Understanding who we're building for
Total Portal Users
19,137
Active accounts
Service Locations
35,324
Properties served
Average Order Value
$62
Per transaction
85%
of users
Homeowner in Twin Cities metro area
5,000-15,000 sq ft residential lot
Lawn mowing (weekly/biweekly), fertilization (seasonal), snow removal (winter)
Medium proficiency (comfortable with online banking, Amazon)
35-65 years old
$800-$2,400/year service value
Legacy portal is outdated and confusing
No modern payment options (Stripe)
Difficult to view service history
Cannot easily reorder previous services
No mobile-friendly interface
Order new services in under 2 minutes
Reorder last year services with one click
Pay securely with saved credit card
View service history by property
Receive email confirmations
Access portal on mobile device
Users
19,137
Share
85%
Avg Order
$45
15%
of users
Property manager or business owner
Multiple service locations (2-10 properties)
Landscaping maintenance, snow removal, seasonal cleanups
Budget-conscious, needs detailed invoicing
Requires approval for large expenses
$5,000-$50,000/year service value
Can't manage multiple properties efficiently
No consolidated billing view
Difficult to track service completion
Manual invoice reconciliation
No budget tracking tools
Manage services across multiple properties
Switch between property views easily
Generate consolidated reports
Track spending against budgets
Schedule recurring services
Download invoice history
Users
2,845
Share
15%
Avg Order
$372
Key user journeys sorted by priority
| Use Case | Frequency | Priority | Complexity | Persona | Description |
|---|---|---|---|---|---|
| Order New Service | Monthly | HIGH | Low | Both | Browse catalog and purchase a service |
| Reorder Previous Service | Seasonal | HIGH | Low | Residential | One-click reorder of last year services |
| View Service History | Monthly | HIGH | Low | Both | Review completed services and dates |
| Schedule Recurring Service | Seasonal | HIGH | Medium | Both | Set up weekly/monthly service schedules |
| Manage Payment Methods | Quarterly | MEDIUM | Medium | Both | Add, update, or remove credit cards |
| Download Invoices | Monthly | MEDIUM | Low | Commercial | Export PDF invoices for accounting |
| Update Profile | Yearly | LOW | Low | Both | Change contact info or preferences |
Over 40% of users will access the portal from mobile devices. Responsive design is critical for adoption.
Primary user journey (order service) must be completable in under 2 minutes to meet user expectations.
60% of services are recurring. One-click reordering will significantly improve customer retention.