In September, Washxpress, Thailand's #2 laundromat chain, faced a critical challenge: while new customer acquisition grew rapidly due to branch expansion, their churn rate increased simultaneously. They sought to develop standardized services and enhance user experience to build stronger customer loyalty and sustainably reduce churn.
The project delivered end-to-end service guidelines from customer awareness to reflection. My role focused on conducting research and designing in-store customer experience, creating store plan guidelines and signage navigation systems to enhance the service experience.
Creative Process
Research & User interviews
Mystery shopping
Creative Development
Implementation
Results
Responsibility
Research
Services audits
Customer experience
Plan Store Guideline
Signage Guideline
Creative Team
Client
WashXpress
Project timeline
3 month
Role
Services Designer
Design team
P’Earth, Kwan, Makorn, Mickey,e.Earth, Tonnun, Ploy, Prim
In the research phase, I supported the team by conducting interviews, surveys, and mystery shopping to understand the perspectives of all service stakeholders.
The research results were organized into various frameworks including desktop research, competitor research, personas, existing flows (for both customers and employees), etc. After the team arranged and analyzed data clusters, we synthesized everything to develop design principles.
Example Service Design Guideline, we developed standardized formulas and calculations that WashXpress's in-house team could implement and scale across future branches.
The laundromat features dual service paths: a self-service and a Wash-Dry-Fold service. The self-service flow follows a sequential path of washing, drying, and folding, while the Wash-Dry-Fold service provides a direct shortcut to drop-off/pick-up points.We enhanced brand awareness by introducing a 'festive cow' mascot whose costumes change to match festivals and local traditional dress based on branch location, creating memorable and distinctive brand recognition.
The deliverable was a service design guideline. To ensure clarity and smooth delivery, the team simulated an XL-sized laundromat based on an actual layout to optimize the guideline.
Current stores after minor adjustments based on the service design guideline, including raised cloth folding tables, wider walkways, and designated trolley parking under the tables.
