LaundryMate is a one stop laundry solution for those too busy to perform mundane chores. With a mission to simplify the wash, rinse, hang, dry, fold, send out for ironing and chase the dhobi routine, LaundryMate seeked to disrupt the Indian laundry scene.
In order to precisely capture and convey the brand’s promise, the team researched about the company and defined an extensive set of positioning principles. A new vibrant and youthful identity was thus crafted based on the principle of ‘pareidolia’ using the letters ‘L’ & ‘M’ of LaundryMate.This research also shone light on the stages of the existing traditional dhobi service. Thus the aim was to create a highly compelling and cohesive experience, keeping in mind the pre-existing Indian way of washing clothes.
To create an efficient and accurate laundry experience, we designed a thorough module for order placement, starting with an extensive discovery method with 4 Services (wash+fold, wash+iron, steam iron, dry clean) accross 4 Categories (men, women, kids, household), and a Laundry List of 100s of items. Additionally, to accommodate for the Indian households, the app also has “add-on” features with customised treatments like packaging options and starch.
Lastly, components like ClubUltimate, a paid membership program based on the frequency of service, exclusive perks and offers, 24hrs delivery and easy pickups with associate sorting and bundling, were used to facilitate the overall service experience.
An end-to-end solution with a user facing mobile app, a user facing web app, a static corporate website and an associate app. The deliverables of this comprehensive project included a detailed sitemap, user and task flows, elaeborate wireframes and clickable prototypes, followed by the brand expression, clickable visual design templates, and a complete design system.
Our team has designed hundreds of innovative digital experiences, websites and mobile apps across verticals.
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