Quote n go
Improving Quote-n-Go’s website experience
UX Research Case Study
Identified major usability gaps preventing conversion and user trust. Provided actionable solutions that may increase order completion rates by up to 35% and user conversion rates by up to 270%.
Industry
Service e-commerce
Role
UX Researcher
Methods Used
Usability Testing, Heuristic Analysis, User Interviews
The Challenge
Quote-n-Go, an online home-maintenance service provider, struggled with user drop-offs and low conversion rates. Despite internal testing, friction points persisted, preventing order completions.
High Drop-Off & Low Conversion Rates
Research questions
Q1 How do users perceive Quote-n-Go's website?
Q2 Do users encounter any difficulties while looking for information on the various services offered?
Q3 Do users encounter any difficulties while trying to order a service?
Q4 Which version of the website do users prefer? (Live vs wip concept)
and finally,
Q5 How may we address the key usability issues identified?
guiding the direction of the study
Our Process
A strong brand identity is essential for standing out in today’s competitive market. I help businesses create cohesive and compelling brand images that resonate with their target audience and convey their core values. Developing color palettes, typography, and imagery guidelines for brand consistency.
Heuristic Analysis
Evaluated the website using usability and heuristic principles.
Task-Based Usability Testing
Conducted structured tests with participants who completed two key booking actions to assess friction points.
Comparative Study
Conducted A/B Testing with participants comparing the live version with a concept version provided by the client.
Participant Demographics
We tested 17 participants with a mix of experience levels to ensure insights reflected both new and experienced customers.
Experience with booking home maintenance services
Findings & Insights
What Participants Said...
Key Pain Points
- Confusing Pricing: 11/17 participants didn’t understand how service costs were calculated.
- Lack of Personalization: 8/17 participants wanted more control over services but had limited input options.
- Rushed Checkout: 6/17 participants said they were prompted to enter their address too early, causing hesitation.
- Missing Contractor Information: 6/17 participants felt uneasy booking without knowing who would complete the service.
Analysis & Recommendations
1. Users May Not Understand the Pricing Model
- 11/17 participants struggled with understanding the pricing, unable to figure out how the final price in the quote was calculated and if there was a way to reduce it.
- 17/17 participants remained unaware that an AI tool was utilized to automatically calculate the necessary dimensions and determine costs.
Recommended Solutions
- Clearly label how pricing is determined with the use of AI and help users briefly understand how it works.
- Show a breakdown of costs before checkout with options to make adjustments easily.
Analysis & Recommendations
2. Apparent Lack of Personalization May Lead to Frustration
- 8/17 participants felt that the ordering process was too generic as there were not enough options to customize the service to their needs.
- 6/17 participants wanted to specify property details and customizations before receiving a quote but couldn't, and 2 expressed frustration about it.
Recommended Solution
Allow users to input property details and customization options for specific requirements, scheduling, add-ons, etc. ‘before’ they receive an AI quote.
3. Asking Personal Details Too Early May Cause Hesitation
Recommended Solutions
Allow users to specify their address ‘after’ they have selected a service.
Analysis & Recommendations
Current User Flow to Get a Quote
Recommended User Flow to Get a Quote
Analysis & Recommendations
4. Users May Need Contractor Information to Feel Secure
6/17 participants wanted to view and verify contractor profiles & reviews before booking, but couldn’t, expressing a sense of insecurity.
Recommended Solution
Add a contractors’ profile section under each listed service with verification badges, ratings and customer reviews.
Pool Cleaning
and debris with professional tools.
12$ / sq.ft.
Our Team
Projected Outcomes*
based on relevant previous studies
- Clearly communicating pricing, allowing users to customize their services before receiving a quote, and delaying sensitive information requests until they feel ready may increase order completion rates by up to 35%.
- Adding ratings and reviews for contractors can significantly boost conversions. Research shows that products with at least five reviews can see conversion rates increase by up to 270% compared to those with none.
Disclaimer!
While these projections are based on industry research and similar case studies in e-commerce, the actual impact of these changes may vary significantly depending on factors such as user demographics, market conditions, and implementation specifics. A follow-up analysis after implementation would be required to measure the precise business outcomes, but was beyond the scope of this project.
We would perform iterative usability testing on design prototypes prior to implementation. This approach would enable us to refine our recommendations progressively based on actual user interactions and feedback, ensuring their effectiveness before development and ultimately conserving valuable time and resources.
This project reinforced the importance of transparency, personalization, and trust-building in service-based e-commerce. With additional testing and iteration, these insights could help optimize Quote-n-Go’s conversion strategy even further.
Future Steps
Future steps to measure the real-world impact of our recommendations would include:
A/B Testing after implementation
Conduct controlled testing to validate whether the proposed changes lead to higher order completion rates and reduced drop-offs.
Expand Research to Mobile
Ensure that the improved booking flow is optimized for mobile devices, where a significant portion of users interact with the platform.
Track Post-Launch Metrics
Monitor conversion rates, user engagement, and trust indicators to assess long-term improvements and identify further refinements.