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Building and launching
a new door to door storage startup.

Keepwhat is an on-demand service that makes storing belongings easier than ever by connecting customers with nearby warehouses and carriers.

Challenge

Build and launch an on-demand service that makes storing belongings effortless

When the pandemic forced people to spend more time at home, they became increasingly aware of the items clogging up their living spaces.

On-demand and delivery apps were on the rise during this period, but moving and storage services weren’t keeping up with the younger generation's online and on-demand habits.

We were challenged to create a web and mobile product that would make the moving process fun and easy for customers.

  • — A digitally enhanced buying experience for on-demand storage
  • — An app developed in 12 weeks
  • — Providing UX & engineering mentorship
  • — Establish an online brand identity and style guidelines
Keepwhat | Website screens.

Response

Disrupted spaces

As a Lisbon-based startup in its early stages, Keepwhat was looking to disrupt the self-storage market. We started by recommending a comprehensive strategy around the product vision and customer behavior to make ordering online as frictionless as possible, and match several online shopping behaviors that consumers were already familiar with.

Keepwhat wanted to match carriers and warehouses to nearby users looking to store their belongings for the short, mid, or long term. To do this, we first needed to get inside the current moving and storage services and understand the logistical and technical pain points of the industry. We were then able to deliver a comprehensive technical solution that would make it easy and frictionless for every carrier or storage service provider to join as a Keepwhat partner.

Secondly, we needed to research online shoppers and determine how we could create an online experience that was joyful, fast, and simplified as the current moving and storage service sites were tedious and time-consuming.

A production-ready MVP

We created an initial app prototype for use among a small target customer audience and some hand-picked partners (moving and storage companies) in Lisbon in order to validate our research results.

After several refinements around engineering and customer experience, the initial prototype evolved into a subscription-based product and a logistics solution for customers, carriers, and warehouses in Portugal.

Keepwhat users were empowered with a simplified e-commerce experience, allowing them to store and return their belongings either partially or in full, and an online portfolio of their items.

Through a mobile app, a dashboard, and inventory management integrations, carriers and warehouses gained additional revenue streams for their business and a seamless onboarding process as Keepwhat partners.

Designed for today's behaviors

Our design researchers spoke with people who were using, or had used, conventional or self-storage facilities. We wanted to understand the pain points and frustrations during their journey.

After several user experience tests and design iterations, the product evolved into a smooth shopping experience that was comparable to other on-demand apps (e.g., Uber Eats, Gorillas, or Amazon).

Along the way, we realized that some initial customers were skeptical about giving their personal belongings to a carrier that would store them in a warehouse which they did not have access to. To gain enough trust from this user group, we designed a brand identity and communication strategy in line with the leading customer pain points identified in our research. The trust factor was a vital component of the product, brand, and communication strategy.

Designwise, we created a mobile application and company website experience by utilizing our previous assumptions and a consistent design style guide to create a solid and reliable brand across the entire customer funnel (social media, online and offline advertising, marketing website, and mobile application). We started converting the first website visitors into recurring customers through A/B testing and communication experiments in early 2022.

Keepwhat | Branding materials and identity exploration examples.

Launch &
Growth

Product Strategy, Mentorship, and Growth

Together, we envisioned and implemented a marketing and growth strategy to attract new customers to the business. The identification of time-consuming features and removal of communication barriers was essential in coming up with the company's customer targets.

Through infographics, and engaging and inspirational content, the company was able to get closer to their B2C and B2B audience and begin their growth soon after opening operations in their first city ― Lisbon.

Keepwhat | Social Media Example.
Keepwhat | Social Media Example.
Keepwhat | Social Media Example.
Keepwhat | Social Media Example.

Impact

From Vision to Execution

If we learned anything, it’s that the world is ready for Keepwhat and similar on-demand services. The storing and moving industry was adapting slowly but during our partnership with Keepwhat, the company was able to infiltrate and disrupt the market. Almost one hundred recurring customers joined Keepwhat during the first six months, enjoying new and customized subscription storage plans without ever having to leave home.

Following this initial success, Keepwhat has received its first round of seed investment from an undisclosed US venture capital fund.

Expertise

  • - User research
  • - Product strategy
  • - PR/Marketing strategy
  • - Web/Mobile development
  • - Startup studio

Deliverables

  • - Branding and identity
  • - UI/UX design
  • - Web and mobile app
  • - Marketing automation
  • - Partner app and integrations

Industry

  • - E-Commerce
  • - Social

Geopraphy

  • - Portugal

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