REALLYMOVING - VOLUME CALCULATOR
Improving lead quality & registrations by 143%.
Reallymoving provide lead generation services to removals companies. When receiving leads, partners wanted more details about the furniture being moved. However, only 7% of user registrations include details about individual items.
I redesigned the ‘Volume calculator’ (VC) component significantly increasing usage, user registrations & partner feedback.
STATS
+350%
Increase in usage.
17%
Registrations using VC.
+143%
Total registration increase.
What is the Volume calculator?
The ‘Volume Calculator’ is a tool included on the removals quote form that aids users in listing individual furniture items, enabling removals companies to provide more precise cost estimates for the move.
Providing rough estimates for partners wasn't enough.
The form encouraged users to give a rough estimate of their property size, leading to inaccurate removal quotes. Partners then had to re-quote after learning the actual item volume. Receiving new, more expensive, quotes left users feeling frustrated & the partners losing business.
Improving lead quality was the highest priority.
Partners paying for Reallymoving leads struggled to convert them due to pricing issues. Priority shifted to improving lead quality, allowing users more flexibility so partners could provide more accurate quotes and cater for users with less items.
Users are overwhelmed by the current Volume Calculator.
Heatmaps and session recordings, suggested users felt overwhelmed by the volume calculator. Poor usability, outdated language, interaction behaviour and categorisation were cited as the main issues.
Usage and email validation were low.
Specific tracking for items within the calculator wasn’t set up, to understand it’s usage, the data analyst tracked the percentage of users who ‘Confirmed’ selection within it and the percentage of users registering for removal quotes with individual items listed.
Below 10% usage
Less than 10% of users used the volume calculator when trying to obtain a quote, validating the assumption that users found it overwhelming to navigate and select items efficiently.
93% vs. 97% email validation
Email validation, necessary to obtain a quote, increased from 93% to 97% with Volume Calculator use. This suggests Volume Calculator users are more reliable, enhancing the value of those leads for removal partners.
Comparing us vs. the competition
As this was a complex component, I wanted to understand what methods other UK competitors used to provide realistic removals quotes, how they categorised items, the number of items they displayed and the interaction behaviours and patterns used.
Item categorisation
Competitors spread items, on average, across 8 categories, while we have 5. Are we doing a good enough job of segmenting the items in the VC?
Product variety
Our closest competitor listed 69 products, whereas we have 114. How many of these items are actually being selected?
User interaction
Most competitors use steppers or numerical input fields for quantity, unlike our dropdowns. Why are we making it so difficult for users to use our product?
Taking those learnings & reframing them into questions.
There were several things competitors were doing better than we were, but we needed to reframe those issues into actionable questions that we could solve.
Categorisation
How might we group items together so it's clearer & easier for a user to scan?
Complexity
How might we reduce the number of choices we are forcing users to make?
Selection
How might we make it easier for users to select higher quantities of items?
Navigation, language & complexity were the 3 burning issues we needed to solve.
Desk research was one thing, but I needed to put our current product in front of users to gain some real qualitative feedback to help triangulate the overall problems. Three separate unmoderated sessions compared our Volume Calculator with two of our closest competitors.
Navigation & complexity
Users felt overwhelmed by the sheer size of the Volume Calculator and faced difficulties finding items due to poor categorisation.
Dropdowns
Users considered the dropdowns for item quantity as cumbersome.
Cubic feet result
Why was a cubic feet result provided and what relevance did it have to their quote?
Language
Item descriptions were confusing and seen as very dated.
The 4 key areas of opportunity.
After consolidating data from various research streams, I identified 4 key focus areas. Utilising techniques like ideation workshops with senior stakeholders and developers, along with card sorting and language comparison with e-commerce sites, I addressed each focus area systematically.
Outdated language
I reviewed other retail sites to see how they described items and removed ‘cubic feet’ result.
Frequency and complexity
I sorted through a list of the our most frequently chosen items, prioritised high volume items and removed low volume items. I also suggested to provide users with an input field to add less frequently chosen items.
Navigation and categorisation
Using a 20-person card sort, I listed all of the most frequently chosen items and asked each user to group and label them. I used the data from this to create new item categories that formed the basis of the VC navigation.
Selecting items
I sketched out different ways a user could select items & increase / decrease quantity.
Testing round 1
Users wanted confirmation of what they had selected before proceeding.
I initially thought simplifying the no of steps in the VC would speed things up, but users felt uneasy without an overview of what they’ve entered before confirming their selection.
I created a 'My Items' list that updates as users pick items. Originally sorted alphabetically, but users preferred it grouped by categories for a smoother experience.
Testing round 2
Allowing users to create and add ‘custom’ items to the calculator
I assumed users wouldn't want to measure dimensions for custom items, contrary to stakeholders' belief. With this in mind, I defined ‘set’ dimensions, based on the average size of an entered item. Users found this confusing, questioning how we would know what size their ‘custom’ item would be.
In the second iteration, I gave users the ability to enter their own specific dimensions. Again this proved problematic, with users deeming this to be too complicated. Following this, the more successful approach was allowing users to select an approximate size (small, medium, or large) for their custom items.
The impact
After development, we monitored the Volume Calculator performance vs. the old design. Fortunately, we began to see some large differences & increase in it’s usage.
+350%
Increase in usage.
+17%
Registrations using VC.
+143%
Total registration increase.
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CONTACT
a.mcmanus@outlook.com
07395 269 866