Frontdoor
3 months to build
From initial concept to launch, the Frontdoor app was created and refined in a rapid sprint schedule.
2M+ app downloads
1 million of which were within the first 5 months of app launch.
4.7/5 app store rating
Raving reviews, such as “Too good to be true? I can’t believe how easy this app is to use.”
An all new home repair and maintenance app
Frontdoor began with a simple but powerful idea: what if homeowners could get expert, personalized help for home issues—right when they need it? Born from the parent company American Home Shield, Frontdoor brings this vision to life as a consumer-facing brand dedicated to providing seamless home repair and maintenance advice.
With the Frontdoor app, customers can video chat in real time with certified Experts—skilled tradespeople averaging over 10 years of experience across multiple specialties—for instant diagnoses and tailored DIY guidance. And when an issue can’t be resolved on the spot, users can easily schedule in-person service, all within one streamlined platform.
I joined the team at the earliest stages and have served as the Lead UX Designer since 2023, guiding the product from its initial concept through launch and beyond, as it continues to evolve.
Role:
Lead UX Designer
Activities:
Stakeholder workshops
User research
Product roadmap
Rapid prototyping within weekly sprints
User testing
Weekly sprints
UAT
Ongoing iterations
Test & measurement
Future state planning and roadmapping
Available on the App Store and Google Play Store
Initial concept sketch – this image kicked off the project entirely and was what our team used to start building out potential user touchpoints, features, navigation, and functionality.
In under two months, the entire app experience was wireframed and designed.
Prior to app launch, I facilitated a two-day workshop with key stakeholders to align on the Frontdoor future state vision. From here, the team created a roadmap with goals, key milestones, projects, and testing opportunities.
Key projects
My Experts
During our research, we uncovered a key user behavior: many customers were returning to the app for ongoing projects and wanted to reconnect with the same Expert they had previously spoken to. This insight led to the creation of "My Experts"—a feature that allows users to build a personalized “home care team” by saving and re-connecting with their favorite technicians.
This feature raised video calls by 20%
Call notes
We discovered that the majority of issues couldn’t be resolved immediately—over 75% of users needed to purchase tools or parts to complete their repair. In some cases, users were even using the app while standing in hardware store aisles. However, the app lacked structure for follow-up, making it hard for users to continue their projects with confidence. To solve this, we introduced a detailed and personalized “Call Notes” feature that provides clear next steps after each session. Users can review advice, check off tasks, and even order recommended parts directly—making the app more actionable and user-centric.
Membership and onboarding
Since launch, Frontdoor’s membership offerings have evolved to include a range of tiers and pricing—but we faced a unique challenge: as a new app concept, users needed to experience the value firsthand before committing to a paid plan. Our onboarding flow was originally prompting users to upgrade before even trying the service, which felt premature and created friction. We reimagined the experience by removing upgrade prompts during account creation, streamlining sign-up, and shifting the membership pitch until after a user’s first video chat. This approach prioritized trust and usability—ensuring users understood the product before being asked to commit.