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[Case 03]

30% More Bookings & 35% Cost Reduction

Mobility & Logistics

On-Demand Moving: 30% More Bookings & 35% Lower Costs

Affordable logistics for medium-sized loads

[Project Overview]

Faced with limited, overpriced transport options, I design an on-demand logistics app in Quetzaltenango. The platform offered real-time tracking, flexible vehicle options, and upfront pricing—helping users move goods affordably and with confidence.

[Problem Statement]

70% of residents and small businesses in Quetzaltenango lacked access to affordable, fast-moving services for medium-to-large items. Traditional movers were designed for bulky, scheduled jobs, failing to meet the demand for on-demand, lower-cost transport.

[Industry]

Mobility & Logistics

[My Role]

Project Manager

[Platforms]

Mobile App

[Timeline]

January 2024- March 2024

[Persona]

Alex Lopez

Civil Engineer

I move often and need a fast, affordable way to relocate my belongings—without making endless calls or waiting for quotes.

Age: 35

Location: Guatemala

Tech Proficiency: High

Gender: Male

[Goal]

Easily book reliable, low-cost transport for large items.

Align bookings with short-notice relocations or work moves.

Use an intuitive tool with live updates and clear scheduling.

[Frustrations]

Traditional movers are too expensive for smaller or urgent jobs.

Lack of flexibility or real-time booking from current providers.

Unclear pricing models and delivery times make planning difficult.

[Process]

[01] User Research

Interviewed 25 users across Quetzaltenango, including remote workers and business owners.

Identified that 52% of users moved items like furniture or appliances monthly without access to proper logistics.

Benchmarked 7 transport and ride-hailing platforms to identify usability issues and service gaps.

[01] User Research

Interviewed 25 users across Quetzaltenango, including remote workers and business owners.

Identified that 52% of users moved items like furniture or appliances monthly without access to proper logistics.

Benchmarked 7 transport and ride-hailing platforms to identify usability issues and service gaps.

[01] User Research

Interviewed 25 users across Quetzaltenango, including remote workers and business owners.

Identified that 52% of users moved items like furniture or appliances monthly without access to proper logistics.

Benchmarked 7 transport and ride-hailing platforms to identify usability issues and service gaps.

[02] Insights

45% of surveyed users were small business owners needing recurring logistics solutions.

30% sent or received bulky goods weekly without consistent or transparent transport.

Trust factors included upfront pricing, real-time tracking, and the ability to select vehicle types.

[02] Insights

45% of surveyed users were small business owners needing recurring logistics solutions.

30% sent or received bulky goods weekly without consistent or transparent transport.

Trust factors included upfront pricing, real-time tracking, and the ability to select vehicle types.

[02] Insights

45% of surveyed users were small business owners needing recurring logistics solutions.

30% sent or received bulky goods weekly without consistent or transparent transport.

Trust factors included upfront pricing, real-time tracking, and the ability to select vehicle types.

[03 Design Solution]

Designed a flexible booking system with vehicle filtering based on cargo size and urgency.

Integrated GPS tracking, instant price quotes, and same-day scheduling.

eveloped a clean, mobile-first interface with clear CTAs, route status updates, and booking summaries.

[03 Design Solution]

Designed a flexible booking system with vehicle filtering based on cargo size and urgency.

Integrated GPS tracking, instant price quotes, and same-day scheduling.

eveloped a clean, mobile-first interface with clear CTAs, route status updates, and booking summaries.

[03 Design Solution]

Designed a flexible booking system with vehicle filtering based on cargo size and urgency.

Integrated GPS tracking, instant price quotes, and same-day scheduling.

eveloped a clean, mobile-first interface with clear CTAs, route status updates, and booking summaries.

[04] Testing & Iteration

Conducted usability tests with 40 users across two regions to evaluate navigation speed and trust factors.

Introduced a booking summary and ETA screen based on feedback about delivery uncertainty.

Improved onboarding and reduced bounce rate by 28% through clearer screen flows and action labels.

[04] Testing & Iteration

Conducted usability tests with 40 users across two regions to evaluate navigation speed and trust factors.

Introduced a booking summary and ETA screen based on feedback about delivery uncertainty.

Improved onboarding and reduced bounce rate by 28% through clearer screen flows and action labels.

[04] Testing & Iteration

Conducted usability tests with 40 users across two regions to evaluate navigation speed and trust factors.

Introduced a booking summary and ETA screen based on feedback about delivery uncertainty.

Improved onboarding and reduced bounce rate by 28% through clearer screen flows and action labels.

[Outcome]

30% increase in completed bookings within 90 days of app launch.
35% average savings per user compared to traditional local movers.
40% reduction in customer support requests after UX improvements.

[Key Learnings]

[Key Learnings]

[Key Learnings]

Trust Drives Action

Users are more likely to convert when services include real-time tracking and transparent pricing.

Trust Drives Action

Users are more likely to convert when services include real-time tracking and transparent pricing.

Trust Drives Action

Users are more likely to convert when services include real-time tracking and transparent pricing.

Data-Led MVPs Scale Better

Early insights helped prioritize features that directly addressed user pain points and improved adoption.

Data-Led MVPs Scale Better

Early insights helped prioritize features that directly addressed user pain points and improved adoption.

Data-Led MVPs Scale Better

Early insights helped prioritize features that directly addressed user pain points and improved adoption.

Serve the Niche to Grow the Market

A solution tailored for underserved logistics needs created scalable local demand.

Serve the Niche to Grow the Market

A solution tailored for underserved logistics needs created scalable local demand.

Serve the Niche to Grow the Market

A solution tailored for underserved logistics needs created scalable local demand.

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