Easing the process of moving to a new home

Moving is an exciting new step in people’s lives but is spoiled by many obstacles: overwhelming paperwork, financial stress, careless movers, etc.



My client approached me with a rough prototype. My goal was to simplify it while ensuring a good conversion on each step.

We will focus here on the most challenging part of the funnel: adding your inventory.


I teamed up with a freelance developer and the client. We took the decisions together and followed the entire project to minimize handoff. 


I did the user-research, product strategy and designed the product & homepage.


Mental model: room by room

User research helped me identify the user’s mental model: if you give someone a pen and ask him to note down the objects he needs to move in his new home, he will naturally note them down room by room. This is not their competitors' approach which relies only on Search.

Anticipating user needs to create acquisition and loyalty

User research also helped me to define a differentiating product strategy for the company.
I showed to my client how to think around the product — cover the entire User Journey and anticipate needs before and after the product. This improves acquisition and creates loyalty from your customers.

For confidentiality reasons, I cannot disclose the strategy, but I will give you an example of this thinking. One of my other clients is creating a new technology. While this technology is clear for developers, they might need to convince their hierarchy to use it. At this moment they might face a language barrier. 

How might we help them to communicate the technology's advantages in a way that resonates with the listener? 

We could do the greatest product, the technology's growth will be slowed down if the developers are not able to convince their hierarchy. This has to be designed as well. 

Another example of thinking after your product is Vanmoof: if your bike gets stolen, their bike hunter will track it down and bring it back to you.


Matching user's mental model

As discovered in the research, people think of their places in rooms (or zones if it's a one-room studio), my job was to translate this mental model in the design. After different explorations, we opted for a sidebar, which performed best in user-testing.

Powerful and versatile search

For quick access, the search looks up across categories. By allowing both use-cases, we offered more flexibility to users. 

Adding your own object to the list

In case your object is not in the database, the last card offers you to create your own. Keeping this choice in context opted for this strategy to put people in a position of comsuption instead of creation, which requires less effort.

Checking everything is right

To help users easily check whether they didn’t forget anything I added the possibility to have an overview of your entire object list. This sum up keeps the room by room categorization to make the process more efficient. I repeated this view at the end of the funnel before paying, when you need to check that everything is correct. 

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