Willo — Package Selection UX Redesign

Willo is a Saudi laundry delivery app. Users were struggling to understand the subscription package system — the terminology was unclear, the information hierarchy did not support decision-making, and there was no guidance to help users choose the right plan.

Five specific problems:

1. Ambiguous terminology — “4 washes” with no context: one item, or a full load?
2. No quantity references — nothing tied the number to the user’s reality.
3. Reversed information order — price before value.
4. No comparison between packages.
5. No decision aid — users did not know which package fit them.

Business impact: conversion rate on the package selection screen was only 2–8%, with high bounce and frequent customer support queries about what packages included.

Method: interviews with 12 users conducted by phone, plus a review of the customer support log and support tickets.

The analysis surfaced three root causes behind the low conversion: unclear unit definitions (what counts as one "wash"), a price-first layout that prevented users from understanding value before seeing cost, and the absence of any social proof or decision scaffold.

Recurring customer support queries confirmed the same confusion: users did not understand whether a "wash" meant one garment or a full laundry cycle, and could not estimate whether a package would cover their household needs.