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OPTIMIZING GIG ECONOMY
OPTIMIZING GIG ECONOMY
Winter 2025 | Prof. John Storey
Winter 2025 | Prof. John Storey
Winter 2025 | Prof. John Storey
Winter 2025 | Prof. John Storey
Winter 2025 | Prof. John Storey
Winter 2025 | Prof. John Storey
Design Strategist, UX Researcher
Design Strategist, UX Researcher
Design Strategist, UX Researcher
Design Strategist, UX Researcher
Design Strategist, UX Researcher
Design Strategist, UX Researcher
Team : Pallavi Borkar, Omkar Talwalkar, Toko He, Ruth Moniz
Team : Pallavi Borkar, Omkar Talwalkar, Toko He, Ruth Moniz
Team : Pallavi Borkar, Omkar Talwalkar, Toko He, Ruth Moniz
Team : Pallavi Borkar, Omkar Talwalkar, Toko He, Ruth Moniz
Team : Pallavi Borkar, Omkar Talwalkar, Toko He, Ruth Moniz
Team : Pallavi Borkar, Omkar Talwalkar, Toko He, Ruth Moniz
Skills
Skills
Skills
Design Research
Design Research
Design Research
Critical Thinking
Critical Thinking
Critical Thinking
Trend Analysis
Trend Analysis
Trend Analysis
Business Acumen
Business Acumen
Business Acumen
Methods
Methods
Methods
STEPIC Analysis
STEPIC Analysis
STEPIC Analysis
Blue Ocean Strategy
Blue Ocean Strategy
Blue Ocean Strategy
BMC
BMC
BMC
Quantitative Research
Quantitative Research
Quantitative Research
Qualitative Research
Qualitative Research
Qualitative Research
ERRC Framework
ERRC Framework
ERRC Framework
2X2 Matrix
2X2 Matrix
2X2 Matrix
4 Box Model
4 Box Model
4 Box Model
MoSCoW
MoSCoW
MoSCoW
Overview
Overview
Overview
Overview
WEVE is a strategic design concept for a trust-first freelance platform designed to bridge the growing disconnect in the gig economy. Moving beyond transactional jobs, WEVE creates an ecosystem that fosters long-term partnerships, ensures payment transparency, and provides career guidance to turn gig work into a sustainable career.
WEVE is a strategic design concept for a trust-first freelance platform designed to bridge the growing disconnect in the gig economy. Moving beyond transactional jobs, WEVE creates an ecosystem that fosters long-term partnerships, ensures payment transparency, and provides career guidance to turn gig work into a sustainable career.
WEVE is a strategic design concept for a trust-first freelance platform designed to bridge the growing disconnect in the gig economy. Moving beyond transactional jobs, WEVE creates an ecosystem that fosters long-term partnerships, ensures payment transparency, and provides career guidance to turn gig work into a sustainable career.
WEVE is a strategic design concept for a trust-first freelance platform designed to bridge the growing disconnect in the gig economy. Moving beyond transactional jobs, WEVE creates an ecosystem that fosters long-term partnerships, ensures payment transparency, and provides career guidance to turn gig work into a sustainable career.
Challenge
Challenge
Challenge
Challenge
The gig economy suffers from a trust gap, with 74.5% of freelancers avoiding online platforms due to financial instability and hiring uncertainty.
The gig economy suffers from a trust gap, with 74.5% of freelancers avoiding online platforms due to financial instability and hiring uncertainty.
The gig economy suffers from a trust gap, with 74.5% of freelancers avoiding online platforms due to financial instability and hiring uncertainty.
Approach
Approach
Approach
Approach
Through market analysis and user research with over 110 participants, we identified core pain points, then designed and validated a platform prototype through usability testing.
Through market analysis and user research with over 110 participants, we identified core pain points, then designed and validated a platform prototype through usability testing.
Through market analysis and user research with over 110 participants, we identified core pain points, then designed and validated a platform prototype through usability testing.
Result
Result
Result
Result
The outcome is WEVE, a validated concept with overwhelmingly positive user feedback and a clear willingness to pay for features that prioritize trust, security, and career growth.
The outcome is WEVE, a validated concept with overwhelmingly positive user feedback and a clear willingness to pay for features that prioritize trust, security, and career growth.
The outcome is WEVE, a validated concept with overwhelmingly positive user feedback and a clear willingness to pay for features that prioritize trust, security, and career growth.
