Attracting customers to a new business
Web design that balances business and user needs
↓ For the process
Role
UX Designer,
Timeline
May 2022
(3 weeks)
(3 weeks)
Methods
user interviews, secondary research, usability testing
logo and branding design
web design
logo and branding design
web design
Goal
Create an appealing and simple responsive web design for the home page and booking process for a moving service.
01
FOUNDATION
New local moving service needs branding and site design
OBJECTIVES
Perform competitive analysis to compare popular layouts and flow designs
Identify pain points and goals of users selecting and using a moving service
Select the pertinent information needed from users to encourage and secure bookings
Design a logo and brand style guide
Build a responsive homepage
(desktop, tablet, and mobile views)
(desktop, tablet, and mobile views)
Develop the booking task flow
BACKGROUND
After working for established moving services, William Bowker started running side jobs on his own, eventually assembling a crew and taking on larger jobs.
As requests continued, he wants to explore launching this as a business. He contacted me to ask for help planning the digital presence.
I suggested having a preliminary meeting to discuss and agree on the scope, goals, and timeline for the project.
SCOPE
It was important that the client understood that the project would not include site creation. The web design would provide brand styling and information architecture that specifically answers users’ needs discovered through research.
COMMUNICATION
- Set timeline for meetings and deliverables
- Created channels for adding thoughts or referential content
02
DISCOVERY
COMPETITIVE ANALYSIS
Web designs for moving services ranged a lot in design aesthetic, amount of information provided, and ease of booking.
To quote, or not to quote...
Price Included
Sites like KnightSpeed ended the booking with an automated estimate that allowed users to put payment down.
Price NOT included
Other sites, like Two Men and A Truck completed the booking with a message notifying the user they’d be in touch.
I discussed the strength and challenges of offering an automated estimate and payment with the client.
- Setting the automation is complicated
- Not setting it allows estimates to be adjusted manually after considering all variables
- Not having an estimate could lose potential customers to competitors that do quote
The client decided against providing an estimate
USER INTERVIEWS
Goal: learn what affects potential users’ choices when searching for and selecting a moving service online
I recruited four participants for user interviews from the Designlab community and conducted them over Zoom.
Participants
Erin
Female, 34
Allan
Male, 47
Jou
Female, 25
Summer
Female, 22
Results
Participants had a variety of use cases and needs. Three of the four participants mentioned the price as a pain point. However, they rated ease of communication and reliability above affordability. All participants stated they would prefer a site that gave a price estimate to one that didn’t if both choices were presented.
"I lived on the sixth floor with no elevator, so there was no way I could get it. We got quoted over $400 for this one thing. That’s super expensive for just one thing!"
Persona
03
DEFINE
"we are fun"
The client's listed reason for why customers should choose their service did not match what users desires from the research conducted.
Users reported preferring a price estimate if offered. Since we decided against this, it is essential to appeal to a specific user need
SOLUTION
By splitting services into two distinct packages, these distinct user groups can feel their needs recognized. Despite not having a price, users that feel Other Guy's offers something unique will inquire.
Caution
The purpose of this solution is not to create a more cost-effective means of operating. Whether it would be more affordable or economically beneficial would need to be worked out on the business side.
“I like it man. It’s straight forward, and I think it has a beautiful simplicity to it.”
-Client
Two packages, addressing different needs
Small Job
- Positioned as affordable and easy
- Billed by job
Big Job
- Positioned as bespoke, careful, and capable
- Billed by hour
04
DEVELOP
Playful and Memorable
Build a digital presence that attracts users and addresses their needs. Users reported wanting clear information and affordable prices.
Logo and Brand Styling
that Creates an Impression
Responsive Home Page
that Addresses User Needs
Quote Flow
that Establishes Contact
LOGO OPTIONS
For a new business, especially one only used infrequently by typical users, we need a logo that clearly impresses the name and service.
COLOR PALLETTE
A balance of blue and yellow to denote speed and reliability.
TYPOGRAPHY
Single font family to keep the minimal content and site simple.
05
DESIGN
LANDING PAGE
Since this site would be built and maintained on a budget, it needed a very simple design.Being for a local business, I wanted to use real images of people and anecdotal copywriting to connect users to that human factor on the other end.
HERO
I created mockups with the new logo so it would feel like a genuine business. The picture helps tell users that this service is professional and easy to contact.The flowing borders encourage further exploration.
Get users started on a quote
VARIOUS NEEDS
The client asked for humorous elements to make the site more relatable. This section uses an automated carousel that displays four various use cases in lighthearted ways.
Demonstrate an ability to handle the various needs users may come with
PACKAGES
This section explains the two types of packages, positioning them to the two distinct target audiences.
Encourage users with different needs to complete a booking
TESTIMONALS
At the bottom of the page, we feature some testimonials and a final call to action.
Build an impression of reliability
BOOKING FLOW
Booking flows on other sites ranged from a few steps to over twenty. While participants noted wanting clear communication, they also expressed a preference for a quick and limited process. Here, the business owner and users were on the same page.
Since visiting users cannot complete the booking or receive a price estimate, it’s especially important to make the process quick and simple.
Goal
Establish contact, not to get all the needed information for the service.
06
ANALYZE
USABILITY TEST
I conducted a usability test, running three live (one remote) and five asynchronously, as well as presented the flow to a design critique and mentor session.
The task was easy to complete, several comments were made appreciating the packaging, and generally positive remarks were made about the design.
Participants were accepting of the quick form process and “be in touch soon” result. Only one response mentioned the lack of a price estimate problem.
I really like the Small Move option because that was exactly what I needed before and I couldn’t find anyone that offered something like that.
I gained some insights that helped strengthen the user flow.
Added better copy and more diversity to buttons
before
after
Used smaller icons and made the stepper sticky
CONCLUSION
After incorporating feedback, I delivered the responsive web design to the client. He is still only exploring launching the business, but now he feels confident that the web presence can be done and done well.
Not listing a price should not turn away many users from connecting. However, it will be important to respond swiftly because a site that provides prices and allows booking all-in-one could still take away users who want to complete the task ASAP.
"Love it brother, thank you! This has been an awesome learning experience and I’m more excited about this than ever."
-William Bowker (client)