Connecting user needs with product strategy and business objectives.

ShopDoc, The Modern Way To Book Your Mechanic

ShopDoc is a platform that connects drivers with trusted mechanics through transparent pricing, seamless booking, and educational resources. By aligning user needs with business strategy, we built a solution that enhances trust, improves efficiency, and validates market demand—securing 150+ customer sign-ups and 22 Letters of Intent from repair shops.

My Role

Problem Definition
Drivers across all social and economic backgrounds struggle with car repairs, often facing unclear pricing, long wait times, and a lack of trust in mechanics. Meanwhile, shop owners and mechanics benefit from more informed customers but lack tools to build transparency and efficiency into the repair process.

Research
Conducted user interviews with drivers and mechanics to identify key pain points, develop journey maps, and uncover gaps in the market. A/B testing and usability research guided product iterations, ensuring alignment with user needs.

Branding
Designed ShopDoc’s visual identity, including logo, color palette, and marketing materials, to establish trust and communicate ease of use. Developed storytelling assets, pitch decks, and a concept video to align stakeholders.

Prototyping
Developed and tested low- and high-fidelity prototypes to refine the platform’s core experience. Iterated on wireframes based on user feedback, ensuring an intuitive and transparent booking system.

Product Design and Strategy
Co-led a team of four to build the business from zero to one, defining the capital stack and designing marketing and sales strategies for customer acquisition. Applied the double diamond framework to guide decision-making, balancing divergence and convergence in the product development process.

Solution

ShopDoc connects drivers with trusted mechanics through a transparent pricing model and knowledge-sharing platform. The service streamlines repair bookings, enhances trust between mechanics and customers, and improves overall service efficiency.

Key Features

Transparent Pricing: Upfront cost estimates to eliminate uncertainty.
Knowledge Hub: Helps drivers understand repairs and make informed decisions.
Seamless Booking: Simplifies scheduling with verified mechanics.

Impact

Over 150 customer sign-ups validated market interest.
Secured 22 Letters of Intent from auto repair shop managers, confirming demand.
Strengthened customer trust in repair services through price transparency and education.

Key Learnings

Building a product from the ground up requires each team member to view it through the lens of multiple stakeholders. Beyond understanding user and business needs, teams must continuously test and validate assumptions throughout the design process.
The right problem to solve often emerges organically through the design process. A “strategic unlock” sits at the intersection of cultural, consumer, brand, and industry insights. For us, that unlock was addressing “Mutual Ick”—a shared discomfort between drivers and shop owners—which became the foundation for product design.
In a well-balanced and structured team, taking initiative is not just encouraged—it’s rewarded.

2:00

Problem Definition Process

User Needs

Drivers
Need to find a mechanic to solve the problem as quickly and easily as possible. We validated this assumption with A/B testing, asking users if they prefer a “Done for you” solution vs. a DIY approach.

Shop Owners
Need good reviews to maintain a good reputation, more educated drivers, and the ability to generate more sales. A/B test results indicate drivers are willing to pay more for car repair if they are referred by a trusted friend or family member.

Business Needs

The driver pays nothing. Shop owners pay an annual subscription and 2% of average invoice booked with ShopDoc.

Research & Insights

Empathizing and listening to customers needs & “Falling in love with our customers’ problems, not our solutions.”

Core Competencies

87% of target audience said they will choose a place that’s been referred to them by a friend.
93% said they will choose a place that gives pricing estimates before booking.
93% said they will choose a place that allows them to reserve a time.

Value Proposition Framework

VIBE AND MARKETING INSIGHTS

We created three distinct voices: Humor, convenience, and trust. Trust won by a mile (far right).

SPECIAL SAUCE

We tested whether drivers prefer referrals from somone they know (LinkedIn mutual connections) vs. an online stranger (Yelp reviews).

THE PLATFORM REFERRAL EXPERIENCE

“Tatiana recommends this place.
Tatiana Williams has given you a referral for your next appointment. Book now and save $10.”

THE FLYWHEEL EFFECT

Small wins can build momentum over time to achieve big results.

UX BRAINSTORM

P0 is testing MVP: Do customers want to use this product? P1: Product design (B2C), P2: Product design (B2B).

Product Design Mockup

How it works.

Business Impact

Launching MVP and gaining traction.

DRIVERS LOVE IT

“Yea, the price estimate seems like a good way to encourage repeat customers! I think what’s so hard about cars/mechanics is that you bring it in for brake pads and all of a sudden find out you have 3 other things once they look at it...and then it’s way more expensive.....”

- Amy

“Love this concept. I’ve literally been trying to find a body shop over the past couple weeks and trying to fiture out which to go with (then getting distracted and not actually doing it). Maybe ways to filter different car brands or things you’re looking for like smog check or oil change.”