A case study in improving User Experience and conversion
Project Overview
Mooova is a logistics and moving platform that connects users with moving services, allowing them to book, manage, and track their moves. While the original app was functional, it suffered from usability issues that often led to user confusion, abandoned bookings, and lower engagement. The redesign aimed to improve usability, enhance user experience, and boost conversions by rethinking the booking flow and refining the user interface. Ultimately, the goal was to streamline the booking process and increase the company's revenue.
Problem Statement
The primary issue users faced was difficulty in posting their moving requests. Many users reached out to customer support for assistance, struggled with pricing tasks, and often abandoned the posting process entirely. My task was to address these issues, uncover their root causes, and implement solutions that would enable all users to easily navigate the app, thereby increasing user satisfaction, product engagement, and overall revenue.
App Critique & Analysis
Through a detailed analysis of the app and user testing, I identified several critical usability challenges:
Item Size Selection: 90% of users found it confusing to select the correct item size, with terms like "small," "medium," and "large" lacking clear definitions. This ambiguity made it difficult for users to select appropriate options and set a fair price for the task.
Address Selection Process: Users found it unclear how to choose an address or transportation point if the move was not to a new location. This lack of guidance led to user frustration and disrupted the posting flow.
Accessibility Issues (WCAG Compliance): An evaluation of the app against WCAG standards revealed that the color palette and contrast ratios did not meet accessibility criteria. This limited usability for users with visual impairments and made interaction unnecessarily complex.
Redesign Strategy
Given the limited time and budget, my focus was on addressing key usability challenges to increase the app’s profitability quickly. Core improvements included:
Simplified Item Size Selection: To address the size-selection issue, I refined the UI to include visual aids and a "Help" button, which users could click for additional size descriptions. By adding a clear explanation of size and weight restrictions, users could confidently select the appropriate option. A/B testing confirmed that 99% of users understood the updated selection process, eliminating a significant pain point.
Enhanced Address Selection: I clarified the address selection process by simplifying the user flow, making it evident when transportation to a different address was not required. This change reduced user uncertainty, allowing them to proceed seamlessly through the posting process.
Improved Accessibility and Visual Design: To meet WCAG requirements, I enhanced color contrast ratios, adjusted font sizes, and refined color choices across the app. These improvements not only made the app more accessible but also enhanced visual appeal and readability.
Redesigned Progress Bar: A misaligned progress bar in the original design displayed only three stages when there were actually four. I adjusted the progress bar to accurately represent all steps in the user journey, providing users with a clearer sense of their progress and reinforcing their journey through each stage of the process.
Results and Achievements
Significantly Reduced Drop-Offs: Clearer item sizing options and improved guidance on address selection led to a reduction in booking drop-offs.
Enhanced User Understanding and Satisfaction: Following the redesign, user testing indicated a 99% comprehension rate for the size selection process, eliminating a major pain point.
Improved Accessibility Compliance: Meeting WCAG accessibility standards made the app more inclusive, particularly benefiting visually impaired users and enhancing overall usability.
Increased Revenue: By streamlining the booking flow and reducing user confusion, the redesign contributed to an increase in completed bookings, which positively impacted the company’s revenue.
