My Role

As a Sr. UX Visual Designer, I led the UX work and UI visual design for LaundryMate, a transformative laundry solution for Indian households. My role encompassed conducting in-depth user research, creating detailed wireframes and prototypes, and designing a cohesive visual system that included custom icons, vibrant graphics, and engaging landing pages. I collaborated closely with product managers, developers, and stakeholders to ensure the design aligned with both user needs and business goals, delivering a visually appealing and functional product.

Context

LaundryMate emerged as a one-stop laundry solution aimed at simplifying the wash, rinse, and iron chores that burden many Indian households. With a mission to streamline these tasks, the platform addresses the unique challenges faced by busy families, such as time constraints and the lack of reliable, affordable laundry services. The Indian laundry market, traditionally dominated by local dhobis and manual processes, presented an opportunity for a tech-driven solution. LaundryMate sought to modernize this space by offering a convenient, scalable service tailored to urban and semi-urban demographics, incorporating cultural preferences like fabric care and ironing standards.

Approach

The design process began with immersive hybrid workshops that brought together potential users, stakeholders, and the design team. These sessions utilized ethnographic research and participatory design techniques to uncover deep insights into laundry-centric behaviors, such as frequency of washing, preferred fabric treatments, and pain points like inconsistent service quality. The workshops revealed a strong user demand for customization and transparency, which shaped the intuitive interface design. I led the creation of user personas and journey maps, ensuring the brand’s vision of simplicity and reliability was reflected in every touchpoint, from app onboarding to service completion.

Highlights

The design empowered users to tailor their laundry experience by allowing customization based on individual habits and preferences. This included a robust categorization system with options like women’s wear, men’s wear, kids’ clothing, and household items, each with sub-options for delicate or heavy fabrics. Add-on services such as starch application, extra ironing, and eco-friendly detergents were seamlessly integrated. I developed clickable wireframes and interactive task flows to test usability, ensuring a frictionless membership program that offered subscription tiers, loyalty rewards, and easy order tracking. User feedback from testing phases highlighted a 30% increase in satisfaction due to these personalized features.

Design

The app and adaptive website were meticulously crafted to resonate with value-conscious Indian customers, ensuring accessibility across smartphones, tablets, and desktops. I adopted a card-based design system where each card delivered context-specific information—such as service details, pricing, and order status—enhancing usability on small screens. The approach prioritized a modular, component-based framework, allowing for rapid iteration and scalability. I designed a vibrant color palette and typography system that balanced modernity with cultural resonance, ensuring the interface was adaptable to diverse device resolutions and user contexts, from rural 2G connections to urban 5G networks.

Deliverables

The project culminated in a comprehensive end-to-end solution comprising a user-facing mobile app, a responsive website, and an associate app for laundry partners. My deliverables included detailed sitemaps outlining navigation hierarchies, user task flows mapping every interaction from sign-up to delivery, and high-fidelity clickable wireframes for usability testing. The visual design system I crafted featured a library of custom icons for quick recognition, dynamic graphics to enhance engagement, and polished landing pages that showcased services and promotions. Additionally, I provided design guidelines and assets to ensure consistency across platforms, supported by a style guide for future scalability.