Quincey Dong Portfolio

Boxful UX

Role

Design Lead

Product Designer

Art Director

Scope

Design Strategy

UX Research

UI Design

Design System

Branding

the Challenge

Design an accessible, intuitive cross-platform service that educates space-constrained HK residents on door-to-door valet storage, differentiates from traditional mini-storage, builds trust, and drives conversions.

Overview

In one of the world’s most expensive rental markets, living in a cramped shoebox is the norm in Hong Kong—and with fewer than 15% of people owning a car, traditional self-storage is rarely practical. Boxful solved both problems at once: an on-demand, door-to-door pickup where users fill provided boxes at home and pay only for the items they store, instead of renting an expensive unit across town.

Outcome

Our UX and branding work helped Boxful raise a $6.6M Series A and an $18M Series B, while scalable checkout and product flows supported the company's expansion into self-service lockers. Along the way, intuitive, educational experiences built trust and drove conversions in an initially skeptical market.

Ideation

With only 90 days to ship version 1.0, speed couldn't come at the cost of clarity. Every decision prioritized the moments that mattered most, educating users on a storage model they'd never encountered before and moving them efficiently through the funnel from first visit to booked pickup. This process carried us past launch, helping us improve and evolve the product as new opportunities and friction arose.

Our Process

Lean UX

This framework replaces upfront documentation with fast build-test-learn cycles, treating each release as a hypothesis to validate rather than a finished answer.

Fix

Checkout

After release, the first point of friction was the checkout process.

The Problem

Users were asked for contact details (email) far too early, before they understood the service or saw pricing. Location details appeared prematurely, and the long single-page format caused excessive scrolling with no clear sense of progress or completion.

Sign-up (for new users only)

This high barrier at the very start caused many potential customers to abandon the process before they were convinced of Boxful’s value.

Enter District

The abrupt location gate felt discouraging and unhelpful. Users received little education or transparency before potentially being turned away, creating poor first impressions and lost opportunities.

Schedule

Information overload combined with excessive scrolling made the process feel chaotic and endless. Users lacked a clear sense of progress and found it difficult to review options or correct inputs.

Billing

Requiring users to review and confirm everything before entering payment details created unnecessary friction and hesitation right at the point of conversion.

The Solution

We redesigned checkout from a single, overwhelming scrolling page into a clear, multi-step flow across 4 focused pages (5 logical steps), showing value first and collecting information only when it's needed. Sequencing steps logically and isolating related tasks eliminated sources of confusion, while breaking content into standalone screens with clear progress indicators dramatically cut down on scrolling. Dedicated pages also made it easier to track analytics and pinpoint drop-off points for future iteration, and a persistent FAQ section addresses questions at every step to build trust.

Select Service

Leads with the core lifestyle benefit — reclaiming space in a tiny apartment — backed by clear progress indicators and a built-in FAQ. Educating first, before asking for anything, lowered early bounce rates.

Select Product

Given its own focused page as the most critical checkout step. Users can compare options and see total pricing before sharing any personal data, which removed overload and built purchase confidence.

Create Account

Moved from step one to step three, after users see the value and pricing. That single change cut the bounce rate tied to asking for personal details too soon, and the form itself stays simple, with phone number deferred to the next step.

Schedule

One clean screen holds every scheduling detail, with a persistent order summary alongside for reference. A final review before payment prevents mistakes and builds confidence going into checkout.

Billing

Flipped the original order: payment comes first, followed by a quick confirmation, with the order summary and booking details always visible. Fewer steps before the finish line means fewer chances to drop off.

Adapt

New Products

With the initial checkout redesign and homepage updates successfully implemented, we continued the Learn to Build to Check cycle. User data and business growth soon highlighted the need for the next major evolution: the introduction of self-service lockers.

New Products

What are self-service lockers?

Access flexible, self-service storage at any Boxful Store. Drop off and retrieve your items anytime with smart card access. Our mobile lockers are stored efficiently at the central warehouse, enabling more store locations and pickup points across Hong Kong and greater convenience for residents.

Adding Lockers to our product list

To expand our offerings without disrupting the proven door-to-door storage business, we introduced Self-Service Lockers as the third product in our lineup. As locker adoption grew and we scaled to more physical locations, we elevated Lockers to the top position in the What We Do and pricing sections.

Things to improve on, after the fact

Despite the successful launch, the expanded product range created new challenges on the homepage:

Information Overload. With multiple products and differing pricing structures (by-item, by-square-foot, and lockers), the page presented too much information for users to digest. For many in Hong Kong, our service was still a novel concept, making clarity and simplicity critical.
Brand Perception. Boxful had become strongly associated with door-to-door storage. We needed to clearly communicate that we were also an innovative player in the self-storage space.

Improve

Homepage Update

Building on these learnings, we restarted the Lean UX cycle to simplify the experience while better supporting the full product range.

Restructuring the product section

We consolidated from three distinct services into two clear product categories:

In-Person Access → Self-Service Lockers
Door-to-Door Service → Combined By-Item and By-Square-Foot options

Instead of asking users to differentiate complex pricing structures upfront, they now choose between the two primary modes of service. This created a much more intuitive decision point.

Streamlining the Homepage

With an eye on taking Self-Service Lockers to the next level, the goal is to improve engagement by using the homepage to promote the merits of our services. Detailed pricing and information were moved further down the funnel.

Before

After

Simplified the homepage by focusing on high-level service promotion and emotional benefits.
Moved detailed product lists and pricing deeper into the funnel, reducing cognitive load on the entry page.
Strengthened the “What We Do” section with clearer use cases, brief descriptions of each product, store locations, and enticing “as low as” pricing to drive users forward.

The Funnel

With the addition of self-storage lockers, the journeys diverged significantly. We therefore needed to provide richer information to help users choose the right option — without overwhelming them. The restructured flow educates visitors on the distinct benefits of each mode early, then guides them smoothly into the streamlined checkout where they can explore details, pricing, and scheduling.