Role:
UX Researcher
Timeline:
2024
UMove
UMove is a class project that focuses on analyzing the moving experiences of Americans. With insights gained from real stories and challenges, UMove aims to transform the moving experience—making it smoother, more efficient, and less stressful for everyone.
Project Brief
UMove, a California-based moving company established 12 years ago in the Bay Area, has gained recognition for its dedication to revolutionizing the moving process. With substantial growth, the company now provides dependable and customer-focused services. Their current focus includes identifying and addressing significant challenges in their operations to enhance customer satisfaction and alleviate stress on their employees. The research engagement aims to explore and resolve key pain points in their service delivery.
How can we revamp the moving process with UMOVE for occasional customers, aiming to boost efficiency, address challenges, and maximize satisfaction?
What I've done
User Research
- We conducted interviews with people who live in the USA and have relocated in the past six months to understand their recent experiences.
- Facilitated co-design sessions to encourage participants to share deeper emotions and insights about their moving journeys.
Insights Analysis
- Interviews led to the identification of categorized pain points.
- Sought out opportunity areas based on users' challenges.
- Created a comprehensive customer journey map.
- Compiled essential elements to rank the enhancements in the relocation process.
App Design
- Designed a user-friendly mobile application.
- Developed an interactive prototype to conduct participant testing.
- Iterated and finalized the prototype based on feedback to further refine the experience.
Challenge
The main challenge in the UMove project was our participants’ geographic spread across the U.S., requiring us to conduct remote sessions. While virtual sessions offered convenience for recording, meeting in person would have allowed us to pick up on more nuanced details than video alone provides. This made it essential for us to put extra effort into communication to gain a deeper, more comprehensive understanding of their experiences.
Customer Journey Map
After interviewing four participants, our team created an individual customer journey map for each one. We then discussed and analyzed these journeys to find common themes and insights, ultimately crafting a common journey map that represents the core user needs.
While we carefully considered unique details from each participant, we recognized that some scenarios were outliers, making them less reflective of broader user needs. This approach allowed us to prioritize impactful insights while staying true to the primary goals of improving the moving experience.
Co-Design Session
To truly understand our participants, we went beyond traditional interviews by running co-design sessions. These sessions allowed participants to creatively express both the joys and frustrations of their moving experiences—often in ways that words alone couldn’t capture. Through co-design, their thoughts and feelings came to life in tangible outputs, offering us deep insights into their needs.
We carefully selected three activities that could be conducted remotely via video conference:
Love/Breakup Letter
Participants wrote letters expressing “love” or “breakup” sentiments toward their moving experience or service. This activity revealed both positive highlights and pain points from their journeys, providing candid emotional insights.
Word Association
Using a “Define, Dream, Do, Don’t” template, participants shared words that defined each stage of their moving process—planning, assistance, packing, and setting in. This activity helped us understand key touchpoints and expectations for an ideal moving experience.
Magic Items
We asked participants to draw “magic items” and describe how these items would make their moving experience less painful. Their explanations gave us creative, user-centered ideas to explore as potential solutions to common challenges.
UMove features
Booking the right vehicle
Our main revenue-driving feature. UMove suggests the optimal vehicle type based on the user’s room size, serving as a convenient guide to help users book the right truck for their move.
To-do List
Moving can be overwhelming, with countless decisions and actions to track. Our to-do list feature provides a streamlined checklist, letting users stay organized and assign tasks to family members. By keeping everyone on the same page and ensuring nothing falls through the cracks, it reduces stress.
Of course, moving is really exhausting. It would be great if we could celebrate after finishing each small task.
What's in my box
Once at a new home, unpacking usually takes time. This feature helps users quickly locate and unpack essential boxes, such as bedding, kitchen items, or other must-haves, for a smoother first night in a new space.
Donate Your Stuff
Moving is often a chance to part with unneeded items. UMove connects users with nearby charities that truly need these items, simplifying the process of decluttering while contributing to the community.
Utilities Services
From setting up Wi-Fi to deep cleaning the new space, UMove connects users with local professionals who can help get their new home ready for a seamless move-in experience.
Navigation to Your New Home
Moving across states can be a long journey. This feature helps users plan their route, suggesting ideal rest stops, meal options, and places to stay along the way, making the journey just as smooth as the move itself.
