Leicester, UK /
11:40 AM
Leicester, UK /
11:40 AM
5asec Mobile Application
Redefining Luxury Laundry through Systemic Mobile UX
Redefining Luxury Laundry through Systemic Mobile UX
Screens
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Order increase
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%
date
Tools
Tools
Abstract
Goal: Redefine the mobile experience for the luxury 5àsec UAE service to align with the premium brand promise and overcome critical usability and operational friction.
The Paradox: The existing app was confusing and slow, driving customers away from the digital channel. Our challenge was to convert a frustrating utility app into an efficient, trustworthy concierge service.
Impact: +31% Increase in Online Orders and +17% Increase in Saved Wallet Cards achieved within 80 days of launch, validating the strategic UX overhaul.
Goal: Redefine the mobile experience for the luxury 5àsec UAE service to align with the premium brand promise and overcome critical usability and operational friction.
The Paradox: The existing app was confusing and slow, driving customers away from the digital channel. Our challenge was to convert a frustrating utility app into an efficient, trustworthy concierge service.
Impact: +31% Increase in Online Orders and +17% Increase in Saved Wallet Cards achieved within 80 days of launch, validating the strategic UX overhaul.
The Problem (The Core Conflict)
The initial research revealed a paradox: customers valued the high-quality service but rejected the confusing mobile experience. The app was failing its primary objective—to act as an efficient sales channel.
The initial research revealed a paradox: customers valued the high-quality service but rejected the confusing mobile experience. The app was failing its primary objective—to act as an efficient sales channel.
Our Core HMW: How Might We make the high-value laundry experience as seamless and efficient digitally as the service is physically?
Our Core HMW: How Might We make the high-value laundry experience as seamless and efficient digitally as the service is physically?
Design Process
I. Discovery & Synthesis
Used surveys, interviews, and stakeholder workshops to identify a paradox between luxury service and poor app usability. Defined 3 key personas.
+
0Participants
0User
Interviews0Usability
Tests0User
PersonaII. Simplified Order Flow (IA)
Reduced the complex, forms-based process to a clear, 4-step linear flow, eliminating ambiguity and driving completion rates.
1. Select location
2. Select services
3. Pick up time
4. Drop off time
III. Payment & Wallet Velocity
Redesigned the wallet from a list to a visual card carousel, making 'Add New Card' prominent and enabling One-Click Default setting.
Before
After
IV. Adaptability & Upselling
Integrated revenue streams (Urgent Service +50%) and built user trust (Contactless Toggle) using clear, contextual microcopy and mandatory confirmation switches.
V. Systemic Efficiency
Created a design system with accessible components to ensure consistency, improve brand alignment, and reduce the app size by 73% (480MB $\rightarrow$ 130MB).
I. Discovery & Synthesis
Used surveys, interviews, and stakeholder workshops to identify a paradox between luxury service and poor app usability. Defined 3 key personas.
+
0Participants
0User
Interviews0Usability
Tests0User
PersonaII. Simplified Order Flow (IA)
Reduced the complex, forms-based process to a clear, 4-step linear flow, eliminating ambiguity and driving completion rates.
1. Select location
2. Select services
3. Pick up time
4. Drop off time
III. Payment & Wallet Velocity
Redesigned the wallet from a list to a visual card carousel, making 'Add New Card' prominent and enabling One-Click Default setting.
Before
After
IV. Adaptability & Upselling
Integrated revenue streams (Urgent Service +50%) and built user trust (Contactless Toggle) using clear, contextual microcopy and mandatory confirmation switches.
V. Systemic Efficiency
Created a design system with accessible components to ensure consistency, improve brand alignment, and reduce the app size by 73% (480MB $\rightarrow$ 130MB).
I. Discovery & Synthesis
Used surveys, interviews, and stakeholder workshops to identify a paradox between luxury service and poor app usability. Defined 3 key personas.
+
0Participants
0User
Interviews0Usability
Tests0User
PersonaII. Simplified Order Flow (IA)
Reduced the complex, forms-based process to a clear, 4-step linear flow, eliminating ambiguity and driving completion rates.
1. Select location
2. Select services
3. Pick up time
4. Drop off time
III. Payment & Wallet Velocity
Redesigned the wallet from a list to a visual card carousel, making 'Add New Card' prominent and enabling One-Click Default setting.
Before
After
IV. Adaptability & Upselling
Integrated revenue streams (Urgent Service +50%) and built user trust (Contactless Toggle) using clear, contextual microcopy and mandatory confirmation switches.
V. Systemic Efficiency
Created a design system with accessible components to ensure consistency, improve brand alignment, and reduce the app size by 73% (480MB $\rightarrow$ 130MB).
I. Discovery & Synthesis
Used surveys, interviews, and stakeholder workshops to identify a paradox between luxury service and poor app usability. Defined 3 key personas.
+
0Participants
0User
Interviews0Usability
Tests0User
PersonaII. Simplified Order Flow (IA)
Reduced the complex, forms-based process to a clear, 4-step linear flow, eliminating ambiguity and driving completion rates.
1. Select location
2. Select services
3. Pick up time
4. Drop off time
III. Payment & Wallet Velocity
Redesigned the wallet from a list to a visual card carousel, making 'Add New Card' prominent and enabling One-Click Default setting.
Before
After
IV. Adaptability & Upselling
Integrated revenue streams (Urgent Service +50%) and built user trust (Contactless Toggle) using clear, contextual microcopy and mandatory confirmation switches.
