ServiceBack
My Role
Tools
Duration
- User Experience (UX) Designer
- User Interface (UI) Designer
Deliverables
USer research, Brand identity, Wireframe, Lo-fi Prototype
Tools
Figma, Adobe Indesign, Adobe Illustrator
Duration
3 month
Project Background
As a UX designer joining the development team of Service Back, Singapore's pioneering home servicing platform with cash back, I encountered challenges related to the user flow of the service.
Project Goal
Although the company received sufficient service requests to sustain its operations, the user experience, particularly from the booking process to claiming the cash back, was not seamless. Two key issues were identified:
- Insufficient user engagement through the website before transitioning to WhatsApp, which served as the primary communication tool for the service.
- Lack of clarity in quoting the total price for the service due to the absence of standardized service offerings.
Addressing these issues became a priority in order to enhance the overall user experience and streamline the flow of the service.
Project process
Design Solution
Research
The research process commenced with conducting one-on-one interviews using Zoom, followed by creating an affinity diagram. The participants were intentionally selected from various age groups to capture the key issues faced by different types of households when utilizing home improvement services. It is important to note that all participants currently reside in Singapore. The main focus of the interview questions revolved around the participants' previous experiences with home improvement services, their approaches to searching for desired services, and their impressions of the current website and services offered.
Findings
- There was a lack of user engagement on the website prior to transitioning to WhatsApp, which was the primary communication tool for the service. It was observed that the majority of people were comfortable using WhatsApp for communication.
- Providing clear expectations to users was deemed crucial. The absence of transparency in quoting the total price or specifying the type of service affected the conversion rate for customers.
- Users tended to rely on recommendations from neighbors or building owners when choosing a service provider. To encourage users to try new contractors, it is important to offer a beneficial element or incentive.
Design Opportunity
1. Standardized service :Add to cart > Clear Quote
2. Get the date set in advance : more engagment > Clearer communication through whatsapp
3. Brand identity : Cashback & marketing through online platform > stronger visual guide
Defining Visual Guideline
Clarifying the visual language
Prior to the project, ServiceBack possessed the necessary resources for establishing a brand identity. However, there was a lack of coherence in their branding efforts. In order to address this issue, I worked on refining their design logo to create a friendlier and more approachable appearance. Additionally, I ensured that the logo could be seamlessly integrated with the typeface Dosis, thereby achieving a consistent and unified brand identity for ServiceBack.
Building a Framework
In order to provide a clearer understanding of how users navigate from the booking and payment process to engaging in flexible communication through the third-party platform, Whatsapp, the user journey is being explained.
- Establish uniform criteria for measuring the service requirements, such as the number of air conditioners to be inspected and the duration of the cleaning service.
- Verify the availability of the chosen service before transitioning to direct communication channels.
- Develop a customer profile page to ensure stakeholders have a transparent record of the cash back service.
Prototype : Desktop
Prototype : Mobile
Prototype : Iteration
Desktop
Mobile application
