Take the stress out of life's biggest moves

MyMove

Let’s be real — you probably don’t love moving. Planning, packing, and heavy-lifting might not make your list of favorite things.

MyMove was designed and built to help save the user time, stress, and money during the moving experience. This project was a design update for a previously built product. The beginning of this page will be dedicated to the website with a more indepth look at the product below.

My role

Lead Product Designer

Team

4 Designers, 8 Engineers, 3 Writers, 2 UX Designers

Business Goals

The MyMove Product was losing users at an exponential rate after their initial interaction and sign up. When we revamped the MVP product, we wanted to understand the reasoning and create a strategy to solve for this. Through user testing and surveys we began to highlight pain points and create business goals to attain.

  • Move the product to an unauthenticated experience. The tech dept created by having saved accounts didn’t justify the features we were offering. We wanted to adjust our onboarding process to only get the necessary information from the user to move forward.
  • Place emphasis on our MVP features. We wanted to highlight our mover’s checklist, TV & Internet plans (partnership with Allconnect), Moving services tool, curated SEO content (Learning Hub) , Change of Address (partnership with USPS), and cost of living/moving calculators.
  • Solidify the brand DNA and curate the design system. Since the initial launch a year ago, the design strategy and persona of what MyMove was changed over and over with very little documentation. We placed importance on creating rules and design methodologies that would be a strong foundation for the product moving forward.
Chapter 1

Think

Brand DNA

Because MyMove had already been operating for around a year and a half, we were able to perform an analysis on the existing site and brand. After we identified some key issues and problems, we gathered our team, grabbed some Post-it notes, and started creating a brand pyramid that would give us a base structure to work from.

The Challenge

We identified what the brand meant to us and who we wanted to be seen as. How can we portray ourselves as our chosen archetype The Helper? How can we be informative, relevant to our users, and accurate on what we deliver? With our notes and inspirations, we started an iterative redesign to the brand itself.

My Role

As the lead designer for this project, it was my responsibility to pull the necessary teammates in and guide the design process from ideation to launch. We conducted multiple rounds of research for our target audience in order to have a solid structure to build off of. I produced sketches, wireframes, and mockups and delivered final assets and documents during our stakeholder’s meeting.

Competitive analysis

We began an extensive competitive analysis and used it to gauge which elements our competition was prioritizing, issues that we saw with their product, and features that we could add to make our product unique. The basic moving service interface was fairly common and easily seen across the board, however, there was still a massive opportunity to be had in the design and development of those items and functionalities.

When this redesign was started, MyMove had been live for about a year and a half so we were able to learn from the qualitative and quantitative data that we had been recording since the initial launch.

User testing

We began to seek out all the data that could supplement the information that we already had, as well as identify early issues in the site that could be corrected within the first couple iterations. Testing was conducted with existing customers and users that had never interacted with the brand before.

Key discoveries:

  • The financial burden associated with a pending move is a common stressor, especially for Renters.
  • There are so many things to coordinate. From owners selling one home to buy another to disposing of junk and old furniture
  • Users should be able to determine the value of the site in just a few seconds. Highlight the checklist, the deals and the content to make the benefits obvious.
  • Provide Movers with a clear direction on how to engage with the content. Movers are looking for help, so it should immediately feel easy to use.
Chapter 2

Make

Curating a Design System

Design doesn’t scale easily. Gradual growth of a design system equals gradual increase in consistency and speed of product development. It was important for me to have a solid foundation with rules, guidelines, and best practices for our design system. It’s not just the icons and buttons, but how each element interacts with each other for the best usability possible. With a standardized multi-domain governance in place, the design process was more efficient and consistent.

Creating Sketches

Simple wireframing and sketch iterations were used for directional discussions. We took feedback from multiple different departments and we were able to begin closing in on a design. The sketches were then placed in front of users (current customers, friends, even strangers) to see what their feedback was.

