Getting your laundry cleaned.

For this project, we were tasked to find a brand and to see if they would have an opportunity to provide newer service or improve on their services.

The Brief, is a professional laundry pickup and delivery services in Singapore. Presently, customers communicate with the company through email, telephone for onsite quotation for laundry pickup and delivery service. The company 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.

  1. Laundry service users dislikes carrying laundry to and commuting to the physical laundry store.
  2. Customers find it a hassle to email and call for onsite quotation and want a more efficient way to interact with SingaporeLaundry for pickup and delivery of laundry services.

Conducting Research

First we started creating screener surveys, to allow us to filter who we would like to interview. We had a responds from 35 respondents.

Based on our findings, we noticed that most users are on iOS platform, most of them are working professionals and a huge percentage of them usually commute by either walking, driving or taking a public transport to send their laundry for cleaning. And a small amount of people calls for pickup.

After going thru the list of respondents, we proceed to interview 7 users. And after interviewing we did our affinity mapping and discovered lots of similarities and come out with some of the features which they need.

Competitive And Comparative Analysis

We proceed to do some competitive and comparative analysis, while looking thru some competitors, we noticed that Singapore Laundry has 2 other companies with different names. But all of them has the same contact number.

Next we did our competitive analysis.

As of now Singapore Laundry only has a website and users are only able to make calls to book an appointment for pick up.

We decided that Singapore Laundry needs to reposition itself and need to have a mobile app as this will enable the company to grow with much more online presence.

From here we proceed to do a comparative analysis, on other existing mobile apps. From here base on our user findings, we discovered that our users would like to be able to use the app before login in and they would like to be able to chat with the company, if they have any enquiry.

Personas and Task

Next we created 3 personas based on our interviews.

The first persona is Lauren, who is married, she usually uses laundry services after travels. Her pain points are that she dislikes having to commute to the laundry shop as they are usually bulky.

Next we have Susan, she doesn’t have the time to do the laundry or clean the house. Some of he features she needs, are the flexibility in pick up and delivery of laundry services, and a one stop area to look for other cleaning services. And a way to remind her of her laundry delivery.

Next we have Sam, he frequently uses laundry services as he needs to get his suits cleaned frequently, some of his pain points are that he occasionally forgets to collect his laundry.

We proceed to do a user journey map, where most of the context are home or office. Where they are unable to find time doing their laundry. They will normally search for laundry shop near their location, they will need to pack their laundry and carrying the heavy bulk to the laundry shop, and finally get their clean and fresh laundry.

For testing we will mainly focus on Susan for the task.


Base on our interview, we came out with a couple of features.

Job Stories

For Lauren she would like a way to enquiry expert advice from Singapore laundry to help remove a tough stain.

Susan she doesn’t have the time to do any house cleaning and her family’s laundry.

For Sam he would like the flexibility to reschedule his pick up and delivery schedule.

Paper Prototype

We had did about 12 user testing and going thru 4 iterations for the paper prototype. Based on the scenario and task of our persona Susan.


User Flow Comparison

For the app knock knock, users are forced to create an account as soon as they start the app. And while adding items to their order. knock knock needs to add one item, then pick the cleaning type and then increase the quantity, and user needs to click add again to add another item.

For Singapore laundry, they start adding base on the quantity and the laundry type they want from the services page, they will only be required to sign up at the end after confirming their order.

Final Prototype and High Fidelity Testing

We conducted 2 test, based on the task and scenario on Susan

Heuristics Analysis

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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