Pricing Guide

Angie's List is a service that connects home owners with home service providers. How might we help home owners find the pricing for home services as they plan their projects?


Target User: Home owners
Goal: Guide home owners in researching prices for their home projects
Role: Interaction Design

Research from our company’s journey map showed that home owners do a lot of research around pricing before hiring a service provider because of various reasons like budgeting,  referencing before assessing quotes and more.  Using this insight,  our team created an easy to refer pricing guide on the Angie’s List platform that helped them understand the cost related to a project before proceeding further. 

Impact: The tool was shipped across platforms and increased engagement on the website.


Key steps in our  team's journey:

Validating assumptions

 Early in the process, I created and shared an assumptions document with the rest of the team to keep everyone on the same page.

The assumptions document acted as a tool for us to keep track of what we wanted to test and helped in making decisions.

About the User

Based on the narratives listened to during research, I drew out some storyboards:

User type: Confused

User type: Anxious and likes deals

User type: Apprehensive

User type: The planning home owner

User type: One who can't decide

User type: Does lot of research

Visually laying out storyboards from the user narratives helped me see the bigger picture. There are different types of users who need pricing information at different points in their journey.


These mini stories contributed to the larger journey map of the company (illustrations by Leslie McFarland):

Concept Evolution

Progressive input collection

We didn't go ahead with this approach as the second and third inputs were dependent on the category input. Progressive input collection would have been a moot point in case the user as the user had to start over any way

unified search with pricing for popular jobs

This was one of the many explorations which was not tested because of technical and data related constraints. While showing the popular jobs could have been a nice idea, we didn't have enough data around what jobs were popular in many categories. This also didn't provide an easy access point for pricing information.

Search results page as an entry point

Pricing guide introduced in search.png

With the assumption that members visiting the website come with the primary intention of searching for pros, we placed the pricing tool in the search results page. This acted as a nested search inside the larger category page. On testing, we found that users were confused and thought this to be a filter based on pricing.

Single page autoscrolling with inputs exposed

This was one of the two concepts tested during our research session. It is a single linear page that has a progressive input collection while also making it easy to scroll back up or start over. After our test, we removed the ability to search for options as it confused our users and there were only a limited set of options anyway.

Job saving feature

This is part of the same concept illustrating return use this time. We highlighted the job-saving feature in this flow which was well received by the participants. 

Interactive Mobile Prototype

Functional prototype made in Principle.

This prototype was meant to provide the direction for our future mobile app.

This prototype was meant to provide the direction for our future mobile app.

Scenario of Use

Proposed task flow for home owners when looking for pricing.

What we shipped

Once we learnt that we couldn't ship the tool on mobile; we iterated, tested and shipped the pricing guide tool on the web. 

Video by our marketing team:

To Learn

Shipping the tool was just the first step to learn more about our users. We set out to learn if home owners could gain confidence, engaged with it often and how they utilized pricing information.


The pricing guide increased engagement on the platform – we saw an uptick in the number of repeat visits on the website.