Logtech
Delivering transparency in the unregulated world of removals
Strategic Design
CX
Product Design
Role: Design Lead
Muval is a platform that connects people moving home or office locally or interstate with quality removalists. As the founding designer, I led the design of the customer facing booking form to increase booking conversions. Beyond this project, I helped shape their full service and product experience including the CRM, affiliate portal, marketing website and brand uplift.
Goal
The goal of this work was to increase booking form completion rates and ensure bookings are accurately scoped to improve SLAs, fulfilment efficiency and partner satisfaction. Moving home is one of the top 5 most stressful life events alongside, death of a loved one and divorce. We've all heard a moving horror story, so users are entering this experience emotionally vulnerable and in a trust deficit before any brand awareness. The challenge was to design with empathy while quickly building confidence and credibility in a highly sensitive moment.
Approach
Investigation and diagnosis
Ground the work in qualitative and quantitative research to understand why users were struggling and where they lacked confidence when reaching a human agent, not just where they dropped off in a form flow.
Reduce cognitive load through guided, contextual design
Re-architected the booking flow to support multiple pathways while simplifying the experience through progressive disclosure.
Build trust at moments of commitment
Design for high-stress moments with clear hierarchy, reassurance, and credibility cues to build confidence and reduce abandonment.
Outcome
While reliance on customer care agents sustained, agents reported a significant reduction in call length, ~4 mins per call, as customers were better educated, empowered and more confident with the booking process. Following the launch in early 2023, improved data collection resulted in less follow ups from the customer care team allowing more time to invest in quality leads. This also allowed the business to move call triage to off-shore agents significantly saving operation costs. Operationally, the project successfully established a structured, research-led design approach, creating shared understanding across founder, design, and engineering.
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