UI/UX Case Study
Designing a user-centered gig platform for the Romanian market that prioritizes trust, simplicity, and accessibility for everyday tasks.
Startup Environment
Project Overview
My Role
UI/UX Designer
Timeline
12 months (2023 - 2024)
Team
3 Developers, 1 Product Manager, 1 Marketing Specialist
Tools Used
Figma
Miro
Discord
Project Overview
TaskLink is a Romanian gig platform designed to connect people who need help with everyday tasks to those who can provide services. The platform allows users to post tasks, find qualified help, or offer their own services, all in one seamless experience.
I joined the TaskLink team at its startup as the UI/UX designer and quickly became the go-to person for all design-related decisions. As the sole designer in a startup environment, I was responsible for creating a user experience that would stand out in the Romanian market by prioritizing simplicity, trust, and accessibility.
🔒 Confidentiality Note
Due to confidentiality agreements, I'm unable to share many of the final designs in this case study. However, I've included key parts of the process, wireframes, and insights that shaped the product while respecting client privacy.
30+
User Interviews Conducted
2
Distinct User Journeys
12
Month Project Timeline
The Challenge
The Romanian market lacked a user-friendly, trustworthy platform for everyday tasks and services. Existing solutions were either too complex, didn't feel secure, or failed to address the specific needs of the local market.
Our challenge was to create a platform that would:
✅ Build trust between service providers and those seeking help
✅ Simplify the process of finding help for everyday tasks
✅ Create a fair and transparent system for both sides of the marketplace
✅ Work effectively across urban and rural areas of Romania
Research & Discovery
To understand the needs of our potential users, I conducted extensive research focusing on both sides of our marketplace: task posters and service providers.
Research Methods
30+ user interviews with potential task posters and service providers
Gathered first-hand insights on needs, pain points, and expectations.
Market research on gig economy trends in Eastern Europe
Identified key growth areas, user behaviors, and emerging opportunities.
Competitive analysis of existing platforms in Romania and globally
Mapped strengths, gaps, and differentiators across major competitors.
Analysis of service seeking/providing Facebook groups
Explored real-world community dynamics and common service requests.
Stakeholder interviews to align on business goals and vision
Clarified priorities and established a shared strategic direction.
Key Insights
After analyzing the research data, we identified several key insights that would guide our redesign approach:
Trust Concerns
Users were worried about scams, unreliable help, and personal safety when inviting strangers into their homes.
Pricing Transparency
Unclear pricing was a major pain point with existing solutions, leading to frustration and abandoned transactions.
Geographic Limitations
Most existing platforms focused on major cities, leaving rural areas underserved.
Communication Gaps
Users relied on multiple platforms to communicate, leading to confusion and missed opportunities.
"I've tried finding help online before, but I never know if I can trust the person who shows up. I end up asking friends for recommendations instead, even if it takes longer." - Research Participant
User Personas
After analyzing the research data, we identified several key insights that would guide our redesign approach:
Maria Ionescu
Task Poster
Demographics
Age: 28
Occupation: Freelance graphic designer
Location: Bucharest, Romania
Behaviors
Emma frequently uses online platforms to outsource household tasks and occasionally takes on freelance projects to supplement her income. She spends 3–4 hours a week browsing apps for reliable service providers or clients. Tech-savvy and mobile-first, she expects a clean, easy-to-navigate interface and quick communication.
Motivations
Emma wants to save time and reduce stress by outsourcing chores such as cleaning and minor repairs. She values verified professionals, transparent pricing, and secure payment options.
Pain Points
Last-minute cancellations or incomplete tasks on existing platforms
Difficulty verifying service providers’ trustworthiness
Unclear or inconsistent pricing
Goals
Quickly find trustworthy, verified providers
Use a platform with secure transactions and data privacy
Get clear filters and smart recommendations tailored to her
Andrei Popescu
Service Provider
Demographics
Age: 32
Occupation: Handyman
Location: Cluj-Napoca, Romania
Behaviors
Andrei relies on digital platforms and social media groups to find new clients. He checks apps daily for job postings and prefers platforms that simplify scheduling, payments, and customer messaging.
Motivations
Andrei wants a platform that simplifies finding steady, well-matched jobs and reduces the time he spends on marketing or chasing payments. Secure, automatic payouts are essential so he can focus on repairs instead of cash handling. He also aims to build a verified profile with strong reviews to stand out as a trusted professional across Romania.
Pain Points
Unreliable clients who cancel last minute or delay payments
Lack of integrated tools for invoicing and income tracking
Limited visibility outside his immediate city or Facebook groups
Goals
Receive steady, well-matched job offers
Showcase verified skills and positive reviews to attract customers
Use a platform that automates payments
Defining the Experience
With insights in hand, I mapped out the core flows and user journeys for both task posters and service providers. I sketched out wireframes, defined task categories, and explored different ways to surface trustworthy users, like verified profiles, ratings, and reviews.
This stage was all about structure and clarity. I wanted the experience to feel familiar yet thoughtful, reducing any hesitation people might have about using the app.
Prototyping & Testing
I created clickable prototypes in Figma and tested them with users. Feedback led to several improvements, like simplifying filters and adding trust badges.
We ran lean usability sessions and made fast, iterative changes. These small tweaks had a big impact on how intuitive and reliable the app felt.
Below is a preview of the sign up and onboarding and some different versions of the same design.
What I Learned
Balancing the needs of two user types, task posters and service providers, pushed me to think carefully about flow, hierarchy, and communication throughout the experience. I saw how even small design decisions, like how information is presented or how users move through a flow, can really affect how confident and comfortable people feel using a product.
Key Takeaways
One of the biggest takeaways for me was the importance of collaboration. Working closely with developers helped ensure the designs were realistic and aligned with tech constraints. Regular syncs with the marketing team kept the branding and messaging consistent. I also worked directly with the founders to prioritize features and adapt designs to changing business goals.
It was a true team effort, and staying flexible was key. I had to take in feedback from different angles, whether technical, strategic, or user-focused, and translate that into clear design decisions. That back-and-forth helped me grow not just as a designer, but as a communicator and problem-solver.
Thank you so much for taking your time to read this case study! :)
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© 2023 by Klaudia Krakowiak