Turning the tide on
user sentiment.
Simpro Mobile is the lifeline for thousands of field technicians managing jobs, sites and customers on the go, yet it carried some of the lowest app-store ratings in the industry. Users found the interface clunky and unforgiving during high-pressure trade work.
I was brought in to fix that. By building "Forge", a purpose-built mobile design system, and letting direct user research drive every decision, I transformed a frustrating utility into a modern tool people actually want to open.
Getting to the root
of the problem.
During a series of discovery workshops I brought together stakeholders, product managers and real field technicians. User interviews, card sorting and flow mapping gave us the evidence needed to move from assumption to certainty, and to build a prioritised, iterative roadmap.
Identifying Particular User Flows
Mapping particular touchpoints to determine the number of taps and complexity to complete work, and identify areas to reduce complexity and time on task for field technicians.
Card Sorting Exercises
Card sorting exercises and clustering as part of the Discovery phase exposed shared user pain points and opportunities how best to address them and importantly, how to prioritise them using a MoSCoW approach.
Letting the data
set the priorities.
I dedicated significant time analysing feedback from Simpro's Ideas Portal, thousands of upvotes, comments and feature requests from active users. Rather than relying on gut feel, this data guided product decisions on which modules to tackle first in each iteration cycle.
Patterns emerged quickly: offline mode reliability, faster job navigation and simplified materials management topped the list. Every sprint was anchored to evidence, not opinions.
Designing for real people,
not edge cases.
Three primary personas guided every design decision from component hierarchy in the Forge UI Kit through to copy tone. Keeping them visible throughout the process prevented scope creep and kept the product team aligned.
Stephen Cameron
Plumber
Male · 33
History
I've been a tradie for about 7 years. I enjoy the job but the work can be tiring. Each new project is a new challenge. I'm usually quite busy running to and from scheduled jobs throughout the day.
Goals
- Secure consistent work to maintain income stability
- Enhance skills and qualifications
- Know my daily schedule and minimise paperwork
Frustrations
- Inconsistent schedules leading to financial uncertainty
- Difficulty managing admin tasks like invoicing and scheduling
- Unreliable suppliers and equipment breakdowns
Motivations
- Desire for independence and autonomy
- Passion for craftsmanship and problem-solving
- Aspiration for professional growth
Tech Skills
Novice
Jeffrey Adams
Owner of Trade Company
Male · 48
History
I've been in the trades industry for over a decade, starting as a skilled tradesperson. Five years ago I founded my own tradie business, balancing technical work with managerial duties while focused on expanding and building a strong reputation.
Goals
- Expand by acquiring new clients and contracts
- Streamline operations for efficiency and profitability
- Develop a strong brand presence in the market
Frustrations
- Balancing managerial responsibilities with technical work
- Finding and retaining skilled tradespeople
- Cash flow issues when clients delay payments
Motivations
- Entrepreneurial drive to build a successful business
- Satisfaction in providing quality services
- Long-term vision of financial security and legacy
Tech Skills
Intermediate
Jenn Kennedy
Operations Manager
Female · 51
History
After obtaining my degree in business management I gained experience in operations and logistics across various industries. Three years ago I transitioned into the trades sector where I thrive on optimising processes and solving challenges unique to this industry.
Goals
- Ensure smooth and efficient day-to-day operations
- Optimise resource allocation and scheduling
- Implement systems to improve workflow and communication
Frustrations
- Managing conflicting priorities from different stakeholders
- Dealing with staffing issues like absenteeism and conflicts
- Handling unexpected challenges that disrupt operations
Motivations
- Satisfaction in achieving organisational goals
- Desire to create a positive work environment
- Opportunity to mentor and develop team members
Tech Skills
Savvy
Introducing
Forge
Forge is the scalable mobile design system I built to underpin the entire overhaul. Built from the ground up in Figma, it standardised colour, typography, spacing, iconography and interaction patterns across iOS and Android.
By establishing a single source of truth, Forge dramatically reduced design-to-dev handoff time and ensured visual consistency across every module, even as the product scaled across new feature sets.
The curtain-raiser.
After two years of iterative design, testing and delivery, a completely reimagined Simpro Mobile that field workers actually want to use.
