GoGoX Moving
Reimagined for ease and scale
GoGoX Moving is a full moving service in Hong Kong. Customers provide details, we arrange movers and transportation.
Working with project manager and operations team, I reimagined the booking experience to replace the basic online form. The new experience better guides customers through the process and captures consistent information needed to scale the service.
Since the service handles more than residential moving, to allow for maximum flexibility, customers first choose their moving type, so we can give them the most suitable service in the shortest time.
We studied customer interactions and interviewed both movers and customers. We found through these research, residential moving customers in Hong Kong can be separated into two types:
Some people provide videos or photos for movers on their first contact.
Others provide an exhaustive list of items that needs to be moved.
We wanted to make the experience as simple as possible for the customer, so we decided to create two ways they can choose from, or do simultaneously.
Customers can choose to upload photos, or to select from a list of large items to curate their list.
By catering to the users’ behaviour, the customers are not boxed into a particular way of providing information, while still capturing the most information so operations can give them the timeliest service.
Striking The Right Balance
The large items selection needed careful iteration to balance ease of use with detail. Since our operations team handles the actual move arrangement, collecting extra details upfront helps speed up that process.
In my first exploration, customers had to first select the amount of each item in big categories, then add the details for each item of each category in the next step.
This option made selecting the amount of each item simpler, but we found it valuable to within the same step have illustrations of different variations to choose from. It was also cumbersome to add more items after the first step.
Then we tried a shopping cart approach where the user adds each item, fills in the details each time, add to a cart then confirms it.
This option was common among our competitors. However we found having a list of items and also a shopping cart list creates a disconnected experience. It was also cumbersome to fill in multiple details for each item each time.
We eventually decided on a unified list with expandable items, where selecting Sofa reveals its options, and each option has a stepper to add/subtract the quantity. For some items, we also added icons to each option.
It struck a good balance between simplicity and detail. The interaction was simple and easy to understand, and the operations team could still get the details they needed from our customers.
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