NoCowboys: Marketplace for Tradesmen in New Zealand
About the Client
NoCowboys is a New Zealand-based home services marketplace founded in 2004. The platform connects customers with service providers across a wide range of categories: from plumbing and electrical work to construction and renovations.
Customers can search for providers, book services, and leave reviews, helping others choose reliable and trusted businesses.
CHALLENGE
Need to refactor the code, update the CRM system and improve the UX of the website.
After more than a decade on the market, NoCowboys faced the typical challenges of a long-running digital platform. Multiple development teams had worked on the system over the years, resulting in fragmented architecture and growing technical debt.
Part of the platform was built on the Zend 1 PHP framework, while other parts relied on different technologies. This made the system difficult to maintain, slow to extend, and costly to evolve. The client needed to refactor the codebase, modernize the CRM system used by administrators, and significantly improve the overall user experience.
SOLUTION
Greenice joined the project in 2016, when the platform was already live and actively used. Our task was not to build from scratch, but to carefully modernize and optimize an existing, business-critical system while keeping it stable and scalable.
The scope of tasks that we carried out:
Creation of a new CRM system
Automating reports
UX improvement
User Management
Multi-Layered system security for trusted reviews
The New CRM System
PROBLEM
Originally, NoCowboys relied on two separate admin systems built with outdated technologies. This caused duplicated functionality, inconsistent workflows, and unnecessary manual work for managers.
SOLUTION
We unified the two admin systems into a single CRM by refactoring and rewriting the codebase using Zend 1, ensuring compatibility with the existing architecture while significantly improving maintainability.
As a result, the new CRM:
- Improved system performance and security
- Simplified daily admin workflows
- Enabled faster development and rollout of new features
We also delivered a new admin panel for business accounts, providing clearer data access and easier subscription management.
Automated Reporting
PROBLEM
Managers had to manually track subscription expiration dates and notify businesses when renewals were due. This process was time-consuming, error-prone, and difficult to scale.
SOLUTION
We implemented automated reporting and notification logic that tracks subscription lifecycles and alerts customers in advance. This eliminated manual checks, reduced human error, and freed up managers’ time for higher-value tasks.
UX IMPROVEMENT
PROBLEM
The existing on-site search relied on outdated logic and often returned irrelevant results, making it harder for users to find suitable service providers.
SOLUTION
We replaced the legacy search engine with Elasticsearch and redesigned the search logic. Results are now ranked using multiple factors, including:
- Proximity to the customer
- Business rating
- Recency of reviews
User management
PROBLEM
SOLUTION
We implemented a structured user management system with dedicated panels for:
- Customers who search, book services, and leave reviews
- Businesses that promote and manage their services
Business accounts are divided into three types:
- Unregistered businesses: Free accounts that can be created by businesses or customers. They can be listed and reviewed but cannot apply for jobs.
- Registered businesses: Paid subscription accounts with advanced functionality, enhanced profiles, analytics, and the ability to link to external websites.
- Customer Preferred businesses: Premium accounts that meet strict quality criteria: at least 10 reviews, recent customer feedback, and an overall rating above 85%. These businesses receive a special badge, higher visibility in search results, and the ability to apply for customer jobs.
MULTI-LAYERED SYSTEM SECURITY FOR TRUSTED REVIEWS
PROBLEM
SOLUTION
We implemented a multi-layered review validation system to ensure authenticity and reliability:
- Only one review per business is allowed per email and IP address
- Ratings from registered users are marked as authenticated
- Feedback from unregistered users remains visible but clearly labeled
- Businesses or admins can request proof of service delivery
- Spam detection is handled via Akismet and internal blacklists
- Platform-level security is supported by certified services protecting against DDoS attacks and suspicious activity
This approach significantly increased trust in the review system while maintaining transparency.
BENEFITS FOR THE CLIENT
- Optimized codebase and architecture enabled faster feature development
- The new CRM reduced operational complexity and manual workload
- Improved search and review validation increased platform trust and usability
- Automated subscription management saved time and minimized errors
TECHNOLOGIES
We implemented a multi-layered review validation system to ensure authenticity and reliability:
TESTIMONIALS
Bruce Lindsay
CEO NoCowboys
Consistently producing satisfying deliverables, Greenice continues to manage site upgrades and expansion. The team communicates and organizes assignments effectively to ensure project goals are met. They foster collaboration to optimize resources, which has made them a valuable partner.
Client Name
NoCowboys
Company Size:
11-50 Employees
Founded:
2004
Location:
New Zealand
Visitors a Year:
1 Million +
Industry:
Reputation Marketing, Online Marketing, Reviews, Jobs Board, Rated Tradespeople, and Deal Direct with Tradesperson
See Also
eLearning
SaaS
Business Automation
HRMS for a Health Services Agency
We’ve developed a human resources management software for home care and nursing services company from the USA. This system became indispensable in recruiting and onboarding new personnel, considerably speeding up the process.
Business Automation
Healthcare
Wibbi (ex-Physiotec): the Leading Physiotherapy Exercise Software
Wibbi is a Canadian company that specializes in the development of rehabilitation exercise instructions for physiotherapists around the globe. We helped them create an electronic system to manage Home Exercise Programs (HEPs). Well-designed HEP software is a key for effective work and great experience for patients and therapists.
Business Automation
Healthcare
Software for Mental Health Counselors
Greenice has developed a CRM for the employee assistance program (EAP) center that provides pschotherapy services. The system helps to keep patient records, as well as manage replationships with therapists and companies.We’ve developed a human resources management software for home care and nursing services company from the USA. This system became indispensable in recruiting and onboarding new personnel, considerably speeding up the process.