Cleavery

Door-to-Door Laundry Service

Role

Lead Designer

Team

Iris Chung

Jihee Kim

Duration

Dec 2019 - Dec 2020

Find In Store
Personalized In-Store Shopping

Role

Product Designer

Evaluation PM

Team

Inhae Kim

Stefanie Choi

Kotoko Yamada

Kaitlyn He

Duration
January - June 2019

Are you tired of spending valuable time doing your laundry, only to end up with poorly washed and folded clothes? The founder of Cleavery understands your frustration all too well. His parents immigrated from South Korea and ran a dry-cleaning business for 20 years in San Francisco. As a college student, he had little time to cook or do laundry. While he could order food delivery, he didn't have time to go to a laundry service. As a result, maintaining his clothes was always a challenge. After he graduated, he brought together a team to develop Cleavery - a convenient, door-to-door laundry service application. With Cleavery, you can enjoy stress-free laundry and dry cleaning, and spend your time doing what you love instead!

Find In Store is an offline shopping experience that helps goal-oriented customers to find their items in a short time. To provide the best omnichannel experience in in-store shopping experience, team of four senior undergraduate students in Human Centered Design and Engineering (HCDE) at the University of Washington collaborated for 6 months to research the problem on in-store shopping experience, to ideate what can be designed to fill the needs of the customers, to evaluate and prototype our design, and to implement the design solution to present at HCDE Open House.

Sponsored by Nordstrom, Vibe, and Human Centered Design and Engineering in University of Washington

After the rise of the online shopping, shoppers like to make a connection between online and offline shopping experiences. Find In Store is an offline shopping experience that helps goal-oriented customers to find their items in a short time. To provide the best omnichannel experience in in-store shopping experience, team of four senior undergraduate students in Human Centered Design and Engineering (HCDE) at the University of Washington collaborated for 6 months to research the problem on in-store shopping experience, to ideate what can be designed to fill the needs of the customers, to evaluate and prototype our design, and to implement the design solution to present at HCDE Open House.

Sponsored by Nordstrom, Vibe, and Human Centered Design and Engineering in University of Washington

"I hate doing my laundry because most of my clothes get stained with different colors or become smaller. It also takes a lot of time to wash and fold."

"I don't have time to go to a dry cleaning."

- College students, young professionals, working parents, etc.

Concept Background

As people get closer to social media, they began to use the online shopping experience to connect into offline store. For Nordstrom specifically, it was one of the first to integrate harmonious offline and online (also called omnichannel) capabilities. This allowed the company to serve its customers seamlessly both across both channels.

My Role

As a Lead Designer, I conducted a user survey from 60 participants, guided the core team toward the right product direction, and created a design solution that fulfills user and business requirements. Throughout the project, I collaborated with two other designers. I led all design processes from discovery, wireframe, prototype, and delivery of door-to-door laundry service hosted on a mobile application.

Design Process

What are the pain points?

I created a user survey to learn about people's behavior and pain points in doing laundry. Sixty people of college students, young professionals, and working parents participated in the study and shared their knowledge and challenges about laundry.

What is the market trend?

After the user research, CPO has done market research on how much is spent just for dry-cleaning in the United States. Based on the results, we were confident Cleavery would bring both the user and the company success.

Design Principles

After finding a user problem and researching dry-cleaning market trends, I have set four design principles as a foundation and guidelines for Cleavery to fulfill user needs. Cleavery product and services should...

User Journey

Information Architecture

Cleavery Illustrations

The trend in visual design during 2020 was to use flat illustrations that create a more user-friendly and approachable feeling in applications. To align with this trend, our visual designer and I created Cleavery illustrations that showcase the service process in a more lively way. We used blue color to represent a clean and refreshing moment that follows laundry.

Key Screens

1. Add a delivery address

2. View prices

3. Schedule a service

4. Order status

Reflection

Cleavery was founded in San Francisco to address the challenge of people being too busy with work and life to find time for laundry. We listened to their concerns and brought together a talented core team with expertise in business, operations, design, and development. As the Lead Designer, I was responsible for managing the team and guiding them through the project process, from initial user research to implementation. To gain firsthand experience, I even tried using a competitor's laundry service to identify pain points. Despite spending a year together to build the mobile application prototype, the leadership encountered a financial problem and ultimately decided not to move forward with the startup company.

The design team had the most time and ownership, which made me feel bad for the design interns. However, we learned an important lesson to move quickly and prioritize what can be released in phase one, in order to receive customer feedback and improve the user experience and business operations. This experience taught me valuable skills in building ownership and managing a team.