ORANGE CLEANERS

On-demand Laundry Marketplace

End-to-End Mobile + Web Experience Design

Project Summary

Orange Cleaners is a location-based, on-demand laundry marketplace connecting customers with verified laundry providers through a mobile app and a provider web dashboard. The core challenge was low trust and price uncertainty in third-party laundry services, leading to hesitation and low engagement.

I led UI and interaction design across both customer and provider platforms, translating research insights into simplified, trust-building experience patterns and transparent pricing flows.

Scope: Mobile customer app + Provider web dashboard
Timeline: 12 weeks
Role: Lead UI & Interaction Designer
Team: 1 UX researcher, 2 developers
Outcome: Engagement increased from 5% → 8% after launch iteration

Problem

User research revealed two primary adoption barriers in on-demand laundry services:

Lack of trust in service quality
Uncertainty around pricing and turnaround time

Additionally, a large portion of the target audience included older users and time-constrained professionals, requiring a highly simplified and low-friction interaction model.

The platform also needed a parallel provider interface for laundry stores to manage requests, statuses, and revenue — creating a dual-user system design challenge.

Goals

Reduce trust and pricing uncertainty in service selection
Simplify booking and payment flows
Design for low technical familiarity users
Enable providers to manage service requests efficiently
Create consistent status and pricing visibility across both platforms

Users & Research Insights

A structured survey (20 questions, 15 participants) and early validation exercises revealed:

64% users aged 40–60 → required simplified UI patterns
40% doubted service quality → trust indicators required
Primary concern: price unpredictability
85% check ratings before selecting service providers
Users wanted clarity on turnaround time and service status

These insights directly shaped interaction and information architecture decisions.

Key Experience Principles

From research synthesis, I defined the following design principles:

Transparency builds trust
Reduce cognitive load at every step
Make pricing visible before commitment
Support low-familiarity users with guided onboarding
Surface provider credibility signals early
Keep flows shallow and predictable

System Design Scope (Multi-Actor Platform)

This product required designing a coordinated experience across two user systems:

Customer App

Discover providers
Compare pricing
Book services
Track orders
Pay securely

Provider Web Dashboard

Accept/decline requests
Track order status
View revenue and ratings
Manage workload

I aligned status language, pricing structures, and request lifecycle patterns across both systems to maintain consistency and reduce confusion.

Key Design Decisions

Trust & Quality Uncertainty

Decision: Introduced verified provider badges + visible customer ratings
Impact: Increased user confidence in provider selection

Price Uncertainty

Decision: Designed structured rate cards and preset pricing displays
Impact: Reduced hesitation at booking stage

Older & Low-Familiarity Users

Decision: Added 3-step onboarding tutorial and simplified navigation depth
Impact: Improved early flow comprehension during testing

Map Navigation Friction

Finding: Users found location selection repetitive and tedious
Decision: Embedded map controls directly into profile flow
Impact: Reduced navigation backtracking

Provider Visibility Needs

Decision: Designed dedicated provider dashboard with request lifecycle tracking
Impact: Improved operational clarity for service providers

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Design & Validation Process

Concept Exploration

Rapid sketching of core flows
Multiple layout iterations
Early interactive prototypes
Scenario-based user walkthroughs

Prototype Testing — Round 1

Findings:

Map navigation friction
Request tracking visibility needed

Changes:

Relocated map interaction
Added provider requests page

Mid-Fidelity Testing — Round 2

Findings:

Users wanted faster signup options
Need for instant support access
Need for visible turnaround time

Changes Implemented:

Google sign-in option
Support/help button
Turnaround time added to rate cards

Accessibility Considerations

Because the majority user group included older adults, I prioritized:

Larger touch targets
Reduced step counts
Plain language labels
Clear pricing displays
Minimal branching paths
Guided onboarding tutorial

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Secondary

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Visual & Interaction Design

Visual direction emphasized:

Clean layout structure
Trust-signaling color alignment with brand
High contrast readability
Minimal decorative elements
Task-focused screen hierarchy

A/B testing was conducted on layout patterns and color emphasis to improve action clarity and CTA discoverability.

The Main Log in or Sign up page

Tutorial page 1

Tutorial page 2

Tutorial page 3

Maps page where the user can save their address

Profile page of the user

Requests page where the user can see rate cards, customer ratings, turn around time and location of the laundry store on the map.

Payment page

Services page which shows the list of laundry services where the user availed it, the date and time, status is also mentioned.

A 40 second example of how the app works-

UI Design of the web app-

Dashboard which shows the user's customers and how many orders they have placed, the revenue generated for each month, customer feedback, rating etc.

The Requests page which shows in details the status of each customer, the date and time when they placed an order, whether their orders are active or not and their total billing.

Final Deliverables

Collaboration & Delivery

Customer Mobile App

Guided onboarding
Simplified signup/login
Provider discovery + ratings
Rate cards with turnaround time
Map-based pickup/drop setup
Secure card payment
Order tracking history
Support access

Provider Web Dashboard

Request management
Status updates
Revenue dashboard
Customer ratings visibility
Monthly performance tracking

I worked closely with UX research and engineering partners to:

Translate research insights into UI patterns
Align feasibility constraints
Iterate based on usability findings
Coordinate with offshore engineering via structured async workflows

Impact

Post-launch measurement showed:

User engagement increased from 5% → 8%
Reduced booking hesitation through pricing transparency
Improved provider trust through verification signals
Faster task completion in tested booking flows

Key Learnings

Designing a trust-dependent service marketplace highlighted the importance of transparency patterns, guided onboarding, and system consistency across multi-actor platforms. Iterative validation significantly reduced navigation friction and uncertainty.

If extended further, this product could evolve into a reusable service-booking design system supporting additional local service categories.

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