V. Systemic Efficiency
Created a design system with accessible components to ensure consistency, improve brand alignment, and reduce the app size by 73% (480MB $\rightarrow$ 130MB).
I. Discovery & Synthesis
Used surveys, interviews, and stakeholder workshops to identify a paradox between luxury service and poor app usability. Defined 3 key personas.
+
0Participants
0User
Interviews0Usability
Tests0User
PersonaII. Simplified Order Flow (IA)
Reduced the complex, forms-based process to a clear, 4-step linear flow, eliminating ambiguity and driving completion rates.
1. Select location
2. Select services
3. Pick up time
4. Drop off time
III. Payment & Wallet Velocity
Redesigned the wallet from a list to a visual card carousel, making 'Add New Card' prominent and enabling One-Click Default setting.
Before
After
IV. Adaptability & Upselling
Integrated revenue streams (Urgent Service +50%) and built user trust (Contactless Toggle) using clear, contextual microcopy and mandatory confirmation switches.
V. Systemic Efficiency
Created a design system with accessible components to ensure consistency, improve brand alignment, and reduce the app size by 73% (480MB $\rightarrow$ 130MB).
I. Discovery & Synthesis
Used surveys, interviews, and stakeholder workshops to identify a paradox between luxury service and poor app usability. Defined 3 key personas.
+
0Participants
0User
Interviews0Usability
Tests0User
PersonaII. Simplified Order Flow (IA)
Reduced the complex, forms-based process to a clear, 4-step linear flow, eliminating ambiguity and driving completion rates.
1. Select location
2. Select services
3. Pick up time
4. Drop off time
III. Payment & Wallet Velocity
Redesigned the wallet from a list to a visual card carousel, making 'Add New Card' prominent and enabling One-Click Default setting.
Before
After
IV. Adaptability & Upselling
Integrated revenue streams (Urgent Service +50%) and built user trust (Contactless Toggle) using clear, contextual microcopy and mandatory confirmation switches.
V. Systemic Efficiency
Created a design system with accessible components to ensure consistency, improve brand alignment, and reduce the app size by 73% (480MB $\rightarrow$ 130MB).
I. Discovery & Synthesis
Used surveys, interviews, and stakeholder workshops to identify a paradox between luxury service and poor app usability. Defined 3 key personas.
+
0Participants
0User
Interviews0Usability
Tests0User
PersonaII. Simplified Order Flow (IA)
Reduced the complex, forms-based process to a clear, 4-step linear flow, eliminating ambiguity and driving completion rates.
1. Select location
2. Select services
3. Pick up time
4. Drop off time
III. Payment & Wallet Velocity
Redesigned the wallet from a list to a visual card carousel, making 'Add New Card' prominent and enabling One-Click Default setting.
Before
After
IV. Adaptability & Upselling
Integrated revenue streams (Urgent Service +50%) and built user trust (Contactless Toggle) using clear, contextual microcopy and mandatory confirmation switches.
V. Systemic Efficiency
Created a design system with accessible components to ensure consistency, improve brand alignment, and reduce the app size by 73% (480MB $\rightarrow$ 130MB).
I. Discovery & Synthesis
Used surveys, interviews, and stakeholder workshops to identify a paradox between luxury service and poor app usability. Defined 3 key personas.
+
0Participants
0User
Interviews0Usability
Tests0User
PersonaII. Simplified Order Flow (IA)
Reduced the complex, forms-based process to a clear, 4-step linear flow, eliminating ambiguity and driving completion rates.
1. Select location
2. Select services
3. Pick up time
4. Drop off time
III. Payment & Wallet Velocity
Redesigned the wallet from a list to a visual card carousel, making 'Add New Card' prominent and enabling One-Click Default setting.
Before
After
IV. Adaptability & Upselling
Integrated revenue streams (Urgent Service +50%) and built user trust (Contactless Toggle) using clear, contextual microcopy and mandatory confirmation switches.
V. Systemic Efficiency
Created a design system with accessible components to ensure consistency, improve brand alignment, and reduce the app size by 73% (480MB $\rightarrow$ 130MB).
IV. Impact & Future Vision
The systemic solutions delivered a rapid, quantifiable return on investment: +31% growth in online orders and +17% in saved payment methods within 80 days of launch. The redesign successfully delivered on the promise of a convenient, premium service.
The systemic solutions delivered a rapid, quantifiable return on investment: +31% growth in online orders and +17% in saved payment methods within 80 days of launch. The redesign successfully delivered on the promise of a convenient, premium service.
Interactive prototype
Interactive prototype
Place order
Home page
The Wallet
Future Vision: Garment Care Profile
The strategic recommendation for the next phase was to deepen the luxury positioning by focusing on Customer Lifetime Value (CLV):
Objective: Elevate the service from utility to a personalized premium offering.
Feature: Introduce a 'Garment Care Profile' feature.
Function: Allow high-value users to set specific, saved preferences for individual item categories (e.g., 'always use light starch on trousers'). This leverages the existing re-order efficiency and transforms the app into a personalized, high-touch concierge service.
Future Vision: Garment Care Profile
The strategic recommendation for the next phase was to deepen the luxury positioning by focusing on Customer Lifetime Value (CLV):
Objective: Elevate the service from utility to a personalized premium offering.
Feature: Introduce a 'Garment Care Profile' feature.
Function: Allow high-value users to set specific, saved preferences for individual item categories (e.g., 'always use light starch on trousers'). This leverages the existing re-order efficiency and transforms the app into a personalized, high-touch concierge service.