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
Faced with a competitive market and high user drop-off rates, the platform needed a modernized design to streamline the booking process, improve transparency, and increase customer conversion.
Through in-depth user research, persona analysis, and benchmarking of market competitors, my team and I identified key pain points, including unclear pricing structures and a complex booking flow.
The redesign focused on simplifying user interactions with a clear, intuitive booking system, while also enhancing visual hierarchy and establishing a cohesive brand identity.
The result was a user-friendly platform and user satisfaction. Moving forward, MovingPlace continues to refine its experience, with future iterations focused on further enhancing usability and boosting customer trust.
0
Daily Users
0
%
On Site Purchase
0
CMS Pages Built
0
User testing insights.
the challenge
Macro Objective
⭐ Establish MovingPlace as a premier solution and implement strategies that ensure profitability.
Business Objective
🎯 Position MovingPlace as a leading platform and increase its market share by attracting new users while retaining existing ones.
UX Objective
🙋♀️ Gather feedback & create a user-centric platform that prioritizes usability, trust, and satisfaction.
Redesigning the Moving Experience
Moving is Hard
If you’ve ever moved, you’ve probably considered hiring a professional team to relieve stress and get the job done quickly and efficiently. And chances are you’ve looked for a moving service online.
There’s A LOT of different services out there to coordinate movers, trucks, vehicle transportation, etc. and high levels of competition means that users need extremely LOW barriers to entry in order to make a decision.
MovingPlace, an online moving support platform, was simply not providing this experience to users. Their dated, early 2010s user experience left users unsure of pricing structures, fatigued in the booking process, and doubtful of third-party service integrations.
MovingPlace struggled to convert users and were falling behind in the digital moving race.
This was the MovingPlace 2022 web experience.
pain points
After submitting a "quote" in the original MovingPlace experience, users would have to wait for a customer service representative to call them and arrange the entire pricing and moving process over the phone.
Additionally, the original site aimed to gather extensive information about users' interactions within complex and difficult-to-navigate interfaces, resulting in a notably frustrating user experience since 2014.
Although it may not be the most visually appealing or cutting-edge experience, Moving Place managed to attract some traffic and generate enough annual income to remain operational. Behind it stood the Porch corporation, along with the infrastructure it represented, ensuring that customers who used Moving Place's services were satisfied with the product.
Research & analysis
To start, we collaborated with the marketing team to analyze user personas. These insights helped to create a clear picture of who the users are, what they are trying to do, and most importantly, what they are currently struggling with.
A consumer survey was conducted and the data collected revealed three key personas that influenced our redesign of the site. We evaluated consumer behavior by studying the actions and preferences of a group of consumers who had used a full service mover in the last six months.
30 competitors evaluated from A to Z
8 days devoted to a detailed study
We also analyzed the UI/UX of market competitors like Dolly.com, Clutter, UHaul, and College Hunks to understand how consumers move through their platforms, which informed our design choices for MovingPlace.
Our competitor analysis uncovered key insights that led us to rethink our entire product strategy.
STRATEGY & eXPLORATION
Reflecting on our experiences with HireAHelper over the past few years, we have brainstormed numerous ideas for enhancing our flow strategy. As a result, we developed a seamless booking process that automatically generates a personalized quote based on the user's specific needs, ensuring all aspects are covered and the entire process is fully automated.
We've enhanced our offerings to include Labor-only options for DIY movers, Full-Service Moving for those who want a hands-free experience, and efficient Long-Distance moving solutions. Our goal was to create clear pathways for the diverse services that Porch can deliver to MovingPlace customers.
+6 drafted journeys
3 days devoted to page exploration
Concept 1: HireAHelper Spin Off
In our initial concept, we developed a refined draft of MovingPlace that not only resonated with its sister company, HireAHelper, but also established its distinct identity as a premium platform. This window allowed us to showcase how a well-designed platform would appear in real life.
Concept 2: New Minimalist Brand
We showcased our second concept featuring a new brand identity. Although the site structure remained the same, we revitalized the user interface with a fresh color palette and modern typefaces, creating a more captivating experience.
Our mid-term strategy involved developing a minimum viable product (MVP) for the website, which would help us gain more support from stakeholders once we defined our core strategy for the booking process.
During this phase, we prioritized a low-fidelity design, allowing us to focus solely on the user experience. Only after finalizing the new identity could we transition into the polished design phase, ensuring that our new site genuinely embodies our brand's vision.
Lo-fi drafts for the MovingPlace front site experience.
brand identity
A new MovingPlace was born
A Fresh Identity that build trust and resonate with desired customers
While designing the booking flow, I collaborated closely with the marketing and product teams to elevate every aspect of the website's UI and UX. This included creating the homepage, blog, geo-targeted pages, and various subcomponents, all while ensuring our designs were scalable and could be seamlessly integrated into a CMS.
With our new brand identity just launched, we were ready to go; we only needed to fill our pre-designed templates with the new tokens and assets. The outcome was a modern and comprehensive experience tailored specifically to our target customers.
ux/ui design
Enhancing the Booking Flow
We developed and refined a new booking flow, testing it with HireAHelper while MovingPlace was being prepared. Once the final designs received approval, we could only observe its performance compared to its sister company, HAH. Currently, both companies utilize the same booking funnel structure.
While most competitors provided a single quote after multiple steps, we aimed to deliver a more comprehensive and flexible experience by offering three distinct service tiers (Good, Better, and Best). This structure aligned perfectly with our diverse customer personas and established our competitive differentiation.
22 user testing insights.
6-Step booking flow
While MovingPlace and HireAHelper share some similarities in their booking funnel approach, they aren't identical. MovingPlace differentiates itself by introducing a new feature that allows users to choose from three distinct service levels.
Testing Different Approaches to Customize a Quote
To optimize this approach, we conducted A/B testing across three different versions. While I can't discuss the 'Select Plan' step in detail at this time, I can share insights about the 'Get A Quote' step implementation.
Version A
Although this was my preferred configuration—thanks to its reduced scroll time and elegant presentation—it ultimately had the highest abandonment rate compared to Version B
Version B
This version proved to be the most user-friendly and emerged as our current winner. It drove higher engagement while reducing user questions about the quote. While presenting the same information as Version A, it improved performance through larger numerical displays and more compact CTAs.
CMS & Design System
We designed atomic-level patterns that combine into templates
After defining the core UX for the booking flow, we shifted focus to documenting and scaling our design efforts through a structured design system. Using the Tailwind framework, we built a comprehensive library of tokens and components that served as the foundation for a scalable and consistent UI across the entire MovingPlace site—not just the booking experience.
Our main design and development efforts centered around the front site. This went well beyond the checkout process. Early in the planning stage, we had already mapped out a wide set of templates at the UX level through low-fidelity wireframes. These included key page types like city pages, state pages, and service pages—all focused on SEO performance and internal linking.
+14 CMS level landing pages
Taillwind Based Components
The next step was to establish a core design system and define a flexible CMS-based modal system that would allow us to generate and manage these templates efficiently. We worked closely to ensure the system could support a growing architecture, enabling us to replicate and scale the experience across the entire site as the business expands.
For now, you can see what MovingPlace looks like here.
Rodrigo Martínez
UX Designer
As the lead designer on this project, I’m proud of how far we’ve come—and about where we’re headed.
Thank you for reading!