Uber Clean

Product Development Plan

Introducing Uber Clean: Revolutionizing Laundry Services

As part of my Product Management Certificate program at Kellogg, Northwestern University, I had the opportunity to explore a captivating capstone project scenario: spearheading the development of Uber Clean for the world-renowned ride-sharing giant, Uber.

With a mission to expand its service offerings, Uber recognized the immense potential in the laundry business. Enter Uber Clean, a groundbreaking initiative poised to redefine the way consumers approach laundry care. Leveraging Uber's extensive ride-sharing network and partnering with consumer product giant Proctor & Gamble (P&G), Uber Clean promises a seamless experience of pickup, dry-cleaning, and delivery of laundry from the comfort of consumers' homes.

Driven by the belief that consumers crave on-demand, reliable services, Uber Clean aims to fulfill this need by offering a trustworthy solution that brings clean laundry directly to their doorstep. My role was to craft a comprehensive product development plan for Uber Clean, addressing every aspect from conceptualization to execution. Through strategic planning and innovative thinking, Uber Clean is poised to revolutionize the laundry industry and enhance the overall Uber experience for millions of users worldwide.

In order to gain a comprehensive understanding of the market landscape and position Uber Clean effectively, it is essential to conduct a thorough competitive analysis. By evaluating both direct and indirect competitors, we can identify key players in the industry, assess their strengths and weaknesses, and uncover opportunities and threats. This analysis provides valuable insights to inform strategic decisions, refine the value proposition, and differentiate Uber Clean within the market.

Direct Competitors

Laundrapp: Laundrapp offers a similar on-demand laundry service, providing pickup, cleaning, and delivery of laundry to consumers' homes. They operate in multiple cities in 12 countries, including the US, and have established a strong presence in the market.

Rinse: Rinse is another direct competitor, offering convenient laundry and dry-cleaning services with pickup and delivery options. They focus on providing high-quality service and have expanded their reach to several major cities in the US.

Market Sizing

The global Dry-cleaning & Laundry Services market size was valued at USD 73612.27 million in 2022 and is expected to expand at a CAGR of 3.36% during the forecast period, reaching USD 89754.91 million by 2028 (source.)

Due to urbanization and longer work hours, demand for laundry pickup and delivery services is increasing. As the market expands with new app options, more people are likely to discover and utilize this convenient service.

Target User

Initially, our strategy is to be focused on a singular target audience to thoughtfully address the diverse array of needs and desires expressed by our users. As our product evolves, we remain flexible to the possibility of broadening our focus once a specific user segment has achieved satisfaction with our offering.

We are focusing on the users who have money to spend and are in fact happy to spend them on services that save their time. Uber Clean is winning among its competitors because of its existing pool of drivers and users who will be offered to provide and use this additional service. 

Below is an example of the user persona I have created.

Jobs to Be Done (JTBD) for Uber Clean

When I am a hard-working professional, I want to delegate as much chores as I can, so I can spend my limited free time relaxing.

When I am a hard-working professional, I want to have a flexible schedule for dropping off and picking up laundry, so I can do it in the most convenient time for me according to my plans.

When I am a hard-working professional, I want to have clean, ready to wear clothes, so I look tidy in the office. 

When I am a hard-working professional, I want to have as many services as possible in one product, so it is easier to use and I do not get confused by learning new interfaces, interactions, etc.

When I am a hard-working professional using Uber Clean, I want to be able to communicate with the drivers and cleaners, so I can make changes or adjustments.

Themes, Epics and User Stories

Theme One: Onboarding and Registration

Epic #1: Register for Uber Clean for existing Uber customers as well as for new customers.

Story #1: As a busy person living in the city, I want to have a smooth and easy transition from the regular Uber app to Uber Clean so I don’t have to waste time on new settings and registration.

Story #2: As a busy person living in the city, I want to be able to quickly register for Uber Clean through my social media even though I do not use Uber Taxi, so that I save my time.

Story #3: As a busy person living in the city, I want Uber Clean to seem familiar and similar to Uber Taxi so that I do not have a challenging learning curve and start using it right away.

