TOGLAB.CO | MOVIINN | DESIGN STRATEGY - UX DESIGN | LEAD DESIGNER | 2022
Facilitating service design scale through UX strategy
TEAM
Product Owner, Lead Designer, Junior Designer, Senior UX Designer, Two Software Engineers.
Context
Moviinn was ready to expand business operations after successfully consolidating the Portuguese market. So Toglab was hired to develop a plan for scalability as well fixing the issues with the main flow they were expanding. However key issues were limiting their efforts. Mainly:
Long wait response from the call request
Overwhelmed relocation specialists team
Tracking users and organic lead generation
CONTRIBUTIONS
Restructured Informational Architecture, Heuristics Analysis, and Journey Mapping
Business Strategy Sessions Unlocking Unique Value Propositions
Iterative User Testing from problem discovery to HiFi Prototyping
Design hand-off strategy and revision
Aligning business goals with user concerns
Key stakeholders, including the CEO, Sales Team, and Customer Service, were actively engaged in multiple discovery sessions. Utilizing techniques such as journey mapping, bull’s eye diagram, heuristics analysis, persona role play, octalysis personas, among others, we gained comprehensive insights.
KEY TAKEAWAYS
From Discovery
Free prospect call was praised as crucial to users on stage explore 3
New proposals take up to 2 business days to be estimated by the sales team
Platform information was either shallow or too similar to other websites
Less than 10% of new clients come from organic traffic
The service page caused confusion users were not clear as to what applied to their case and what was mandatory
The prospect call took an average of 35min, 15 of which were filling information about user background and objectives.
User Goals: Users desired tailored information, ways to validate data provided, social proof, and timeline estimates personalized to their background.
Business Goals: Improve lead quality for the sales team and expedite response times, enhancing passive lead generation through increased brand awareness.
HOW MIGHT WE
maintain the approachable brand perception Moviinn has developed while expediting proposal responses and scaling their business?
Design Hypothesis
Understanding user motivations through each stage of the migration process
During the discovery phase, we identified a significant pattern: pairing users based on their stages of development in their journey abroad, rather than focusing on nationality or idiosyncrasies, resulting in more effective outcomes. This strategic shift played a key role in optimizing the overall user experience on Moviinn’s platform.
NoTABLE USER TEST MOMENTS
“We are dealing with literal life-change decisions. I want to see more expertise and that we have the best people in the world in my moving process?”
Finding the right blend of approachability and trust in
Moviinn's voice & tone
During the testing stage, along with findings on the user flow, tests revealed an opportunity to modernize the brand and infuse a trustworthy, concierge-like tone into Movinn's communication. We were inspired by Portuguese mosaics, solid colors, and modern typefaces to compose the brand’s design system.
UNIQUE VALUE PROPOSITION
Developing Book a Call Flow, Estimated Sample Proposals, and simplifying Visa Timelines reduced website rebound, increased organic traffic, and allowed for a 60% time reduction of initial calls.
Service Page Redesign
City Breakdown & Comparison Tools
META JOURNEYS – KEY USER PROFILE INSPIRATION
CATEGORY PAGES – ORGANIC TRAFFIC STRATEGY
KEY TAKEAWAYS
Designing for Scale
This project took my leadership skills to test when interacting with professionals in different stages of their careers.
I arrived at the project at a moment when morale was low and was able to gain the confidence of the CEO in the design thinking process.
We could do all the research and redesign the MVP incrementally, keeping a minimal impact on the day-to-day operations.
A 2-year implementation plan with a feature backlog has been provided with a release plan based on MOSCOW and RICE scores.
Despite constant communication, the handoff to the dev team had hiccups that could have been avoided by a more streamlined process.
Despite being rich, the discovery process was cumbersome and had redundant activities that could’ve been simplified with earlier user tests.
All rights reserved Jean Menezes – 2023
