Singapore Laundry-More Than Laundry Services

Project Brief

We were tasked to explore a problem/are of opportunity for an existing brand and work with technical constraints.

Duration : 2 weeks | Team: 3 members| Tools: Google Forms, Trello, Omnigraffle, Sketch3, Invision

Executive Summary is a leading professional laundry pickup and delivery service in Singapore. Besides laundry services, the company also provides cleaning services for house, aircon, curtains and upholstery. Currently, the company only have a website which is laden with text and information.

Presently, Singapore Laundry communicates with its customers for laundry pickup and delivery through phone calls, email and subsequently onsite quotation, which represents an inefficient use of the company’s time and resources.

Singapore Laundry aims to reach out to busy professionals and housewives to increase their sales, reduce manual phone calls taking, and increase productivity on delivery planning through the use of technology via a mobile app. The Singapore Laundry app was designed base on user research. Main features include:

  • Online chat for enquires
  • Pickup and delivery scheduler
  • Tracking of laundry items
  • Camera features for notes or assessment by Singapore Laundry
  • Reminder notification for delivery and ability to edit schedule

Usability tests for the Singapore Laundry app were conducted and validated. The prototype was designed and improved through constant iteration for features that failed usability tests. The final prototype was developed and tested to meet defined user’s goals. Users were able to complete the tasks efficiently.

00 — Brief

Singapore Laundry believes that there is an opportunity to attract more customers and also provide value-added services to its customers through a mobile app to simplify the orders, quotation and communication process with its customers.

By integrating their present logistics structure and process with a mobile application, the company will be able to improve the efficiency customers place and track orders to enhance their competitive advantage in the industry.

Company Analysis

  • The company currently have 3 different names for the company: Singapore Laundry, Absolute Cleaning, Absolute Laundry.
  • This results in unclear company branding and identity.
  • Proposed rebranding Singapore Laundry for a clearer identity to their customers.

01 — Competitive Analysis

Typically, companies provide laundry services through:

  • physical brick-and-motor laundry shops
  • physical coin-operated laundromat
  • website booking
  • call and email bookings
  • online bookings via mobile app

Singapore Laundry presently accepts bookings and orders through call and email. Thereafter, they will send their personnel to provide onsite quotation, leading to asymmetric information between customers and company.

By moving away from this quadrant through a mobile app, Singapore Laundry will be able to establish a competitive advantage over its competitors and improve its online presence currently dominated by ‘KnockKnock’ and ‘My Laundry Service’ in Singapore.

Singapore Laundry and Competitor Positioning

Repositioning of Singapore Laundry

Comparative Analysis For Mobile App

02 — User Research and Analysis


  • Identify the users and gauge the level of demand for laundry services
  • Understand the behaviour of laundry service users
  • Features users want from laundry service providers
  • Conduct detailed contextual inquiry from user interviews

Screener Survey Results

The table below shows the result of our Google survey results from 35 respondents.

User Interviews

Using the 4-list method to understand the pains, pleasures, contexts and behaviour of laundry service users.

7 Interviews were conducted with the findings in the table below:

Problem Statement

Users want expertise and professional advice during assessment of the items sent for laundry washing, so that they can be assured that the material will not be damaged and stains are removed effectively.

From the interviews, I’ve learnt that a common problem among the users I interviewed is that they want the convenience of having a pickup and delivery option for laundry service, in order to free up their time, relieve the hassle of carrying bulky laundry to, and commuting to the physical laundry shop.

A common recurring theme among the users is that they find it a hassle to call/send their laundry to the laundry shop. Sometimes, they even forget about the laundry they had sent. Thus, they do not mind engaging the services of an online pickup/delivery laundry service if the price is reasonable.


Key takeaways from the 3 Personas created:

  • dislikes the hassle of carrying laundry to laundry shops
  • wants to free up more time from not doing laundry
  • receive advice on removing stains
  • uses other cleaning services
  • be reminded of laundry collection

1st Persona

1st Persona

2nd Persona

2nd Persona

3rd Persona

3rd Persona

User Journey Map

From the key takeaways, we came out with the following scenario and tasks.

Scenario 1 & Task

Lauren wants to send her stained sofa covers for washing, and would like to know the methods and expertise for special washing, so that she is assured the items will be well cleaned with stains removed effectively after engaging the services of the company.

Scenario 2 & Task

As a working mum, Susan does not have the time to perform house cleaning or send the family’s laundry to the laundry shop. She wants to know the cost of engaging the services of SingaporeLaundry for laundry and house cleaning services, so that she can schedule, track and arrange for house cleaning and laundry.