For urban professionals juggling demanding work and social commitments, Uber Clean offers a convenient solution to save time on laundry and dry cleaning. Unlike competitors like Rinse, we partner with the trusted brand Tide Cleaners by P&G, ensuring a quality guarantee.

• Uber Clean empowers hard-working professionals like you to reclaim 2-3 hours per week typically spent on laundry and dry cleaning errands, allowing for more relaxation and socializing.

• With flexible pickup and drop-off times, Uber Clean seamlessly integrates into your busy schedule, eliminating the need for you to be present.

• Rest assured, Uber Clean employs eco-friendly cleansers and guarantees gentle, high-quality cleaning tailored to your fabric preferences.

• Your garments are handled with the utmost care and security, as Uber Clean safely transports them to and from the cleaners according to your availability.

How It Works

Introducing Uber Clean: Elevating Convenience and Garment Care Excellence for Your Modern Lifestyle.

In your busy life, every moment counts. That's why we've partnered with Tide Cleaners by P&G, an epitome of trust and quality in the cleaning industry, to revolutionize how you care for your clothes, and to save you at least 2-3 hours per week.

Our seamless service takes care of everything, from pickup to drop-off, so you can focus on what truly matters – your career, your passions, and your life. Entrust your wardrobe to us, and our dedicated drivers will handle it with the utmost care, tailored to fit seamlessly into your schedule and location of choice.

With Uber Clean, discover a new standard of efficiency, liberating you from the hassles of laundry and empowering you to embrace every moment of your vibrant life.

Click here for a closer look at these interactive wireframes and click around.

Product Roadmap

This product roadmap outlines a strategic approach to launching and scaling Uber Clean, focusing on iterative development, user feedback, and market expansion to achieve long-term success in the on-demand laundry services market. Feel free to explore it in Miro, or read it as bullet points below.

Phase 1: Market Research and Planning (Months 1-2):

• Conduct detailed market research to understand consumer preferences, pain points, and competitor offerings.

• Define target demographics and user personas.

• Develop a comprehensive business plan outlining goals, objectives, and key performance indicators (KPIs).

Phase 2: MVP Development (Months 3-5):

• Design and develop the Minimum Viable Product (MVP) of the Uber Clean app, focusing on core features such as user registration, laundry pickup scheduling, and payment processing.

• Establish partnerships with Proctor & Gamble and other key stakeholders.

• Conduct beta testing with a select group of users to gather feedback and iterate on the product.

Phase 3: Launch and Expansion (Months 6-9):

• Officially launch Uber Clean in a pilot city, leveraging Uber's existing user base and marketing channels.

• Monitor user feedback and performance metrics to identify areas for improvement.

• Expand Uber Clean to additional cities based on market demand and operational feasibility.

Phase 4: Enhancements and Scaling (Months 10-12):

• Continuously iterate on the product based on user feedback and market trends.

• Introduce new features and services to enhance the user experience, such as loyalty programs, specialized cleaning options, or environmentally-friendly initiatives.

• Scale operations and optimize logistics to accommodate increased demand and geographical expansion.

Ongoing Maintenance and Growth (Beyond Month 12):

• Maintain regular updates and improvements to the Uber Clean app to ensure a seamless user experience and address emerging needs.

• Explore opportunities for strategic partnerships, market diversification, and product innovation to drive continued growth and success in the competitive landscape.

Customer and Market Development Strategy: Now

Increase the Share of Wallet (SOW) by ecosystem expansion (so our users spend more using our product, on additional services) – offering new services that require vertical partnerships. At the moment, prioritizing SOW proves more cost-effective, efficient, and profitable for us compared to expanding our market share or market size. However, we plan to shift our focus towards these pathways as the company matures and establishes its position in the market.

(Uber Clean is already a part of Uber’s market expansion strategy – here, we are looking at how to increase the SOW for Uber Clean in particular.)

• Services we currently offer

• Services we could offer later

Conclusion

In summary, Uber Clean is the result of a journey from concept to potential market leader in the laundry industry. Developed during my Product Management Certificate program at Kellogg, Northwestern University, this project embodies my commitment to creating practical solutions that improve people's lives. As I further my career in product management, Uber Clean serves as a testament to my drive for innovation and delivering real value to consumers.