Cleannn
Designing a Cleaner, More Trustworthy Experience
Designing a Cleaner, More Trustworthy Experience
My Role
My Role
Product Designer
Product Designer
Timeline
Timeline
Jan-July 2025
Jan-July 2025
Scope
Scope
UX/UI design for the entire customer booking platform, including the customer-facing app, internal dashboard, and the product's scalable design system
UX/UI design for the entire customer booking platform, including the customer-facing app, internal dashboard, and the product's scalable design system
Project Overview
Project Overview
Project Overview
What is
Cleannn?
What is
Cleannn?
What is Cleannn?
Finding trusted home cleaning in a city as fast-paced as Bangkok is a constant challenge.
Finding trusted home cleaning in a city as fast-paced as Bangkok is a constant challenge.
Finding trusted home cleaning in a city as fast-paced as Bangkok is a constant challenge.
Cleannn is an on-demand platform connecting users with reliable, vetted cleaning professionals.
Cleannn is an on-demand platform connecting users with reliable, vetted cleaning professionals.
I built the entire customer experience from the ground up—leading everything from initial research and branding to the final UX and UI of the app.
I built the entire customer experience from the ground up—leading everything from initial research and branding to the final UX and UI of the app.
Chapter 1
Chapter 1
The Messy
Challenge
The Messy Challenge
To build a digital concierge that makes booking a trusted cleaner feel effortless.
To build a digital concierge that makes booking a trusted cleaner feel effortless.
Life in Bangkok is fast, and cleaning is often the first thing people skip. With the language barrier, even booking a simple home cleaning can feel confusing and difficult.
Life in Bangkok is fast, and cleaning is often the first thing people skip. With the language barrier, even booking a simple home cleaning can feel confusing and difficult.
Why is it important?
Why is it important?
$1.21 Bn
$1.21 Bn
The projected revenue for Thailand's On-Demand Home Services market in 2025 (Source)
3rd in the World
3rd in the World
Bangkok's ranking as one of the most overworked cities globally (source)
Chapter 2
Chapter 2
Kickoff
Kickoff
Kickoff
I began by aligning with the founder's vision to form initial hypotheses on user pain points, cultural impacts, and where design could provide the most value.
I began by aligning with the founder's vision to form initial hypotheses on user pain points, cultural impacts, and where design could provide the most value.
Initial Insights
Initial Insights
Trust is the real service
Clean apartments were expected; what people truly craved was reliability and someone they could count on.
Booking shouldn't be a chore
Existing options made scheduling a cleaner feel like a chore in itself.
Language barrier
Most of the Expats faced language barrier while booking even normal home cleaning services
Trust is the real service
Clean apartments were expected; what people truly craved was reliability and someone they could count on.
Booking shouldn't be a chore
Existing options made scheduling a cleaner feel like a chore in itself.
Language barrier
Most of the Expats faced language barrier while booking even normal home cleaning services
Trust is the real service
Clean apartments were expected; what people truly craved was reliability and someone they could count on.
Booking shouldn't be a chore
Existing options made scheduling a cleaner feel like a chore in itself.
Language barrier
Most of the Expats faced language barrier while booking even normal home cleaning services
Chapter 3
Chapter 3
The Research
Phase
The Research
Phase
Combining stakeholder interviews, real-world competitor analysis, and live user feedback to uncover the core problems.
Combining stakeholder interviews, real-world competitor analysis, and live user feedback to uncover the core problems.
Alright, so with my initial hypothesis set, it was time to validate them. So I started digging in from every angle to find patterns that would help me understand actual challanges
Alright, so with my initial hypothesis set, it was time to validate them. So I started digging in from every angle to find patterns that would help me understand actual challanges
Competitor Analysis
Competitor Analysis
I didn't just look at screenshots. We booked, rescheduled, and cancelled cleanings with our main competitors. This gave us a firsthand account of the friction and frustrations users faced across the industry.
I didn't just look at screenshots. We booked, rescheduled, and cancelled cleanings with our main competitors. This gave us a firsthand account of the friction and frustrations users faced across the industry.
