We defined the core value propositions of the MovingNOW service. From these discussions, we identified key service characteristics to be used as comparison criteria in the competitive analysis:

• Instant booking

• Vehicle tracking

• Independent contractors

• Final price before booking

• Assembly services

• In-app payment

• Quality of communication across the service

Competitive analysis

User Research - Key Insights

User research combined a quantitative survey (14 responses) and qualitative interviews (8 participants), conducted within the Brazilian context. The research was focused on end users, aiming to understand their needs, decision criteria, and pain points when hiring moving services. Future research with independent contractors is needed to understand provider-side perspectives.

Discovery & Hiring Behavior

Moving services are primarily found through personal referrals, indicating low digital presence and low trust in online solutions.

Most users hire moving services infrequently, usually for a full home move, rather than isolated tasks.

Decision Criteria

The most important factors when choosing a service are availability, price, and ease of hiring.

Features such as speed and furniture assembly are perceived as secondary, but become critical when missing.

Key Pain Points

Comparing prices is the biggest challenge in the decision process.

Requesting quotes and scheduling are moderately difficult, while communication with providers is relatively easier.

Users reported lack of care with furniture, missing or lost personal items, and insufficient labor during the move.

Limited visibility into driver and provider information increases insecurity and distrust.

Trust & Service Expectations

Users expect clear information about pricing, availability, payment methods, and service scope before booking.

Service evaluations and reviews are essential for building trust and supporting decision-making.

“Removal process of the furniture in the origin and then in the assembly, there was no care”

“Did not fit everything in the vehicle”

“In a moving, some personal objects were lost”

AS-IS process mapping was conducted as a result to document customer challenges and inefficiencies throughout the end-to-end journey.

AS-IS process

Service model visualization

The service was designed as a mobile application to centralize a fragmented moving journey, enable real-time coordination between customers and independent providers, and build trust through transparency at critical decision points.

Beyond the customer interface, the app acts as the operational backbone of the service, supporting booking, execution, payment, and quality management at scale.

Understanding the business model and constraints with BMC

Service visualization using a service blueprinting tool, mapping customer actions alongside the required frontstage and backstage processes.

UX deliverable

I've developed an interactive prototype focused on prioritized service features, which was subsequently tested through usability sessions with representative end users to validate and refine the overall service experience.

Project reflections

I approached the project by envisioning how the business model would operate in practice. Through research, I mapped out the essential initial steps needed to build a viable and user-centered service.

The research provided valuable insights into end users’ needs and pain points. However, further validation with service providers is necessary to fully grasp their challenges and operational realities.

It is important to evaluate the app’s scalability for everyday use, beyond just moving services, to include transporting large or heavy items. Although this segment was identified early on, it requires deeper validation to ensure the service can effectively meet its potential market.