Homeowners come to FingerPin because they need reliable help.
Professionals come to FingerPin because they need relevant work.
New Pro joins,sets a low budget
→
Too few matches to stay busy
→
Few completed jobs, no reviews
→
Ranked lower by the matcher
→
Pro churns
before profit
FingerPin never collects the revenue it acquired the Pro for
Carmen
Painter (New)
“I just wait around.”
• Checks distance first.
• Avoids vague or small jobs.
• Needs clear details and photos to feel confident.
Victor
Electrician
“The jobs don’t always make sense for me.”
• Filters by distance and job type.
• Relies on clear descriptions.
• Prefers fresh, recently posted jobs.
Aisha
Contractor
“Homeowners don’t always get back to me.”
• Only ~25–30% of leads respond.
• Looks for serious homeowners (details, timeline, photos).
• Responding late means losing jobs.
Key Takeaways
✓ Relevance first: distance, job type
✓ Clarity builds confidence
✓ Fresh jobs win attention
✓ Make it easy to act fast
Relevance at a Glance
Show the most important info up front (distance, job type, budget, freshness) so Pros can quickly decide.
Fresh & Active First
Surface recently posted jobs and show freshness to help Pros act while the opportunity is hot.
Confidence Before Contact
Job details, photos, and context help Pros evaluate fit before paying to message.
Transparent Fee
Clearly communicate the fee only if the homeowner responds.
Fast Path to Conversation
One primary action to message. Keep the path simple and focused.
Insights and tools to help businesses succeed.
Key decisions that shaped the professional experience.
01. Make relevant work easy to scan
Professionals may be evaluating multiple jobs, so the opportunity feed needed to support quick comparison.
Help professionals evaluate before committing
Provide enough context to decide whether a project is worth pursuing.
Turn discovery into a conversation
Connect the opportunity experience directly to messaging so professionals can move forward without restarting elsewhere.
Find trustworthy help without spending significant time searching for individual professionals.
Posting a job can feel passive if homeowners must wait for professionals to discover and respond to it.
Increase the likelihood that relevant professionals actively discover their request.
Maintain a consistent pipeline of jobs that match their services and availability.
Relying only on homeowners to discover their profile limits their ability to pursue work proactively.
Give professionals visibility into relevant opportunities and a lightweight way to initiate contact.
Instead of designing discovery in only one direction, I explored a bidirectional marketplace: homeowners could seek professionals, while professionals could discover homeowners’ posted jobs.
01. Pro's profile flows to provide good matching opportunities
Guided Job Posting Flow: Make it easier for homeowners to provide the details Pros care about most without feeling like a chore.
Quality of Pro profiles = the quality of matches
Step-by-step onboarding flow (instead of one giant form)
Start with essentials: location, distance willing to travel, core job type.
Then progressively prompt for more details later: certifications, specializations, availability, sample photos, etc.
02. Homeowner posting flow
Small, single-topic steps reduce form fatigue and increase completion rate.
Opportunities Viewed → Job Detail View Rate
Are Pros finding relevant jobs?
Message Sent Rate
Are Pros initiating conversations?
Response Rate (Paid)
% of messages that get homeowner responses.
Job Won Rate
% of paid responses that convert to completed jobs.
Smarter Matching
Rank opportunities based on fit (score explanation shown).
Personalized Suggestions
Curate jobs tailored to Pro’s skills, location, and history.
Response Likelihood
Predict which jobs are more likely to respond.
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