I didn't just look at screenshots. We booked, rescheduled, and cancelled cleanings with our main competitors. This gave us a firsthand account of the friction and frustrations users faced across the industry.
Major Insights
Competitors hide the price
Competitors hide the price
We saw that almost every competitor shows the final price only at the end of the booking. This feels like a trick and frustrates users.
Important add-ons like laundry or ironing were often buried deep in the settings, making it a pain for users to customize their order.
Add-ons are hard to find
Many apps had confusing layouts and too many steps. We saw this as a clear chance to win by being the simplest and fastest.
Confusing booking flows
Add-ons are hard to find
Add-ons are hard to find
Important add-ons like laundry or ironing were often buried deep in the settings, making it a pain for users to customize their order.
Confusing booking flows
Confusing booking flows
Many apps had confusing layouts and too many steps. We saw this as a clear chance to win by being the simplest and fastest.
Major Insights
We saw that almost every competitor shows the final price only at the end of the booking. This feels like a trick and frustrates users.
Competitors hide the price
Important add-ons like laundry or ironing were often buried deep in the settings, making it a pain for users to customize their order.
Add-ons are hard to find
Many apps had confusing layouts and too many steps. We saw this as a clear chance to win by being the simplest and fastest.
Confusing booking flows
User Reseach
User Reseach
Before the app, we had our service live on Instagram. I used it to chat with our users, run various campaigns/polls etc, to understand their key pain points, and their mental models.
Before the app, we had our service live on Instagram. I used it to chat with our users, run various campaigns/polls etc, to understand their key pain points, and their mental models.
Before the app, we had our service live on Instagram. I used it to chat with our users, run various campaigns/polls etc, to understand their key pain points, and their mental models.
Major Insights
Users want the price first
Users want the price first
We saw that almost every competitor shows the final price only at the end of the booking. This feels like a trick and frustrates users.
Scheduling needs to be flexible
Scheduling needs to be flexible
We saw a lot of last-minute reschedules. This told us we needed to offer flexible time slots and have a very clear confirmation step.
They want the same maid back
They want the same maid back
We learned that people cared way more about getting the same helper they trusted than they did about getting a small discount.
"What If I'm Not Home?"
"What If I'm Not Home?"
This anxiety about logistics (like key pickups or building access) was a major point of friction that most users faced.
Chapter 4
Chapter 4
Opportunity to
stand out
Opportunity to
stand out
Connecting the Dots
After synthesizing all the research, four core problems became crystal clear. These were the roadblocks we had to remove.
After synthesizing all the research, four core problems became crystal clear. These were the roadblocks we had to remove.
Lack of Price Transparency
Users were hesitant to book due to a market-wide lack of upfront pricing, which eroded trust.
Inability to Rebook Favorites
Research showed a key unmet need: users wanted to rebook specific helpers they trusted, a feature crucial for building loyalty.
Research showed a key unmet need: users wanted to rebook specific helpers they trusted, a feature crucial for building loyalty.
Manual Rebooking
For regular customers, manually rebooking the same service every week or month was a repetitive and tedious chore.
Inefficient Maid Scheduling
As the number of helpers grew, manually managing their schedules and availability became inefficient, limiting the business's ability to scale.
Lack of Price Transparency
Users were hesitant to book due to a market-wide lack of upfront pricing, which eroded trust.
Inability to Rebook Favorites
Research showed a key unmet need: users wanted to rebook specific helpers they trusted, a feature crucial for building loyalty.
Manual
Rebooking
For regular customers, manually rebooking the same service every week or month was a repetitive and tedious chore.
Inefficient Maid Scheduling
As the number of helpers grew, manually managing their schedules and availability became inefficient, limiting the business's ability to scale.
Chapter 5
Chapter 5
From Blueprint
to Pixels
From Blueprint to Pixels
I built the product's foundation with detailed user flows, IA, and wireframes, while establishing a design system for consistency and scale.
I built the product's foundation with detailed user flows, IA, and wireframes, while establishing a design system for consistency and scale.
