In the summer of 2011, the marketing team at TaskRabbit decided to update the TaskRabbit brand and identity to acomplish two goals: 1. to focus on the target demographic of busy moms and female urban professionals, and 2. to establish the feeling of calm serenity that outsourcing your busy life’s Tasks will bring to your life.
Around the same time, the product team decided to introduce category navigation to the homepage. During extensive user testing, we discovered most new visitors to the website weren’t comfortable immediately posting a Task. They needed to see more examples and use cases of how TaskRabbit could fit into their life.
I worked with our graphic designer to rebrand the site with the new look and feel, integrating the calm blue skies and the serene fluffy white clouds throughout the site. I also worked with the engineering team to integrate category navigation into the homepage, building a flow that was intended to capture Task posting conversions further down the funnel of exploration.
In a Fast Company article on the TaskRabbit founder, this design was featured under the title How To Market To Women Without Losing Men. The new homepage was also well-received in user tests, and continued to generate high user sign ups. Though users appreciated being able to navigate through the category-based Tasks, the conversion to Tasks posted remained flat, leading to further experimentation with other parts of the Task posting conversion funnel.
The eye is drawn to a rotating collection of images that shows TaskRabbits in action. This is a great way to show visually-inclined visitors what the service is all about. If they’d rather read, a simple menu to the left of the image lets them browse tasks.