DNA Service Exchange Club

overview (Pratt UX /UI Program)

DNAinfo is exploring development of an application to search and hire local freelancers and potentially help connect users to exchange services. They have requested a 'mobile first' approach.


As a UX team of one, conduct research to help guide DNAinfo's new product leading to User Journeys and Wireframes ahead of an MVP.

Beginning with a high-level research plan we gather an understanding of how users conduct their searches and see how our results can direct the overall product.

How Do People Search?

A series of interviews were conducted within the vicinity of Prospect Park / Park Slope vicinity in Brooklyn.

Competitive Analysis:

User Roles

  • Freelancer

    ISO prospective clients and wants to share projects

  • Hirer

    ISO the right person for a job.


freelancer + hirer

As indicated in the research our interviewees showed some healthy skepticism regarding an exchange and questioned whether it might be worthwhile (equal & fair). Given this response, our focus is on building out the freelancer and hirer roles, later adding an exchange feature as customized extension of both. Our goal here is to build out the search and browse features for each role and to test the usability of our application.

Initial User Flow

Looking first at our hirer, we wish to foster engagement and discovery through the act of browsing. Using an image-based approach user are encouraged to scroll, swipe, and inspect profies to allow for a quick scan and overview of skill sets before exploring further. Registered users will have access to a robust dashboard which is a repository to organize, evaluate and contact bookmarked users as well as share / view favorited projects.

Persona 1

Samuel Adkins






Windsor Terrace

Adkins has worked on numerous commercial and independent projects as a director of photography. He works largely as a freelancer and travels extensively for work. He lives with his partner in a small co-op by Prospect Park.

goals - find things in a hurry

devices - iwatch / iphone / imac

frustration - scheduling

apps & websites
Vimeo, Youtube, Amazon, Facebook, Google, Swarm, Gmail


  • Post Profile
  • Post Portfolio Items

Persona 2

Lena Carroll





Museum Registrar

Park Slope

Lena Carroll is a exhibition registrar at the New Museum and has lived in Park Slope for the last six years. She has one two year old daughter and is active in the neighborhood block association. She occasionally shops locally for boutique items and regularly purchases bulk house-goods via amazon.

goals - Being efficient with time, Researching Options, Meeting Neighbors

devices - iphone / ipad / macbook pro

frustration - learning new apps

apps & websites
New York Times, Amazon, Facebook, Google, Gmail


  • Browse & Save Listings
  • Contact Freelancer

User Journey

Lena Carroll

Design Principles






next steps

  • Develop more research to find which profile types are best paired for an exchange of services. Design the profile types so that they are attracted to one another in order to maximize the possibility of an exchange.
  • Wireframes for skill-specific profile archetypes
  • Adlib style profile creation
  • Design and style guide
  • Outline and understand user flows for profile types in more detail
  • Prototype and usability testing
Back to Work