Onboarding — Earning trust before commitment
The original onboarding flow asked users to commit before they had enough context to feel confident in the service.
Old Onboarding Flow:
No explanation on what PurpleTie is, how it works, and services they provide
Forced users to choose Home versus Work without explanation
Asked for sensitive information such as address and payment information immediately
Followed a long, unclear sequence with no sense of progress
To address this, I redesigned onboarding to focus on clarity first and commitment second.
Redesigned Onboarding Flow:
Introduces PurpleTie through a short, multi-step explanation of how the service works
Clearly explains Home and Work accounts on a single screen
Adds visible progress indicators so users know how many steps remain
Defers address and payment setup until the user is ready to place an order
By shifting sensitive inputs later and clearly communicating the purpose of each step, onboarding feels faster, more predictable, and less intimidating.
Home — Helping users understand what to do next
Previously, the home screen pushed users to start an order without helping them orient themselves.
Old Home Page:
Focused on a single primary action, placing an order, with little context
Did not clearly surface service details or pricing
Offered no visibility into current or past orders
I reframed the home screen as a launch point rather than a dashboard.
Redesigned Home Page:
Prioritizes placing an order as the primary action
Surfaces service categories that link directly to pricing and descriptions
Displays current and past orders as cards that link to detailed views with status, receipts, and order information
Orders — Making a complex task feel manageable
In the original app, the order flow felt short only because most required information was collected earlier during onboarding, without clear context. Pricing was not shown during ordering, which made it difficult for users to understand cost as they selected services.
Although an exact total can’t be calculated until laundry is processed, users still wanted cost transparency and clear expectations. Without any pricing context, users were left guessing whether an order would be affordable, which increased uncertainty at a critical decision point.
When users returned later to place an order, many didn’t remember what information they had entered during onboarding and had limited ability to review or edit those details. Combined with the lack of pricing visibility, it was unclear what information applied to the current order and what the cost might be.
Old Orders Flow:
Focused mainly on selecting services and scheduling pickup and delivery
Relied on address, payment, and instructions collected earlier during onboarding
Did not show pricing while users selected services
Did not clearly show which details were being used for the current order
Offered no opportunity to review or edit order-specific information
To address this, I worked on redesigning the order flow to fully own the ordering experience and set clearer cost expectations.
Redesigned Orders Flow:
Moves order-specific information such as address, payment, and instructions into the order flow
Requests information at the moment it becomes relevant
Keeps pricing information visible while users select services so users can estimate cost as they make selections
Clearly communicates that final pricing is calculated once the order is complete
Allows users to review and edit details before placing an order
Breaks the process into clear, sequential steps
Uses progress indicators to show where users are and what comes next
Although the redesigned flow includes more steps, it feels easier to complete because users understand what they’re ordering, how pricing works, and what to expect next, even when an exact total isn’t available upfront.
