Economy of Hours (Echo) is an East London based organisation supporting skill-sharing and sustainable growth for SMEs. Their time-based marketplace helps businesses and individuals access a range of support and services that otherwise could be out of reach.

Echo also runs the Echo++ accelerator program for freelancers, food businesses, and creatives. Both the program and marketplace provide a low-risk platform for businesses to test and validate new ideas.


The Echo team wanted to get a better understanding of user needs and motivations in advance of a website update. They also wanted to frame the benefits of participating in Echo and improve how they communicate their many success stories.


I worked with the team to run a UX workshop, including the following activities:

Personas writing session

  • I facilitated a group exercise to imagine typical users and visitors to the Echo site, based on prior user research

Information architecture / card sorting exercise

  • We used cards for each of the primary and secondary content areas of the site and sorted them into hierarchies to consider options for an updated website structure

Content planning for community success stories

  • Using the personas written earlier, we completed an exercise to discuss different ways to communicate the Echo story; Content was considered for the site homepage, a dedicated area on the site, or in marketing communications

Following the workshop, I provided follow-up materials, including:

  • Sitemap
  • Personas
  • Content outline


The Echo team successfully integrated the output of the workshop into the next iteration of their site. They are able to tell the story of Echo's value to community members and partners with increased clarity.

Francesca is a real expert and is great at tailoring her knowledge to different audiences. To top it off, she's very friendly, welcoming and easy to work with.

— Sarah Henderson, Director of Operations, Economy of Hours

If you are interested in working together, get in touch.