Wireframes & Mockups

Before the design for the mockups was started, my team was shifted to focus on another area of the product and we brought in a talented group of creatives from Skookum to help. They focused exclusively on wireframing two specific concepts and were able to detail modules whose functionality needed to be expressed to our developers. This provided enough of a direction for us to communicate the design to the necessary stakeholders and still hit our deadline while my team completed the other project.

Chapter 3

Final Designs for the Website

The MyMove Product

When I joined the MM team, the base product had already been designed, tested, and launched so I will be focusing on client partnership and the suite of products offered by MyMove. I helped lead multiple aspects of these design projects by utilizing best practices to build user flows, wireframes, design comps, and low-fidelity prototypes to ensure our products deliver optimal desktop and mobile experiences.

Project Description

American Express

This was a partnership with American Express to promote their credit card offers within our product. The concept was to build an user centered design that would allow customers to easily take advantage of fantastic new deals that will help with the monumental cost of moving. Leadership sat down with them and hashed out what they were looking to accomplish, then brought the challenge to my team.

The Brief

We started with user research and found that over 78% of people opened a new line of credit (I can attest, I was one of them) to help with the cost of moving. The aim here was to create a simple and convenient way for users to apply through our platform and then usher them through a workflow that would garnish their interests before sending them to the AmEx Website. We wanted to highlight the amazing rewards programs per card and focus on the best card for the right person.

The Strategy

We built our strategy around being a focal point at all three parts of a move. We provided an experience that would cater to the user depending on what part of the journey they were on from the initial Google search, to the interior design articles we supply for inspiration after they’ve moved to their new place.

Pre-move

  • Google search page with “How much is my move going to cost” and MYMOVE in the search results.
  • Article on “How much is my move going to cost” (article title can vary) - should be sponsored by AMEX with an AMEX hook at the bottom
  • Mover’s Verification Letter / Amex add : “Pay for your move – interest free!”

Post-move

  • Google search page with “How to finance my moving expenses” and MM in the search results.
  • Article on “Best zero APR cards for movers” (article title can vary - should be sponsored by AMEX with an AMEX hook at the bottom – reference Lowe’s article we did on Appliances a few months ago.
  • Email blast showing sponsored content & deals from AMEX

Move Day

  • Offers email with AMEX in top spot & Move day email with AMEX sponsored article
  • Thank-you page with AMEX and addMMX Dashboard with AMEX NBA
  • Moving services hub with AMEX add to pay for your move
  • Deals hub with AMEX add (get an AMEX card to help fill your dream home)

AmEx on the Financial Services Page

AmEx on the Moving Services Page

AmEx advertisment in an article

AmEx as a mobile experience

Project Description

The MyMove City Guide

From the cost of living and average commute time to the number of nearby parks and museums, find out everything you need to know about a new city before you make the move. The concept behind the city guides was to take the data we had accumulated over the last two years on the top 50 cities to live, work, and play.

The Brief

As our Content Team grew, we created an online board to list some ideas and projects we could create to get away from the traditional array of articles that they were producing. During a brainstorming session, someone taped some city infographics on the wall and we immediately began whiteboarding the possibilities.

The Strategy

We went through the qualitative and quantitative data that we have collected in our moving services and partnerships and began to list the metrics that we felt would be beneficial to the user. We wrote out 20 - 25 different categories that we felt were pertinent (and also that we could accurately provide the data)

The Data

We sourced our core cost of living data from the Council for Community and Economic Research’s Cost of Living Index (COLI). The COLI is updated quarterly, using data collected at the local level for over 60 goods and services. Population data is sourced from the U.S. Census. The average salaries and housing prices were compiled from TownCharts

The Strategy

How do you show 10-20 different complex metrics, some nifty icons, typographic jazz, and make it all fit in a nice neat package? How would the responsiveness dictate how the design would react to screen breaks? This project was a challenge to envision so the first thing is to sketch out some wireframes to see what kind of crafty ideas we can come up with.

Charlotte, NC city guide Final Design

City Comparison page Final Design

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Other Product shots - coming soon!

Here are a collection of other product shots that I will be delving into next and displaying the case studies built around them. For the time being, enjoy the eye candy.

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See this project live