Figma Design: Simplifying Product Listings

COMPANY Laundrapp

ROLE Product Designer

EXPERTISE UX/UI

YEAR 2020

Project description

The Company Laundrapp is an on demand laundry & dry cleaning service. The service is for professionals in large cities who don’t have enough time to dry clean their clothes.

My Role Sole Product Designer, Product Research with Customer Services and Product Management

Audience The existing customers use the service for themselves or their partner. They regularly go on business trips and work long hours, so they value the convenience and flexibility with delivery time slots.

Constraints This was a major cost to the business so needed to be solved within weeks while balancing long term goals of the product

Customers are often confused when ordering through the app and often select what seems closest to their desired order. This results in incorrect charges to the customer. I began the project by meeting with the product manager in order to further understand the problems being experience by customers.

Research I ordered my own laundry through the app to get a first hand perspective of the service as a whole. While doing this I spoke with the engineering team in order to understand what the technical issues involved.

Insights The arrangements of the listings was causing confusion to the users. While placement made sense from a business or engineering point of view some elements were causing confusion for the customer when placing orders. Another observation is how categorising clothes quite different depending on what culture you come from so I recommending card sorting to get a more intuitive mental model to work from.

Card Sorting One of the main problems that I experienced was that there were far too many categories to choose from so I conducted a card sort activity using Optimal Sort with our core customers in collaboration with the product manager and marketing department. We were able to reduce the number of necessary categories from 13 down to 6.

Prototyping I designed the user interface using figma and worked closely with the engineering team in order to understand the technical constraints. It required a lot of thinking out of the box to reimagine a completely new app so we had white board sessions and I prototyped ideas to demonstrate my thinking. Figma was instrumental in allowing multiple stakeholders access to view the designs which made collaboration seamless.

Testing & Observations The app was remotely tested using Maze with good results. The customers were able to move through the flow and find what they need in a more intuitive way.

Laundrapp was acquired so we had limited time to collect customer feedback, however I have left some internal feedback below.

Product Manager Mark is very customer centric and puts a lot of thought into customer’s experience and journeys. He he works well with the wider tech team and business looking at the problems faced and approaches them in a very pragmatic and logic way.

CEO Mark has a great passion for design and creating the best user experience possible. He made an immediate impact upon joining Laundrapp and integrated seamlessly into the team. His approach to identifying what customers are really looking for made a real difference to the product development process and shaped marketing activities etc.