An Intelligent Conversational Assistant for U-Haul


2023 Aug - Oct ( 7 weeks )


Kathy Yu, Malia Hong, Christina Yang
Kimberly Blacutt


Figma, Figjam, After Effects, Premier Pro, Procreate, Notion

My role

Interactive prototyping, UI/UX Design
User Research, Concept Development


Moving can often seem like a continuous stream of stressful events. From the repetitive process of reserving a truck to the challenges of modifying bookings, coordinating with moving assistants, and handling a large truck, do-it-yourself movers using U-Haul can find the moving experience both disjointed and frustrating.


This all-in-one virtual assistant redefines the entire moving journey. It offers responsive voice-guided features that optimize tasks, enhance coordination, and provide real-time alerts and guidance. It's particularly adept at intelligently addressing complex requests, which is a valuable asset for movers under pressure. By doing so, it significantly boosts the efficiency and overall enjoyment of the moving process while simultaneously alleviating driving concerns through hands-free, real-time support.


Introduce Conversational UI Sammy

A friendly guide, reminder, and cheerleader who provides U-Haul customers with multiple options to chose from; personalized recommendations based on user feedback; timely reminders, equipment tutorials, and safety alerts for a safe and pleasant driving experience.

Description coming soon.

Personalized recommendation

Provides individualized guidance and recommendations for choices based on user feedback.

Flexible with options

Offers multiple options for users to chose from.

Timely Reminders

Helps users to keep track of upcoming tasks and appointments.

Keeping Users Informed

Provides driver with equipment tutorials and safety alerts for a safe and pleasant driving experience.

Concept Video


We researched different organizations in Pittsburgh with a large impact that could benefit from a conversational user interface. As a team, we wanted to explore a problem faced by a wide audience and that might be particularly stressful. U-Haul, in its role within the moving process, was a great fit for our team.

33% of people in their 20s move in a given year.

11 times the average amount of times a person moves in their lifetime.

17-20 million people may move this summer.

1 out of 5 people move every year.

75% of movers are do-it-yourselfers.

50% cost reduction compared to full service moving solutions.


How can U-haul use a CUI to facilitate and aid the most stressful moments of the moving process ?

Learning from U-Haul customers through interviewing

Redundancy in Truck Reservations & Booking Alterations

Poor Coordination with Moving Helpers

Concerns with Truck Driving

”I had to cancel my reservation because I couldn’t alter it easily when my moving date changed.“

“None of the records reflect the movers I ordered, no emails or text nor the website.  Does this mean they are not booked or do I need to book someone else?”

“I have anxiety about driving a big truck. and I am not familiar with trucks and accidentally broke something”

Analyzing existing ecosystem

We employed a stakeholder map to depict the pertinent stakeholders, with the U-Haul customer placed at the core. We specifically charted the connection between U-Haul customers and Moving Helpers, which we discerned through interviews where customers expressed dissatisfaction with their experiences involving U-Haul Moving Helpers.

Current platforms

description coming soon

Mover experience

Beyond looking at just the tools at their disposal, we also mapped user journeys that highlighted the emotions, needs, and interactions with which we could find opportunities to help.

user journey map



Description coming soon...

Pain points & Opportunities

Redundancy in Truck Reservations & Booking Alterations

Poor Coordination with Moving Helpers

Concerns with Truck Driving

Task Optimization

Enhanced Coordination

Real-time Safety alerts & Guidance

CUI Design

Description coming soon

Motion Design
Sammy's Identity

Why Sammy?
U-Haul introduced it's first version of its "Sammy U" character in 1953, named after the company's founder.


Description coming soon

Descriptions coming soon.....

Descriptions coming soon.....