Project 02
Spinaway
Project
Paloma, 2022 - 2023
Role
Visual and Product designer
Work
User experience
Interface
Branding
Design systems
Product Strategy
Team
Rob Dennis
Daniel Gibson
Jojo Stewart
Sebastian Cox
Sydney Crocker
Luke Summerhayes
Putting a spin on all things laundry.
Laundry services are often inconvenient and time-consuming, leaving users frustrated with limited options. Spinaway aims to remove this friction by introducing an on-demand laundry service connecting people who need their laundry done with those who enjoy doing it. To bring this vision to life, we built a friendly, approachable brand and developed two mobile apps: one for customers and one for Spinners (service providers), enabling both sides of the marketplace to seamlessly communicate and manage orders in their local areas.
As the Design Lead, I established DesignOps processes and guided the product from ideation to market, working closely with Paloma’s visual design team to craft a compelling brand experience. Despite a tight timeline and a lean team, we rapidly designed, built, and launched Spinaway in central Sydney.
Within just three months of launch, Spinaway onboarded 50 Spinners and attracted over 400 customers, with engagement and growth continuing to accelerate.
Featured
Brand
Tumbles the mascot
Discovery
User Journeys and personas
Discovery
To refine the product idea and assess its viability, we conducted various discovery activities. This included market and competitor research, discussions with diverse demographics about their laundry habits, and analysing successful gig economy platforms like Uber, Airbnb, and Deliveroo to understand audience behaviours and user experience patterns.
My primary focus was identifying the essential features and functionalities that would enable Spinaway to deliver a seamless experience for both Spinners and customers. By prioritising these insights, we defined the core components for our minimum viable product (MVP), ensuring the platform effectively met user needs while aligning with business goals.
Visual language
App illustration
Visual language
Notification illustration
Design language
Our goal was to turn an everyday chore into a delightful experience that truly embodied the brand. To achieve this, we embraced a playful approach incorporating a vibrant colour palette, brand mascot, textured illustrations, and quirky animations to inject personality and bring Spinaway to life.
Brand
Brand Guidelines and design system
The homestretch
I leveraged user journey maps to guide the wireframing process for both apps, breaking down each stage of onboarding and order flow to ensure the right information, touch points, and messaging were in place. As the design process evolved and our product vision became clearer, I transitioned into high-fidelity designs and prototyping.
During this phase, I developed a functional prototype showcasing key features and user interactions, allowing us to simulate real-world scenarios and uncover areas for improvement. We tested with six real-life users who fit our target personas. Through user feedback, we found pain points in the ordering process and refined live progress areas for a smoother experience. Prioritising recurring themes, we made improvements that enhanced order transparency and order completion rates.
With these insights in hand, we transitioned from design and prototyping to development.
Imagery
Spinner completing an order
Simulating a Spin
We designed and developed iOS and Android apps, rigorously testing them over several weeks to ensure a smooth and intuitive user experience. After final refinements, we successfully launched four fully functional applications across Sydney’s eastern suburbs. Since then, Spinaway has helped Australians reclaim valuable time while transforming washing machines into new income streams.
Project Spinaway was an exciting challenge at the intersection of digital and physical services. By prioritising a simple interface, a scalable UI system, and a quirky brand experience, we positioned Spinaway as a frictionless, on-demand laundry service that brings convenience and personality to an everyday mundane task.
Imagery
Brand advertising campaigns
Testimonials
"Dillon's contributions to Spinaway have been outstanding. He spearheaded the design efforts and worked closely with our small team to deliver a beautiful and robust MVP in just 6 months. He's engaged with everyone, addressing feedback and providing awesome solutions."
Seb Cox, Product Manager
"Dillon played a fundamental role in shaping Spinaway's brand and app experience. Our working relationship with him was highly valuable and appreciated."
Andrew Clarke, Founder of Spinaway
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