Rethinking movingwaldo's User Experience
Moving made easy
About the project
Movingwaldo offers a one-stop shop for individuals that are moving. I was a UX Researcher and my mission was to rethink moving waldo's user experience. The main goal was to reinvent the way users navigate through their moving process. I proposed a new design and rebuilt most of the UserFlow by creating independent modules to reduce confusion and generate efficiency, as well a check list to help movers keep on track of their moving journey.
Redesigning movingwaldo's website to increase conversion rates and user engagement.
The objective is to rethink the website and make it a single platform. Its users are also interested in shopping for/buying an Internet and TV plan, renewing/buying a home insurance policy and much more. In order to benefit from these markets, movingwaldo wants to integrate these features to its current platform, transforming the ‘change of address platform’ into a much broader marketplace for movers.
My objective was to come up with skteches/mockups of a user experience with all modules, user test experiment results and create a digital mock-up in Figma. However, I first needed to understand the current User Flow. I followed the user journey by going through the whole process myself, once that was established I created a diagram and started to make some new connections and new paths for the user.
Once I understood the user journey, now I was able to learn about potential users. I conducted a series of interviews and develop HMW’s (how might we’s). Here I was able to understand there were multiple users, ranging from students, single individuals and families, they each had different needs, with different levels of experience when moving, they were either experts or novice. The more experienced they were the more features they would most likely use (i.e. insurance, etc.) and the more novice they were the less features they would use (i.e. wifi, phone carriers, moving companies)
I started my research by researching movingwaldo's competitors and parallel industries to analyze their aesthetics, functional research and navigation strategies and optimization. I started with Papernest, UP, Task Rabbit, Wealth Simple, and Lemonade to get a feel for the user journey and how the transition between the sign up section to the creation of a personalized account. I found that a personalized account, drop down menus within the modules and a check list were necessary features to integrate in movingwaldo's platform as these would give a sense of independence, autonomy and organization to an already stressful journey whether you're a novice in moving or an expert.
In order to know what users valued the most. I created a 5 minute survey where the stakeholders ranked the sections of the website in order of priority of information (what they thought was more important for the customers and then we asked multiple customers to do the same thing.
Defining new experiences
With the user flow in mind, I started to draw some ideas of the integration of independent modules and optimize the navigation from the moment you signup to the completion of your account. I proposed to let the user choose what modules they were interested in exploring in the questionnaire, which later on, was optimized to be pre-determined based on the most popular modules including both the needs of novice and expert movers.
My next challenge was to come up with a way that the modules could be displayed in an efficient way for the users to navigate through them since it was very confusing to do at first.
Communication is key
Communication with the co-founders was very important, because I was the only UX Designer, I used paper prototypes to validate new designs which helped tremendously to collect their feedback and reiterate as soon as possible.
Wireframes low fidelity
After the validation of the paper prototypes, I created multiple low fidelity prototypes in Figma. I validated the feasibility with the co-founders and decided on one. I played around with different hues of red and grey to optimize the aesthetic of the modules and navigation process. I then created a detailed report with all my research, interviews, insights and recommendations.
Take a look at my report!
What has changed?
- The user has a personalized and intuitive dashboard
- They have a check list with the most popular tasks used to organize their moving process
- The check mark button enables the user to feel accomplished after each completed task
- Their profile (i.e. change of address, moving date, etc.) can be easily changed
- Integration of drop down menus within each task makes task completion easy
-Inclusion of discounts are available within each module
- Guidance for each institution (how to's) is readily accessible, leading the user to contact or change their address within movingwaldo's platform