The good bits:
- The home page is focused, with two prominent calls-to-action: “Book a cleaning” and “See all services.” To a new user, the first option communicates Handy’s primary service (cleaning), and the second exposes a user to its full array of services, all without having to make him wade through marketing or explanatory content first.
- The remainder of the home screen uses inline education to support those calls to action. If the new user scrolls past the header, he will see 3 service benefits (“Trusted Professionals,” “Next-day availability” and “100% money back guarantee”), the 4 steps involved in making a booking, and testimonials. The same two calls to action from the header bookend the bottom of the page to reinforce the primary path for the new user. The entire home screen is designed with this consistent story in mind.
- A new user gets a “free sample” with Handy, in that he is not required to create an account to purchase a booking. This sets Handy apart from some other home service sites that require an account.
- If the new user begins filling out information to get a quote on his first service, and if he pauses for several moments, the site will display a discount offer specific to that service and often to the work time selected. This is a simple way for Handy to add a personal focus to its onboarding experience.
- Their are 2 steps to making a booking: The new user provides details about a project to get a price quote, and then reviews the quote and checks out. If the new user provides project details (which does request an email address) but doesn’t check out, he may get a follow-up email with a discount offer. This use of a second channel to support the new user’s specific use case can be beneficial if used mindfully.
- The checkout screen is a key part of the onboarding experience and is built with gradual engagement in mind. It has a list of frequently asked questions that would have been too much detail to provide earlier in the user’s flow.
To be improved:
- The new user isn’t told if his area can receive service until after submitting the “Get a price” form. If his zip code is rejected, the form is cleared. Handy should instead validate the user’s zip code early on, or through inline validation, so that the he doesn’t waste time filling in a form for an unsupported area.
- While it can be helpful to use email as a form of encouragement during new user onboarding (as cited above), it needs to be done with respect to the user’s privacy and expectations. In the case of Handy, a new user’s email is unexpectedly stored for later use if he enters it on and submits the “Get a price” form—even if he doesn’t actually commit to booking a service. This is not clearly communicated on the “Get a price” page and can erode any good faith earned from the account-not-required checkout flow.
- The discount code that pops up during the booking flow can be disruptive: a new user may get more than one in a single session, and there is not a clear close button.