Redesign of Laundry Service App

Redesign of Laundry Service App

Tackling the issues of visual hierarchy, and maintaining discovery without cognitive load.

Tackling the issues of visual hierarchy, and maintaining discovery without cognitive load.

Role

Founding Product Designer

Timeline

13 Weeks

Deliverables

iOS App

Branding

Hi-Fi Protoypes

Tools

Figma

Team

Co-Founder

Founder

Background

Background

Dlavo is a sustainable, same-day laundry delivery app designed to address a key gap in the on-demand services market by delivering speed and convenience without defaulting to resource-intensive practices. While many service laundry apps prioritize rapid turnaround through high water usage and liquid detergents, Dlavo embeds sustainability directly into its operational model. The service uses dry detergent sheets and water-efficient washing methods such as reducing plastic waste, detergent overuse, and overall water consumption while without requiring users to opt into separate eco modes or make additional decisions. Additionally Dlavo allows efficiency for users offering same-day delivery service through their everyday and everywhere accessible app. Ultimately, Dlavo offers deliver same-day service while maintaining a lower environmental footprint compared to traditional laundry services.

Dlavo is a sustainable, same-day laundry delivery app designed to address a key gap in the on-demand services market by delivering speed and convenience without defaulting to resource-intensive practices. While many service laundry apps prioritize rapid turnaround through high water usage and liquid detergents, Dlavo embeds sustainability directly into its operational model. The service uses dry detergent sheets and water-efficient washing methods such as reducing plastic waste, detergent overuse, and overall water consumption while without requiring users to opt into separate eco modes or make additional decisions. Additionally Dlavo allows efficiency for users offering same-day delivery service through their everyday and everywhere accessible app. Ultimately, Dlavo offers deliver same-day service while maintaining a lower environmental footprint compared to traditional laundry services.

Sustainable Practices

Sustainable Practices

Dlavo differentiates itself from traditional laundry services by using dry detergent sheets and water-efficient wash processes for their customer's laundries. By reducing detergent waste, minimizing water usage, and embedding sustainability directly into the service flow, Dlavo delivers a more responsible laundry experience without adding friction for users.

Dlavo differentiates itself from traditional laundry services by using dry detergent sheets and water-efficient wash processes for their customer's laundries. By reducing detergent waste, minimizing water usage, and embedding sustainability directly into the service flow, Dlavo delivers a more responsible laundry experience without adding friction for users.

Problem

Problem

Users want more efficiency in their laundry experience

Users want more efficiency in their laundry experience

DLAVO users seek efficiency because laundry is a recurring, low-engagement task. As users become repeat customers, they expect faster paths, fewer decisions, and interaction patterns that allow them to build orders with minimal effort. When the experience requires multiple steps for simple actions and lacks personalization cues, perceived friction increases, even if the service itself remains reliable, this causes user retention to increase

User retention is low

User retention is low

While the V1 design successfully supported a limited set of laundry services, its linear, block-heavy interaction model did not scale as new features were introduced. As more services and options were added, users were required to navigate through multiple screens and confirmation steps for simple actions. The interface also lacked personalization signals, such as popular or recommended services that forces users to repeatedly scan and evaluate options. This resulted in increased friction, slower task completion, and a missed opportunity to support fast, habitual ordering behaviors.

My goal as a Product Designer
for this project

Responsible for shaping the product from early concept through V1 and subsequent redesign iterations that reflects user needs.

Navigating through value propositions of the early startup with design decisions while holding the business's core values and goals.

Research

Research

Is laundry delivery service a necessity?

Is laundry delivery service a necessity?

240hrs/yr

240hrs/yr

are spent by average young American workers doing their laundry

In the current economy, laundry services are increasingly seen as a practical necessity rather than a luxury, especially for urban renters, busy professionals, students, and families. As time becomes more valuable, many people choose to outsource laundry to reduce friction from shared or unavailable in-unit machines, rising costs, and the mental load of managing daily chores. Urbanization, smaller living spaces, and the normalization of on-demand services have shifted expectations around convenience, making laundry pickup and delivery feel like modern infrastructure. Additionally, sustainability-focused services that optimize water and energy use further reinforce laundry services as an efficient, responsible solution for today’s lifestyles.

  1. Target Users

  1. Target Users

Persona - This persona covers 72% of Dlavo's users

Persona - This persona covers 72% of Dlavo's users

This is our core target user. Most users who use Dlavo are working professionals who prioritize time in their heavy scheduled work. Efficiency and convenience are their key motivation to using Dlavo.

Anti Persona - This persona will not be apart of Dlavo's user pool

Anti Persona - This persona will not be apart of Dlavo's user pool

Anti-personas are important for when we want to research users who are not part of the segment. Some anti-personas can become core personas if product strategy is to incorporate scalability. In this case, this persona's key motivation is work-life-balance, sustainability and price.

  1. Competitive Analysis

  1. Competitive Analysis

To understand more about authentication brands, I analyzed how Dopamine can differentiate with other brands and who/what Dopamine is competing with.

To understand more about authentication brands, I analyzed how Dopamine can differentiate with other brands and who/what Dopamine is competing with.

Competitive Analysis Matrix

Competitive Analysis Matrix

Dlavo's Value Proposition: Same day delivery, Sustainability, and Service providers can use any laundromat.

Dlavo's Value Proposition: Same day delivery, Sustainability, and Service providers can use any laundromat.

Product Positioning

Product Positioning

Product Positioning is important to strategize against other competitors. Laundry services are efficiency and convenience first. Let's see how Dlavo is differentiated with other services.

Product Positioning is important to strategize against other competitors. Laundry services are efficiency and convenience first. Let's see how Dlavo is differentiated with other services.