With the core problems defined, it was time to build the solution. My process was highly iterative and collaborative, focusing on translating insights into a tangible, user-friendly experience.
With the core problems defined, it was time to build the solution. My process was highly iterative and collaborative, focusing on translating insights into a tangible, user-friendly experience.
User Flow and IA
User Flow and IA
Using insights from Instagram user research, chats, and competitor analysis, I mapped a simple, linear user flow reflecting real user behavior. Through card sorting, I structured a scalable information architecture that minimized friction from the very first screen.
Using insights from Instagram user research, chats, and competitor analysis, I mapped a simple, linear user flow reflecting real user behavior. Through card sorting, I structured a scalable information architecture that minimized friction from the very first screen.
Using insights from Instagram user research, chats, and competitor analysis, I mapped a simple, linear user flow reflecting real user behavior. Through card sorting, I structured a scalable information architecture that minimized friction from the very first screen.
What's Changed in the new user flow?
Introducing "Price Calculator"
Introducing "Price Calculator"
To solve for one of the biggest pain point, "hidden prices", we added a "Price Calculator" right at the starting, so that users can see if the service is economically feasible for them, this generates trust and grabs users attention, and hence reducing drop offs.
To solve for one of the biggest pain point, "hidden prices", we added a "Price Calculator" right at the starting, so that users can see if the service is economically feasible for them, this generates trust and grabs users attention, and hence reducing drop offs.
Introducing "Price Calculator"
Important add-ons like laundry or ironing were made visible and users can directly add them in a single click right in the first step. It became a part of the price calculator.
Add-ons are easy to find
Users can book a service in just 4 easy steps. No hidden charges, no iterative flow.
Streamlined and Easy booking flow
Add-ons are easy to find
Add-ons are easy to find
Important add-ons like laundry or ironing were made visible and users can directly add them in a single click right in the first step. It became a part of the price calculator.
Streamlined and Easy booking flow
Streamlined and Easy booking flow
Users can book a service in just 4 easy steps. No hidden charges, no iterative flow.
Users want the price first
We saw that almost every competitor shows the final price only at the end of the booking. This feels like a trick and frustrates users.
Scheduling needs to be flexible
We saw a lot of last-minute reschedules. This told us we needed to offer flexible time slots and have a very clear confirmation step.
They want the same maid back
We learned that people cared way more about getting the same helper they trusted than they did about getting a small discount.
Ideation Phase
Ideation Phase
I sketched out different ways in which we can solve our problems. Creating different flows and approaches. I chose to use pen and paper for wireframing as it helped me quickly ideate many different Ideas and because I had my design system ready, I made quick UI to discuss with the team and validate my designs.
I sketched out different ways in which we can solve our problems. Creating different flows and approaches. I chose to use pen and paper for wireframing as it helped me quickly ideate many different Ideas and because I had my design system ready, I made quick UI to discuss with the team and validate my designs.
I sketched out different ways in which we can solve our problems. Creating different flows and approaches. I chose to use pen and paper for wireframing as it helped me quickly ideate many different Ideas and because I had my design system ready, I made quick UI to discuss with the team and validate my designs.
Anticlimax
Anticlimax
The Design System
Pivot
The Design System
Pivot
To move faster, we pivoted from a custom design system to modifying an existing one, saving dev time while keeping our brand consistent.
To move faster, we pivoted from a custom design system to modifying an existing one, saving dev time while keeping our brand consistent.
To ensure consistency, I initially built a custom design system from the ground up. However, we quickly realised that maintaining a fully custom system would slow down development. So, we made a pragmatic pivot. We adopted and heavily modified the "Reshaped Design System" to match our unique branding.
To ensure consistency, I initially built a custom design system from the ground up. However, we quickly realised that maintaining a fully custom system would slow down development. So, we made a pragmatic pivot. We adopted and heavily modified the "Reshaped Design System" to match our unique branding.
Chapter 6
Chapter 6
The Solution
The Solution
A user-friendly platform that solves for complexity with a simple, trustworthy design.
A user-friendly platform that solves for complexity with a simple, trustworthy design.
