Role
Senior UX Designer
Duration
4 Weeks
Tools
DataDog, Content Square, Figma
Team
Data Analytics
Product Management
Feburary 2026
Uncertainty is the
Design Problem.
Moving past opinion-based structural changes to behavioral evidence. A study on how customers build confidence before starting a quote.
*During my time at Cirkul, I worked on projects that I cannot disclose due to NDA restrictions. Please contact me for more information at UXbyAndrew@yahoo.com.
How uncertainty shapes teh customer journey
Core Insights
01
Confidence over Content
Quote clicks concentrated around utility content like calculators, cost pages, and container sizes.
02
The Decision Workspace
The journey isn't linear. Users "loop" between hubs to triangulate information. This isn't friction—it's productive validation.
03
Cross-Shopping Reality
10% of users crossover between Moving and Storage early on. The IA shouldn't force premature commitment to a single service path.
04
The "Universal Hubs"
Container Sizes and Costs act as universal bridges. These pages do the heavy lifting of translating broad curiosity into concrete intent.
Background
Overview
While exploring a navigation redesign, we needed to understand how customers navigate high-intent pages. This work combined behavioral pathing with qualitative segmentation research.
We discovered the pre-quote journey isn't a linear funnel. Customers move across a small set of pages to reduce uncertainty around fit, price, timing, and service type before they feel ready to continue.
KEY STRATEGIC QUESTIONS
Which pages act as decision hubs versus dead ends?
Are customers bouncing because of confusion or validation?
How often do people compare Moving and Storage before narrowing intent?
What information is required before a customer feels comfortable getting a quote?
The Approach
Mapping the dominant 4-step pathways
Identify
Ranked pages by "Get a Quote" click volume and influence.
Map
Analyzed movement before and after landing on key quote-driving pages.
Synthesize
Paired behavioral data with moderated interviews to separate friction from confidence-building.
From Scavenger Hunts
Assuming users know exactly what they need and forcing them to hunt for prices and sizes across isolated pages.
To Guided Systems
Treating sizes, costs, and calculators as a connected ecosystem that surfaces the most likely next questions directly within hub pages.
Systematic
Design for connected hubs rather than standalone pages.
Intentional
Support healthy exploration while making it faster and clearer.
Responsive
Adapt navigation to life events rather than rigid taxonomies.
finding 01 - Concentrated intent
Quote clicks aren't just limited to service entry points. Intent is strongest after uncertainty is reduced via practical questions like cost and container size.
finding 02 - Triangulation, not friction
Customers use a bundle of questions to orient themselves. The observed "looping" behavior is often healthy validation.
From isolation
to systems
From assumptions
to fluidity
From entry points
to intelligence
From frictoin
to clarity
Takeaways
distributed conversion
Most influential pages weren't just service pages. Sizes, costs, and calculators play distinct roles in moving users forward.
container size importance
Consistently showed up as both feeder and destination, making it the clearest functional decision hub.
combined evidence
Pathing showed where users went. Segmentation explained why. Together, they create a credible foundation for IA decisions.
Thanks for stopping by, let's chat! 👋