The House Moving app faced usability challenges, leading to user hesitation and booking drop-offs. The revamp focused on simplifying decision-making, improving mobile experiences, and enhancing trust and transparency.

Challenges

Overloaded Decision-Making Process:

Users faced decision fatigue due to an overwhelming amount of information on a single page. The original three-page flow condensed excessive details into the booking section, resulting in confusion. Analytics revealed an average of 23 minutes spent on this page, highlighting hesitation and inefficiency.

Inconsistent Mobile Experience:

With 54% of users accessing the platform via mobile, the booking completion rate on desktop was 45% higher. Mobile users struggled with form inputs and unoptimized touch interfaces, while responsiveness issues created an inconsistent booking experience.

Lack of Trust and Transparency:

Users expressed concerns over unclear pricing and difficulty in selecting appropriate vehicle sizes. Uncertainty around additional services led to hesitation and a high rate of booking abandonment.

Goals and objectives

Creating a more intuitive and efficient booking process that would significantly reduce completion time from over 30 minutes to under 15 minutes.

We aimed to streamline the experience to such an extent that we could decrease customer service inquiries by 40%, particularly for basic questions that could be addressed through better interface design.

Drive substantial business improvements by increasing the overall conversion rate by 35% through a more streamlined booking process.

We set ambitious goals to reduce the drop-off rate in the booking details section by half and improve first-time booking rates from 15% to 25%.

We committed to developing a responsive, mobile-first design that would serve as the foundation for all user interactions.

This included implementing a scalable design system that would maintain consistency across all touchpoints while improving platform performance metrics.

Research and plan

Me and the team have collaborated with the customer service team to gather direct user feedback

Usability testing

Moderated Testing

In-house:

Conducted with 10 participants matching user personas.

Observed interactions via recorded screens and cameras.

Note-taking process involved sticky notes categorized by feedback type (positive/negative).

Out-of-premise:

Conducted in public settings (e.g., coffee shops).

Simplified process with screen and face recordings.

Unmoderated Testing

Conducted via Maze.design.

Sent out 600 links, received 42 responses.

Collected heatmaps, feedback, and time-on-task metrics.

Handoff

The final phase involved close collaboration with various teams.

Throughout the handoff process, we maintained clear communication channels and provided comprehensive documentation to ensure successful implementation of the new design.

• Working with product managers and tech leads to establish development roadmaps.

• Creating detailed UX functional specifications for the development team.

• Supporting the marketing team in developing their Market Release Strategy.

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