The Challenge

Boonle is a brand new startup based out of Rochester, NY that flips the freelancing paradigm completely upside down by encouraging an all new client-vendor relationship.

Traditionally, clients have a project and seek out a contractor or freelancer based on their portfolio, skill set, and experience. However, the market has become so saturated that it is more difficult than ever before for these freelancers to break into the industry and thrive.

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The Business Model

Boonle’s unique business model creates an unbiased online environment where clients can post projects that any freelancer, regardless of their qualifications, can complete on a first come, first-serve basis in exchange for experience, reviews, and a small monetary compensation from the client.

Clients or “Project Authors”, have no say in which freelancer does the work because they are asking for a favor (free work). Freelancers or “Producers” are incentivized to do this free work in exchange for an enhanced portfolio, skill set, and reputation which makes them more desirable to potential employers or larger clients.

Roles & Responsibilities

It was my responsibility to brand the company, help them establish and refine their business model, and design an online experience that would prompt two very different audiences to join the community.

I had the privilege of working on the Boonle project while serving as the Interactive Art Director at Dumbwaiter. With help from their team, it was my responsibility to brand the company, help them establish and refine their business model, and design an online experience that would prompt two very different audiences to join the community.

User Experience Design

The UX design presented an interesting challenge because Boonle has two very different types of users: the clients who post projects and the freelancers who do the work. Both types of people have very different needs when using the website.

The navigation was perhaps the most challenging part of the entire project because a user can sign up for Boonle with one account and be an Author and a Producer, each requiring very different navigation options.

To make this work, I created a global menu where users could effectively choose what mode they wanted to operate in and switch between them with ease.

User Interface Design

It was important that the design of the website be fun, yet simple, allowing the colors and typography to educate users and guide them through the proper workflows.

Stemming from the branding and logo concept, I used 2 bold colors, one to represent each type of user which helped accomplish this unique and challenging task while simultaneously reinforcing the messaging and copy.

Project Summary

In just a few short weeks, I, along with the Dumbwaiter team, was able to partner with Boonle to brand their company, refine their business model, and design a new website for a niche target market. This new website will be the single largest factor in providing a long-term return on investment for Boonle.

By taking the time to solidify the company strategy and establish what Boonle is and how it works, I was able to provide a web solution that will have the highest chance for success as this new startup gets ready for it’s public launch in the Spring of 2015.

Matt did great work on the concept and design for Boonle. He matched what I envisioned for this site to look like. Every time he completed a deliverable, I became more excited about the launch of Boonle. I was curious to see how he would incorporate the different colors for each user type and it's perfect. Matt exceeded my expectations on both design and efficiency.

Antonio CalabreseCEO/Founder at Boonle

Disclaimer: The thoughts expressed in this case study are my own and do not necessarily reflect those of the client and their business.