Uncertainty can be the biggest hurdle when booking traditional services online. High-touch services often come with complexities and variables that leave customers unsure of what they’re signing up for.
The product team at Urban Company recognized this pain point and introduced a standardized, detailed step-by-step guide for each service, addressing customer concerns and setting a new standard for service transparency.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Problem: Addressing Uncertainty in Service Bookings
Urban Company offers a wide range of high-touch services, from cleaning and facials to painting consultations. However, customer research revealed recurring issues:
- Lack of Clarity: Customers were unsure about what was included in a service and how it would be delivered. Example: Does a facial include a peel-off mask? What areas are covered in a cleaning service?
- Variable Expectations: Customers didn’t know what they needed to provide or what the professionals would bring. Example: Will the pro carry their own cleaning tools?
- Booking Drop-Offs: Uncertainty about service specifics led to hesitation, resulting in drop-offs during the booking process.
The product team at Urban Company found a solution to make their services transparent, consistent, and easy to understand for customers.
The Solution: Step-by-Step Service Breakdown
To resolve these challenges, the product team at Urban Company introduced a detailed, step-by-step guide that outlines every aspect of a service, ensuring customers are fully informed before booking.
Key Features of the Step-by-Step Breakdown
Comprehensive Service Details
- A clear description of what the professional will bring, such as tools, products, or equipment.
- A list of items customers may need to provide, making sure that they’re prepared.
Sequential Flow of Service
- A breakdown of every step, from the professional’s arrival and setup to the actual delivery of the service.
- Includes post-service actions like cleanup, warranty initiation, or follow-ups.
Visual and Interactive Design
- Easy-to-read, visually attractive content that guides customers through the service journey.
Standardization Across Services
- The step-by-step format is now applied across all services and geographies, to make sure of consistency and reliability.
Impact: Enhancing Customer Experience and Business Outcomes
While exact metrics are not disclosed, the feature has delivered measurable results aligned with Urban Company’s product team’s goals:
- Improved Content Engagement: High consumption rates of the step-by-step content indicate that customers find it valuable and engaging.
- Reduced Drop-Offs: Transparency and clarity in the booking process have minimized customer hesitation, improving conversion rates.
- Scalable Standardization: The format has become a global standard for Urban Company, enhancing customer trust and satisfaction across regions.
The Team Behind the Feature
Amit Jaglan: Director of Design - Consumer Products, Urban Company
Amit observed a drop off on the booking page, on probing he found the lack of clarity on what to expect was the reason. To solve this, UC launched a step-by-step breakup of each service including a detailed description of products used, setup/equipment required & post-service cleanup. This is how UC builds trust by ensuring users know exactly what they are paying for.
As a part of Upraised’s Game Changers, we're on a mission to celebrate high-impact problem solving & celebrate the individuals who brought these innovations to life.
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