MyMove Case Study

MyMove Case Study

Logo with orange circle and black text reading "My Move"
Mobile app screen with the title 'MyMove' and options to sign up using Google, Apple, or Email, featuring a background image of a man and a woman engaging in a conversation.
A smartphone screen displaying a to-do list app with sections for Inbox, Today, Upcoming, Moves, Supplies, and Goals, and icons at the bottom for home, notes, checkmarks, messages, and profile.

Product: Responsive Site

Duration: 2 Months

Role: UX/UI Designer

MyMove is a responsive site designed to help users feel ready and prepared to move – whether local, cross country, with or without children, and more. By creating interactive, professionally developed moving checklists synced straight to your personal calendar, MyMove is designed to increase affordability, reduce stress, and help users have the space and clarity to enjoy their next adventure.

Moving should be about the Excitement of your next adventure, Not stressing the details

People exchanging a gift, with one person holding a green oval-shaped object wrapped with brown paper and tape, sitting at a table.
A woman sitting on a bed holding a tablet in one hand and a paper in the other, while a man standing nearby points and appears to be explaining something. The scene is in a bright room with a ceiling light and various items including open suitcases and clothes.

I personally love moving and the thrill of new opportunity it brings. However, it is objectively stressful.

The general consensus between personal experience and User Research being the following:

  • It’s stressful, overwhelming, and expensive

  • People currently have to spread planning a move across multiple apps and tools

  • Moving always takes longer than users imagine, they typically feel like they are “forgetting something”

  • Unforeseen issues cost them unecessary money

Introducing: MyMove

Smartphone displaying an app called MyMove with a sign-up button and a photo of a man and woman sitting on the floor surrounded by moving boxes, looking at a tablet.
Mobile app screen showing inbox, today, and upcoming sections, with moves, supplies, and goals categories, and bottom navigation icons for home, notes, tasks, messages, and profile.
Mobile phone displaying a moving company's app called My Move, with a sign-up button, and an image of a couple unpacking boxes, alongside text about checklists for moving.

The solution for disjointed moving prep and execution: by combining pro-mover created checklists, productivity tracking, community collaboration with other movers, and the ability to sync all of this to your personal calendar; MyMove allows users to have peace of mind and clarity of spending by knowing their move is on track, all from one convenient touch point.

My Process

STARTING AT THE BEGINNING, I ASKED MYSELF, how is there not an easier solution for Moving yet?

In order to discover user needs and wants, I utilized Secondary Research and User Interviews.

While analyzing the apps and sites I used when moving, I began to notice that the apps did bits and pieces of the planning process, but none provided the full service of organizing, planning, and executing a move (or if they did, they had terrible reviews and a terrifyingly out-of-date interface).

The opportunity I saw was the ability to combine all of those needs into one fluid experience that saved time & money while reducing overwhelm.

A digital notepad with a yellow tab at the top and several gray lines for writing.
Outline of a stylized airplane in black and white, with a dotted circular arrow around it, suggesting flight or travel.
Blank document icon with lines representing text
Icon of three white horizontal check marks on a red background

I wanted to gain a better understanding of the potential opportunity + target users for the app. I conducted remote interviews with young professionals in their 20’s and 30’s, with and without children, who admitted to finding moving “overwhelming or stressful”.

I focused my questions around how they planned their past moves as well as their likes and frustrations around the planning + moving process.

An interesting, universal insight being: every single interviewee used the exact same words to describe moving: Stressful and Exciting

Handwritten note on paper that says 'Feelings About Moving'.
A piece of paper with handwritten text that says "Exciting x 6".
Handwritten word 'Pantomime' on a beige paper.
Handwritten note on paper with the words 'Stressful' and 'X6'.

There’s a Market for that

Through my interviews, I found that there were three types of movers:

Will: the hyper-organized mover looking for good help

Payton: the thrifty free-spirt seeking to save money

Brenna: the young mom who wants to KNOW she is prepared for her move

The main features and functions interviewees highlighted as being important in their moving process were:

1. A vendor marketplace with an accurate rating method

2. Checklists and productivity trackers + calendar sync.

3. Being able to previsualize their furniture in a new space

4. A way to categorize and log packed items

A professional resume or profile document featuring a photo of a young man with dark skin, dressed in a brown shirt and white turtleneck, sitting at a table in a modern kitchen.
A profile sheet for Payton Greenwald, a conscious creative, featuring her photo, bio, quote, needs and goals, frustrations and pain points, brand associations, and software preferences. The photo shows a young woman with long, wavy reddish-brown hair, outdoors with a blurred natural background.
A profile overview of Brenna Windham, a nurse and parent with a photo of her wearing scrubs and a stethoscope, smiling. The document includes her bio, a quote about moving with a child, and sections on needs and goals, frustration points, brand associations, and software/apps.

