Kline: Fast, reliable, eco-friendly laundry delivered to your doorstep
Enjoy fast, reliable, and eco-friendly laundry services conveniently delivered to your doorstep, saving you time and effort.
Service DesignMobile AppUX ResearchWeb DesignWireframing & Prototyping
Prototype
Figma
Duration
2 months
Role
Product Designer
Overview
Kline is a concept for an on-demand laundry service that brings fast, reliable, and eco-friendly cleaning to users’ doorsteps. The project explored a seamless ordering flow, pickup & delivery tracking, and a trustworthy brand experience that reduces friction for busy users.
Our mission: We designed both the mobile app and the web app to make ordering laundry effortless, shorten the time between decision and completion, and clearly communicate Kline’s sustainability credentials.
The Challenge
On-demand service apps face unique UX challenges: users want a fast order flow, clear pickup/delivery windows, visible tracking, and confidence that items will be handled with care. Our research uncovered several pain points for laundry customers:
1
Complex Ordering Flow
Users were confused by too many options and unclear pricing during checkout, causing drop-offs before completing an order.
2
Unclear Pickup & Delivery
Customers wanted tighter scheduling and real-time tracking rather than vague windows and manual email updates.
3
Trust & Care Concerns
Users worried about garment care and eco credentials; they needed clear policies and visible cues that Kline would handle items carefully.
4
Low Repeat Usage
Subscription or repeat-order flows were clunky, reducing customer lifetime value and habit formation.
Addressing these problems meant simplifying the order flow, improving scheduling and tracking UX, and surfacing trust signals so users would feel confident placing repeat orders.
Our Approach
We used a lean, service-design-led approach focused on speed, clarity, and trust. Workstreams included discovery research, simplifying the ordering experience, designing robust pickup/delivery flows, and validating the prototype with target users.
User Research
We interviewed laundry service users and busy professionals to learn how they schedule chores, what trust signals they look for, and how pricing affects conversion. Interviews and a short diary study revealed a strong preference for simple pricing, clear delivery ETA, and visible garment-care assurances.
Key Insight #1
"I only use delivery services if I know exactly when they'll arrive — vague windows don't work for my schedule."
Key Insight #2
"Eco-friendly cleaning matters, but I need it spelled out — what chemical-free means for my clothes and price."
Colors & Typography
For Kline I selected a fresh, eco-forward palette to reinforce sustainability and trust: a blue primary for interface clarity, a green accent to signal eco-friendly actions and positive states, and soft neutrals for supporting content. The approach balances energy with calm to suit both mobile and web contexts.
Typography is optimized for legibility across small screens and responsive layouts: a poppins fonts for UI elements and a slightly more expressive display font for headings to give the brand a friendly, trustworthy tone. Font sizes and line-height were tuned for comfortable reading and tappable controls.
Information Architecture
We prioritized a linear, decision-light order flow: service type → pickup window → add-ons → confirmation. Key actions are accessible from the home screen and the pickup/delivery timeline is visible throughout the user's session.
This structure reduced cognitive load and made pricing transparent before checkout.
Wireframing & Prototyping
We iterated on low-to-mid fidelity flows for ordering, pickup scheduling, and the delivery tracker. Prototypes emphasized clear CTAs, pricing transparency, and a progress timeline that reduces anxiety about garment handling.
Prototyping focused on minimizing steps to order and making pickup/delivery feel reliable and visible.
User Testing
We tested the prototype with 6 participants who regularly use on-demand services. Tasks included placing an order, selecting a pickup window, and tracking delivery. Usability sessions measured task completion, time to order, and subjective trust ratings.
Success Metric Improvement
Order Completion Rate48% → 76%
Time to Place Order90s → 35s
Trust & Confidence3.4 → 4.5/5
Participants highlighted the clear pickup timeline and the visible garment-care information as the biggest trust drivers.
The Solution
Before
No convenient app or web service existed — users relied on local laundromats or ad-hoc cleaners.
Ordering required phone calls or emails, creating friction and missed bookings.
Unpredictable pickup/delivery windows led to long waits and scheduling conflicts.
Lack of clear pricing and garment-care information made users hesitant to trust delivery services.
After
Clean, focused interface with prioritized content
Clear visual hierarchy directing users to key actions
Simplified bottom navigation for core features
Personalized financial insights and recommendations
Key Design Decisions
Dashboard Redesign
Created a customizable dashboard showing only the most relevant information for each user.
Simplified Navigation
Reduced primary navigation to five core features based on usage data.
Smart Notifications
Implemented intelligent alerts for unusual activity and financial opportunities.
Visual Design System
Developed a cohesive visual system using soft contrasts, whitespace, and clear typography. The design communicates reliability, professionalism, and approachability, while guiding users toward key actions.
Mobile Prototype
Optimized for mobile devices with intuitive touch interactions
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