Done.
Social Good Cleaning
Done is a social good startup cleaning services company based in New York City. They focus on paying their workers a fair and livable wage while providing their users with high-quality cleaning services.
The Background
The Problem
Done’s current website does not allow for the full features and functionalities that their mobile iOS-only application offers. Users are frustrated with the inability to access the full range of services Done has to offer on their current website.
My Role
I was responsible for the research, strategy, design, prototyping, and testing - from initial exploratory research through usability testing and implementation of a full functionality responsive webpage.
Deliverables
User Research, User Interview Insights, Mid - Fidelity Wireframes, Usability Test, Interactive Prototype, + Annotated Wireframes over the course of four weeks.
How I tackled this problem
1. Research
Immersing myself in the cleaning industry and familiarize competitors to find out what users want
2. Strategy
Develop a plan for implementation of profile features and modification capabilities from a web platform
3. Design
Implement design decisions into mid-fidelity wireframes and prototype through Figma
1. Research
Discoveries
Research is the most important part of the design process for me - it allows me to dive deep into the industry or marketplace of the product or service and really immerse myself in it.
Competitive Analysis
Through completing a competitive analysis, we deduced that the cleaning service industry is highly competitive and saturated. We were able to identify a select few opportunity gaps - the ability to select your own cleaner in addition to selecting your cleaning supply preference as a user. These were important because most competitors do not allow for these functionalities, and the desire for green-only products is an emerging trend in the cleaning industry. In addition to designing for our client’s website, they were also interested in any opportunity gaps in the marketplace that they could be taking advantage of.
Stakeholder Interview
After speaking with the co-founder of Done, our team deduced a few key insights into the industry. We were sure to analyze everything from this interview during an affinity diagramming session. Dissecting what was expert knowledge in the field versus insights regarding the company itself was important to us in ensuring we could eliminate any bias present.
Key Insights
The cleaning industry does not care about the service provider, so focusing on the wellbeing and training of the service provider/cleaner is impactful
The quality of the clean, as well as the products, is important
It is essential to manage the user’s expectations because most do not fully read what is included in their cleaning and often feel unsatisfied with it - because they were unaware of what they booked
User Interviews
We then went on to interview five potential users to learn more about what they are currently experiencing, their wants, and frustrations, especially now navigating the COVID-19 pandemic. These users were made up of millennials with families or pets, living in NYC.
Takeaways
Done was under the impression that their audience was single millennials, but after our research and interviews we found it to be young families with children or pets
We identified that Done’s user demographic is not what they originally thought
We took these insights and created a user persona so that we could better empathize with the user as well as allow for our client to better understand who they are serving
2. Strategy
User Persona
Taking the data from our user interviews and initial research, I created the user persona. It was clear to us from the start that our client was unaware of who their true audience is, so it was important for us to showcase who their users are.
Meet Taylor
Taylor doesn’t have enough time to do a thorough cleaning of her home as a working mother of two. She wants to have the ability to spend her free time with her family, not worrying about cleaning their NYC home. She wants to be able to keep her house consistently clean for her family in order to make her daily quick cleans easier and more manageable. She hopes to have a regular cleaner that she trusts and provides a consistently high-quality level of cleaning.
Problem Statement
Busy New Yorkers like Taylor need a cleaning service they can trust to thoroughly and securely clean their homes to free up valuable time.
Design Principles
QUALITY
Customers know that they will always receive the highest level of service
TRUST
Customers can trust the person who is in their personal space and knows that their service providers are skilled and trained properly
SOCIAL RESPONSIBILITY
Customers value hiring a company that is dedicated to supporting their staff and know that their cleaners are treated fairly
3. Design
Divergent Concepts
Based on our research and knowledge of the cleaning industry, with Taylor in mind, we created divergent concepts.
Due to the nature of the project brief and short timeline, we made the decision to forgo sketching and lo-fi ideas and jumped right to Figma to create mid-fi wireframes.
This concept showcases having the ability to look at their own profile, payment, promos, help, and settings on the website
This was important to showcase to our client because currently, users do not have this capability
Key Insights
Validated that the flow was seamless and enjoyable
After presenting this to our clients, we were made aware that this was currently out of scope due to implementation and business constraints. However, we did choose to include the wireframes in our final handoff, for our client’s potential use in the future.
Validated that users want to select their own cleaner and use the same cleaner each time
We continued to create the final wireframes for handoff to our client - implementing a responsive web design with functionalities including user profile access, modification of booking, and direct information about what is included in each cleaning service package.
Based on our design decisions and final deliverables for handoff, we are confident that our deliverables solve Done’s problem - users now have the ability to access the full scope of their profile and clean bookings from a responsive website.
This allows all of their users to have full access to their platform - something they currently do not have.
Annotations
As a team, we created annotations for each wireframe which we then handed off to our clients for their future use. In addition, we also included annotated wireframes for future recommendation screens for the client to use at a later date.
Retrospective
The most valuable takeaways from my time with Done: I learned the importance of being able to justify my design decisions and how to communicate with both designers and non-designers in a startup design culture.