Design should feel like possibility, not exclusivity. That’s the heart of Sktch—a platform built to connect everyday homeowners with visionary architects. From reimagining a bathroom to crafting a dream home from the ground up, Sketch makes design accessible, intuitive, and collaborative. Because great design isn’t just for showrooms and glossy magazines. It’s for the homes we live in, the spaces we gather, and the landscapes we care for. We believe the right design partner can turn an idea into a place where life happens—and Sketch is here to make that connection simple.
Problem
The dream of building a custom home is often hindered by the prohibitive costs and inaccessibility of design professionals. The current market offers limited affordable options for architectural services, creating a barrier for those seeking personalized solutions.
Goal
Launch a platform that empowers users to discover and collaborate with a diverse network of designers and architects, delivering:
Accessibility: A streamlined process to find professionals that fit every budget.
Diversity: A range of talent and experiences to match unique project needs.
Quality: A commitment to creative solutions that blend functionality and affordability.
Key Results:
Enable users to connect with a professional within 48 hours of project initiation.
Maintain an average user satisfaction score of 90% or higher across all project stages.
Reduce the average cost of custom design services by 25%, making personalized architecture attainable for a wider audience.
User Interviews And PErsona Creation
User testing confirmed what we believed from the start: homeowners want design to feel approachable, not out of reach. We learned that many see traditional architecture firms as intimidating or inaccessible, even when they’re eager to improve their spaces. Sketch bridges that gap by making design simple, collaborative, and personalized—whether it’s a bathroom refresh or a full-home transformation. Our users emphasized the importance of intuitive tools and clear communication with designers, reinforcing our mission to turn design into a possibility for everyone, not just a privileged few.
Persona Creation
Lindy
Age: 38-45
Job: Computer Programer
“I want something tailored to my families needs but need expert guidance to bring my vision to life.”
Lindy and her partner are a highly educated, busy couple working in the technology sector. As they plan to start a family, they are seeking a trusted professional to help design their dream home. Building this relationship is crucial to them, as they value collaboration and expertise in creating a space that reflects their aspirations and lifestyle.
Goals
Looking to form a working relationship with certified design professionals.
Wants to better understand the costs associated with a custom-built house.
Frustrations
Unsure where to start when searching for a design professional.
Not finding design professionals aligned with their goals and vision.
Finding only architecture firms and looking for a more intimate connection.
Problem Backlog (Ranked by Priority):
Transparent Pricing Breakdown (High Priority)
Feature Goal: Develop clear cost estimation tools, including labor, materials, and scope breakdowns.
Key Result: Reduce user uncertainty by providing 95% accurate pricing forecasts at the project initiation stage.
Interactive Floor Plans with Augmented Reality (AR) (High Priority)
Feature Goal: Enable users to visualize projects in real-time through AR-enhanced interactive floor plans.
Key Result: Boost user confidence with a 75% increase in project alignment satisfaction.
Upfront Cost Estimates (High Priority)
Feature Goal: Implement clear upfront cost transparency during the onboarding process.
Key Result: Improve user trust by reducing pricing-related inquiries by 50%.
Location-Specific Cost Estimates (Medium Priority)
Feature Goal: Integrate localized variables into cost projections for more accurate budgeting.
Key Result: Increase accuracy of estimates for 90% of projects, reducing delays.
Designer Relationships (Interior & Exterior) (Medium Priority)
Feature Goal: Establish a curated network of designers for seamless collaboration across disciplines.
Key Result: Increase project satisfaction scores to 85% by fostering cohesive designs.
Pre-Planned Design Options (Low Priority)
Feature Goal: Provide curated design templates to simplify decision-making.
Key Result: Reduce decision fatigue by 40% for users overwhelmed by choices.
Accessibility-Driven Design Solutions (Low Priority)
Feature Goal: Offer tailored design options for accessibility needs.
Key Result: Enhance inclusivity, with accessibility solutions integrated into 25% of completed projects.
Interactive MLS Search Integration (Low Priority)
Feature Goal: Develop tools to align property searches with design goals and preferences.
Key Result: Increase user engagement by enabling 60% of users to find homes that match design aspirations.
Site Map
Designing a seamless experience for the Sktch app started with understanding how users approach home design projects. I created a site map that prioritized clarity and ease, ensuring users could quickly navigate from project inspiration to designer connection. The structure was built around key interactions—like browsing portfolios, submitting project details, and messaging designers—while eliminating unnecessary steps. This intentional design makes the app feel intuitive and accessible, empowering users to find the right design partner with confidence and ease.
WireFrames
Wireframes played a crucial role in shaping this vision. By exploring a variety of layouts and interaction patterns, we tested how users engage with designers' profiles, portfolios, and communication tools. Each iteration helped us refine the balance between intuitive navigation and personal connection. The wireframes weren’t just structural—they became a tool to humanize the design process, ensuring that a designer’s unique style and expertise were front and center. This process revealed how small design decisions, like personalized introductions and dynamic portfolio displays, could foster trust and collaboration from the very first interaction.
Task Flow
Task flows were essential in uncovering this opportunity. By analyzing how users navigated the mid-fidelity prototype, we noticed friction when accessing designer profiles. The task flow helped us pinpoint where users hesitated or backtracked, indicating a need for a more streamlined path. This insight led to a redesign that reduced unnecessary steps, guiding users directly to designer profiles based on their project needs. The updated flow not only improved efficiency but also created a more intuitive, engaging experience—one where users could quickly find, evaluate, and connect with designers who best matched their vision.
Architecture Style Taxonomy
Mid-Fidelity Prototype
By simulating real user journeys, the prototypes helped validate design decisions while uncovering opportunities for improvement. Iterations based on user feedback led to a more intuitive interface, ensuring that every interaction felt seamless and intentional. This process not only shaped the app’s structure but also reinforced our commitment to making professional design more accessible, approachable, and engaging.
Style Tile
With the product direction set, creating a scalable design system became essential. This foundation ensured the product stayed true to its vision while maintaining the flexibility to grow. By establishing a strong and thoughtful framework, future additions—whether features, screens, or modals—could be seamlessly integrated without hesitation or disruption.
High Fidelity Prototype
The high-fidelity prototype marked a pivotal moment—where the app truly came alive. This interactive, fully-realized version allowed users to engage deeply with the experience, providing invaluable feedback. Through their insights, we uncovered opportunities to refine and elevate the process, ensuring every detail resonates with purpose and precision.
Takeaways
Creating an app to coTakeaway:
By launching a platform designed for seamless discovery and collaboration, we have successfully:
Increased Accessibility: Enabled users to connect with a professional within 48 hours, streamlining the process of finding the right expert.
Enhanced Diversity: Provided access to a broad network of designers and architects, ensuring a range of talent and experiences to meet unique project needs.
Maintained High Quality: Achieved an average user satisfaction score of 90%+ across all project stages, fostering trust and delivering exceptional results.
Improved Affordability: Reduced the cost of custom design services by 25%, making personalized architecture more attainable without sacrificing creativity or functionality.
This platform is reshaping how people access and experience high-quality design, ensuring innovation remains within reach for all.