Boosting Home Service Conversions with the Fogg Behavior Model

Introduction

In today’s user‑centric world, product design revolves around the user, yet many projects face the problem that users do not follow the intended usage paths. Designers can indeed guide user behavior through design, as demonstrated by a redesign of a family‑service demand page.

User Behavior Design

User behavior refers to any action a user takes to achieve a goal within a product. The widely used Fogg Behavior Model defines three essential elements: Motivation, Ability, and Trigger (B = MAT). A behavior occurs only when a user has sufficient motivation, the ability to perform the action, and an appropriate trigger.

Project Background

With the rapid expansion of the home‑service market, more users are seeking services online. The product focuses on three core services—nannies, postpartum care, and child‑care—delivered through a three‑terminal ecosystem:

User side: increase traffic and lead conversion.

Aunt side: improve the quality and quantity of caregiver profiles.

SaaS side: match supply and demand to close orders.

The three terminals interconnect to form a complete transaction loop.

Service Process

The user side aims to turn traffic into conversions and support subsequent service experiences. The process is divided into pre‑service, during‑service, and post‑service stages. Users submit a demand page, caregivers are assigned, interviews are arranged, contracts are signed online, and finally the caregiver provides the service followed by after‑sale follow‑up.

Problem Analysis

The existing demand page suffered from three main issues:

Lack of service perception, leaving users confused.

Excessive form fields, creating a poor user experience.

Messy page hierarchy, causing visual clutter and missing key information.

Design Strategies

Based on the behavior model, three design strategies were formulated:

Strengthen motivation by enhancing service perception and evoking user empathy.

Improve ability by shortening the behavior path and reducing operational cost.

Introduce timely triggers to stimulate the final action.

Implementation – Strengthening Service Perception (Motivation)

The redesign uses the header space for a carousel that showcases different services with real‑person scenes, maintaining the brand’s primary colors. Brand advantages are highlighted on the first screen, focusing on core user benefits and using a gold accent to convey trust and assurance. Additional service details are presented below to aid decision‑making.

Implementation – Shortening the Behavior Path (Ability)

The new flow removes redundant fields, retaining only essential service type and address selection for immediate demand submission. Optional information can be added later or via caregiver communication. Helper texts are added to options, and a card‑based layout groups related content, moving the submit button inside the card to focus visual attention.

Implementation – Timely Triggers (Trigger)

A highlighted label above the publish button uses a bright background to draw attention, with copy such as “Massive caregivers filtered for you” to reduce user hesitation. The button text is changed from a blunt “Book Now” to a softer “Help me find a service,” creating a gentle invitation.

Conclusion

Applying user‑behavior design methods to the project successfully boosted conversion efficiency, as post‑launch data confirmed a noticeable improvement. The redesign is only the first step toward a more user‑centric experience; future work will involve questionnaires, user interviews, and continuous optimization.