{"id":22687,"date":"2024-11-21T23:50:38","date_gmt":"2024-11-21T23:50:38","guid":{"rendered":"https:\/\/ashleylawton.com\/staging\/6601\/?post_type=portfolio&p=22687"},"modified":"2024-12-06T14:04:16","modified_gmt":"2024-12-06T14:04:16","slug":"mm-homepage","status":"publish","type":"portfolio","link":"https:\/\/ashleylawton.com\/staging\/6601\/portfolio\/mm-homepage\/","title":{"rendered":"MYMOVE Homepage"},"content":{"rendered":"

MYMOVE Homepage<\/h1>

MYMOVE redesigned their homepage at the beginning of 2022. The original goal of that experience was to allow our users to discover helpful moving-related content. As the year progressed, business goals adapted to become more commerce and transactional focused. The overall objective of this project was continuing to create an optimized commerce experience for the mymove.com mover audience that increases scalable revenue through broadband, insurance, home security and mattress and set the stage for additional commerce growth.<\/span><\/p>\n<\/div>[vc_empty_space height=”64px”][vc_single_image image=”22689″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div><\/section>

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  • ROLE<\/span>Lead Senior Product Designer<\/li>
  • TOOLS<\/span>Figma<\/li>
  • TEAM<\/span>UX Researcher, Business Analyst, Engineering Team<\/li>
  • PROJECT LENGTH<\/span>3 months (6 weeks for research\/design and 6 weeks for development and QA)<\/li>
  • YEAR<\/span>August \u2013 October 2022<\/li>
  • BRAND<\/span>MYMOVE<\/li><\/ul><\/div><\/div><\/div>
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    Project Goals<\/h2><\/div><\/div><\/div><\/section>
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    01.<\/span>COMMERCE<\/span><\/div>

    Increase commerce opportunities on site including broadband, mattresses, and energy.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

    02.<\/span>SCALABILITY<\/span><\/div>

    Create flexible and reusable components to allow for flexibility among business goals.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

    03.<\/span>ENGAGEMENT<\/span><\/div>

    Increase engagement and user interaction on MYMOVE’s homepage.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>

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    Early Research<\/h2>

    To begin the project, the business analyst provided some key data points and insights around our current homepage experience. Some of the biggest take-a-ways included hero interaction (.53% CTR), the scroll depth (58% of visitors were not scrolling past 25% of the page), and our audience\u2019s interest in tools (7.5x more interaction than the hero with 3.9% CTR). <\/span><\/p>\n<\/div>[vc_empty_space][vc_single_image image=”22745″ img_size=”large” alignment=”center” css=””]<\/div><\/div><\/div><\/section>

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    Wireframes<\/h2>

    After analyzing the data and some competitive analysis, I was able to create three different concepts keeping our main objective in mind. I then created wireframes and presented these concepts to stakeholders to get buy-in before jumping into medium-fidelity designs and user testing. One challenge we had to keep in mind was our engineering time. I did not want to approach the team with an overwhelming amount of new assets, so I made sure to outline which components on the homepage update would be net new and which ones would be existing.<\/p>\n<\/div>[vc_empty_space][vc_btn title=”View Full Presentation” style=”outline-custom” outline_custom_color=”#1F1F1F” outline_custom_hover_background=”#45B8AC” outline_custom_hover_text=”#FFFFFF” align=”left” css=”.vc_custom_1732299860652{background-color: #FFFFFF !important;}” link=”url:https%3A%2F%2Fwww.figma.com%2Fproto%2FqoxyYreidMuhbNFJdLGEct%2FPortfolio%3Fpage-id%3D2%253A14%26node-id%3D5-11280%26node-type%3Dinstance%26viewport%3D566%252C2553%252C0.51%26t%3Di89haDhNiiSHvCcu-1%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D5%253A11280|target:_blank”]<\/div><\/div><\/div><\/section>

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    Medium-Fidelity Designs for Testing<\/h2>

    After getting stakeholder buy-in on the three concepts, I jumped into medium-fidelity designs and created prototypes that we then put in front of users to gather feedback.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

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    Concept A<\/h4>

    Concept A features exposed CTAs in the hero for clear user actions, a moving tools section to highlight top-performing content, and a dedicated area for showcasing commerce opportunities.<\/span><\/p>\n<\/div>[vc_empty_space][vc_btn title=”View Prototype A” style=”outline-custom” outline_custom_color=”#1F1F1F” outline_custom_hover_background=”#45B8AC” outline_custom_hover_text=”#FFFFFF” align=”left” css=”” link=”url:https%3A%2F%2Fwww.figma.com%2Fproto%2FqoxyYreidMuhbNFJdLGEct%2FPortfolio%3Fpage-id%3D2%253A14%26node-id%3D5-8668%26node-type%3Dinstance%26viewport%3D566%252C2553%252C0.51%26t%3Di89haDhNiiSHvCcu-1%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D5%253A8668%26show-proto-sidebar%3D1|target:_blank”]<\/div><\/div><\/div>

