This project focused on improving how movers transfer their internet service when relocating to a new home, making the process more intuitive.
In the previous flow, users were sent to the provider’s website in a new browser tab to complete the transfer. This abrupt redirection led many users to drop off before returning to the MYMOVE platform.
To solve this, we redesigned the experience to keep users on the platform throughout the journey. This made the process smoother and helped increase engagement and conversions.
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MYMOVE is an exclusive partner of the USPS that helps 35M+ movers streamline their moving experience.
It provides essential resources all in one place, from submitting a Change-of-Address to setting up internet, updating insurance and more. By centralizing key services, MYMOVE makes moving easier and more efficient.
The Broadband page was one of the lowest-performing steps in the MYMOVE flow, causing users to drop off before completing their journey.
When users chose to transfer the internet, they were redirected to the internet provider’s website in a new tab to complete the transfer. This switch disrupted the flow and led many to abandon the process before reaching the next step.
As a result, MYMOVE saw a drop in impressions and missed revenue opportunities. The challenge was to redesign the experience to keep users on the platform and guide them smoothly through the entire flow.
Lack of personalization
We asked for user to select their provider without using location data to offer more relevant and personalized options.
Unintuitive flow
Redirecting users to the provider’s page in a new tab broke the flow, causing confusion and abandonment.
Inconsistent branding
The broadband page design visually differed from the rest of the MYMOVE platform, weakening the brand experience.
Through design sprint for brainstorming and research, we identified the need to streamline the Internet transfer process. The key insight was to keep the entire experience within the MYMOVE platform, allowing users to complete the internet transfer process without leaving the site.
User-centered personalization
Leverage user data to deliver relevant content and follow-up communication, making the experience more efficient and engaging.
Seamless user flow
Ensure that the entire journey is intuitive and uninterrupted, focusing on simplifying processes and minimizing friction for a smooth experience.
Cohesive branding
Maintain a cohesive, visually appealing design that reinforces trust and brand recognition across all touch points.
To reduce drop-off and create a smoother experience, we redesigned the user flow to keep users within the MYMOVE platform. A key improvement was the introduction of a call center step. It enables users to complete their internet transfer seamlessly without navigating away to a provider’s site.
The Broadband redesign resulted in a significant improvement in user engagement and conversion. We achieved the following key outcomes:
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