Pinhome Home Service is an on-demand mobile platform and application that provides various on-demand services that connecting users with professional service partners.

Product Designer

As the product designer, I took the entire ownership and responsibility of this project to run it from initial discovery state to the final concept, which includes collaborating with Product Researcher to research and Engineering Manager to define the feasibility of the product.

Research: Jan, 24 - Feb 16
Hi-Fi Design: Mar 14, 2024
Development: Mar 18, 2024 - Apr 16, 2024
Release: Apr 25, 2024

Allow users to add the service duration during their ongoing orders. This feature will be available for the top two high-demand services: Massage and Home cleaning.

Pinhome Home Service (PHS) users currently have to decide the service duration for their orders upfront. However, their needs might change during the service, leading to unofficial or tip-based payments for additional services. We aim to implement a system that enables users to seamlessly make these duration or service additions.

Business Problem
The growing prevalence of under-table transactions engaged by service partners is undermining the company’s ability to track these activities and capture potential profits.

User Problem

• Users looking to add services often have no option but to place a new order or engage in under-the-table transactions.
• Users often complain about under-the-table transactions due to unsatisfactory services and submit insurance claims to Pinhome. Since these transactions don't occur within the app, the company can't process the claims. Even if approved, the company faces losses, as it can't profit from these orders while still dealing with customer complaints.

• This project was initiated since we have no specific existing feature to allow customers to add the duration to their ongoing order for Massage and Home cleaning service.

Qualitative Usability Testing

• Focus: Gathers insights into user behaviours, emotions, and thought processes, especially from the big spender perspective.
• Methods: User interview while conducting Remote Usability Testing, User is asked to navigate through Figma prototype and share the screen while guided by the researchers through Google Meet.
• Outcome: Provides insights into why users face issues and identifies pain points.

Quantitative Usability Testing

• Focus: Collects numerical data to measure user performance and satisfaction.
• Methods: Metrics like task completion rate and error rate.
• Outcome: Gives data on how many users experience specific issues.

*Due to the confidentiality, I am unable to provide the details in this case study.

Entry Point

• When the order status is ‘Pelayanan sedang dilakukan’ the customer will have 2 entry points to add the service duration:
  • Active Order Page: additional CTA on ongoing order card.
  • Order Detail Page: even if the customer selected the ongoing order card to see the order detail, they can still access the CTA.

Additional Massage Service Duration

• Blue banner expects both customer and Service Provider (SP) to have a talk about the additional duration, to make sure of the SP’s availability.
• List of sessions replicates the current initial booking form for massage.
• Customers can select whether the duration only, Adds-on only, or select both to continue.

Additional Home Cleaning Service Duration

• Blue banner expects both customer and Service Provider (SP) to have a talk about the additional duration, to make sure of the SP’s availability.
• List of sessions replicates the current initial booking form for Home Cleaning.
• Customers need to select the additional duration first if they want to select the add-on to continue. This validation replicates the current initial booking form for Home Cleaning:

1. 1. If a customer selects the add-on before the session, it will show the snackbar error state.
   2. If a customer already selects the session, then reaches the maximum limit of selecting multiple add-on, another add-on will disabled and will show a blue banner as a validation if they want to add another add-on.

Validation

• SP’s schedule is the main validation for this feature, if the customer’s total duration exceeds that of the SP’s nearest schedule, there will be an error state pop-up.

Complete payment & service duration added

• If the schedule matched with SP, customer can pass through payment confirmation then pay for the additional duration/session.
• Additional duration will be added directly to order detail once payment confirmed.

Feedback & Decision Log

Improve Service Information to add USP section on existing booking form
Based on Usability Testing (UT) we found that users need to be informed about the capability of adding the duration/service, hence we are improving our order form to get user’s attention when they are filling the order form.

Before
Users are not aware of ‘Informasi Layanan’ which has important information regarding the estimated time duration, equipment, and do’s and don’ts of the service, etc. Here is why we want to surface and divide the information into several categories.

After

• Dedicated section to show the service information in the order booking form that we can utilize to show each information section and put our “new feature/USP” in the banner form.
• Separate Service Information into several categories with detailed information in the form of a pop-up.

Promote this feature through in app chat when SP arrives on location

• Once SP arrives, customers will receive the push notification and will receive additional messages that promote the feature of adding duration for on-going order.
• Validation: SP’s schedule availability, if SP still has spare time between the ongoing order and the nearest schedule of upcoming order. Only for Massage and Home Cleaning Service.

Add duration entry points

• When the order status is ‘Pelayanan sedang dilakukan’ the customer will have 3 entry points to add additional service duration:
  • Landing Page PHS: additional CTA on ongoing order card.
  • Active Order: additional CTA on ongoing order card.
  • Order Detail: even if the customer selected the ongoing order card to see the order detail, they can still access the CTA.

Add service duration form

• Display the user's active order on the Add Service/Duration page to help them easily consider and choose the duration/service they want to add.
• Massage and Home Cleaning will have the same mechanism for only selecting the additional duration without the add-on.
• Every service will have its maximum service duration. Then we can show a shorter duration for customers to choose.
• The duration shown on the form is dynamic based on the SP’s schedule availability and its service maximum duration.

Validation

• Although we have filtered the SP availability on the first step, we will still show the error state for edge cases, e.g.
  • The customer chooses to add duration.
  • During the process, the SP has already accepted a new order that affects the maximum duration that can be chosen.
  • The customer chooses the duration that exceeds the schedule.
  • The error state is shown.

• The error state will have 2 cases:
  • If there is still available duration to choose, will remove the invalid duration from the list.
  • If there is no available duration to choose, will redirect the user to the PHS landing page and remove all the add duration CTA button.

Order Confirmation and Payment

• Simplified order confirmation by only showing the SP’s name and the additional duration selected.
• Once payment confirmed, the order will be shown on ‘Detail Pesanan’

Order Detail improvement

• Combined the duration estimation with the payment detail, hence we show both the duration and the price accordingly

Impact analysis

• With our organic effort where we haven’t pushed any marketing activity, the adoption of this feature is already reached the target with 5% of Total Completed Booking on Home Cleaning and Massage, with average ticket size to IDR 135k.
• The number is already a good starting point for us to explore enabling this feature on other SKUs: Add units on Cuci AC, add various furniture on Deep Cleaning, etc as the next action to do.

I gained new insight into how user engagement often requires more than just a simple nudge; it demands a deep understanding of design principles and the user's underlying needs, or 'jobs to be done.' This approach helps create experiences that truly resonate and drive meaningful engagement within the app.