Segmate
Empowering Community Laundry Sharing
CONTEXT
Design for Behaviour Change Project as a part of UX and Service Design MA Course
ROLE
Solo Project
UX/UI Designer & Digital Service Designer
TOOLS
Miro, Figma, Dovetail
PROJECT DURATION
12 weeks
BRIEF & PROBLEM
I was challenged with a brief to design a sustainable laundry experience in response to customer trends.
“Design a behaviour-changing product, app, or service that addresses sustainability issues in clothes washing while enhancing the user experience for target users.”
SOLUTION
Community-driven laundry service for users in shared households
How does it work?
Let's explore Segmate from the perspective of target user, Adam.
HUNT STATEMENT
I used the 5Ws and 1H model to approach the brief and developed Hunt Statement to narrow the research to focus on Eastern European postgraduate students
Secondary research quickly uncovered the need to revise initial assumptions about laundry practices, highlighting the complexity of sustainable washing behaviour. The focus shifted to shared washing loads and programs, aiming to better understand their environmental impact and inform targeted sustainability recommendations.
INTERVIEWS & OBSERVATIONS
Primary research with three participants revealed key insights into washing loads and program choices.
During interviews, I used the laddering technique and directed storytelling to uncover the root causes behind their practices.
I observed participants as they followed their usual laundry routine, from sorting, through detergent choices and program selection, only stepping in with follow-up questions when I needed clarification.
KEY INSIGHTS
Users face stigma around sharing laundry, with concerns about sorting mixed loads and potential damage to clothes.
I organised the data into themes and sub-themes using an Affinity Diagram and analysed the findings within the research context.
I used a prioritisation matrix to rank insights based on their potential to address sustainability and enhance user experience. The analysis revealed key problematic behaviours in users' motivations around laundry:
TARGET USER
House sharers encounter unique challenges with laundry and are often hesitant to share their 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.
TARGET BEHAVIOUR CHANGE
I used COM-B model of behaviour change to investigate barriers to sustainable laundry practices.
It helped me understand the key behavioural gaps and target them in design intervention.
DESIGN VISION
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.
PROTOTYPING + ITERATIONS
Lo-fi prototype testing focused on validating user journey and service feasibility
I tested service prototypes using advertisements and storyboarding with two target users. Based on their feedback, I made these iterations:
Divider bags required for all -> Provided to machine sharers for easier coordination
Points system for motivation -> Shifted to providing feedback on environmental impact
No verification on returned laundry -> Added a system to ensure clothes are properly accounted for.
No clear updates on pick-up time -> Showing remaining time until laundry is ready.
Lo-fi app prototype testing with two target users helped assess how well the core features promoted sustainable laundry habits.
Users completed tasks like finding a nearby sharer, receiving fabric care guidance, and viewing achievements. Their feedback led to key refinements in the high-fidelity version:
Group functionality for housemates -> Shifted to only broader community use, as users preferred existing messaging apps for housemate coordination.
Lack of reassurance when choosing sharers -> Added a verification system to highlight trusted users for additional security.
Leaderboard feature for competition -> Replaced with personal challenges and direct feedback on environmental impact
FINAL SOLUTION
Segmate connects stakeholders in dynamic ecosystem
Segmate 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.
CONCLUSION + LESSONS LEARNED
What I learnt from desigining Segmate.
Challenging my assumptions about laundry routines was eye-opening. As it was my first UX project, I initially expected clear patterns, but users revealed a complex mix of cultural norms, personal beliefs, and sustainability concerns that 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 shifted my perspective on the role of designers. I now see how much power we have in shaping user behaviour, and the responsibility that comes with making thoughtful design decisions.
Flexibility in design became crucial during this project. While persuasive technologies drive change, I’ve learned to be mindful of their potential to limit user autonomy, prompting me to reflect on their long-term effects.
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