Client | Classe B
Duration | 2 months (on-going)


More than 16.5% of the portuguese population work as a freelancer. With this study, our purpose is to understand the needs, worries and expectations of an independent worker in Portugal.

The Problem
Freelancers usually work alone and don't have a professional structure to support them with social, financial, or legal issues.

The Goal
Our purpose is to develop a digital platform for the Portuguese freelancer's community with guides, articles, and educational resources.

In this project I was responsable for
Exploratory User Interviews, Card Sorting and Personas

WhereBy, Calendly, Happy Scribe,


I had the chance to start working with (client) in the early stages of the platform. After a short interview with the project managers, where they introduce me to their ideas, values, and goals, I identified and formulated a hypothesis that would be our research start point.

  • In Portugal, freelancers lack resources to help them thrive as independent workers. This can lead to unreliable incomes, demanding work conditions, or scarcity in work-life balance. When these workers need to take care of legal and financial issues, like securing their safety during work hours or learning how to do their taxes properly, bureaucracy is usually on the way. 


  • "Creating a platform where freelancers can access all the information they need in plain language will give them the right tools to transform their work."

To test this hypothesis, I conducted exploratory user interviews with freelancers from different fields to understand their needs and worries as independent workers in Portugal. 

  1. First, I use an affinity diagram to segment 50 different professions into two mains groups. After analyzing what was common between the various occupations, we divide them into physically demanding and mentally demanding roles.
  2. Based on these two segments, I recruit a total of 10 participants from our networks. This was a good solution as the platform doesn't have social media accounts where we could find potential users.
  3. After a brainstorming session with the project managers where we thought about possible questions for the semi-structured interview, I identified all the themes. Then I order them to ensure a smooth conversation flow. You can read the interview guide here.
  4. Each interview took about 45 minutes and was realized on WhereBy. I choose that platform, so it was easy for the participants to connect without installing software. The interviews were recorded with the intervieews's consent. Then I use Happy Scribe to transcribe the videos for analysis.

To make sense from all the quantitative data I gathered from the interviews, I performed a Thematic Analysis to familiarize myself with the data. First, I mark some preliminary ideas in the transcript to generate inicial codes. Then, I started an iterative process to find themes.

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