The Problem
Homely set out to disrupt the DIY tool market by letting urban residents rent project-specific toolkits instead of buying and storing tools they'd use once. The target user was budget-conscious and time-pressed — meaning any friction in discovery or booking would kill the project motivation the app was supposed to capture.
My Role
Through empathy mapping and persona work, I structured the app around fast discovery, transparent rental durations, and a booking flow with as few decisions as possible — the visual hierarchy was built to move a user from toolkit selection to confirmed local pickup before the initial project motivation had a chance to fade.
The Result
The delivered iOS experience closes the gap between deciding to start a project and actually having the tools in hand — the specific friction point most likely to make a DIY project never happen at all.
