Redesigning registration and onboarding process of gamified marketing promotions
CASE STUDY
6 min read
Overview
Role
UX/UI Designer
Hackaton date
November 2023
Skills
Competitive Analysis
Design Systems
Wireframing & UI Design
Client
The challenge was straightforward, yet quite intricate: design a sustainable laundry experience in response to problematic customer trends.
a platform that helps marketers create and publish gamified promotions, boosting user engagement and conversions.
Segmate offers a community-driven laundry service, specifically designed for users in shared households.
So, how does it actually work?
Let's imagine Segmate through the eyes of a typical target user, Adam.
I kicked things off using the 5Ws and 1H model to get a grip on the brief. This helped me develop a Hunt Statement to narrow my research focus, specifically on Eastern European postgraduate students.
My secondary research quickly uncovered the need to revise initial assumptions about laundry practices, highlighting its complexity. I shifted my focus to shared washing loads and programs, aiming to better understand their environmental impact and inform targeted sustainability recommendations.
My primary research with three participants really brought to light some key insights into how people choose washing loads and programs.
During the interviews, I used techniques like laddering and directed storytelling. These helped me dig beneath the surface and uncover the root causes behind their laundry habits.
I also observed participants as they went about their usual laundry routine, from sorting, through detergent choices and program selection, only stepping in with follow-up questions when I needed clarification.
What did I learn from all this? Users face stigma around sharing laundry, with concerns about sorting mixed loads and potential damage to clothes.
I organised all the data using an Affinity Diagram and then used a prioritisation matrix to rank the insights. The goal was to see which ones had the biggest potential to address sustainability and make the user experience better.
The analysis revealed some key problematic behaviours and motivations around laundry:
People sharing houses encounter some unique challenges with laundry. And, understandably, they’re often a bit hesitant to share their laundry loads with others.
By turning insights into task and experience goals, I identified key pain points and user needs, providing a more empathetic understanding of the challenges faced by target users.
I used the COM-B model of behaviour change to really investigate the barriers preventing more sustainable laundry practices.
It helped me understand the key behavioural gaps and target them in design intervention.
With insights and HMW statements, I developed a UX Vision and set of design principles that guided the next phase of the project.
I expanded beyond targeting solely postgraduate Eastern European students, considering broader societal norms and behaviours around shared laundry practices.
Lo-fi prototype testing focused on validating user journey and service feasibility
I tested service prototypes using advertisements and storyboarding with two target users…
…translating results into a Lo-Fi Figma prototype to test the basic structure and navigation.
Simplifying the User Flow (and keeping track of clothes!)
Initially, there was no verification step for returned laundry. That felt like a gap. So, I added real-time notifications and a system requiring users to confirm they’d received all their clothes back.
Divider bags were initially required for everyone, but now they’re just provided to machine sharers for easier coordination (though anyone can buy them through the app).
Switch to Broader Community Use
I first considered group functionality just for housemates. But it turned out users preferred their existing messaging apps for housemate chats. So, I shifted the focus to broader community use for the laundry sharing aspect.
Addition of Trusted Users
During testing, users mentioned a lack of reassurance when choosing someone to share laundry with. Therefore, I added a verification system to highlight "trusted users," adding an extra layer of security.
From Leaderboard to Challenges
The initial prototype had a leaderboard feature for a bit of friendly competition. But, this was replaced by personal challenges, badges, and direct feedback on environmental impact. It felt more aligned with the goal of individual empowerment.
Segmate connects stakeholders in dynamic ecosystem
It creates value by promoting sustainable behaviour in reduced water and energy consumption, while building trust and collaboration within neighbourhoods.
Service operates as a hybrid model of B2B2C (partnerships with local businesses) and C2C (sharers providing services). As Community Interest Company, the revenue comes from transaction fees and premium services, with profits reinvested into community initiatives.
So, What Did I Learn from Designing Segmate?
Challenging my own assumptions about laundry routines was a real eye-opener. As this was my first proper UX project, I initially expected clear, predictable patterns. But users revealed this fascinating mix of cultural norms, personal beliefs, and sustainability concerns that really deepened my understanding.
Conducting my first interview without a pilot was a learning moment. As the project progressed, I adapted and became more attentive and allowed conversations to flow naturally, improving my research skills.
Designing for sustainable behaviour genuinely shifted my perspective on the role of a designer. I now see just how much power we have in shaping user behaviour, and the huge responsibility that comes with making thoughtful, ethical design decisions.
Flexibility in design became absolutely crucial during this project. While persuasive technologies can drive change, I’ve learned to be mindful of their potential to limit user autonomy. It’s prompted me to reflect much more on their long-term effects.
