Personalization delivers an experience that meets a customer’s unqiue needs. At Jiffy, we designed a homepage that matches the specific needs of several user segments.
Aziz Kara • Head of Product
Daniel Kim • Product Designer
Sarah Kennedy • Product Designer
2021-2022
A homescreen designed for customer segments and their unique needs. From new guests to heavy customers, each component on the homescreen has a purposeful function and placement that meets Jiffy customers every step of the way.
Jiffy's homescreen was not optimized for user needs.
A handful of components on the homescreen have a low conversion rate.
This suggests some components may not be useful for users.
This doesn't mean these components aren't necessary, but there may be a more appropriate place and time for these components that better prioritize the customer's needs.
These components above the fold are taking up valuable real estate. The Jiffy+ Member card stretches across 40% of the screen with a low conversion rate of 5%.
We can optimize screen space by carefully considering which components customers want to see on the homescreen, where they're placed (above or below the fold), and when customers will see it.
The homescreen features some inconsistent UI patterns.
For example, these two cards both navigate to Handyman Services. Consistent UI patterns would allow users to identify what they need quickly.
Lots of components are fighting for the user's attention because they share the same size and styling.
Adding visual hierarchy with the use of size, contrast, and space, would draw the user's attention to the most important components that priortize their needs.
Discovering user needs
We can't address user needs until we've discovered what they are.
To do this, my team and I used the Jobs To Be Done research method that included several rounds of customer interviews and surveys.
We also used valuable insights from our Customer Support team and collected user observations from Mixpanel, Smartlook & Hotjar.
Take an in-depth look at our research process:
Take an in-depth look at our research process:
Customers were sorted into segments by the number of Jiffy jobs they had completed. Through our JTBD study, we identified unique needs for each customer segment and labeled them as underserved opportunities. Overall, each segment shared many needs in common. One opportunity that stood out among every segment was Pricing.
New
New
1 job
Underserved Opportunities:
Top Underserved Opportunities:
Underserved Opportunities:
Pricing
Pro Quality
Peformance
Communication
Pricing
Pro Quality
Peformance
Communication
Pricing
Pro Quality
Peformance
Communication
Light
Light
Light
2-5 jobs
Underserved Opportunities:
Top Underserved Opportunities:
Underserved Opportunities:
Pricing
Communication
Preparation
Performance
Pricing
Communication
Preparation
Performance
Pricing
Communication
Preparation
Performance
Medium
Medium
Medium
6-9 jobs
Underserved Opportunities:
Top Underserved Opportunities:
Underserved Opportunities:
Pricing
Resolve Issues
Safety
Pro Quality
Performance
Pricing
Resolve Issues
Safety
Pro Quality
Performance
Heavy
Heavy
10+ jobs
Underserved Opportunities:
Top Underserved Opportunities:
Underserved Opportunities:
Pricing
Performance
Pro Quality
Communication
Resolve Issues
Pricing
Performance
Pro Quality
Communication
Resolve Issues
Here are the top Underserved Opportunities in further detail:
Fair pricing with clear breakdown and no unexpected costs.
Work performance that meets customer's expectations in a timely manner.
Pros who clearly communicate scope and any changes with the customer’s consent.
Qualified Professionals who understand the job.
Customers feel prepared for the job to avoid any issues.
Resolve any issues and avoid property damange from the professonal's work.
Safely avoid any hostility when there is an issue.
Once we identified each segment's needs and opportunities, we could start exploring solutions.
As Product Designers, we don't set the prices for Jiffy's services, however; we can communicate opportunities for savings that are in our customer's best interest.
We wanted to reassure our customers that they will be matched with high-quality Pros.
We explored a few ways of doing this through social proof, displaying ratings, explaining our vetting process, and communicating that our Pros are "vetted, certified, and highly-rated".
One thing we learned from interviews was that customers don't like surprises.
In these examples, we explored how to keep customers informed with clear job status updates, as well as an FAQ and how-to videos for our newer users.
We can reassure customers that they always have access to help when they need it.
We can also communicate our Satisfaction Guarantee to communicate confidence in our Pros and reassure customers that we've got their back.
Creating a personalized homescreen.
After exploring ideas, we finalized components we wanted to use for each segment. Then we mapped out the placement of each component for every user segment.
We decided to merge New/Light and Medium/Heavy segments because their needs were similar. We also included 2 more segments, Anonymous and Signed up, both of which focused on educating first-time users about Jiffy. These types of users are harder to track, so most of our learnings came from the Customer Support team.
Here are the components we decided to use. The corresponding numbers are referenced in the Components Map shown to the right.
This map shows where components are placed on the homescreen for every user segment. As a user makes their way from Anonymous to Medium/Heavy, their homescreen layout changes.
Success metrics
We tracked product metrics in Mixpanel to assess the sucess of our new design changes.
✔︎ Drop-off rates
✔︎ Time to request first job
✔︎ Time to sign up
✔︎ Engagement with customer support
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.
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.
Mixpanel metrics indicate that anonymous users have a lower drop-off rate with the new designs vs. the previous year. Drop-off rates improved from 2.47% to 0.26% on the new homepage (renamed "dashboard").
Copyright © 2023 Sarah Kennedy. All Rights Reserved.