Visualizing the Gig Worker Experience

One of the best ways to make sense of your data is to visualize it. Make an artifact. This week our team (Allison, Michelle, and Laura) did just that as we further synthesized interviews with gig economy workers. You can learn more about our research with on-demand gig economy workers here and here. Through visualization, we add additional analysis, context, and understanding that will serve us as we head into our next phase: design ideation. We used several visualization techniques including temporal and semantic zoom to approach our data from a new perspective. 

Our concept models range from a wide view of the landscape of gig work to a personal look at how gig experiences can impact your emotional resiliency. 

Gig Lifecycle

Gig Worker Lifecycle

We created several iterations of this temporal zoom because it was a data-rich area. Rather than looking at this through a marketing lens of pre-acquisition (-2) to lapse (+2), we chose to view this from the worker’s perspective to get a better idea of what actions, strategies, and emotions they may experience at different stages. 

Gig-Work

Worker Classifications

In the US today, there are only two worker classifications: 1099 and W-2. In Texas, there is a 20-point test to determine independent contractor compliance — and it is clearly not designed for on-demand work. As on-demand gig work continues to grow, we strongly see a need for a third category to help manage the nuance of these company / worker relationships. This semantic zoom quickly shows the different hierarchy of on-demand gig apps and the broad range of gig work as a whole. 

Gig App

Gig App Features

We saved every utterance where a participant explicitly talked about their in-app experiences. These helped us get a good understanding of which areas of the app are top-of-mind for them as they consider when, where, and how often they work. Through this, we also saw strong connections between key app features. Most notably, earnings, assignments, and status are highly interconnected.

Semantic

Emotional Resilience

While many of our concept maps deal directly with the gig worker experience, there were common trends that transcended solely the gig worker mindset. One interesting theme we observed was the power of gig work to make individuals more emotionally resilient. Many people expressed anxiety or hesitation about doing gig work. From having people in their cars to constantly making a first impression, there were unexpected emotional challenges associated with the work. By acknowledging this discomfort and working through it, these workers developed a new sense of confidence. The cycle of gig work is so fast, workers were able to have several growth experiences in a short amount of time.

Goals

Short, Medium, Long-Term Goals

One of our core insights has been: 

“Shifting focus to long-term dreams helps us cope with the reality of the immediate, especially when the weight of short- and medium-term goals is too great.”

To illustrate this, we went through our interviews and visualized all of the short, medium, and long-term goals that were expressed by our participants. A key insight when developing this map was that there are common bridges that help shift focus to medium- and long-term goals. For example, a car was often mentioned as both something that required additional focus and a way to “level-up”. Similar attitudes were expressed around education or growing your social and professional networks. 

Additional Progress

In addition to visualizing our data, we also pushed to create more insights that can serve as inspiration for future design ideas. Questions we hope to answer this week are:

  • How are we organizing ideas on our wall to be more efficient? Can we shift to prioritizing insights and concept maps without having to keep all of our themes up?
  • How can we surface our best quotes to inspire us through design ideas?
  • How can we continue to push ourselves to create provocative insights?
  • How can we not constrain our ideas to just the gig perspective while still making use of our data?

The exercise of going through our blog prompt was helpful and we are committing to using that as a check-in guideline every Wednesday moving forward.