SberServices, 2021
4× more orders and 85% less waiting, driven by trust-focused UX redesigns bringing together customers and handymen
Context
SberServices is a digital marketplace for everyday tasks: cleaning, delivery, repair, lessons, and wellness. Customers want their jobs done quickly by trusted and reliable experts. Experts want to be hired and paid. When they find each other, their lives improve.
Pain
The service industry presents challenges for both clients and providers. Clients often fear fraud or subpar work and may wait hours or even days for a response. Meanwhile, qualified professionals ready to work remain idle due to a lack of visibility.
Outcome
Enhanced and redesigned order flow that simplifies the customer journey and improved visibility and quality of the experts’ list.
Impact
+7.4% increase in complete and paid orders;
Average time to respond reduced by 85%.
Timeline and milestones
5 months (February – June 2021)
Be-weekly releases
Team and my role
Product unit of 6 folks:
Senior Product Designer (Myself)
Product Manager
QA
Back-end
Android and iOS devs.
Order creation x2 driven by simplified registration flow
First-time customers hesitated to sign up before seeing any experts, often dropping off early. I redesigned the flow to show expert previews before asking for registration, making the experience feel safer and more relevant, with 2× better activation as a result.
Sign up via phone number eases the activation experience, as it is the most common and quickest way for new customers.
Faster decisions, better matches: redesigned expert search cut response time 5×
When customers search for an expert, they need a quick way to compare and choose the most reliable one. I prioritized trust signals — ratings, reviews, relevance — to support fast, confident decisions. Expert response time cut to 15 min (from 1.2h) and 2.3× more contacts as a result.
Scrollable, compact expert cards focusing on key qualities help customers scan profiles quickly and engage better.
1.8× more orders done via multi-quote flow
Customers don’t want to chase experts — they want to get the job done by the most reliable expert. I redesigned the flow to gather multiple quotes from one task. Result: 3× faster replies, ignores down to 10%, and 1.8× more completed orders.
Consumers can share tasks with multiple top experts, allowing quickly get a response and proceed with the job.