Research
UX/UI Designer
1 month
2 UX Designer
1 PM
1 Project Owner
i-Lave
a laundry delivery service app
i-Lave is a platform that connects carriers with laundromats to provide convenient laundry services for customers. Our goal is to design and integrate promotion and incentive features into the existing i-Lave carrier app to increase carrier adoption and retention.
Use i-Lave laundry
delivery service
Pick up and deliver laundry
orders to customers
Provide local
laundry services
The Promotion feature was labeled as 'Promotion 1.0' and 'Promotion 2.0' in the i-Lave carrier app when I started. While promotions were indicated in the design, there was no defined workflow and detailed design implementation.
Simplified the visual design of the carrier homepage. The schedule button now includes a dynamic promotional pop-up, providing real-time updates.
A dedicated 'Promos' tab streamlines the process for carriers to access bonus earnings. A standalone promotion tab enhances access to incentives, offering carriers a more intuitive way to discover time-based, location-based, and order-based bonus earnings.
A demand-time graph predicts periods of high demand, allowing carriers to identify times when they may have bonus earnings. Carriers can use the real-time bonus button to quickly schedule deliveries during these peak hours.
Hotspots highlight areas with high demand and bonus, allowing carriers to directly select their preferred delivery zones. 'Switch Vehicles' and 'Set Travel Radius' enable carriers to adjust their delivery preferences based on their current vehicle and desired travel range, ensuring a more efficient and personalized experience.
When scheduling consecutive trips, carriers can preview route details and potential extra bonuses before accepting a bulk order.
Through a review of previous research and design documents, I learned carriers prioritize flexible schedules, extra earning opportunities, and efficient routes. Carriers's quotes: "I want to manage my own schedules so I can make extra money in my free time. More downtime means less earnings."
I researched leaders in the delivery industry and conducted a competitive analysis of their promotional and incentive strategies.
I collaborated with product owners in the early stage of this project to develop promotion strategies for carriers. Building on the existing time-based, location-based, and order-based promotion approaches, I proposed design implementations for peak hours, hotspots and bulk orders. Together, we established a clear budget for each bonus that i-Lave will offer to their carriers.
Conducted unmoderated usability tests through UserBob. All participants were able to explore all promotion features, but they said:
“The peak hour graph is easy to understand. I like to see the additional amount, in that way I may schedule this time”
“I probably would pick the very busy area +$3, not the +$1 zone.”
“How long this will take me to do? I want to know what is worth the money or not.”
The original primary color, navy, was difficult to distinguish from dark text within the app. To address this, I increased the color's saturation and value to ensure it stands out when it used for action buttons. For promotions and bonuses, I chose a distinct teal color. This allows carriers to easily identify and understand their extra earnings, as the teal visually separates from regular earnings displayed in primary color-navy.
