Customer Portal

Home Services

Product Design

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Project info

Challenge

The mobile app had a higher volume of guest users compared to registered account holders. This created missed opportunities for generating leads and securing jobs. The challenge was to encourage more users to create accounts, while making the app more engaging, useful, and valuable to both homeowners and service providers.

Scope

Partnered with the Product Manager to co-facilitate workshops and oversee research analysis, and redesigning key experiences. The scope focused on improving the onboarding flow and homepage to drive account creation and increase user engagement.

UX Process

Following the workshop, I led the UX team in conducting research and leveraged existing analytics and user data to identify pain points and opportunities for improvement. I also supported usability testing to evaluate the app’s value proposition and gather insights. The final deliverables included a redesigned onboarding experience and an updated homepage optimized for clarity, engagement, and conversion.

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Onboarding

Communicating Value

We added clear value propositions to the onboarding flow, showing how the Neighborly app helps users manage home services easily and conveniently. This gave new users a compelling reason to register instead of skipping the step.

Building Trust

A “social nudge” was introduced by highlighting our strong app store rating and the number of downloads. These trust signals reassured users that others were already benefiting from the app.

Driving Action with Incentives

An exclusive coupon was offered to new users, presented early in onboarding and again at the final step. Requiring account creation to redeem the offer turned the reward into a natural motivator for sign-ups.

Communicating Value

We added clear value propositions to the onboarding flow, showing how the Neighborly app helps users manage home services easily and conveniently. This gave new users a compelling reason to register instead of skipping the step.

Building Trust

A “social nudge” was introduced by highlighting our strong app store rating and the number of downloads. These trust signals reassured users that others were already benefiting from the app.

Driving Action with Incentives

An exclusive coupon was offered to new users, presented early in onboarding and again at the final step. Requiring account creation to redeem the offer turned the reward into a natural motivator
for sign-ups.

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Homepage

Visual Engagement

We refreshed the homepage design for guest users with a more vibrant color palette and service-specific icons, making the experience feel more inviting. Motion elements like videos and GIFs were added to catch the eye and create a more dynamic, interactive feel.

Emotional Imagery

Instead of generic stock photos of smiling technicians, we proposed imagery that reflects real customer frustrations—paired with the promise of relief through our services. This approach aimed to resonate more deeply with users, making the benefits feel personal and urgent.

Incentives & Sign-Up

We showcased brand-specific coupons and time-sensitive offers directly on the homepage, giving guest users a tangible reason to engage. To save an offer for later, users needed to create an account, turning interest in rewards into a natural step toward registration.