At the recent MTN Business App of the Year Awards, the runaway success of the Domestly app is testimony to what is possible when strong business ideas are complemented by smart underlying technology and functional design.
The app, conceptualised by Berno Potgieter and Thato Marumo, provides an easy-to-use on-demand cleaning marketplace that provides work opportunities for domestic workers, and enables consumers to hire professional and reliable cleaners, based on price, ratings and reviews.
To bring the product to life, Domestly approached Playlogix, leaders in lean startup development, and Now Boarding, a Cape Town-based digital agency. Their ambition was to create an approachable brand and an engaging user experience built on a solid, scalable platform. “Smart, efficient technology and clean, functional design are the tools we use to craft a user’s journey”, says Jacques Oberholzer, UX Director of Now Boarding, “For an app to be successful, it needs to be incredibly easy to use while creating a memorable and positive experience with the given brand.”
The team worked together using an iterative methodology to first achieve a Minimum Viable Product (MVP) to test within a smaller market segment. The process included market research to clearly identify the need, building wireframes and basic prototypes to create the desired appearance and layout of functionality, and finally user testing to analyse and optimise the product.
“User data continues to guide iterations of the app, meaning that the user experience is continually being improved through design enhancements to meet the changing market needs”, explains Oberholzer. The success of this process is evident in the simplicity of the Domestly interface and the streamlined user journey to hire a domestic worker.
Berno Potgieter, co-founder of Domestly explains, “Now Boarding has helped us create the Domestly brand from the ground up. Everything from the look and feel to the way our platform works was with great input from their team.”
It was this collaborative team that was able to pull together the concept, development and design of Domestly to, not only win the prestigious App of the Year Award, but to ensure its ongoing success in the South African marketplace.
“The award for app of the year is a testimony to what can be achieved with a strong collaboration between a client and dedicated, specialised teams”, says Oberholzer, “We’re incredibly privileged to work with Berno and Thato, and they deserve all the recognition this award brings them for their amazing passion and perseverance.”