BY REMOVING THE TIME-CONSUMING APP-HOPPING AND coordination, YOU GET BACK the time you have left to enjoy where you are and the people you have now.

Based on User interviews, I created a storyboard to direct my work on the MyMove site:

Hand-drawn comic strip with two panels. The first panel shows a person at a desk with a computer, saying they need to move because they are slow. The second panel shows the same person with a happy face, holding a sign that reads 'Compare' and explaining how comparing multiple companies can help in making decisions.

It became clear that in order to implement any of these features effectively, it would be important to prioritize and focus.

→

For the core experience, I chose to focus on Brenna and Payton’s personas by designing and implementing the Checklists feature with the Productivity and Calendar Sync functions.

This would support both affordability, efficiency, and clarity around the moving process, whereas Logging and Categorizing Items or Previsualizing the New Space would not be as helpful as a stand alone function, and a Vendor Marketplace would only support those looking to hire vendors.

Focusing on Productivity for the sake of affordability would create the greatest value for the most users.

Within the two month timeframe, I chose to focus on Payton and Brenna’s user flows as my initial personas. With the assumption that users like Payton and Brenna, who are more focused on organization, prioritization, and saving money, would have more opportunity to utilize the core feature of the app: Checklists.

Supporting flows include Account Creation and Messaging.

Account Creation

Flowchart outlining a moving checklist process, starting with home, then checking for small children, animals, local or cross-country moves. It includes confirmation of the checklist, syncing to calendar, and choosing between Google or Apple, ending with a homepage or checklist page.
Flowchart illustrating the user registration process, from signup, email verification, account creation, profile setup, to homepage.

Checklists

Flowchart illustrating a chat application process involving a home screen, chat page, reading and starting new chats, searching and selecting users, inputting and writing messages, and returning to chat home.

Send a Message

Mobile app interface screens for MyMove, showing user profile creation, move checklist, and calendar views, with buttons and icons for signing up, logging in, adding new moves, and viewing move details.

IF I WAS Payton, I WOULD WANT TO HIT A FEW BUTTONS AND know my move was ready to go

Mymove’s brand captures the Excitement and delight of change, with the grounded nature of having a plan to do so.

With the layout from the wireframes, I began to build MyMove’s brand. I built a style guide that encompassed MyMove's modern aesthetic accented with bright colors – the excitement of orange yet calming, grounded nature of teal – and a clean, refined typeface.

Screenshots of a mobile app for moving checklist. The screens show options to add a move date, select a calendar date, and view the move checklist with sections for supplies and goals.

Based on the style guide, I created high fidelity mockups for the screens and built a Figma prototype to capture the user journeys through the app and walk the user through key flows.

Insights gathered from my rounds of user testing included:

Onboarding steps were too long and users felt like they would prefer to wait to be presented with a paid plan

Users wanted the option to skip straight to the value vs. being forced to set up a profile initially

Users continue to feel this is a valuable product and can see how it would fit into their lives and improve their moving process

Users wanted to see updates to the home page, for example a “welcome” to make it apparent they’re on the home page.

A man with a beard wearing a white shirt sitting at a table talking on a cell phone with a laptop open in front of him. There is a cup and saucer on the table.
A young woman with curly hair sitting cross-legged on a city sidewalk, using a laptop. She is dressed casually and has a backpack beside her. The background features modern buildings and trees.
Design layout with a photo of a man wearing outdoor gear, standing on a mountain with snow-capped peaks in the background. Includes quotes and text about Giorgio Gregoris, outdoor adventures, and preferences for color choices.

Improvements

With the information gathered from usability tests, I created a second iteration that offered users an expedited sign up process, the ability to skip straight to the value add (aka, Checklists), and waiting until after the sign up process to present users with the paid plan.

In addition, although MyMove does offer a single experience to plan the process leading up to a move, users still feel that Logging and Categorizing + Previsualizing their New Space would be particularly useful parts of the app. Because of this, I would explore adding these functions in later site updates to offer users an even more fluid moving experience.

Screenshots of a mobile app called 'MyMove'. The first screen shows a sign-up confirmation message with options to continue setting up a profile or skip. The second screen displays a welcome message to a user named Angie, with sections about local moves, community activity, and upgrade options, featuring icons at the bottom for navigation.
Smartphone displaying a moving service app called 'My Move' with a sign-up button and an image of a man and woman surrounded by moving boxes.

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