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    Concept B<\/h4>

    Concept B includes a single exposed CTA in the hero with optional alternatives, a moving tools section to highlight top-performing content, and a flexible approach to revenue-driving opportunities.<\/span><\/p>\n<\/div>[vc_empty_space][vc_btn title=”View Prototype B” style=”outline-custom” outline_custom_color=”#1F1F1F” outline_custom_hover_background=”#45B8AC” align=”left” css=”” link=”url:https%3A%2F%2Fwww.figma.com%2Fproto%2FqoxyYreidMuhbNFJdLGEct%2FPortfolio%3Fpage-id%3D2%253A14%26node-id%3D5-9684%26node-type%3Dinstance%26viewport%3D566%252C2553%252C0.51%26t%3Di89haDhNiiSHvCcu-1%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D5%253A9684%26show-proto-sidebar%3D1|target:_blank”]<\/div><\/div><\/div><\/section>

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    Concept C<\/h4>

    The design takes a user journey approach with two CTAs in the hero to match moving phases, showcases MYMOVE\u2019s marketplace, includes tools and expert advice, and highlights a key revenue-driving opportunity.<\/span><\/p>\n<\/div>[vc_empty_space][vc_btn title=”View Prototype C” style=”outline-custom” outline_custom_color=”#1F1F1F” outline_custom_hover_background=”#45B8AC” outline_custom_hover_text=”#FFFFFF” align=”left” css=”” link=”url:https%3A%2F%2Fwww.figma.com%2Fproto%2FqoxyYreidMuhbNFJdLGEct%2FPortfolio%3Fpage-id%3D2%253A14%26node-id%3D5-10322%26node-type%3Dinstance%26viewport%3D566%252C2553%252C0.51%26t%3Di89haDhNiiSHvCcu-1%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D5%253A10322%26show-proto-sidebar%3D1|target:_blank”]<\/div><\/div><\/div>

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    Testing Results<\/h2>

    After testing, we learned that over half of our users (54%) preferred our concept A hero in both our pre and post move audience. They appreciated that it provided direct links to moving tools and commerce links as well as the ability to see all options without having to click on anything. The visual treatment with the illustrations also got positive feedback within the experience. <\/span>With user reviews and testimonials on our side, we were confidently able to move forward with a final direction to present to stakeholders.<\/span><\/p>\n<\/div>[vc_empty_space][vc_btn title=”View Final Stakeholder Presentation” style=”outline-custom” outline_custom_color=”#1F1F1F” outline_custom_hover_background=”#45B8AC” align=”center” css=”” link=”url:https%3A%2F%2Fwww.figma.com%2Fproto%2FqoxyYreidMuhbNFJdLGEct%2FPortfolio%3Fpage-id%3D2%253A14%26node-id%3D5-14240%26node-type%3Dinstance%26viewport%3D566%252C2553%252C0.51%26t%3Di89haDhNiiSHvCcu-1%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D5%253A14240%26show-proto-sidebar%3D1|target:_blank”]<\/div><\/div><\/div><\/section>

    <\/div>

    Final Design<\/h2>

    The final redesign on the MYMOVE homepage added four main CTAs in the hero of our experience that were flexible enough to reflect business strategy and user goals as they may change throughout the year. The new design also added visibility to our expert advice on mymove.com giving users direct links to helpful moving tips.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

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    <\/div>

    Engineering Handoff<\/h2>

    For handoff to our engineering team, my goal is always to have as many answers to questions about the design within the figma file. I added full screen mockups for all screen sizes along with detailed notes for how the new assets would break down and function. Having a detailed handoff allowed for less assumptions on the engineering side and a faster frontend QA process.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

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    Business Impact & Learnings<\/h2>

    The outcome of this project was very positive from both a business perspective and an engagement perspective. Not only did we make the homepage more flexible to account for our commerce revenue stream and reflect business strategy, but we also increased overall page engagement by +258%. The new hero outperformed the original experience with +2,233% increase of clicks. The moving tools and tasks experience outperformed the control with +44.7% increase in clicks.<\/span><\/p>\n

    Overall, we learned that our moving audience is task oriented and by prioritizing commerce we were able to exponentially increase engagement as users were able to locate tools they were looking for faster.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"MYMOVE HomepageMYMOVE redesigned their homepage at the beginning of 2022. The original goal of that experience was to allow our users to discover helpful moving-related content. As the year progressed, business goals adapted to become more commerce and transactional focused. The overall objective of this project was continuing to create an optimized commerce experience for the mymove.com mover audience that increases scalable revenue through broadband, insurance, home security and mattress and set the stage for additional commerce growth. 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Some of the biggest take-a-ways included hero interaction (.53% CTR), the scroll depth (58% of visitors were not scrolling past 25% of the page), and our audience\u2019s interest in tools (7.5x more interaction than the hero with 3.9% CTR)....","protected":false},"featured_media":22691,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","class_list":["post-22687","portfolio","type-portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio-tags-case-study"],"yoast_head":"\nMYMOVE Homepage - Ashley Lawton Portfolio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ashleylawton.com\/staging\/6601\/portfolio\/mm-homepage\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MYMOVE Homepage - Ashley Lawton Portfolio\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ashleylawton.com\/staging\/6601\/portfolio\/mm-homepage\/\" \/>\n<meta property=\"og:site_name\" content=\"Ashley Lawton Portfolio\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-06T14:04:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ashleylawton.com\/staging\/6601\/wp-content\/uploads\/2024\/11\/MM-opt_logo_800x800-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ashleylawton.com\\\/staging\\\/6601\\\/portfolio\\\/mm-homepage\\\/\",\"url\":\"https:\\\/\\\/ashleylawton.com\\\/staging\\\/6601\\\/portfolio\\\/mm-homepage\\\/\",\"name\":\"MYMOVE Homepage - 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