In this case study, I explore the design process of an ordering flow for a mobile app developed by an on-demand, innovative, and tech-led laundry company in Dubai. The company, known for its exceptional laundry services, has now ventured into the shoe-cleaning industry. The aim of the project was to create a seamless and intuitive ordering experience for customers to request shoe cleaning services directly from their mobile devices.

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The laundry company recognized a growing demand for shoe cleaning services in Dubai and decided to extend its expertise to cater to this market segment. The challenge was designing an intuitive mobile app interface that would enable customers to effortlessly request shoe cleaning services while maintaining the ease and simplicity of their existing laundry ordering flow.

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To gain a deeper understanding of user needs and preferences, the design team conducted extensive user research. They conducted surveys, interviews, and usability tests with both existing and potential customers to identify pain points and expectations. The findings revealed key insights:

Users preferred a visually appealing interface that conveyed trust and professionalism.

Convenience and speed were top priorities for customers.

Users expected clear and concise instructions throughout the ordering process.

Seamless integration with existing laundry services was crucial to maintain a unified user experience.

Based on the research insights, the design team established the following goals for the ordering flow design:

Expand the existing user interface to include shoe cleaning, and to further instill trust and reflect the brand's innovative image.

Provide clear and concise instructions and onboarding at every step to guide users through the process.

Seamlessly integrate the shoe cleaning service into the existing laundry ordering flow to maintain a consistent user experience.

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To achieve the design goals, I followed a customer-centered design approach, iterating through several design concepts and incorporating feedback from stakeholders and customers. Key solutions implemented include:

Creating a split order flow for shoes and laundry. Given the nature and operations of the business, a one-flow solution made sense at first. But in order to maximize shoe service visibility and customization, splitting the order flow by the service type made more sense

Service onboarding: Our research showed that even though most users trust Washmen for shoe cleaning and restoration, there is some confusion about what the service actually entails. Restoration in particular can mean a lot of things for different shoe types and materials. To reduce this anxiety, I introduced an onboarding screen with a very clear and digestible list of all the sub-services we provide. Our customers aren’t expected to know or understand which sub-service works for their shoe, but having visibility and clarity gave them an added dose of confidence in our business.

Seamless Ordering Flow: The ordering process was optimized for speed and simplicity. customers can start a shoe order flow by adding addresses, and pick-up times, and specify their preferences (if they want) in a few intuitive steps. There is no need to tell us the brand, type, or material of any shoe. The app leverages autofill and pre-filled default options to minimize manual input and to optimize for a fast checkout.

Integrated Payment Options: To ensure a hassle-free transaction, the mobile app integrates multiple payment options, including credit/debit cards and ApplePay. Customers can securely pay for the service of their choice within the app.

Shoe assessment and results: Once the shoes are picked up, Washmen’s team of experts carefully assesses each pair and decides what needs to be done to get the pair of shoes cleaned and restored. A detailed message with close-up photos is sent to the customer to keep them informed. By setting expectations, we’ve observed reduced anxiety around customers blindly sending their shoes for cleaning and restoration. After the shoe cleaning process is done, the customers will receive a before/after image of their shoe, with easy share buttons to popular social apps for word of mouth and increased visibility.

The new service ordering flow received positive feedback after launch. Users appreciated the app's intuitive interface, visually appealing design, and seamless integration of shoe-cleaning services. The combination of clear instructions, onboarding, and assessment significantly enhanced the user experience, making the entire process more efficient and enjoyable.

Quickly after launch, Washmen’s ShoeCare service has proved to be a hit. By leveraging a user-centered design approach, the laundry company successfully added a new service flow that seamlessly integrates with its existing laundry services. The company's commitment to innovation and user satisfaction played a key role in delivering a visually appealing, intuitive, and efficient ordering experience, establishing them as a leader in the on-demand laundry and shoe cleaning market in the UAE.