Redefining the experience of moving into a new home in Singapore; with a single mobile site.
Role
End-to-end UX/UI designer & researcher
Timeline
5 weeks
Problem
People are finding it difficult to find the information and resources they need when it comes to preparing to move out of their current homes and into new homes.
Solution
Design a website that consolidates all the moving services available, so that movers can compare and make informed decisions.
Research
Goals
We wanted to know what home-movers value in this busy season so that we understand what services to provide them with.
Objectives
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Understand how home-movers fit the new decisions and mental load into their daily lives.
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Learn how and where home-movers find their relevant information currently.
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Determine if there are assumptions or gaps that can be closed. E.g. users forget to schedule post-renovation cleaning services
Key Findings
Motivations
Cost, convenience, and reliability
Preferences
Most prefer not to take up the packing or unpacking services as they find that more intimate and personal
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Users were more inclined to choose service providers that had been recommended by friends
Pain Points
Varied; depending work commitments, how much time they had, and how much they were willing to spend on moving services
Competitor Analysis
Money Smart
VALUE PROPOSITION
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Compilation of the top 5 best moving companies
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STRENGTHS
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Been in the business for 11 years
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Brand awareness and loyalty
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WEAKNESSES
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Not many options given
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Companies listed may be for a certain demographic only
The Best Singapore
VALUE PROPOSITION
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Compilation of the top 10 best moving companies with reviews
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STRENGTHS
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Been in the business for 13 years
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Name provides legitimacy
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WEAKNESSES
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Not as well known, not many followers
The Smart Local
VALUE PROPOSITION
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Compilation of the top 11 moving companies with tips
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STRENGTHS
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Been in the business for 10 years
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Brand awareness and loyalty
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WEAKNESSES
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Companies listed may be for a certain demographic only
With these findings, it led me to think about how we might be able to fill the gaps that exist in this area. Perhaps we might be able to create a site/app that compiles the moving companies and their prices.
Define
Target Users
From my research, I picked 2 personas to represent MOVO users.
Tackling the Problem
To strategise the experience for my users, it was helpful to think about some questions.
How might we reduce the stress and burden of moving?
How might we help new homeowners feel confident that they are ready for their big move?
How might we provide the best support for our new homeowners to move confidently?
I would like to find ways to help people shifting into new houses to have a smooth moving process because they may otherwise grow to hate the process of moving.
I would like to help people shifting into new houses to know which service providers to choose because the right providers would remove the additional stresses of moving.
User & Task Flows
The user flow was based off my user persona Danny.
Task Flows
I designed 2 task flows based on the users mentioning that they would like a service that compares the services and prices for them, without commitment.
Booking as a new user
Booking as an existing user
Bringing It Together
It was evident that the site would need to be simple and easy to navigate as well.
Design
Mid-Fi Screens
Branding & Visual Design
Adventurous, caring, easy, delightful, responsible.
I wanted the brand identity to embody these values well.
Colour palette: signifies the "adventure" and fun of moving to a new house, and not the stress
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Name ("MOVO"): a play on the words move, moving, movers
High-Fi Wireframes
Tests & Iterations
Usability
Iterations necessary
Ease of use
Usability Testing Insights
Successes
Overall users enjoyed using the site and felt that it would be very helpful for a house mover.
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"Clear on flow and what needs to be done"
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"Seeing the price really helps"
Pain Points
Users highlighted some wordings that were unclear and needed rephrasing.
“Total time needs to be clear what it includes"
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"Sign in to unlock max benefits unclear"
Suggestions
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Add a filter option
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Include packing tips
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"Not decided" option for date if wanting to browse first
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Incentive to sign up for an account
Iterations
Based on the feedback I received, and after prioritizing the revisions, I decided to focus on the following:
Reflection
Learnings
I began this project thinking that I would love to change the way people had to book a service when they move.
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It was eye-opening and a learning journey for me to consciously hear feedback from users along the way so that I design something that they want, and not something I think I would like and people would need.
Areas of Improvement
As the end-to-end UX/UI designer for the project, I believe there were areas that could have been better handled. If I had more time or a team, I would have interviewed more users.
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At the same time, I would love to customise the site a little more, perhaps working on an interactive loading page and customised icons.
This site seems to be well-liked by those who tested it, and it seems to be able to fill a gap in the journey for those moving to a new home. Only time will tell if it works as planned and whether more features could and should be added to enhance the experience.
