Redesigning Jiffy's Job Booking Flow

OVERVIEW

At Jiffy, we redesigned the job booking flow for mobile users, enhancing the user experience and achieving strong success metrics.

TEAM

Aziz Kara • Head of Product
Daniel Kim • Product Designer
Sarah Kennedy • Product Designer

YEAR

2024

THE FINAL RESULT

A multi-step booking flow that walks customers through their experience booking a job with Jiffy.

At each step of the journey, we tackled common questions, concerns, and doubts that customers might face, with the ultimate goal of boosting consumer confidence and improving conversion metrics.

See the Process ↓

PROBLEM ONE

The mobile booking page was too busy.

As a designer, implementing new features on the booking page was becoming challenging as there was limited room to work with. Multiple elements were fighting for the customer's attention and it was increasingly difficult to add new information without creating clutter.

Service information, pricing info, scheduling, text fields and photo uploads were all important features. We needed to simplify the delivery of information without removing essential components.

PROBLEM TWO

Jiffy's mobile booking flow had lower conversions than the web booking flow.

In 2020, Jiffy revamped its web booking flow for the same reasons mentioned above. We broke down the booking flow from a single page to a multi-step booking process, and added a few more features and improvements.

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Team Discussion: Multi-step vs. Single-step Flows 🤔

Our team discussed some hesitations about having multiple pages; more pages could create more opportunity for users to drop-off. However; it also presented an opportunity to guide customers with more helpful information and social proof that could give customers confidence in their decision to book.

Given the importance of the booking flow to Jiffy's business, we approached any changes with caution. We delayed any modifications to the mobile booking flow until we were confident the web redesign was a success. These were the results:

Web Conversion Rates

Conversion

🔥44.7%

Observations in MixPanel show an average conversion rate of 44.7% among all user segments.

Mobile Conversion Rates

Conversion

20.8%

Observations in MixPanel show an average conversion rate of 20.8% among all user segments.

After some time, it became evident that the multi-step booking flow was a success. However; that meant mobile conversions were not performing nearly as well as web. It was time to implement a redesign for the mobile booking flow.

How might we enhance the job booking experience on Jiffy's mobile app?

USER TESTING

Finding Opportunities and Pain Points

We first conducted User Testing Sessions with a handful of new and experienced Jiffy customers.

In this experiment, we asked customers to book a plumbing job on the old mobile booking flow.

We highlighted any needs, questions, concerns, confusion, or barriers that might cause someone to stop or hesitate booking a job.

PROBLEM SOLVING

Designing solutions

Once we identified pain points and opportunities, we explored solutions that could be featured in a multi-step flow.

Social Proof

We wanted to reassure our customers that they will be matched with high-quality Professionals.

In our user testing, customers emphasized that trust is essential when they are booking a home maintenance professional.

Informative Tips

We learned that customers still have some questions while they're booking a job. We highlighted important information that was missing from our original booking flow. This provides some reassurance and addresses common questions.

AI Implementation

We had some room to explore how we could fit AI into our designs.

We considered adding AI suggestions that were generated based on job details provided by the customer. This encourages clear communication and helps reduce any potential issues between the Pro and their customer.

ITERATIONS

Design, Test, Design again.

After designing solutions, we created a prototype and tested our new designs. We conducted user tests of both the old and new designs to observe how they compared. Most customers felt the new designs were simple, easy to use and understand. However; we still had a few tweaks to iron out.

Here's a few pain points we discovered after testing our first Prototype:

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1. Price Rates

Customers expressed confusion around price comparisons showing our Jiffy+ Membership offer. Some customers did not realize they needed to select a price to continue.

2. Materials & Fees

Some customers missed this part and would've liked to see it closer to the price rates.

3. I'm Flexible

This was a feature intended to auto-select the earliest dates available. This was not clear to customers.

4. Homeowner Protection Promise

It was not clear to customers that this was a our satisfaction guarantee.

5. Credits & Coupons

Customers were confused why there were two places to add coupons and credits.

How did it turn out?

FINAL RESULTS

After several rounds of testing, we reached a point where we felt confident we could start prepping our designs for developer hand-off.

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SUCCESS METRICS

A/B Test Results

We conducted an A/B test in Mixpanel to assess the success of our new design changes compared to the original booking flow.

The new designs show a clear improvement in conversion from the old flow to the new flow.

These factors help grow a larger population of New users who sit at the top of the funnel and should eventually trickle into greater numbers of Medium/Heavy users over time.