SOHS

Empowering Service Pros with an On-Demand Marketplace

The previous designs lacked accessibility, visual appeal, and polish. This project focused on addressing these shortcomings to create a more refined and user-friendly visual experience.

Hi-Fidelity concept screens

Project Type

UI/UX Redesign

Collaboration

Directors
Dev Leads

Platforms

Web, Mobile, iOS

Timeline

Q4 2023 - Q2 2024

Role & responsibilities

Lead Product Designer

UX Consulting, Visual Design, Branding, Prototyping, Interaction Design, Dev handoff

I Led the redesign of SOHS’s mobile app, improving usability and visual consistency. Streamlined workflows, increasing signups and referrals by 12% while cutting task time by 2.5 minutes.

Problem

SOHS suffered from inconsistent design, making the app feel unpolished and reducing user trust. This directly impacted engagement and retention, limiting its market potential.

Project Goals

The redesign aimed to modernize SOHS while working within strict budget constraints. My focus was to maximize impact efficiently through three key initiatives:

Improving Accessibility

I updated branding and typography to meet WCAG standards, ensuring better readability and usability.

Refining Visual Design

I fixed inconsistencies, applied usability heuristics, and strengthened the brand’s visual identity.

Introducing a Design System

While outside the immediate budget, I introduced scalable components to improve consistency and speed up future development.

Refining the Brand for a Cohesive Experience

Before tackling UX improvements, I addressed the inconsistent branding that made the app feel disjointed and unpolished. A stronger visual foundation was needed to enhance user trust and create a more seamless experience.

Refined the color palette

Introduced a modern, neutral scheme for better contrast and accessibility.

Updated the logo

Simplified and modernized for stronger brand recognition.

Standardized typography

Improved readability and ensured consistency across all screens.

Prioritizing Key Flows for the Redesign

With a limited research budget, I focused on high-impact flows that could be improved quickly. These included service browsing, booking, account management, and user verification—areas critical to reducing friction and improving engagement.

Designing for Scale

I optimized existing flows to support future growth without adding unnecessary complexity. By refining layouts and visual structures, I ensured the app could scale efficiently while maintaining usability and consistency.

Impact and Closing Notes

I redesigned SOHS with scalability and clarity at its core, ensuring a more intuitive user experience. The updated interface improves usability by following strong design principles and heuristics, setting the foundation for future expansion.

+23% boost in user and stakeholder satisfaction

12% Increase in new user signups and referrals

Average time on task reduced by roughly 2.5 minutes

Team Comments

How was your experience
working with Moe?

>

Henrik, Lead developer:“Moe did an excellent job with this redesign. The entire experience feels significantly more consistent, and incorporating pre-made libraries has streamlined the development process. I’m excited to build the web app in the future using these established guidelines!”

>

Seif, CEO:“Moe truly delivered with these new designs. The app feels more polished than ever, and our users are noticeably happier with the improved experience.”

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