Iron City Movers

Overview A Pittsburgh-based moving company struggled with lead drop-off during the online booking process. I led the UX redesign, focusing on mobile optimization and clarity of steps.

Problem

52% of users abandoned the form mid-way
 Confusing pricing and no confi rmation feedback

Research
8 user interviews: users wanted transparent pricing up front
Heuristic analysis showed lack of trust indicators and too many form fi elds

UX Process Highlights
Created simplifi ed wireframes with 3-step flow
Prototyped and tested with 5 users via Maze
Integrated real-time pricing estimation tool

Improvements
Before: long, single-page form with dense text
After: 3-step process with visual progress bar and pricing summary

Results
Task success: 72% → 94%
Form completion time reduced from 3:15 to 1:45
Conversion rate increased by 38%
Takeaway Simplifying fl ows and providing instant feedback builds user trust and drives completion.

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