Scenario 3 & Task

Sam had sent his laundry to SingaporeLaundry for cleaning last week. 3 days later, he was notified that the dry cleaning for 2 business suits had been completed and he proceeded to schedule a delivery date. Sam had nearly forgotten about the scheduled delivery until he was reminded of the delivery through a SMS notification a day earlier. However, he realised that he has an important meeting to attend to and would need to change the delivery schedule to 2 days later.

Features Prioritisation

Next we proceed with identifying the features and prioritised these features based on the quadrant of MUST HAVE, SHOULD HAVE, COULD HAVE and WON’T HAVE:

We then further prioritised these features into IMPORTANCE and FREQUENCY usage of these features:

Finally, we derived the key features that the new mobile app should incorporated with:

With the key features identified, here’s the 3 job stories we had came out with:

Job Story 1

Job Story 1

Job Story 2

Job Story 2

Job Story 3

Job Storey 3

03 — Technical Background

Singapore Laundry app design will be on iOS platform, the iPhone is our primary user target based on our screener survey which has a 60% user who are using iOS.


  • On a iOS platform to allow users to book a pick up date for their laundry.
  • Able to set a pick up date for both picking up laundry and delivering
  • Able to track the status of their laundry
  • Able to make payment

iOS Standards

The iOS standards of navigation bar and tab bar are used mostly in the app for Singapore Laundry.

Other iOS standards which are used in the app are:

  • Page control
  • Adding or removing icon
  • Confirm button
  • Camera Icon
  • Stepper icon
  • Page Control Icon

Native Function

Singapore Laundry uses the following functions which are native in the iOS:

  • Date and Time picker
  • Picker
  • Keyboard
  • Number Pad
  • Push Notification
  • Location Service
  • Camera
  • Slider
  • Stepper
  • Text Field

Integration With Payment Gateway

ingapore Laundry uses a third party service for their app:

  • Credit card payment
  • PayPal
  • Credits

04 — Ideation And Wireframes

All wireframes and prototype developed were based on iphone 6.

User Flows

Comparison of user flow on a give task between Knock Knock mobile app and the new Singapore Laundry prototype mobile app

05 — Iteration And Testing

3 usability testing on the paper prototype was conducted, which went through 4 iterations.

Paper Prototype

Paper Prototype

Usability Testing On Paper Prototype

Usability Testing 1

Features Tested:

  • Scheduler
  • Adding an order
  • Picker

Usability Test Findings:

  • Wants to know the charges for regular/express service which is not indicated
  • Would prefer to see a detailed summary order page, to check whether she is consistent with her budget
  • Would also be informative to see from the summery order page on her order number, laundry scheduled, and the cleaning ordered

Changes Made ForNext Iteration Of The Paper Prototype:

  • Include regular/express service for laundry service and integrate it in summary order page before user is required to checkout
  • Allow user to select services and quantity before inputing pickup/delivery details
  • Provide a summary order page immediately after service selection over other page states

Usability Testing 2

Features Tested:

  • Positioning of confirmation button
  • Making sense of allowing users to select service before requiring her to register/sign up
  • Adding of address for pickup

Usability Test Findings:

  • Would like to have the done/confirm button to be at the bottom rather than the top
  • Wasn’t sure on how to add items when shown the price
  • Signing up should include inputting of address.
  • Would like to be able to see past orders

Changes Made ForNext Iteration Of The Paper Prototype:

  • Re-positioning the confirmation button to bottom instead of top
  • Allow users to add items alongside price list
  • Include address page and signing up as one page
  • Allow users to navigate to past orders page under Profile

Usability Testing 3

Features Tested:

  • Adding of laundry
  • Editing orders

Usability Test Findings:

  • Would like to be able to add multiple quantity from the adding page
  • Want to see what he has added “like have a shopping cart icon”
  • Was confused with the edit order “thought that it was to change the date”

Changes Made ForNext Iteration Of The Paper Prototype:

  • Allow users to add multiple quantities on order page instead of directing him to another page state (original intent was to separate service selection page with quantity page)
  • Re-position the edit order button to the top navigation bar at order summary

06 — Design And Prototyping

Base on usability testing results, the final prototype was developed. Heuristics Analysis on the mobile app was also conducted.

Here is the link to final clickable prototype on the mobile friendly website:

07 — Next Steps

  • Conduct more usability testings and iterations base on the next 2 scenarios and task
  • Improve the overall design of the prototype and make considerations for ‘unhappy’ states of the user
  • Android phone development
  • Re-design the website of the company for consistency with the mobile app.
  • Explore tie ups with Singpost for integration of locker services for users who will not be home but require the laundry urgently.
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