Role
UX Design
Creative Direction
Deliverables
Optimized Experience
CMS Dev
Design System
Programs Used
Adobe Creative Cloud
Figma
Company
Porch Moving Group
Year
2024 - 2025
Moving Simplified
This project details how we transformed HireAHelper’s online platform to make moving a lot easier-and less stressful-for everyone. As the company grew quickly, we realized our website needed to be simpler, faster, and more reliable to keep up with users’ needs. By digging into user feedback, analyzing competitors, and constantly testing new ideas, we uncovered where people were getting stuck and what they really wanted.
The results speak for themselves: higher conversion rates, happier customers, and a smoother experience from start to finish. While we faced some challenges-especially with limited development resources-we stayed focused on delivering the best possible product. In the end, we turned a good platform into a great one, helping people move with confidence and ease.
0
Daily Users
0
%
On Site Purchase
0
%
Revenue per visitor
0
k
Service Providers
the challenge
Users expressed confusion over the filters, criticized the outdated visual style, and found the booking process unnecessarily lengthy. Additionally, our value proposition did not resonate with user expectations. To address the growing demand, we prioritized enhancements in usability, speed, and reliability.
UX Objective
🙋♀️ Gather feedback & create a user-centric platform that prioritizes usability, trust, and satisfaction.
Business Objective
🎯 Increase HAH’s reputation & market share by attracting new users and retaining existing ones.
Macro Objective
⭐ Enhance the user experience and solidify HAH as a leading platform for moving services.
HireAHelper: Conversion ReDesign
Our goal was simple: design a smoother, faster, and more reliable way for people to book movers online.
Moving is stressful, but finding the right help shouldn’t be. HireAHelper (HAH) has been connecting people with moving services across the US since 2015, pioneering online booking services for movers.
Over the past 7 years, the company has experienced rapid growth, which has created a strong need to make the website simpler to use, more reliable, and overall better at helping people move efficiently.
This was the HireAHelper 2022 web experience.
pain points
We carried out an in-depth analysis of user interactions, which involved conducting interviews with key stakeholders and facilitating usability sessions with customer service representatives, movers, and actual customers. This comprehensive approach enabled us to pinpoint areas of high engagement, identify where users faced challenges....
Or abandoned the process, and uncover valuable opportunities to enhance the overall user experience and boost conversion rates. Subsequently, we compared our findings with a heuristic audit that systematically assessed our site's usability against established principles, ensuring that we effectively address genuine user pain points.
11 in-depth user interviews
+200 interaction recordings
Research & analysis
We observed and analyzed how users interacted with the site, interviewing key stakeholders and running usability sessions with customer service reps, movers, and real customers.
This analysis helped us identify where users engaged with the process the most, pinpointingwhere they struggled or abandoned the process, and uncovering key opportunities to improve the overall experience.
With a clear picture of our own customers, we analyzed industry leaders to understand how they were managing the booking process.
At first, our interviews guided us to model HAH after an e-commerce marketplace. We wanted to create a broad platform where users could browse and book moving services with the same ease as booking a vacation rental.
We examined how industry leaders handle the booking process. However, as we explored both our competitors and our distinct service model, it became evident that our value proposition didn’t align with user expectations
22 competitors evaluated from A to Z
8 days devoted to a detailed study
1st mvp
Throughout our research, we pinpointed critical landing pages with high conversion rates which informed our progressive testing approach. We ran a series of experiments across TLLPs, like the geo pages. Each one tested a different variation of the CTA form. After testing their performance for a few months, we evaluated which versions worked best.
✅ We started simple …by completely reimagining the site.
❌ Although the new CTAs were effective, the site lacked engagement and still felt outdated.
2nd mvp
In 2023, HireAHelper aimed to evolve beyond a mere marketplace for moving companies. Drawing inspiration from industry leaders, we enhanced the marketplace experience by introducing service cards on our homepage, showcasing our offerings more clearly, and polishing the marketplace UI.
We switched our main color from green to blue to better convey trust. This upgrade kicked off a new user journey, so we began testing ideas for a new step-by-step conversion funnel. We focused on keeping conversion rates steady, using A/B tests to confirm our strategy was working.
✅ We added an extra step to collect more user information before displaying results, allowing us to provide more personalized outcomes.
❌ Although the new design performed better, we still had a long form step before checkout.
3RD mvp
Gradually, we are rolling out a more detailed yet intuitive booking flow, akin to what our competitors are offering. Moving away from the marketplace model and third-party involvement, HireAHelper is positioning itself as the primary partner, working closely with Porch to handle quotes and manage your move.
✅ We revamped our checkout process! Previously, it was just a simple modal for card details. Now, you can see a comprehensive summary, schedule, and multiple payment options.
Our booking funnel v2 (MVP2) improved conversion rates by enhancing the visual hierarchy and summarizing some of the moving information, making it easier to understand at a glance. However, users still had to select their mover.
In our new MVP3, we took our strategy even further by creating a larger booking funnel that provides multiple quotes quickly, allowing users to customize their moving services beyond just their mover needs.
While the new strategy shifts from the conventional marketplace experience to a more personalized and customizable approach, it still retains the marketplace feature, allowing users to choose from a variety of moving providers.
With numerous potential candidates and competitive rates available, HireAHelper is simply aiming to pre-select the best options for you, leveraging their algorithm honed over years of analyzing customer preferences and understanding their clientele.
CMS & Design System
Little by little, and after countless rounds of user testing, we began shaping a comprehensive design system tailored for the HireAHelper website. Built on top of Bootstrap and powered by Flowbite, this system became the foundation for a more consistent, accessible, and scalable experience—helping our team move faster while staying aligned with both user needs and brand goals.
In parallel, we worked on improving the TLLP and front site experience through A/B testing and the development of multiple key pages, including the geo-targeted landing page, a refreshed frontpage, and redesigned service pages, among others—all aimed at boosting conversion and engagement… But that’s material for a separate case study.
+14 CMS level landing pages
Taillwind Based Components
HireAHelper continues to evolve as a living cyber entity, and while many of the designs have proven effective, layouts and user flows will inevitably continue to change (or die). I concluded my time at Porch in August 2025, so I can’t speak for any updates made after that. This case study serves as a snapshot of the years I was part of the journey
Rodrigo Martínez
UX Designer
Turning prototypes into production-ready experiences came with its challenges, but the journey proved invaluable. It gave us a deeper understanding of our users, strengthened our design-to-development workflows, and inspired innovative ways to improve the moving experience.
The updated online experience at HAH now empowers regular users to make decisions faster while giving advanced users the tools to explore results in depth. By guiding both groups through a seamless, quote-driven journey, we’re helping more movers find exactly what they need — faster and with less effort.
This project wasn't just about improving the platform; it was about learning, iterating, and setting the stage for what’s next.