EveryBell Mobile Services Selection UX

Product
EveryBell Mobile App
Role
Experience Design Director
Team
Customer Experience & Mobile App Development Team
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The Overview

EveryBell a startup established in Miami, Florida to bring high-end hotel services and amenities to residences and rentals. While it was a services heavy concept, I was brought on to develop the guest experience and integrate a digital user experience to support the service execution. With an established business focused on delivering 5-star services, a white glove approach to the bookings was the original strategy. However, in order to scale, we needed to think about putting the booking and services selection in the hands of the customer. There was already a mobile application that was released with a very slim offering and limited functionality. As we grew, the team decided that we wanted to build a more robust mobile application that would allow our customers to customize and book their services. With this project, I set out to prototype that functionality and help us determine the strategic direction of the mobile application.

I was responsible for designing the services and digital experiences that would allow the business to grow in Miami and scale in the US. Partnering with service provides to deliver on-demand services to residences and rentals prompted an opportunity for a mobile application to facilitate the services selection and bookings. While I was responsible for our customer experience, I was also responsible for designing our product experience.

I was the Experience Design Director and it was important for me to keep my sights on a holistic experience across platforms - including bridging the physical and digital experience. Collaborating closely with cross-functional teams, I led the research, design, and strategic direction for EveryBell Mobile with the specific focus on building the new features into the product.

Allow users to view available products and build orders in mobile application as an extension of existing product & services.

The Process

Considering EveryBell already had mobile users, the research for this project was focused on what types of services were relevant and desired. Leveraging the relationships we had with existing users, I was able to use targeted surveys and interviews to focus my efforts on the most relevant services to be customized. Through this research effort, I was able to identify that our users had 4 primary services that would be useful to build into our mobile booking platform. Discovering that In-Room Dining was one a primary focus, especially with the rising and more widespread acceptance of on-demand food delivery, this was an area I focused on for the testing throughout the project. I also identified key personas for us to keep in focus when building a solution for customization which helped to guide our solution generation.

The brief for the project came from the Managing Director’s vision and the business/product requirements that came out of that. Some of the specifics included: users need to be able to view available services, users need to be able to customize their own bookings, complex edge cases need to be considered through design process, deliverables should include flows, wireframes and ultimately a prototype to test solution with iterative development cycles, rough timeline for execution is 3-4 weeks. The scope was defined for this project to be limited to these parameters and did not need to capture all the views that may be present in the application, nor did we need to explore the payment process as that was already established in the application.

Starting with research and jumping into user flows and maps, I used a specific target and type of service to test with users. One of the partners that we had at the time was a local ice cream shop. We knew that they wanted to go online for ordering but didn’t have the infrastructure nor the strategy to develop that solution. So, I took the opportunity to use this partnership as a way to develop a solution that would meet the complex needs of customized ordering within EveryBell that would later be applied to other types of services.

Jumping in to the interaction design, I whiteboarded solutions and collaborated with key stakeholders (including close collaboration with the developers) to ideate the flow and develop an approach to this feature integration.

You can see a number of annotations that outline the gaps in the wireframes. My focus was to get this delivered quickly with a user-driven approach to a solution. Annotating my wireframes helped to outline the gaps while presenting to the team the proposed solutions without getting distracted with the ongoing, feature-rich designs. If I had more time, I would have supported this with all edge cases in the wireframing stage rather than looking back and needing to fill in so many gaps.

This was a pretty rapid design process and I was focused on validating the interaction design and testing with prototypes (as seen here). I worked side by side with the development team as they built the features into the existing application leaning on the branding, iconography and overall UI that had already been established.

The Conclusion

While this was an ongoing process, I got the wireframes to the point that it felt relevant to present to the key stakeholders. I used a light-weight Figma prototype to do this and to visually illustrate my proposed solution for one of the services (as mentioned the first was “In-Room Dining” focused on customizing an ice cream order) which established a pattern for customized bookings across all available services.

I presented the design solution to the executive team and had the opportunity to further outline any issues, flaws, or gaps in the solution in that presentation. This gave me the opportunity to move quickly into a solution and get it in front of key stakeholders quickly without losing much time on specific solutions that would be deprecated going forward.

I used Notion to build a document that would outline all of the key deliverables and aid in my design presentation. After releasing this functionality, we saw almost instant relief for our internal services booking team. A 16-step process that was being handled manually, was put into the hands of the users. We saw adoption of the “In-Room Dining” portion of the application increase by 40% in the first month because we were pushing users to the application for fulfillment and customization of services. We validated the opportunity to introduce this customization into other services that EveryBell offered and the sky was the limit in regards to the functionality (click here to see mobile prototype) - we just needed to catch up with the ability to scale the services execution along side the bookings. A challenge that was bigger than we could ever have expected.