Movable Case Study

Movable

Adding a feature that allows to compare schedules with multiple users at the same time.

Challenge

Moving is stressful. Finding the right companies to partner with shouldn’t be. In order to book with a reliable moving service, extensive research through multiple websites is required. Once a company has been chosen, phone calls and emails with the company need to be exchanged in order to receive quotes and book a reservation. This is a tedious process and often times creates more stress.

Solution

Develop a responsive mobile-first website that allows users to complete research tasks (reading honest reviews, gathering quotes, comparing companies), see company availability and make a reservation all in one place.

UX Researcher
UX/UI Designer

6 weeks

Figma
Maze.co
Whimsical

Empathize

To better understand the current market and needs of potential users, I utilized two research methods: competitive analysis and user interviews.

Research goal: To develop an understanding of the moving process, discover the target audience, identify any stressors the target demographic experience while moving

Competitive Analysis

I started by analyzing competitors to see what strengths, weakness and similar capabilities were. With this analysis, I’m able to better understand what solutions are currently offered in the market as well as what’s currently lacking.

Overall, these competitors provide users with lists of moving companies and varying resources. However, these databases are not extensive. The information provided on these websites are also limited. Descriptions and company ratings are written by the website editors and could potentially be biased. These websites also require users to book through external sites and not directly on the platform.

User Interviews and Findings

Now that I had a better understanding of the current market, I wanted to better understand the people who will be using Movable. I conducted interviews with participants about their experience with moving and what their process looked like. All participants were between the ages of 25 and 35 and had experienced moving at least once. After I conducted the interviews, I then utilized an affinity map to better synthesis the information that was gathered.

Through analyzing the information that was collected, I was able to validate that there’s a need for a multi-compare tool.

83%

5 of the 6 participants explained their experience using movers... They also recommended using a moving service to first-time movers

50%

3 of the 6 participants expressed frustration because they didn’t receive the high-quality service from movers that they were expecting

50%

3 of the 6 participants mentioned that scheduling moving services is tedious it’s sometimes difficult to get in contact with companies

Define

User Persona

After developing a deeper understanding of the users’ needs and goals, I was able to form user persona based on the insights that were gained through my discovery research. Meet Frankie!

How Might we?

After gather vital discovery research, I began defining the problem and ideating solutions. I found design opportunities through synthesizing the data from user interviews and creating How Might We (HMW) Questions.

Through analyzing the information that was collected, I was able to validate that there’s a need for a multi-compare tool.

Insight

Users are frustrated when they don't receive the services they initially expected

Users have difficulties scheduling with moving companies

Users will utilize movers that their friends recommend
‍

Need

Users need to receive the same quality of service that they expected and paid for

Users need an easy and convenient way to schedule and contact movers

Users need to know they can trust the source of information/recommendation

Project Goals

With the help of the HMW questions, I created a Venn diagram that outlined the business goals, user goals and technical considerations.

This Venn diagram gave me clarity when making decisions during the designing process.

Sitemap

Based on the data that was collected, I brainstormed, compiled and organized the key features, content and functionality of the website into a sitemap.

User Flows

I created user flows to explore various paths the user could take and the key features and screens that they would interact with on the way.

Ideate

Wireframes

After defining the main user tasks and flows, I began designing the first set of low-fidelity wireframes.

UI Kit

Before developing the first version of UI, I created a design system to ensure that every screen on the website is visually consistent. This design system illustrates a brand identity that’s welcoming and trustworthy.

Prototype

Final UI

Once the brand style and UI library was created, I turned the low-fidelity wireframes into a hi-fidelity prototype.

Here are some key screens and features of Movable.

Personalized Search

Users will be brought to Movable’s home screen where they will have the ability to input their personalized moving information. From there, a curated list of companies will populate. This list will only include companies that fit the user’s moving criteria.

Detailed Company Page

Each company page has all the information the user would want to know before booking a reservation such as: an estimated quote, services offered, and honest user reviews.

Book a Reservation through Movable

Instead of having to book through an external site, Movable allows users to book right on the platform!

Leave a Review

Leave honest reviews of companies to help other user choose the best companies for them!

Test

Usability testing

After the high-fidelity prototype was finalized, I wrote a usability test guide. I then recruited participants with different moving experiences to take part in a virtual usability test.

Research goal: To develop assess the overall usability of Movable and identify any frustrations users may encounter due to the design and layout of features

100%

5/5 participants were able to complete both tasks

60%

3/5 participants got confused during the booking process when they encountered the additional services options

40%

2/5 participants ran into some initial confusion when trying to write a review

Insight

Some participants expected to find all features on the home page

Some participants expereinced confusion when booking with a company becasue of the limited amount of information probvided

Design Recommendations

Add a “Write a Review” section to the home screen for easy access

Add additional information that appears when user hovers over “tell me more” icons

Priority Revisions

Using the information gathered through usability testing, I made revisions to Movable’s design and created a final prototype

Clarified task flow for writing a review

Removed the search bar on the Write a Review Page since it was redundant and caused confusion for users

Improved discoverability

Added a Write a Review section on the home page to make it easily discoverable.

Future Considerations

I am not my user

This project really reminded me that I am not my user. I went into this project with my own ideas, biases and potential outcomes. However, after discovery research and user interviews, I found that the users had needs that didn’t even cross my mind. This took Movable from my initial idea of a creating a digital moving planner to a crowd-sourced local business review website plus booking platform. Receiving feedback throughout the design process really helped me to design a useful and user-focused product. Now that I’ve created the final prototype, here are my next steps:

Don't be a stranger!