WashXpress
Service guideline
Washxpress, Thailand's #2 laundromat chain, faced a growth paradox
Rapid branch expansion drove new customer acquisition, yet churn rose in parallel, demanding a standardized service strategy and elevated user experience to build lasting loyalty
Service Design
UX Design
Challenge
In a market flooded with copycats competing on price alone, we conducted deep research to rebuild Washxpress's service blueprint from the ground up and turning a commodity experience into a loyalty driver
CREATIVE PROCESS
Delivered a full end-to-end service guideline from customer awareness to reflection. I led research and designed the in-store experience, including store layout guidelines and a signage navigation system to enhance every touchpoint of the customer journey
Desktop Research
User interviews
Mystery shopping
Creative Development
Implementation
Results
Research & Mystery shopping
Insight
Users choose the service for speed and convenience. Research revealed diverse visiting patterns across personas, with a shared prime time between 6:00–9:00 PM, alongside key behaviours, expectations, and motivations.
These insights drove the development of new touch-points
Wash-Dry-Fold, Online Drop-off, Time Promotions, and Kiosk Service. While operational improvements included a circular walkflow and smarter queue management, maximising revenue capacity using the same number of staff and machines
Service Blueprint
We structured our process across multiple frameworks, rebuilding the service blueprint from scratch to close every gap, then benchmarked the existing service against the redesigned version to measure the uplift in customer satisfaction
Results
New store plan
New service work flow
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.