Neighborly App
Outcome
By redesigning onboarding, homepage, and service discovery, we created a clearer, more personalized starting experience intended to reduce early friction, improve service understanding, and set the foundation for stronger engagement and retention.
Context
Neighborly identified an opportunity to strengthen its mobile app as an early engagement channel. While the app supported multiple home service brands, users struggled to understand available services and see value quickly—leading to friction and drop-off early in the journey.
To move quickly, the team reviewed existing research, analytics, and customer feedback, then partnered with Product and Marketing to align on goals and constraints. These insights guided user flows and iterative design explorations focused on onboarding, service discovery, and helping users take action sooner.
Account & Onboarding
The app previously had no formal onboarding experience. We introduced a guided onboarding flow focused on increasing account creation while collecting key user intent. As an incentive, users who completed onboarding received a $20 service offer, framed as a reward rather than a requirement. Onboarding was optional—users could skip at any time—and the offer remained accessible on the homepage.
A new step asked users which services they were interested in. This data powered a personalized homepage that highlighted relevant services available in the user’s ZIP code, along with related upsell and cross-sell options. This allowed the experience to adapt based on user intent while creating clearer paths to engagement.
Homepage & Search
The homepage and search experience were redesigned to help users quickly understand what services were available and take action sooner. Previously, users often struggled to find relevant services or didn’t know where to start, especially when opening the app for the first time.
The updated experience prioritizes service discoverability by surfacing popular and relevant services based on the user’s location, along with clearer search cues and suggestions. Search was treated as a primary entry point rather than a secondary feature, making it easier for users to explore services using familiar terms and see meaningful results faster. Together, these changes aimed to reduce friction, improve clarity, and help users reach value earlier in their journey.
Progress & Next Steps
Future iterations of the app will continue to build on the foundational work around onboarding, homepage clarity, and service discovery. As improvements roll out incrementally, the focus will be on validating assumptions through usage data and customer feedback, then refining flows that help users find relevant services and take action with less friction.
Additional opportunities include further personalization based on location and behavior, improving search relevance and results, and expanding self-service capabilities to better support repeat and multi-service customers. These next steps aim to strengthen early engagement while creating a flexible foundation for ongoing enhancements as the product evolves.