UX CASE

Flexible by default: how a simple form redesign increased revenue by 21%

A UX case study on how understanding user behavior led to better outcomes for customers, partners, and business.

UX CASE

Flexible by default: how a simple form redesign increased revenue by 21%

A UX case study on how understanding user behavior led to better outcomes for customers, partners, and business.

THE CHALLENGE

When default choices create costly mismatches

Moving companies in the Netherlands faced a frustrating problem: customers requesting moves with impossibly tight timelines. At Alleverhuizers.nl, where we connect movers with people who need moving services, 26% of refund requests came from a single reason: “moving date within 5 days.”

The business impact was threefold:

  • Companies paid for leads they couldn’t convert
  • Customers didn’t get the service they needed
  • Our support team spent hours processing unnecessary refunds

THE INVESTIGATION

Uncovering the gap between form design and user reality

Digging into the data revealed something interesting: our form defaulted to “tomorrow” as the moving date. 

Most users simply didn’t change it—not because they actually needed to move tomorrow, but because they were focused on completing the form.

Conversations with our customer service team confirmed a critical insight: most customers were actually flexible with their moving dates. They just had no way to communicate this.

THE SOLUTION

Offering flexibility where it already existed

Rather than forcing everyone to pick a specific date, I designed a simple two-option approach:

  • Replacing the original calendar with two options for the preferred moving date: “Flexible/In consultation” (which was set as the default option) and “Specific date” (which revealed the calendar date picker once selected).

  • The redesign kept the form flow intact while giving users a meaningful choice that better reflected their actual needs.
#1
Making "Flexible" the default option ensured that if selected (or not changed), companies would need to contact users to know more details about their move and maybe find a suitable date for both parties.
#2
And if a specific date was chosen, the selected date would reflect a conscious choice. In the end, this minimal change had a powerful impact on both consumers and companies. ​

THE EXPERIMENT

Putting the hypothesis to the test with impressive results

We tested this change with nearly 4,000 users over 44 days. The results were striking:

  • 77% of users selected the “Flexible” option when given the choice
  • Refund requests for “moving within 5 days” dropped by 26.6%
  • Total transaction returns decreased by 23.5%
  • Conversion rate increased by 2.8%

Most importantly: monthly revenue increased by €27,880 (21.3%).

77%

Selection on the "Flexible" option​

-26.6%

Decrease in refund requests for moving within 5 days

-23.5%

Decrease in total transaction returns

+2.8%

Conversion
rate increase

+21,3%

Monthly Revenue Increase

THE OUTCOME

A triple win: creating alignment between users, partners, and business

The most satisfying outcome was creating a rare triple win:

  • Users got better service and more responses
  • Moving companies received higher quality leads
  • Our business processed fewer refunds and increased revenue

THE TAKEAWAY

Small changes, backed by insights, drive meaningful impact

Sometimes, the most impactful solutions don’t require complex technology—just careful observation of how users actually behave. By adding a simple option that better reflected reality, we created an alignment between what users wanted, what partners could provide, and what the business needed.

A small change in the form led to a big change in outcomes.

Let's connect

Interested in collaboration, or just want to chat about design? Get in touch.

vince@vinceveras.com