The Challenge: The Gig Economy Has a Trust Problem
The Challenge: The Gig Economy Has a Trust Problem
The Challenge: The Gig Economy Has a Trust Problem
Our project was sparked by the book 'Managing the Design Process: Concept Development'. It emphasizes that a successful project hinges on the chemistry and working relationship between the client and the Service provider, not just on skills alone.
Our project was sparked by the book 'Managing the Design Process: Concept Development'. It emphasizes that a successful project hinges on the chemistry and working relationship between the client and the Service provider, not just on skills alone.
The gig economy is a massive, rapidly growing market, but it's built on a shaky foundation. Our initial research revealed a critical disconnect: while countless platforms exist to connect freelancers with jobs, they fail to foster the most important element for success trust.
The gig economy is a massive, rapidly growing market, but it's built on a shaky foundation. Our initial research revealed a critical disconnect: while countless platforms exist to connect freelancers with jobs, they fail to foster the most important element for success trust.
The Challenge: The Gig Economy Has a Trust Problem
Our project was sparked by the book 'Managing the Design Process: Concept Development'. It emphasizes that a successful project hinges on the chemistry and working relationship between the client and the Service provider, not just on skills alone.
The gig economy is a massive, rapidly growing market, but it's built on a shaky foundation. Our initial research revealed a critical disconnect: while countless platforms exist to connect freelancers with jobs, they fail to foster the most important element for success trust.
The Challenge: The Gig Economy Has a Trust Problem
Our project was sparked by the book 'Managing the Design Process: Concept Development'. It emphasizes that a successful project hinges on the chemistry and working relationship between the client and the Service provider, not just on skills alone.
The gig economy is a massive, rapidly growing market, but it's built on a shaky foundation. Our initial research revealed a critical disconnect: while countless platforms exist to connect freelancers with jobs, they fail to foster the most important element for success trust.
The Challenge: The Gig Economy Has a Trust Problem
Our project was sparked by the book 'Managing the Design Process: Concept Development'. It emphasizes that a successful project hinges on the chemistry and working relationship between the client and the Service provider, not just on skills alone.
The gig economy is a massive, rapidly growing market, but it's built on a shaky foundation. Our initial research revealed a critical disconnect: while countless platforms exist to connect freelancers with jobs, they fail to foster the most important element for success trust.
The Approach: From Market Analysis to a User-Validated Strategy
The Approach: From Market Analysis to a User-Validated Strategy
The Approach: From Market Analysis to a User-Validated Strategy
To build a solution that was both innovative and grounded in reality, we followed a structured approach that moved from a wide market view to specific user needs, and finally to a validated business concept.
To build a solution that was both innovative and grounded in reality, we followed a structured approach that moved from a wide market view to specific user needs, and finally to a validated business concept.
To build a solution that was both innovative and grounded in reality, we followed a structured approach that moved from a wide market view to specific user needs, and finally to a validated business concept.
Step 1: Analyzing the Market Landscape
Step 1: Analyzing the Market Landscape
Step 1: Analyzing the Market Landscape
Our process began with a comprehensive analysis of the gig economy. We conducted STEPIC, SWOT, and Porter's Five Forces analyses to understand the social, technological, and economic trends shaping the industry. This desk research helped us map competitors like Upwork and LinkedIn and understand where WEVE could find a unique niche.
Our process began with a comprehensive analysis of the gig economy. We conducted STEPIC, SWOT, and Porter's Five Forces analyses to understand the social, technological, and economic trends shaping the industry. This desk research helped us map competitors like Upwork and LinkedIn and understand where WEVE could find a unique niche.
Our process began with a comprehensive analysis of the gig economy. We conducted STEPIC, SWOT, and Porter's Five Forces analyses to understand the social, technological, and economic trends shaping the industry. This desk research helped us map competitors like Upwork and LinkedIn and understand where WEVE could find a unique niche.
Step 2: Validating the Problem with Users
Step 2: Validating the Problem with Users
Step 2: Validating the Problem with Users
With a clear view of the market, we turned to the users to understand their lived experiences. We surveyed over 110 freelancers and conducted 12 in-depth interviews with both freelancers and hiring professionals. This was where we had our breakthrough insight:
With a clear view of the market, we turned to the users to understand their lived experiences. We surveyed over 110 freelancers and conducted 12 in-depth interviews with both freelancers and hiring professionals. This was where we had our breakthrough insight:
With a clear view of the market, we turned to the users to understand their lived experiences. We surveyed over 110 freelancers and conducted 12 in-depth interviews with both freelancers and hiring professionals. This was where we had our breakthrough insight:
Our primary research confirmed this with a stunning insight 74.5% of freelancers find their work through personal networks, not online platforms, because they consider them more reliable.
