TaskRabbit app | 2020
Recurring Cleaning Optimization
Role: Senior Product Designer
Cross Functional Team: Product Manager, Data Analyst, Engineers and Content Writer
Platform: iOS and Android (react native)
CONTEXT
TaskRabbit is a multi-side marketplace that matches independent contractors with local demands, allowing consumers to find immediate help with everyday tasks, including furniture assembly, cleaning, moving, delivery, handyman work etc.
TaskRabbit (iOS), TaskRabbit (Android)
STRATEGY
Cleaning is one of the major categories we have on TaskRabbit. In the booking process of a cleaning task, we saw significant drop off at the question about “how often do you want your cleaning task” before Clients are shown available Taskers who can help.
We need a deep dive into user behavior through qualitative researches to understand the mind set of our Clients during this part of the booking journey. The insights will point us a clear direction on how to optimize the experience so Clients find the right help they need.
PROBLEMS
Research shows that our Clients either misinterpret it or randomly select an option to just move forward.
Clients didn’t understand the needs of this question because they haven’t seen any Taskers or prices.
This created unnecessary cognitive load during the booking process.Clients assumed there are Taskers who only do one time job and others do recurring.
This caused them toggling between pages and not moving forward.
GOAL
How might we optimize the booking experience, so Clients can quickly reach the recommendation page, and understand our product value?
EXPLORED CONCEPTS
FINAL DESIGN
The recurring question is relocated to the confirm page. It’s much easier for Clients to see the recurring promo value since they have already chosen a Tasker by this moment. It is also easier to evaluate how often do they want cleaning since every other factors are all decided at this point.
RESULTS
We ran an A/B test on this design solution. The Test was a win!
9% point improvement on cleaning form completion rate | 1.6% point improvement on cleaning booking rate.