
Trustworthy, Choices, availability, savings, flexibility.

Logo and Typeface

I experimented with a few different designs to select the best design that suits Home Cart's branding image.

I chose Red Hat Text, Its elegant and demonstrates confidence.

Brand Color

Keeping my user personas in mind I wanted the feel of the app to be comforting, relaxing, and independence, I decided to go on with Purple as primary color, it represents reliability, independence, royalty and devotion.

                 Putting it all together..

Introducing Home|Cart

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HI FI Prototype

After completing 3 rounds of grayscale wireframes and prototype.

I did a total of 2 rounds of usability testing before reaching my final protoytpe.

Notable features of the app 

- Users can earn loyalty points everytime they request a service.

- Once the users have earned points they can use those points instead of money.

- Bookings can be modified.

- Users have a profile with ratings and other information.

- Price comparisons, users have more independence to select therefore controlled rates.

- Loyalty points earned upon referrals to friends and family 

Next Steps

This project was an excellent learning experience for me to apply the skills that I had gained from BrainStation. Now that the program is complete, I plan to continue to refine my skills as a UX designer by: 

  • Develop other task flows in the app based on previously made user stories

  • Conduct user testing on my target market with each subsequent iteration

  • Gain feedback from peers as I continue my journey as a UX designer.


My time at BrainStation has been a challenging journey, but ultimately a validating one. When I entered this course, I was unaware and scared as I made a career change. But learning the process and tools, executing this project and others, and getting honest feedback from my educators and peers has made me believe I can do this, and I will.