FreshFold

A self initiated online-first laundry service for urban Indian households.

Team
Solo product designer
My role
Designing screens
Coding the mobile prototype
User experience design
Research

Challenge

How might FreshFold give customers an end-to-end laundry service experience?

Competitive analysis

Audited 7 Indian laundry apps: Tumbledry, Laundrokart, Uclean, Fabrico, Dhobilite, Laundrymate, Spin Cycles.

Tumbledry laundry app home screen
Tumbledry
Laundrokart laundry app pickup scheduling screen
Laundrokart
Uclean laundry app cart screen
Uclean

Constraints

Business and operational assumptions

  1. Centralised processing
  2. On-demand pickups
  3. Four core services

Problem 1

Customers may not always know which service a garment needs.

Problem 2

Customers may struggle to distinguish between similar items, such as a sweater and a sweatshirt, or a dohar, comforter, and blanket.

Edge case 1

Unlikely event that a customer cannot find the item they want to add.

Edge case 2

Customers may prefer not to have undergarments counted at pickup.

Problem 3

Laundry orders are high volume, typically around 10–15 items across different services. Customers may need a clear review before checkout.

Iterations: Item selection screen

Iterations: Checkout screen

Prototype

This covers the complete core ordering journey. Supporting user flows are out of scope.

Open prototype full screen

Pricing strategy

FreshFold uses per-item pricing across all four services, so customers know the amount before pickup and riders have an item count to verify.

  1. Weight-based pricing
  2. Per-item pricing

Item search

Customers can search for an individual item or browse by category and use case, such as ethnic wear or office wear.

Safai Pass

Learnings

  1. Always start by researching the problem statement. Organise the data and list the assumptions before moving into design.
  2. Iterate on designs and seek continuous feedback from mentors to improve visual design, user experience and the overall flow.
  3. Do not get attached to one solution too early. Evaluating the trade-offs of different approaches helped me make better design decisions.