Boost Holiday Service Orders: A Multi‑Service Package Design Case Study

Project Background

During the pre‑Chinese‑New‑Year cleaning peak, the home‑service platform discovered that many users wanted to place continuous multi‑service orders rather than a single cleaning task.

Goal Definition

Four refined metrics were set to guide the design:

Increase daily order volume (order count × ordering efficiency)

Improve multi‑service experience (cognitive clarity × experiential simplicity)

Enhance overall conversion efficiency

Maintain a smooth user flow

Four Potential Ordering Patterns

The team evaluated four common multi‑service approaches used in traditional e‑commerce and assessed their suitability for home‑service products.

Combination (fixed main service + optional add‑ons) – weak guidance, poor scalability.

Shopping Cart – low utilization for ≤3 services, adds steps, disperses flow.

"Order for a loved one again" – emotional but low conversion, limited to deep‑link pages.

Package Recommendation – strong guidance, suitable for all users, can be integrated across the entire product chain.

Considering the service’s special constraints (few service items, complex order fields, tight offline scheduling), the Package Recommendation model was chosen as the final solution.

Design Implementation: Removing Three Friction Points

The design addressed:

Visibility : Consolidated entry points to ensure users see the ordering option.

Clarity : Simplified the multi‑step flow and reduced unnecessary fields.

Pricing Transparency : Integrated discounts and scheduling information into a clear layout.

Key visual improvements included streamlined entry activation, optimized popup designs, and prioritized information hierarchy.

A/B Testing & Results

Multiple A/B experiments were conducted on entry styles, popup layouts, and information presentation. The tests showed significant lifts in:

Order conversion efficiency

Click‑through rates on entry points

Overall service order volume and average items per order

Metrics indicated a noticeable increase in both business and user‑experience KPIs after the package recommendation was launched.

Conclusion

While the package recommendation proved effective for the holiday cleaning scenario, other ordering patterns remain viable for different contexts, and continuous innovation is encouraged.