  1. Conclusion of UX Research

  1. Conclusion of UX Research

According to research, laundry is a low-value, high-friction task that competes with users' limited time and mental energy, but it is not challenging. Due to inefficient workflows, long wait times, and uneven access, current solutions are ineffective for professionals and urban renters. Time constraints consistently outweighed price sensitivity, and users valued speed, dependability, and ease of use over customization. It was essential to integrate sustainability into the experience without requiring extra effort. My competitive analysis shows that Dlavo's customers moved from other services to Dlavo because of its same-day delivery efficiency.

Users with plenty of time, in-unit laundry, and a strong desire to save money are the users that Dlavo is not meant for, according to the study. Overall, findings validated Dlavo’s positioning as modern urban infrastructure, removing friction from an unavoidable chore so users can reclaim time and cognitive load.

According to research, laundry is a low-value, high-friction task that competes with users' limited time and mental energy, but it is not challenging. Due to inefficient workflows, long wait times, and uneven access, current solutions are ineffective for professionals and urban renters. Time constraints consistently outweighed price sensitivity, and users valued speed, dependability, and ease of use over customization. It was essential to integrate sustainability into the experience without requiring extra effort. My competitive analysis shows that Dlavo's customers moved from other services to Dlavo because of its same-day delivery efficiency.

Users with plenty of time, in-unit laundry, and a strong desire to save money are the users that Dlavo is not meant for, according to the study. Overall, findings validated Dlavo’s positioning as modern urban infrastructure, removing friction from an unavoidable chore so users can reclaim time and cognitive load.

Dlavo's value proposition is currently convenience and efficiency for the LA community, how can we juggle both values for product scalability.

Ideate

Ideate

  1. Analyze User Journeys

  1. Analyze User Journeys

V1 frames

V1 frames

The first step was to analyze the V1 experience to identify areas for improvement. While the interface required fewer taps to purchasing a service, the home screen felt visually bulky and lacked a clear information hierarchy.

The first step was to analyze the V1 experience to identify areas for improvement. While the interface required fewer taps to purchasing a service, the home screen felt visually bulky and lacked a clear information hierarchy.

Home

Home

Cart

Cart

Core User Flows

Core User Flows

Onboarding

Home

Cart

Checkout

Bookings

Onboarding

Cart

Traders & Tracklist

Home

Discovery & Search

  1. V2 User Journeys

  1. V2 User Journeys

Service Blueprint

Service Blueprint

I analyzed Dlavo's service blueprint to understand its systematic process from onboarding to finalized services to Dlavo's customer. This assists on giving an overall outlook on how we can improve user experience.

I analyzed Dlavo's service blueprint to understand its systematic process from onboarding to finalized services to Dlavo's customer. This assists on giving an overall outlook on how we can improve user experience.

Dlavo Service Blueprint

Dlavo Service Blueprint

Dlavo V2 App Service Blueprint

Dlavo V2 App Service Blueprint

User Flowchart

User Flowchart

User flowcharts analyzes core wireframes that users go through when using Dlavo.

User flowcharts analyzes core wireframes that users go through when using Dlavo.

Prototype

Prototype

High-Fidelity Core User Flows

High-Fidelity Core User Flows

Home

Home will be the first screen when the user go through the splash screen. It is a marketplace for users to discover services.

Home will be the first screen when the user go through the splash screen. It is a marketplace for users to discover services.

Service Info

Service Info is when the user taps a service, and a bottom sheet covering item description and service reviews.

Service Info is when the user taps a service, and a bottom sheet covering item description and service reviews.

Cart

Users can access the cart tab on the navbar after tapping "add to cart" through the Home or Item information bottom sheet.

Users can access the cart tab on the navbar after tapping "add to cart" through the Home or Item information bottom sheet.

Checkout

The checkout process is the most significant stage for users because it displays options like delivery and pickup times, cart summaries, and other details that are crucial for consumers who are about to make a purchase. Once purchase is processed, it verifies to the users that their order has started.

The checkout process is the most significant stage for users because it displays options like delivery and pickup times, cart summaries, and other details that are crucial for consumers who are about to make a purchase. Once purchase is processed, it verifies to the users that their order has started.

Booking

After placing an order for a service, booking is the next step for customers to see any updates.

After placing an order for a service, booking is the next step for customers to see any updates.

Revision and Hand-off

Revision and Hand-off

Revision

Revision

Prioritization issue

Young adult professionals make up the majority of Dlavo's users, making features like same-day service and quick reordering essential. Despite Dlavo's strong commitment to sustainability, these eco-friendly efforts were not well-publicized or smoothly integrated into the app's user interface, making sustainability seem less important to users than it actually is. This disconnection impacted long-term retention by reducing users' ethical and emotional engagement with the product. The goal of V3 is to increase user retention by smoothly incorporating sustainability into the user journey—making environmental impact visible, customized, and cumulative—so that sustainability enhances efficiency rather than contradicts it, providing users with motivation to keep choosing Dlavo.

Young adult professionals make up the majority of Dlavo's users, making features like same-day service and quick reordering essential. Despite Dlavo's strong commitment to sustainability, these eco-friendly efforts were not well-publicized or smoothly integrated into the app's user interface, making sustainability seem less important to users than it actually is. This disconnection impacted long-term retention by reducing users' ethical and emotional engagement with the product. The goal of V3 is to increase user retention by smoothly incorporating sustainability into the user journey—making environmental impact visible, customized, and cumulative—so that sustainability enhances efficiency rather than contradicts it, providing users with motivation to keep choosing Dlavo.

App Store

App Store

The end.

The end.