Pushing growth by redesigning the experience
Workeefy Inc. is the innovative digital marketplace for home & business maintenance services. A wide variety of services like the handyman, home cleaners, electricians, plumbers, painters and more can be booked on a click of a button via the website or mobile app.
ROLE
Designed end-to-end experience. Conducted research, outlined design workflows across the team for better cross-functional collaboration, wrote usability tests for the team to use when iterating core flows.
PLATFORM
Responsive Website
TEAM
Product Designer (Me), CTO, Business Analyst, Content Writer, Tester and 2 Developers
DATE
Jan - Mar, 2019
Nov 2020- Feb 2021
THE PROBLEM
The information & the desired user experience had outgrown the current design. Design patterns are inconsistent, navigation flows feel disjointed, and critical parts of the site end up looking like they are an after-thought.
Resulting in high bounce rate, high customer acquisition cost, low conversion rate and loss of revenue.
HOW DID WE MEASURE SUCCESS FOR THE PROJECT?
BUSINESS OUTCOME
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Increase user registration by +50%
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Increase the number of unique bookings by +30% and repeated bookings by +20%.
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Improve SEO and site performance
UX GOAL
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Increase usability by making website available, clear, credible, learnable, and relevant
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Creating a flexible framework that adapts to size and design maturity over time.
REDESIGN BUSINESS IMPACT
Reduced bounce rate by -14%,
Increased average user session by + 25 secs,
New user registrations increased by +68%.
Translating to positive growth in monthly user volume and revenue.
ORIGINAL DESIGN
DISCOVERY
User frustrations & pain points?
Based on stakeholder interviews, user interviews & email surveys.
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Gap in service expectation Vs service performed.
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Repeated follow-up to know the details of the service professional assigned to their job.
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Information on website is confusing.
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Scared to put credit card details.
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Amount shown at booking is different from the amount charged
DISCOVERY
Data-based Design Challenges
Based on Google Analytics & Hotjar
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High impressions but low clicks. High percentage of the users are seeing the homepage, but aren’t clicking any links.
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Low page views per session.
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Most viewed service is Home cleaning, but the average time spent on a page is less than 1 minute.
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Low page per session.
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Low hits on the promotion section.
THE REDESIGN
A simple modern approach.
THE REDESIGN
Dynamic Upfront Pricing
To be transparent and reduce pricing surprises for the user, we adopted a dynamic pricing module with breakup of cost. Also clear and direct content was provided for any additional charges that need to be communicated to the user before a booking is made.
THE REDESIGN
Provide Information. Gain Trust.
By providing relevant information & icons about our services, inclusions and exclusions, our benefits and safety, assuring them of their transactional security. Which helps in setting a user's expectations on what to expect from our service before booking it.
THE REDESIGN
Make Interactions Delightful
Creating delight for a user to make the product more enjoyable and easier to use. This also provides immediate feedback to the user based on actions they’ve taken. Thus encouraging users to interact with the website.
CONSTRAINTS & TRADE-OFFS
Had to keep the mix of old & new websites. In order to minimize development time we had to prioritize what sections of the website need to be redesigned for our MVP launch. Homepage, account creation and individual services were given P1 and redesigned from the ground up, while existing about us, career page and gift card page were slightly visually tweaked for the launch.
MY LEARNINGS
We wanted to minimize the content and instead directly lead users through the booking process. But I realized that simpler is not always better. In this case, leaving more information visible helped our users make an informed decision to book a service more confidently. Thus reducing cancellations due to false exceptions from a service.