With our validated blueprint and our design system in place, I moved forward to craft the final solution.
With our validated blueprint and our design system in place, I moved forward to craft the final solution.
Booking Flow
Booking Flow
Booking a cleaner shouldn't feel like chore.
Booking a cleaner shouldn't feel like chore.
Booking a cleaner shouldn't feel like chore.
We replaced the confusing maze with a simple, linear path. Users just select their service, choose a time, and confirm
We replaced the confusing maze with a simple, linear path. Users just select their service, choose a time, and confirm
We replaced the confusing maze with a simple, linear path. Users just select their service, choose a time, and confirm
Video Preview
Video Preview
Subscription flow
Subscription flow
No more manual rebookings everytime
No more manual rebookings everytime
No more manual rebookings everytime
Users can now schedule their favorite service to repeat weekly or monthly, securing their preferred time slot and getting a clean home on autopilot—no more manually booking chores.
Users can now schedule their favorite service to repeat weekly or monthly, securing their preferred time slot and getting a clean home on autopilot—no more manually booking chores.
Users can now schedule their favorite service to repeat weekly or monthly, securing their preferred time slot and getting a clean home on autopilot—no more manually booking chores.
Transparent Pricing
Transparent Pricing
We decided to show prices upfront to build trust with users
We decided to show prices upfront to build trust with users
We decided to show prices upfront to build trust with users
Users now see a clear, upfront cost based on their service and area before they even enter the booking flow. This builds immediate trust, eliminates the fear of hidden fees, and lets the user decide to proceed with full confidence.
Users now see a clear, upfront cost based on their service and area before they even enter the booking flow. This builds immediate trust, eliminates the fear of hidden fees, and lets the user decide to proceed with full confidence.
Users now see a clear, upfront cost based on their service and area before they even enter the booking flow. This builds immediate trust, eliminates the fear of hidden fees, and lets the user decide to proceed with full confidence.
Video Preview
Video Preview
Rebooking made easy
Rebooking made easy
Rebook last service directly from homepage
Rebook last service directly from homepage
Rebook last service directly from homepage
For returning customers, a "Book Again" button appears on homepage, letting them rebook their most recent service in a single tap—no forms, no fuss, just instant confirmation.
For returning customers, a "Book Again" button appears on homepage, letting them rebook their most recent service in a single tap—no forms, no fuss, just instant confirmation.
For returning customers, a "Book Again" button appears on homepage, letting them rebook their most recent service in a single tap—no forms, no fuss, just instant confirmation.
Chapter 7
Chapter 7
The Impact
The Impact
฿320,000
฿320,000
Total Revenue Generated within first 8 months of starting
522
522
Total bookings
฿101,049
฿101,049
Peak monthly revenue (July 2025)
Final Chapter
Final Chapter
Retrospective
Retrospective
Working on Cleannn from scratch was one of the most defining experiences in my design journey.
Working on Cleannn from scratch was one of the most defining experiences in my design journey.
As the only designer in a small team of three developers, I helped turn an idea into a working product. With limited time and resources, we focused on launching an MVP fast and kept improving it based on real user feedback.
As the only designer in a small team of three developers, I helped turn an idea into a working product. With limited time and resources, we focused on launching an MVP fast and kept improving it based on real user feedback.
Key Learnings
Learning to Be Practical
Learning to Be Practical
I initially started to building a full custom design system, but speed mattered more than perfection. With a small team and tight deadlines, I customised an existing system, "Reshaped"— a valuable lesson in balancing ambition with reality.
Owning the Whole Process
Owning the Whole Process
From user chats to final UI, I handled the entire design process. It made me more resourceful, confident, and aware of how every detail shapes the user experience.
Seeing Real Impact
Seeing Real Impact
Watching bookings and revenue rise after each month was the best validation — proof that good design, even with constraints, can drive real business results.
Blurring the Line Between Design and Business
Blurring the Line Between Design and Business
Here I learnt that great design goes beyond visuals — it’s about understanding operations, users, and growth. Working closely with founders and teams, I learned how design decisions can directly shape strategy, trust, and scalability.