Kanguru: Online consulting platform

Market research, archetypes, branding, experience design, interface design

Task:

Create a fictitious online consulting platform.

Platform runs 2 main services:
Self-search by asking basic questions to users and list matches
Assistance service with a list of most suitable consultant suggestions within 3-5 days

Overview:

You will see in this case study that I:

Create a business idea
Understand the market
Listen archetypes
Design MVP
Think following product strategies

Sneak preview:
People / challenge:

I interviewed 4 people

Strategy consultant, age: 26
Strategy consultant, age:27
Restaurant manager (retired): 63
Student, age: 26

Have you ever received consultancy as a service?
-If yes, can you share your experience?
What do you consider most when choosing a person to consult?
Is price an important criteria for you in a service that you will receive online and for the first time? 
Is there any platform that you start on freemium membership and then upgrade subscription?

Outputs

For medical or personal purposes, people get consultancy.
Most of them only experienced in person consultancy from an institution .
Price is important for a first time/online service.
It’s hard to find a mid-price online consultancy, which also has to be trustworthy.
Youtube adds definitely decisive for Youtube Premium.
Consultancy means guiding, not annoying. 

Guru motivation:

Gurus are the online consultants.
Freelance work gives people ultimate freedom.

Possible increase in career satisfaction
Being part of an innovative community, meeting colleagues in online networking events and attending workshops

Marketplace:

There are online consulting platforms like Expertwired and Rumletalk

Expertwired

Clearly states the mission and platform benefits. 
Instantly builds trust by showing real people and emphasizing top tier clients.
Also this is a B2B service.

Rumbletalk

More individual-centric approach comparing to Expert-wired. 
After hitting the button, we go to login page without a single clue about the platform. This creates friction for the first time user.

But what is missing in the industry is a consulting platform for regular people and legal entities.
Consulting still seem as a luxury service especially in developing countries like Turkey.
Current consulting platforms offer more B2B services.

“There is no platform like Google to freely search for consultants”
Business side:

Kanguru is not the first comer and yet there is an ongoing competition in the market.
With a tolerable capital, platform has to diversify consulting service in the current market for reaching its first users.
Platform should be welcoming, present least friction possible, offer low cost services for free. 

There is a freemium membership
It offers self-search in the expert pool and attend webinars&streams in the platform.

Paid service
Users can purchase assistance service:
They define the need and Kanguru mediators will provide suggestions within 3-5 days. 
Mediators will be paid upon each search.

Archetypes:

My thoughts on archetypes and why I choose to use them:
I noticed that regardless of the culture myths contain some basic archetypes.
They act like the main elements to define experiences.

Innocent, sage, explorer, outlaw, magician, hero, lover, jester, everyman, caregiver, ruler, creator

Out of 12 archetypes, I believe that sage can be our role model in this scenario:
Here, the most notable aspect is wisdom. It supports knowledge sharing and learning in a safe and dependable environment.
People feel enlightened and educated after their interaction with this archetype.

Tone of voice: Authoritative, guiding, crystal clear, intelligent

Color kit:
—- Decision

I aimed to make the platform stand a little further behind.
Main goal is to bring people (both counseles and gurus) to the fore. 
Colors with natural tones cultivate openness and clarity for a learning environment.

Layout:
Prototype:

This one minute video illustrates the search flow. 
Please notice before playing that this video includes sound.

Further steps:

Interview consultants, discover their ideal freelance working style and understand what motivates them.
Test prototype with real people, make adjustments.

After MVP:

Build worthwhile environment for gurus (communities, trainings)
Workshops / streams
Voice recognition

This case study is open for any improvement.
My intention was to convey the experience of this digital product.