Getting Down ’n’ Dirty

Our first step was to define MyClean’s goals in a highly competitive space. We discussed what was working with their current brand, as well as elements they wished to improve upon. Our concept focuses on how easy and stress-free their service is from beginning to end. Eventually we crafted a strong wordmark logo while paying homage to their previous logo by using the iconic bubbles in a more minimalistic fashion.

Clean Messaging

Creating a personable and confident voice for MyClean was key. We achieved this by using bold typography, memorable iconography, and a fresh, clean color palette. The identity we crafted places emphasis on relaxation for the customer, while MyClean takes care of the dirty work.

Making a Statement

The brand has been extended to encompass cleaners' uniforms, 'leave-behind' print materials, and online advertising. On of our favorite elements of the rebrand was mixing iconography with copy. This emphasized a playful tone - perfect for marketing and sales collateral.

Creating the Product

It was important that the newly crafted brand also had a strong web presence. We created a content strategy that would satisfy both new customers and their loyal existing customer base. The website successfully highlights the ease of using the MyClean service, the value for money it provides, as well as allowing for a quick and easy booking process for new customers.

Targeting the Audience

Keeping the marketing pages simple and focused on conversions was important for MyClean, as there’s a common problem amongst similar services where new users don’t come back for more cleans. We encourage repeat use of MyClean services by offering discounts for inviting friends, signing up for recurring cleans, and offering lower rates for signing up at off-peak times.

Designing the Booking Flow

The largest phase of the project was refining their booking flow. It was important to also create a more intuitive dashboard for returning customers. The legacy system was tedious and difficult to navigate, causing many users to terminate the booking journey before completion.

We researched effective methods for minimizing drop-offs using other successful platforms as a guide. As a result, we divided the booking journey into a number of easy to navigate steps. To allow easy editing of mistakes, an interactive progress bar was added at the top.

Reactive Pricing

This simplified flow was constantly iterated upon until we felt the needs of each target customer type were appropriately addressed. We did this by creating user stories, user testing, and interviewing current customers.

The animated pricing counter would change in real-time as discounts were added to a user’s clean, offering both incentive and positive reinforcement through the flow. Small details like customizable contact methods and an itemized receipt kept with our message of transparency.