Our primary research confirmed this with a stunning insight 74.5% of freelancers find their work through personal networks, not online platforms, because they consider them more reliable.
Our primary research confirmed this with a stunning insight 74.5% of freelancers find their work through personal networks, not online platforms, because they consider them more reliable.
Step 3: Defining Our Strategy
Step 3: Defining Our Strategy
Step 3: Defining Our Strategy
Combining our market and user insights, we built WEVE's core strategy. Using frameworks like the
Blue Ocean Strategy, Value Proposition Canvas, and Business Model Canvas, we defined a unique position for WEVE in the market.
Combining our market and user insights, we built WEVE's core strategy. Using frameworks like the
Blue Ocean Strategy, Value Proposition Canvas, and Business Model Canvas, we defined a unique position for WEVE in the market.
Combining our market and user insights, we built WEVE's core strategy. Using frameworks like the
Blue Ocean Strategy, Value Proposition Canvas, and Business Model Canvas, we defined a unique position for WEVE in the market.
This process led to our three core value pillars: ensuring every freelancer on our platform feels Equipped, Connected, and Engaged.
This process led to our three core value pillars: ensuring every freelancer on our platform feels Equipped, Connected, and Engaged.
This process led to our three core value pillars: ensuring every freelancer on our platform feels Equipped, Connected, and Engaged.
Business Model Canvas
Business Model Canvas
Business Model Canvas
Step 4: Prototyping and Validating the Concept
Step 4: Prototyping and Validating the Concept
Step 4: Prototyping and Validating the Concept
Finally, to ensure our strategy would work in practice, we created early prototypes of our core features. We then conducted 12 usability tests, using methods like 'think-aloud' and 'buy-a-feature' prioritization, to get direct feedback. This final step validated our concepts and gave us clear, actionable insights for refinement.
Finally, to ensure our strategy would work in practice, we created early prototypes of our core features. We then conducted 12 usability tests, using methods like 'think-aloud' and 'buy-a-feature' prioritization, to get direct feedback. This final step validated our concepts and gave us clear, actionable insights for refinement.
Finally, to ensure our strategy would work in practice, we created early prototypes of our core features. We then conducted 12 usability tests, using methods like 'think-aloud' and 'buy-a-feature' prioritization, to get direct feedback. This final step validated our concepts and gave us clear, actionable insights for refinement.
The Solution: WEVE - A Platform for Trust and Growth
The Solution: WEVE - A Platform for Trust and Growth
The Solution: WEVE - A Platform for Trust and Growth
The Solution: WEVE - A Platform for Trust and Growth
Our final concept, WEVE, is a full-stack service ecosystem that supports freelancers and hirers through every stage of their engagement. The platform is built on transparency, career growth, and trust, addressing the core issues discovered in our research through several key features:
Our final concept, WEVE, is a full-stack service ecosystem that supports freelancers and hirers through every stage of their engagement. The platform is built on transparency, career growth, and trust, addressing the core issues discovered in our research through several key features:
Our final concept, WEVE, is a full-stack service ecosystem that supports freelancers and hirers through every stage of their engagement. The platform is built on transparency, career growth, and trust, addressing the core issues discovered in our research through several key features:
Career Dashboard
Career Dashboard
Career Dashboard
A personalized space for freelancers to manage their careers, develop new skills, and get recommendations for growth opportunities.
A personalized space for freelancers to manage their careers, develop new skills, and get recommendations for growth opportunities.
A personalized space for freelancers to manage their careers, develop new skills, and get recommendations for growth opportunities.
A personalized space for freelancers to manage their careers, develop new skills, and get recommendations for growth opportunities.
Project Showcases
Project Showcases
Project Showcases
Portfolios that go beyond the final product to show the creative process, adding a layer of authenticity that helps hirers verify expertise.
Portfolios that go beyond the final product to show the creative process, adding a layer of authenticity that helps hirers verify expertise.
Portfolios that go beyond the final product to show the creative process, adding a layer of authenticity that helps hirers verify expertise.
