Conducted over Zoom, I interviewed 8 people; 3 homeowners who were interested in renting out their yard and 5 gardeners.
These interviews taught me that visitors felt the site really pushed them to sign up, but they had difficulty finding information about the different roles.
Additionally, information was thrown in their face, which got overwhelming fast and often led to difficulty understanding the benefits of what the service was really trying to do.
After categorizing the notes I took during each interview, it became clear to me that what was needed most was a better content structure. Information needed to be divided when necessary and only showing more detailed information if the user wanted to see it, not by default.
This led me to develop 4 insights as to why sign ups were lacking; poor navigation, confusing buttons, repeat information, and too many options in the sign up process.