Case Study
Case Study
Unlocking Revenue Growth Through Self-Service Design
Unlocking Revenue Growth Through Self-Service Design
Unlocking Revenue Growth Through Self-Service Design
Company
Company
Checkatrade
Checkatrade
Year
Year
2025
2025
Role
Role
Product Designer
Product Designer
Core Focus
Core Focus
UX/UI Design, B2B, Self-Service UX
UX/UI Design, B2B, Self-Service UX
Project Overview
Project Overview
Project Overview
Designed self-service campaign tools for tradespeople, more than doubling active users and increasing campaign budget spend by 23% within 2 months.
Designed self-service campaign tools for tradespeople, more than doubling active users and increasing campaign budget spend by 23% within 2 months.
Designed self-service campaign tools for tradespeople, more than doubling active users and increasing campaign budget spend by 23% within 2 months.
Business Problem
Business Problem
Business Problem
Reliance on sales team for manual campaign setup limited scalability
Reliance on sales team for manual campaign setup limited scalability
Reliance on sales team for manual campaign setup limited scalability
Checkatrade's Sponsored Listings allowed tradespeople to buy priority placement in homeowner search results. However, campaign setup and management required long calls with sales agents, creating a scalability bottleneck.
Checkatrade's Sponsored Listings allowed tradespeople to buy priority placement in homeowner search results. However, campaign setup and management required long calls with sales agents, creating a scalability bottleneck.
Checkatrade's Sponsored Listings allowed tradespeople to buy priority placement in homeowner search results. However, campaign setup and management required long calls with sales agents, creating a scalability bottleneck.
User Research
User Research
User Research
Mapped agent workflows to identify self-serve essentials
Mapped agent workflows to identify self-serve essentials
Mapped agent workflows to identify self-serve essentials
In-depth sessions with sales agents revealed the workflow disconnect: agents used internal tooling with extensive campaign options, but trades only needed core decisions (budget, targeting, bidding).
In-depth sessions with sales agents revealed the workflow disconnect: agents used internal tooling with extensive campaign options, but trades only needed core decisions (budget, targeting, bidding).
In-depth sessions with sales agents revealed the workflow disconnect: agents used internal tooling with extensive campaign options, but trades only needed core decisions (budget, targeting, bidding).
By mapping agent questions against what trades actually needed to know, I identified which parts of the flow could be removed for self-service without losing essential functionality.
By mapping agent questions against what trades actually needed to know, I identified which parts of the flow could be removed for self-service without losing essential functionality.
By mapping agent questions against what trades actually needed to know, I identified which parts of the flow could be removed for self-service without losing essential functionality.
Design Decisions
Design Decisions
Design Decisions
Designed campaign tools enabling trades to self-serve
Designed campaign tools enabling trades to self-serve
Designed campaign tools enabling trades to self-serve
Tradespeople needed to set campaign budgets and bidding strategies without marketing expertise. I designed a progressive disclosure system that presented complex options (Leader/Competitor/Player strategies) through clear value propositions and intelligent defaults, with advanced settings hidden until needed.
Competitor analysis of Amazon and Booking.com showed successful platforms prioritise imagery and visual separation.
Instead of making trades calculate and compare features, framing helped them self-identify once pricing language matched how trades think about their own business needs. Comprehension improved and decision-making accelerated.
Trades could now articulate their choice. Usability testing revealed a shift from "I'm not sure which one I need" to clearly explaining which plan matched their needs. Improved comprehension directly enabled faster decision-making.
Designed for mobile-first campaign management
Designed for mobile-first campaign management
Designed for mobile-first campaign management
80%+ of trade app traffic comes from mobile,
but campaign management tools are traditionally desktop-heavy.
80%+ of trade app traffic comes from mobile,
but campaign management tools are traditionally desktop-heavy.
80%+ of trade app traffic comes from mobile,
but campaign management tools are traditionally desktop-heavy.
I optimised the entire flow for mobile: thumb-friendly controls, collapsible sections, and a stepped progression that worked within small screen constraints.
I optimised the entire flow for mobile: thumb-friendly controls, collapsible sections, and a stepped progression that worked within small screen constraints.
Outcome & Impact
Outcome & Impact
Outcome & Impact
More than doubled self-serve adoption
More than doubled self-serve adoption
Within 2 months of launch, active trades using self-service more than doubled. This removed dependency on sales agents and proved trades could independently manage advertising campaigns.
Within 2 months of launch, active trades using self-service more than doubled. This removed dependency on sales agents and proved trades could independently manage advertising campaigns.
23% increase in campaign budget spend
23% increase in campaign budget spend
Self-serve budget adoption increased significantly, validating that removing agent bottlenecks unlocked revenue growth previously constrained by manual processes.
Self-serve budget adoption increased significantly, validating that removing agent bottlenecks unlocked revenue growth previously constrained by manual processes.
More than doubled self-serve adoption
Within 2 months of launch, active trades using self-service more than doubled. This removed dependency on sales agents and proved trades could independently manage advertising campaigns.
23% increase in campaign budget spend
Self-serve budget adoption increased significantly, validating that removing agent bottlenecks unlocked revenue growth previously constrained by manual processes.
