meet Sammy
an intelligent conversational assistant for u-haul
PROJECT DETAILS
LOCATION: PITTSBURGH, PA
WHEN: FALL 2023
TYPE OF WORK: ACADEMIC
TEAMMATES: MALIA HONG, CHRISTINA YANG, KATHY YU
PROFESSORS: DINA EL-ZANFALY, ANDREW TWIGG
COURSE: INTERACTION DESIGN STUDIO I
Project Overview
For our Fall ‘23 IxD Studio taught by Dina El-Zanfaly & Andrew Twigg, our challenge was to design a conversational user interface (CUI) that could be integrated into the product ecosystem of an existing company. Our team chose to design a CUI for U-Haul named “Sammy.” Sammy functions as a friendly, helpful, and intelligent voice assistant that is able to facilitate and aid U-Haul customers during the most stressful moments of the moving process. To find uses for Sammy, we analyzed the moving process and found key scenarios where a CUI could help, such as providing users with a flexible and streamlined reservation process and adjustments; improving coordination with moving helpers; and giving U-Haul equipment tutorials, driving tips, and alerts. Overall, the integration of Sammy into U-Haul’s ecosystem aims to empower users who can’t move by themselves. In doing so, U-Haul’s services are made more accessible; this in turn expands U-Haul’s client base and improves its relationship with customers whose user experience is improved.
Is moving a headache for you? For us, it can be. We feel overwhelmed by the planning process; we struggle with loading and packing; and we have trouble with moving logistics and coordination.
Background:
for this image see citations [2] [3] [4] at end.
If moving is a struggle for you too, you’re not alone! Moving in general, can be stressful and it’s something so many people are doing all the time. In fact, the average person moves 11 times throughout their lifetime; 1 in 5 people move every year, and this summer alone, 20 million people are expected to move. [1]
Seeing moving as this potentially stressful, ever-present journey affecting the lives of so many, we chose to design an assistant for U-Haul – a company whose core customer is someone embarking on this moving journey, who is bound to encounter moments of stress. 75% of movers are Do-It-Yourselfers and the cost of moving with U-Haul is significantly less than using a full-service moving solution. [1] Besides this they have hundreds of thousands of trucks and other equipment to offer, which presents us with an opportunity to design assistance for a huge range of people struggling with the same aspects of moving.
Meet sammy
How did we arrive at our solution? We started with an analysis of the pain points and opportunities within the U-Haul product ecosystem and the moving process in general.
Research and Analysis:
U-Haul product ecosystem
Pain points and opportunities throughout the moving process.
Through user interviews and online research, we found common themes in grievances and complaints. For example, we learned that the reservation process could be long and tedious and that it was difficult to make alterations when details about the booked reservation had changed, such as pick-up times, truck size modifications, and more. This input led us to identify inefficiency and redundancy as major issues in the booking and planning process. Next, we found that U-Haul customers had trouble coordinating with moving helpers, where there is a lack of communication and real-time updates. For example, some people didn’t know if their help was confirmed, and others misunderstood what kind of equipment their helpers would bring. Finally, we found that many people were anxious about driving trucks for the first time and were generally concerned with the operation of U-Haul’s equipment.
a diy MOVer’s journey : mapping challenges and opportunities
After identifying major categories of pain from U-Haul customers, we mapped them onto the moving journey, finding that we could target moments such as reserving trucks, updating reservations, integrating moving helpers, and driving.
user journey breakdown per moving step
Overall, we developed the following research question:
How can U-Haul use A conversational user interface to facilitate and aid the most stressful moments of the moving process?
Well, redundancy can be tackled by task optimization; poor coordination can be improved; and the driving experience can be aided through real time safety alerts and guidance. All of our research, observations, and analysis led us to create Sammy.
so, why “sammy”?
Sammy U is the original U-Haul mascot from 1953 (70 years ago!) and is named after the company’s founder. We liked this historic mascot who looked active, friendly, and cheerful.
The historic mascot and U-Haul’s brand values and style inspired the personality of our Sammy CUI. Sammy can be described as an intelligent and friendly assistant who acts as a guide, reminder, and cheerleader – and some of those traits are exalted more than others depending on the situation at hand.
Sammy’s Visual and Motion Design:
Sammy’s visual design is informed by U-Haul’s brand. It takes cues from U-Haul’s boxy, yet rounded equipment and incorporates core values like reliability and stability into its tone. Sammy’s different motion states are triggered through user feedback and provide clear signals to the user that indicate if their response has been recorded and understood.
Confirmation
Error
Greeting
Idle
Listening
Notification
Processing
Ready to listen
Speaking
a closer look at the interface design
Let’s take a closer look at the interface design. Here are some key screens:
First is the U-Haul app home page – the home page is dynamic and changes once the user has a reservation in place and changes once again on the date of the reservation.
Next we have notifications – Sammy sends brief and friendly notifications and reminders that appear on the notification center and direct users to the U-Haul app if clicked upon.
