Merry Maids E-Commerce Website
An e-commerce platform to improve customers' experiences when purchasing a cleaning service on the Merry Maids website.
Problem Statment
How might we establish a new channel for booking a cleaning service with Merry Maids through an e-commerce platform to reduce booking time, and increase revenue?
My Roles
UX Design: Prototype design ("Your Space" section, "Payment" section), User testing moderator
UX Research: Competitive Analysis
Tools Used
Figma
Dovetail
Qualtrics
Project Context
Summer 2023 Internship
Team: Madeliene Paulsen (Lead), Tymirra Smith (Lead), Seka Dembure (Intern)
Target Users & Stakeholders
“Time-Starved”: young professionals who don’t have enough time
“I’ve Earned It": individuals who have worked hard and feel deserving of help for their busy life
Franchisees
30 + Literature Reviews
Consulted to understand market trends and digital consumer habits
17 franchisee interviews
Learn about specifics within sales process & identify trends across network
8 service sites analyzed in-depth
Compared booking experiences across competitors within cleaning lifestyle industries
30+ web features analyzed
Highlighted design decisions and features made by other experts when building e-commerce
27 users in first prototype test
Conducted moderated usability testing to understand customer perspective and perception of prototype
'About You' Screens
'Pricing' Screens
Mobile Screens
The first draft of some of the mobile screens I worked on is shown below. Features include the progress bar, auto-populated address, input-steppers, option buttons, and next and back buttons.
User Testing
The prototype was tested in person using a convenience sample of 27 users.
Goals:
Understand users' pain points/areas of confusion about the prototype
Gain insights into the value of an e-commerce website and how customers will use it
Learn about our users' expectations/mental framework of an e-commerce website
Uncover design opportunities to optimize user experience
Analysis
We analyzed our findings through an affinity map, breaking up the feedback into the sections of the e-commerce site.
Insights
An example of our complete list of takeaways, noting actions and design ideas that fostered insights.
Main Takeaways
Clarity
Iterate on the pricing pages and wording on various pages to allow for clarity
Value Proposition
Make the value proposition clear to the customer
'About You' Focus
Only test the 'About You' section for unmoderated testing to get further insights
Flow Restructure
Restructure the flow to allow for better understanding of information
Prototype Iterations
Advanced Prototyping Features
Variables to autofill components and change the 'Next' button from inactive to active
Conditional formatting to animate the input stepper
Accessibility Check
Reflection
Working on the Merry Maids e-commerce project this summer taught me a lot of new skills. I was engulfed in cross-functional work, I had the chance to explore new prototyping features, and overall, was able to improve my design and research skills.
This experience has enhanced my knowledge in the UX and business space and allowed me to gain invaluable industry experience with a product that will be used by real customers.