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.

Specific problems identified: (1) Ambiguous terminology — "4 washes" was meaningless without context (one item? a full load?). (2) No examples or quantity references. (3) Poor information order — price shown 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.

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.

The core insight: users needed to answer "will this be enough for me?" before they could commit to any package. The redesign flipped the information order — lead with concrete capacity ("up to 32 items or 5 kg"), then show price per item, then total, then savings.

Five design decisions drove the solution: (1) Replace wash count with item + weight capacity. (2) Show per-item price alongside total. (3) Add visible savings percentage. (4) Surface included services (pickup bags, ironing, rescheduling) as value anchors. (5) Use distinct color per package to enable quick visual comparison.

Conversion rate on the package selection screen improved from 2–8% to 11–26% — a 300%+ improvement. Peak conversion reached 26.7%. Customer support queries about package contents dropped significantly. Average order value increased as users gained confidence in selecting higher-tier packages.

This case confirmed that small, deliberate UX improvements — focused on clarity rather than visual novelty — can produce outsized business results. The key was diagnosing the real friction point (comprehension) rather than treating it as a visual problem.