Then we have Pop-up pages - when Sammy is listening or speaking, the interface changes to reflect those actions and provides clear feedback to the user so that they understand when their responses are being recorded and interpreted correctly.
Finally, we have full screen pages – we want to make sure users can get all the information they need and that they are able to compare options clearly and intuitively. To achieve this, we present full screen information at a clear and legible size and display portions of more information to indicate to the user that there is more information to view if desired.
ui elements
Early UI concepts
How is the moving experience improved with Sammy?
Overall, Sammy helps users by streamlining the reservation and modification processes by providing users with personalized guidance, multi-user coordination, flexibility, and options. See the concept video clips below highlighting:
Streamlined reservations.
Easy modifications.
Connecting movers with helpers.
Coordinating with helpers.
Moving day guidance.
Driving guidance, tips, and alerts
STREAMLINED reservations
Sammy provides individualized guidance and recommendations for choices based on user feedback. In this example Sammy has taken the users’ input into consideration and has recommended a pickup location that is close to her, and has the truck size based on her user input.
storyboard
Early concepts for a CUI - assisted moving planning and vehicle reservation process.
2. EASY MODIFICATIONS
Through user interviews, we learned that the reservation process could be long and tedious and that it is difficult to make alterations if anything changes in the moving plan, such as pick-up times and locations, truck sizes, and more. This input led us to identify inefficiency and redundancy as major issues in the booking and planning process which we ease with our solution.
3. CONNECTING MOVERS WITh helpers
U-Haul customers may decide they need help packing or loading during the moving process. Sammy offers multiple helper options for users to choose from. In this example, Sammy displays moving helper options with key information that helps users make informed decisions. In this case Sammy lists their rate, ratings, and reviews.
4. coordinating WITH HELPERS
U-Haul customers had trouble coordinating with moving helpers due to lack of communication and real-time updates. Sammy notifies a moving helper of a new help request and prompts their response. Once the moving helper records their response, Sammy provides feedback and adds their assignment to their calendar so that they can be reminded of the event on the set date.
storyboard
5. moving day guidance
Sammy notifies both movers and helpers of their upcoming appointments with U-Haul and provides reminders of and guidance to the places they need to be.
storyboard
Imagining the existing experience
6. Driving guidance, tips, and alerts
Sammy keeps users well-informed by providing drivers with equipment tutorials and safety alerts for a safe and pleasant driving experience. In this example, Sammy provides safety alerts to the user - for example, when Sammy detects an upcoming low bridge, then the user is rerouted.
storyboard
So how will Sammy affect the U-Haul Ecosystem? We think Sammy will empower users who can’t move 100% by themselves, which means that U-Haul services will be overall, more accessible. In turn, this will expand U-Haul’s client base and should make the overall customer experience better, which means happier U-Haul customers.
Overall impact:
Innovation: A major innovative feature of our design is the ability to interact with Sammy through conversation or natural language. Introducing this new modality of interaction is a key design decision that takes full advantage of the emerging technologies of today, like natural language processing algorithms. Integrating a CUI with a GUI offers new options for interactions with U-Haul’s services that provide users with more and varied access points. For example, users are encouraged to speak to Sammy, allowing them to have a hands-free interaction, which is particularly essential when users are multi-tasking throughout the moving process.
Business Value: Our business model for Sammy integrates with U-Haul’s existing product ecosystem and shared-business model, which targets people needing moving assistance, whether that refers to moving planning tools, supplies, vehicles, equipment, or labor. Measurable outcomes include heightened reservation completion rates, improved customer satisfaction scores, and a growing user base, all contributing to U-Haul's business success. Sammy's feasibility is high, leveraging existing technology like generative AI, and GPT-4. Additionally, this inclusive design expands the market and offers a more efficient DIY moving solution.
Social and Environmental Values: U-Haul is committed to sustainability and has a vision of operating with guiding principles such as environmental protection, social responsibility, and economic efficiency. By streamlining the reservation process and providing moving equipment tutorials, our new design makes U-Haul’s services not only more efficient, but also more inclusive and accessible, which in turn supports more diverse users and aligns with the principle of social responsibility. An expanded customer base also supports the growth of the shared economy. The rental sharing plus smart voice assistant business model at U-Haul makes the company’s resources available to more people.
citations
[1] Media relations. U-Haul. (n.d.). https://www.uhaul.com/Articles/About/Media-Relations-374/1/#:~:text=17%20to%2020%20million%20people,Memorial%20Day%20and%20Labor%20Day.
[2] Eufy. (n.d.). Smart drop S300. eufy. https://us.eufy.com/products/t8790
[3] Hatfield, S. (2023, October 29). The housing crisis is breeding a whole new generation of “big babies.” inews.co.uk. https://inews.co.uk/opinion/housing-crisis-generation-big-babies-2719246
[4] Last Mile Delivery. GSO Logistics. (n.d.). https://www.gsologisticsllc.com/last