Portfolios that go beyond the final product to show the creative process, adding a layer of authenticity that helps hirers verify expertise.
Milestone-Based Payment
Milestone-Based Payment
Milestone-Based Payment
An escrow-based system that ensures financial security and transparency for both parties, releasing payments as project milestones are met
An escrow-based system that ensures financial security and transparency for both parties, releasing payments as project milestones are met
An escrow-based system that ensures financial security and transparency for both parties, releasing payments as project milestones are met
An escrow-based system that ensures financial security and transparency for both parties, releasing payments as project milestones are met
Smart Matching
Smart Matching
Smart Matching
An intelligent system that connects freelancers and clients based on skills, work style, and project needs, moving beyond simple keyword matching to foster better partnerships.
An intelligent system that connects freelancers and clients based on skills, work style, and project needs, moving beyond simple keyword matching to foster better partnerships.
An intelligent system that connects freelancers and clients based on skills, work style, and project needs, moving beyond simple keyword matching to foster better partnerships.
An intelligent system that connects freelancers and clients based on skills, work style, and project needs, moving beyond simple keyword matching to foster better partnerships.
The Impact & Business Viability
The Impact & Business Viability
The Impact & Business Viability
The Impact & Business Viability
Our iterative testing process provided strong validation for the WEVE concept, confirming its market demand and business viability.
Our iterative testing process provided strong validation for the WEVE concept, confirming its market demand and business viability.
Our iterative testing process provided strong validation for the WEVE concept, confirming its market demand and business viability.
Our iterative testing process provided strong validation for the WEVE concept, confirming its market demand and business viability.
Validated User Value
Validated User Value
Validated User Value
Testing confirmed strong alignment with user needs and positive feedback from both freelancers and clients, validating the platform's market demand.
Testing confirmed strong alignment with user needs and positive feedback from both freelancers and clients, validating the platform's market demand.
Testing confirmed strong alignment with user needs and positive feedback from both freelancers and clients, validating the platform's market demand.
Proven Willingness to Pay
Proven Willingness to Pay
Proven Willingness to Pay
A 'buy-a-feature' exercise validated a clear monetization path, showing users would pay for features focused on career growth and hiring efficiency.
A 'buy-a-feature' exercise validated a clear monetization path, showing users would pay for features focused on career growth and hiring efficiency.
A 'buy-a-feature' exercise validated a clear monetization path, showing users would pay for features focused on career growth and hiring efficiency.
Milestone-Based Payment
Milestone-Based Payment
Milestone-Based Payment
The feedback loop de-risked our assumptions and helped prioritize a core MVP feature set, confirming the platform's business viability.
The feedback loop de-risked our assumptions and helped prioritize a core MVP feature set, confirming the platform's business viability.
The feedback loop de-risked our assumptions and helped prioritize a core MVP feature set, confirming the platform's business viability.
Learnings & Reflection
Learnings & Reflection
Learnings & Reflection
Learnings & Reflection
This project taught us the power of co-creation and the importance of aligning business goals with real user needs. Personally, I deepened my confidence in blueprinting complex ecosystems and using storytelling to pitch nuanced service ideas. A key takeaway came from a professor's feedback, who suggested an alternative B2B model where WEVE could partner with existing freelance platforms instead of competing with them. Given more time, exploring that strategic pivot would have been a fascinating next step. This 10-week sprint pushed our team to think ambitiously and design a meaningful, human-centered solution for the evolving gig economy
This project taught us the power of co-creation and the importance of aligning business goals with real user needs. Personally, I deepened my confidence in blueprinting complex ecosystems and using storytelling to pitch nuanced service ideas. A key takeaway came from a professor's feedback, who suggested an alternative B2B model where WEVE could partner with existing freelance platforms instead of competing with them. Given more time, exploring that strategic pivot would have been a fascinating next step. This 10-week sprint pushed our team to think ambitiously and design a meaningful, human-centered solution for the evolving gig economy
This project taught us the power of co-creation and the importance of aligning business goals with real user needs. Personally, I deepened my confidence in blueprinting complex ecosystems and using storytelling to pitch nuanced service ideas. A key takeaway came from a professor's feedback, who suggested an alternative B2B model where WEVE could partner with existing freelance platforms instead of competing with them. Given more time, exploring that strategic pivot would have been a fascinating next step. This 10-week sprint pushed our team to think ambitiously and design a meaningful, human-centered solution for the evolving gig economy
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PLVIxDesign
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