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Sprout, automating your home services–UX/UI case study

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What are UC and sprout?

UC aka UrbanCompany is a home services startup from India. In our international markets, the ‘part-time maid’ is one of the categories that we serve and people used to book part-time maids regularly, so we had made a flow to schedule your bookings in advance, continuing infinitely, until you pause/cancel, and we call it ‘Sprout’

The team

Designers : Udit Shakya (Me) & Rohan Mishra

Product manager : Parikshit Mittal

Goals of this redesign

  • Adapt sprout to our new design system ‘ADS’
  • Make sprout more powerful(super sprout),overcome sprout’s limitations
  • Communicate super sprout’s benefits & pricing information clearly.
  • Maintain sprout’s opt-in rate after the re-design.

Sprout’s limitations

The PM came up with the problem that, we allow repeating a service only once – every week / 2 weeks / 3 weeks, which is not the best experience we have room for improvement.

  • If you need 1 cleaner for 2 hours every Sunday, you’ll schedule this booking with us only one time (in other words, create a sprout booking) and we’ll assign you a permanent cleaner and take care of the rest.
  • But if you need a cleaning every Wednesday and Sunday. You’ll have to schedule the same booking two times for both days (or create 2 sprout bookings), and you’ll get different cleaners.
  • Now imagine you need cleaning daily, you’ll create 7 bookings and on top of that, you’ll manage those bookings, manage 7 different cleaners and tell them your preferences.

How powerful will ‘Super sprout’ be?

We decided that along with old sprout capabilities, super sprout can have either one of these:

Approach 1: Let users schedule for different days and different times, e.g. Repeat service every Fri-9:30 AM, Sat-10:00 AM, Sun-9:30 AM.

Approach 2: Let users schedule for different days but same time e.g. Repeat every service Fri, Sat, Sun-10:00 AM.

Approach 3: Give users schedule for preset days and same time e.g. Repeat every service weekend/weekday/daily-10:00 AM.

We decided to go ahead with Approach 3 because the other 2 would require a lot of input from our users’ side and make the experience too lengthy and complex.

BUT…BUT…BUT…

Data said NOOOO MOFO!

Parikshit (PM) gave us all our previous sprout bookings’ data and showed us a pattern that most no. of people were booking for 2d/week and 3d/week ( i.e. Approach 2) but those 2/3 days could be anything, Mon-Tue, Wed-Sun, Mon-Fri, Wed-Thu etc.

So our final decision was to go ahead with Approach 2.

The PM also decided that upfront weekly payments will be taken for super sprout frequencies (multiple times a week) to prevent users from abusing the discounts on them.

Problems in old sprout flow

  • Not powerful enough, limitations as mentioned above
  • Not in our new design system ‘ADS’
  • Does not feel like a part of our usual booking flow, feels obtrusive

Once all the problems were well articulated, Rohan and I started brainstorming ideas through rough wire-frames.

Iteration 1

Problems :

  • We’re forcing users to use presets like, weekend, alternate days etc where this was clearly not the behavior
  • The journey has become too long to reach the slot’s page where you select professional and time.

Iteration 2

Problems

  • The copy used for all the 3 options on the pitch page is confusing.
  • Making users first select the days then the start date is too much effort.
  • The value prop feels like it’s for all three options whereas it’s only for users who opt for a repeating service.

Iteration 3

Problems

  • Limited no. of pros on our platform i.e the pro you’ve chosen might not be available for the frequency (2d/week, 3d/week etc) that you’re going to choose in the next steps.
  • The slots page’s UI doesn’t look cohesive.

After several iterations…

✅ Doesn’t feel like a blocker in the flow.

✅ Value props are well stated.

✅ Supports both high(multiple days/week) and low(Multiple week/months) frequencies.

✅ Price and discount for both the frequencies are well articulated.

✅ The slot’s page UI feels cohesive and in place.

Payment summary

We wanted our payment summary to be crystal clear that if someone has taken a repeat service in paid weekly frequency, when will they be charged and what’s the discount they’re getting.

Small details

User testings time

With the help of a UX researcher, Pranjalmeena from our team, we scheduled 1-hour zoom calls with 12 people from Dubai for user testing with a prototype created in Figma.

Goals of these UTs

  • Ease of navigation and intuitiveness
  • Pricing and discount clarity
  • Repeating and One-time difference
  • Do they get the value prop clear if they take a repeating service

Learnings from UTs

✅ Users love the freedom to choose any 2d/week instead of limiting them to just weekends.

✅ They’re easily able to book a repeating service with any frequency of their choice.

✅ They’re easily able to change the frequency from the slots page without going back in case something changes their mind while creating a booking — Ease of navigation

✅ They can tell the difference b/w ‘One-time booking’ and ‘Repeating booking’

❌ They were mistaking discounted price on the frequency selection bottom sheet as the base price and asked where’s the discount that was promised.

❌ Two ways of showing discounts – Discount percentage and absolute discounted prices together is confusing to users.

Iteration after user testing

Sprout Management

Now that you’ve created a sprout booking with us you would also want to see your full schedule-

  • When is your next service?
  • When are your all upcoming services?
  • How can you re-schedule a service?
  • How can you cancel a service?
  • How can you cancel multiple services within sprout bookings?
  • How can you add/remove items in your cart after you’ve created a sprout?

We tried multiple iterations but couldn’t come up with the desired results

So we decided to break this page into two parts, top section (Which serviced is scheduled, at what frequency and with which pro) bottom section (Upcoming date wise scheduled) and take a hunch at them one by one.

Did you notice how gradually removing unnecessary info from both the section improved the design.

One tip that i got from everyone around me at UC was to always try removing different things from your design to see if the design still works or not.

Results of this redesign

✅ Adapted sprout to our new design system ‘ADS’

✅ Made sprout more powerful (Super sprout) and overcame its limitations.

✅ Communicated super sprout’s benefits, pricing related important info upfront successfully.

❓Maintain sprout’s opt-in rate- This is still under development we’ll get to know the opt-in rate once this goes live.

Final prototype

https://www.figma.com/proto/jVMm6UxBRCApqerhNJBUVj/Sprout-presentation?page-id=156%3A110110&node-id=156%3A112666&viewport=269%2C48%2C0.14&scaling=scale-down&starting-point-node-id=156%3A112666

More of my work

Wanna talk about design?

DM me on my Twitter or mail me at uditshakya2@gmail.com

That was it for today!

Thanks, folks for reading it through if you liked this lemme know by dropping a comment and clapping for this article.

Also special thanks to Amit Jaglan & Shiv Kapoor for giving the team such good feedback, this was the best project I worked on during my internship at UrbanCompany.


Sprout, automating your home services–UX/UI case study was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.