Upcraft

Upcraft is a platform dedicated to helping home-service professionals generate more leads and increase their earnings. By promoting a robust online presence and leveraging dedicated local teams, it connects professionals with the right projects and supports their project management.

With a new mission and an existing product built for outdoor work, we embarked on a comprehensive plan to elevate Upcraft's brand and product offering and support craftspeople on their journey to success.

Our first step was understanding the new user personas and aligning business objectives with their needs. We ran discovery interviews with potential users and workshops with Sales, Marketing, Growth and Product.

These sessions shaped our personas and mapped customer journeys, identifying pain points and brainstorming enhancement ideas.

With clear focus areas, we brainstormed design solutions. Collaboration with marketing and sales highlighted the need to align our brand with the new mission, so we refreshed the brand identity and design system.

A refreshed brand and an expanded product, built to help independent professionals win more work and run their business with confidence.