RigUp

Making it easy to bid out complex oilfield jobs

For two years I lead design at RigUp where we made bidding easier for the oilfield.

Background

Entire Bidding Process

RigUp is an oilfield services marketplace that connects engineers & vendors for an easier bidding process. I joined RigUp as the first designer and eventually led a small design team throughout the entire product development process.

We were a small (but rapidly growing) company, which meant I had to wear a lot hats. I tackled everything from front-end implementation, conducting usability tests, and driving marketing and branding design.

Increasing bid creation conversion rates

Background

Bid Creation Process

The bid creation process was in need of a redesign. The UX was a result of technical and product debt; we were implementing MVP after MVP into the process without any design consideration. It was time to clean up and scale!

Problem

The bid creation process only had a 46.15% conversion rate.

By identifying the highest dropoffs points, I was able to guide my research in where to investigate.

The initial steps had the highest dropoff rates.

Research Insights

Through usability testing sessions, talking with users and data analytics, I discovered a couple of insights about the bidding process.

Heavy initial cognitive load

Step One

Step one was initially overwhelming - users were being confronted with many inputs.

Unintuitive information grouping

Users were going back and forth between steps to reference information.

Card Sorting Test

Through card sorting tests, I was able to better understand how users categorize the information.

Ideation

Due to a technical constraint, I couldn't change the functionality of the vendor selection - meaning it had to remain a separate step. To overcome this tradeoff, I designed user flows that allowed the user to forego this step altogether.

Solution

The new bidding process was reduced to three simple steps.

To begin the request the user is prompted with the basics, instead of overwhelimng the user off the bat with choices.

Results

The conversion rate increased to 85.66%. Two months after implementation, bid requests increased as well and we were on the right track to meeting our quarterly GMV goal. Additional unanticipated success included increased user retention and less usability questions asked to our customer support team about the bidding process.

Price Analysis & Comparison

Problem

We made it easy to bid out work but it was still difficult to compare pricing.

“I loved the bidding process, but 99% of my time is still consumed on the week long effort of comparing each bid to one another.”

Every vendor has a different way of pricing and naming their products/services. Traditionally, normalizing pricing meant manipulating cost variables in Excel, which could take weeks.

Solution

I designed a solution that kept everything in-app and eliminated the time-consuming demands of Excel, ensuring standardized pricing through input validation.

First, the users needs to specify what line items vendors must fill out. We leave the cost up to the vendors to fill out.

To submit pricing, the vendor must input values for the defined line items.

Submitted pricing can be viewed individually or in a comparison view.

The comparison UI makes it easy to identify the highest and lowest prices for every line item.

Users can also focus their comparison on a line item basis for deeper analysis.

Pattern Library

Background

I joined RigUp early on as their only designer, where shipping fast to validate ideas were priority. Creating a design language wasn’t critical at this stage, but a year later I was leading a design team, and our product had quickly reached a level of complexity where our design debt was affecting our efficiency.

Problem

We were wasting time creating existing interface components - leading to an inconsistent user experience and bloating our code base with redundancy.

Goal

Establish empathy

Having a unified understanding for rationale and intent makes it easier for cross-functional collaboration.

Designing with intent

When breaking away from an established pattern, we are prompted to question, "Why?" to ensure we're designing with intent.

Save time and money

Having consistent, reusable, and maintanable components allows us to design and develop quicker, as well as spend less time recreating patterns we do not need to reinvent.

The pattern library is an ongoing process. We have just begun the gradual implementation of its core components. It has already proved valuable as a common ground for designers and developers to reference the rationale behind design decisions, as well as understand context and use cases of patterns.

Branding & Marketing

Background

Being the only designer at a startup meant I was leading more than product design. I oversaw branding, marketing, and sales design as well - designing everything from investor pitch decks, sales handouts, and even hard hats.

🌞

Thanks for checking out my work. Shoot me an email if you'd like to work together or check out what else I've been up to.

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