User Research | Moovaz

Timeline: 2.5 months

Project is split into 3 parts: Case Study Research | Building Design System | User Interface Design

User Research

Method used:
Contextual Inquiry | Interviews | Empathy Mapping | Affinity Diagramming | Persona Crafting | User Journey Map | Business Model Canvas | Value Proposition Canvas

Introduction
Since the start of the internet era in the 2000s, global relocation as a megatrend became more pronounced as connectivity increased and the movement of people from one place in the world to another intensified.

Global Relocation is a huge subject with information scattered. Relocation guidelines between countries are constantly changing especially during the pandemic. With service providers working independently, it was an extremely stressful experience for users to plan their relocation without guidance especially for first timers.

Moovaz started as a tech savvy moving company and transformed over the years to meet the gap by becoming  a one-stop platform that allows users to fulfil all their relocation needs within the platform.

Objectives
To find out possible affecting factors that contributed to conversion failure and high drop out rate on the platform.

Research Data
Research Data was gathered from 10 individuals with a mixture of global relocators and key users touch points within the business units. Additional data reports were drawn from Human Mobility Report 2022.

This report will not go into details of how each research method was used.

Based on the insights from the different interviews and extensive sorting on Miro, let’s run through the insights gathered.

Types of users
Through the process of the research, 4 types of users were identified which would potentially lead to 4 different product divisions. Considering the size of the team and the demand in the market, we decided to focus on 1 particular type of user for now.

User persona was created to help everyone visualise better.

User journey map was also created to discover all the pain point users encountered.

It was also discovered along the way that messy modes of communication play a big part in disrupting the user experience on Moovaz.

Based on the insights, I would conclude these factors as the reason why users are not converting through Moovaz:

Users impression of Moovaz

At the current stage, Moovaz is not meeting the needs of users.

Before we look at recommendation that Moovaz can make, here are some key factors that contribute to user’s decision making process

Based on the insights gathered, we concluded that users require the following services for their relocation, sequence in terms of importance to their relocation planning:

The list of services/assistance required are far more extensive than what Moovaz is currently offering. Evaluating based on the capacity of the team and the resources required to fully expand each service, it is recommended that Moovaz stay focused on some essential services and seek partners/collaboration for other services. Considering to repackage Moovaz as a membership subscription or free service for users with service providers paying for the lead generated kind of business model.

During the process, we also identify key periods that users feel stressed up during the relocation process and their need for guidance and assistance.

Personalised experience

“74% of customers feel frustrated when website content is not personalized.”

As mentioned by users, the current offerings on Moovaz are too shallow and surface which is not personalised enough to meet their needs. 

These are informations shared by the users that they required and would like to see from Moovaz:

Conclusion
The research identified the shortcomings of Moovaz, especially the importance of digitalising internally. Based on the research, a sprint was started which we concluded to help solve users needs with 4 pillars:

1. Building up information to provide planning and guidance digitally
2. Building up a community for users to engage and interact with like-minded people
3. Simplify services offerings to assist users with their decision making
4. Provide emotional support with ReloBuddy.

Feel free to check out the reworked product here.