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Washemn app - Customer Portal

Reduced customer support tickets by 49% and improved item processing decision speed by 38%, creating a smoother and more reliable customer experience.

On-demand consumer services

Unifying the Customer Journey to Drive Orders +25% and Support Tickets –49%

Streamlining item confirmations and reducing workflow errors to create a seamless in-app experience.

[Project Overview]

Customers were previously redirected to multiple web links, causing confusion, errors, and high support volume. By redesigning the portal with in-app confirmations and WhatsApp notifications, we achieved a 25% increase in order completion, a 49% reduction in support tickets, and a 38% faster decision-making process.

[Problem Statement]

Customers were redirected to multiple external web links to confirm item processing, which caused confusion, high error rates, and missed SMS notifications. This fragmented workflow generated a large volume of support tickets, disrupted the customer journey, and negatively impacted order completion rates.

[Industry]

On-demand consumer services

[My Role]

Senior Product Designer

[Platforms]

Mobile App

[Timeline]

1 Month

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[Persona]

girl wearing eyeglasses with silver frames behind graffiti
Sarah Roberts

Marketing Executive

I just want the process to be simple—no extra links, no missed messages, just one smooth flow.

Age: 29

Location: Dubai - UAE

Tech Proficiency: Intermediate

Gender: Female

[Goal]

Save Time on Daily Chores and Errands

Enjoy a Smooth, Intuitive, Hassle-Free Process

Stay in Control with Clear Order Choices

[Frustrations]

Confused by Multiple Links and Fragmented Workflow

Misses Important SMS Notifications and Order Updates

Frustrated with Errors Causing Delays and Support Calls

[Process]

[01] User Research

Conducted 15 user interviews with frequent Washmen customers to explore frustrations with the current confirmation flow.

Analyzed behavioral analytics to identify high drop-off points during order confirmation.

Reviewed 400+ support tickets related to missed or incorrect confirmations to uncover recurring issues.

[01] User Research

Conducted 15 user interviews with frequent Washmen customers to explore frustrations with the current confirmation flow.

Analyzed behavioral analytics to identify high drop-off points during order confirmation.

Reviewed 400+ support tickets related to missed or incorrect confirmations to uncover recurring issues.

[01] User Research

Conducted 15 user interviews with frequent Washmen customers to explore frustrations with the current confirmation flow.

Analyzed behavioral analytics to identify high drop-off points during order confirmation.

Reviewed 400+ support tickets related to missed or incorrect confirmations to uncover recurring issues.

[02] Insights

Over 70% of users preferred WhatsApp notifications to SMS for speed and reliability.

Customers wanted real-time feedback after confirming items (to feel in control).

The multi-link workflow confused customers, leading to high error rates.

[02] Insights

Over 70% of users preferred WhatsApp notifications to SMS for speed and reliability.

Customers wanted real-time feedback after confirming items (to feel in control).

The multi-link workflow confused customers, leading to high error rates.

[02] Insights

Over 70% of users preferred WhatsApp notifications to SMS for speed and reliability.

Customers wanted real-time feedback after confirming items (to feel in control).

The multi-link workflow confused customers, leading to high error rates.

[03 Design Solution]

Integrated confirmations directly into the app with real-time feedback and progress indicators.

Shifted notifications from SMS to WhatsApp to improve visibility and reduce missed confirmations.

Revamped the full experience and UI, and streamlined the order item choices.

[03 Design Solution]

Integrated confirmations directly into the app with real-time feedback and progress indicators.

Shifted notifications from SMS to WhatsApp to improve visibility and reduce missed confirmations.

Revamped the full experience and UI, and streamlined the order item choices.

[03 Design Solution]

Integrated confirmations directly into the app with real-time feedback and progress indicators.

Shifted notifications from SMS to WhatsApp to improve visibility and reduce missed confirmations.

Revamped the full experience and UI, and streamlined the order item choices.

[04] Testing & Iteration

Ran A/B tests with 500 users to measure performance between the original and redesigned flows.

Validated mobile-first design improvements by introducing larger touch targets and simplified navigation.

Conducted usability testing and feedback sessions, refining the experience based on real user input.

[04] Testing & Iteration

Ran A/B tests with 500 users to measure performance between the original and redesigned flows.

Validated mobile-first design improvements by introducing larger touch targets and simplified navigation.

Conducted usability testing and feedback sessions, refining the experience based on real user input.

[04] Testing & Iteration

Ran A/B tests with 500 users to measure performance between the original and redesigned flows.

Validated mobile-first design improvements by introducing larger touch targets and simplified navigation.

Conducted usability testing and feedback sessions, refining the experience based on real user input.

[Outcome]

49% reduction in customer support tickets related to missed or confusing confirmations.
38% faster decision-making on item processing through simplified choices.
25% increase in order completion after unifying the confirmation flow inside the app.

[Key Learnings]

Simplicity drives adoption

Users respond better to clear, minimal steps than to complex workflows.

Simplicity drives adoption

Users respond better to clear, minimal steps than to complex workflows.

Simplicity drives adoption

Users respond better to clear, minimal steps than to complex workflows.

Meet users where they are

WhatsApp proved far more effective than SMS for timely communication.

Meet users where they are

WhatsApp proved far more effective than SMS for timely communication.

Meet users where they are

WhatsApp proved far more effective than SMS for timely communication.

Feedback is critical and consistency builds trust

Real-time confirmations and progress indicators reassured users and improved satisfaction.

Feedback is critical and consistency builds trust

Real-time confirmations and progress indicators reassured users and improved satisfaction.

Feedback is critical and consistency builds trust

Real-time confirmations and progress indicators reassured users and improved satisfaction.

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