How 58 Aunt’s UX Redesign Boosted Service Efficiency and User Satisfaction

Opening

In recent years, rising user demand and the habit of seeking domestic services online have made “Internet + domestic services” an inevitable trend, shifting the industry from labor‑intensive to professional, knowledge‑based services with continuously improving quality.

58 Tongcheng’s “58 Home Selected” brand provides high‑quality, standardized, and guaranteed life services. The platform connects supply and demand, placing the closest domestic worker (aunt) to the user. To ensure high‑quality service, the platform defines service scopes and standards, requiring workers to follow strict procedures and establishing a management system for the “58 Aunt” side.

Practice

Preliminary Research

After the first phase launch, a survey showed a SUS score of 66.5 and a 90‑point success rate for aunt operations, indicating promising data but also areas for optimization.

Understanding Business and Identifying Experience Opportunities

The goal of the 58 Aunt platform is to improve service quality by controlling the aunt side, which includes both service experience and a distribution‑plus‑rating system. Designing requires a full‑chain perspective to discover and solve problems.

Key touchpoints were mapped across pre‑service, during‑service, and post‑service stages to uncover design opportunities.

Problem Identification

Pre‑service: Each order required the aunt to upload a photo of her appearance, reducing efficiency. Research also revealed that aunts are interested in reward sign‑ins, which were not prominently presented.

During‑service: Tracking service quality is difficult, making post‑service evaluation crucial.

Post‑service: After service, aunts invite users to rate, but on‑site invitations often fail to reach all users.

Solution

Pre‑service:

• Simplify photo workflow by pre‑positioning the capture function: the aunt’s photo is taken automatically once per day, greatly improving sign‑in efficiency.

• Front‑load incentives: clearly present sign‑in rewards to increase coverage.

During‑service: Uniform attire creates a professional image, building trust that is essential for transaction success.

Post‑service: Enhance feedback loops by supporting both active (QR‑code invitation) and passive (push/SMS) rating mechanisms, using a push‑notification timing model to reach users when they are most receptive.

Push notifications should be sent at appropriate times (e.g., 8 pm after the user returns home) to encourage rating without causing disturbance, and positive feedback can be leveraged to promote service cards, increasing conversion and repurchase rates.

Summary

Understanding business goals and user needs enables more effective design. By pre‑positioning the photo function and foregrounding incentives, 58 Aunt improved sign‑in efficiency and service quality. Continuous user, merchant, and aunt interviews guide iterative improvements, ensuring the platform remains user‑centric and competitive.