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.
One of these services is the Broadband experience, where users can check internet availability at their new address and either transfer their current provider or shop for a new one.
Unintuitive broadband transfer flow
When users chose to transfer their internet service, they were redirected to the provider’s website in a new tab. This broke the flow and created uncertainty about next steps, causing many to abandon the process before returning to MYMOVE.
Lack of personalization
Users were asked to select their provider without leveraging their location data, missing the opportunity to present more relevant and personalized options.
Negative impact on retention and conversion
The disrupted flow reduced user confidence and completion, ultimately lowering impressions, engagement, and potential conversions within the Broadband 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.
With the call center step added, we needed a way to enter user's phone number along with internet provider and address to make seamless transfer process.
I rapidly designed and tested over 10+ high-fidelity prototypes, exploring different layouts and placements for the input field. The goal was to add the phone number step naturally without making the form feel heavy.
Throughout this process, I worked closely with designers, engineers, and product managers to find the best solution.
The Broadband redesign resulted in a significant improvement in user engagement and conversion. We achieved the following key outcomes:
Enhancing Color Palette in a B2B SaaS Dashboard