"Like Uber, but for removals."
UX design and branding for an on-demand van booking app: real-time tracking, transparent pricing, and a booking flow designed for people who just want to move without the stress.
"Like Uber, but for removals."
Moovora was designed for people who don't have a driving licence, don't want to spend too much, or simply don't have time to organise a move through traditional channels.
The mission: a clear, secure digital environment offering immediate access, quick booking management, and a reliable payment flow, with transparent pricing and no hidden fees.
Moving feels chaotic even before it starts. Moovora had to compress an inherently messy, high-anxiety experience, from vehicle selection and address input to scheduling and payment, into a flow that felt as easy as ordering a taxi.
"Our goal was to make booking a removal van feel as simple as ordering a taxi: no stress, no surprises."
Moving is stressful. Users needed total clarity on price, vehicle capacity, and arrival time before committing. The design had to make all three immediately visible.
Different moves need different vehicles. Communicating capacity (payload, volume, floor space) in a way that non-experts understand quickly was a core design problem.
Users needed to feel in control once the booking was made. Live GPS tracking and notification updates were essential to reducing post-booking anxiety.
Moovora was my earliest end-to-end UX project, designing, testing, and delivering a complete mobile product from zero to handoff for the first time.
Product design · full booking flow: splash, map, scheduling, details, profile, notifications, auth
The app screens were designed for a smooth and enjoyable experience, with particular attention to booking options, transparent prices, clear vehicle information, and simple management tools throughout.
About & goal · Design process framework
Four distinct user types drive Moovora's growth and sustainability, from the occasional mover to the budget-conscious family. Each persona shaped specific flows, pricing displays, and booking confirmation interactions.
Rarely moves but needs a quick, affordable solution without renting a full-service company. Values simplicity and low cost above all.
No licence, no vehicle. Relies on Moovora for independence in managing moving needs. The service exists specifically for this user.
Time-constrained, doesn't want to handle logistics. Values on-demand booking, clear scheduling, and reliable service that fits around a packed calendar.
Looking for a cost-effective alternative to traditional moving companies. Needs transparent pricing, flexible options, and clear vehicle capacity info.
User analysis · four core personas for the Moovora community
Moovora was my first complete end-to-end UX project. Looking back, it taught me the fundamentals I still apply today: that good design starts with understanding the real moment of friction in someone's life, and works backwards from there.
The best thing I did on Moovora was refuse to add complexity. Every feature request got tested against one question: does this make booking a van simpler, or just more complete?
Moving day stress starts long before the van arrives. Understanding the emotional arc of the user, not just their task flow, shaped every screen from booking to tracking.