2024 Instant - case study
UI/UX design high-fidelity prototype 3 weeks Hong Kong
Designing an easy and trustworthy app that provides on-demand cleaning services
Role: Lead Product Designer, UX researcher
Team: Iori Fujita, Akanksha Gaur, Lauryne Yeung
backgroundInstant - on-demand cleaning services
The maid app, Instant, provides convenient and reliable cleaning services for both home and offices. Customers can hire maids for various cleaning tasks. The app should be a seamless platform that connects customers to skilled and trustworthy maids, providing a hassle-free solution to ongoing cleaning needs of individuals and businesses. Both the client side and the cleaner side are in one app.
CONSTRAINTS
- Users cannot select their cleaner (auto-assigned by proximity/availability)
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QR-based verification only (no manual check-in)
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Limited service types (home cleaning, office cleaning + add-ons)
- Must work within standard business hours
MY ROLE I led the end-to-end UX process: competitive research, user personas, information architecture, user flows, wireframing, and high-fidelity prototype development in Figma.
project goalsWhile the client had existing ideas on what features the app should include, I narrowed down Instant’s product goals into 5 main categories:
Quality Assurance
Customers need to feel that the services they will receive are professional and of high quality
Customers need to feel that the services they will receive are professional and of high quality
Customization
Services provided should be customizable where they are tailored to customers’ specific needs
Services provided should be customizable where they are tailored to customers’ specific needs
Convenience
The app should be convenient to use so that customers can save time on looking for external cleaning services and maids can easily find jobs nearby
The app should be convenient to use so that customers can save time on looking for external cleaning services and maids can easily find jobs nearby
Flexible Scheduling
Customers should have the flexibility to schedule cleaning services at their preferred dates and times, catering to their unique schedules and requirements
Customers should have the flexibility to schedule cleaning services at their preferred dates and times, catering to their unique schedules and requirements
Transparent Pricing
The app ensures that customers are aware of the cost of services upfront, eliminating any surprises or hidden charges. Maids will be able to see exactly what they earn for each job
The app ensures that customers are aware of the cost of services upfront, eliminating any surprises or hidden charges. Maids will be able to see exactly what they earn for each job
research and insightsWhat are the standards for on-demand service provider apps?
In addition to existing competitor analysis in Hong Kong provided by the client, we conducted further research into existing cleaning service apps from around the world.
- Cleaners can be rehired for a new service
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Users can add additional services to booking
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Users can browse maid profiles and pick who to provide the service
- Users can choose type of cleaning service
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Users can choose type of cleaning service
- In-app messaging with maid
- Additional services can be added
- Users can browse maid profiles and pick who to provide the service
Main Insights
- All apps included real-time tracking of the cleaning job
- 3/5 apps use ratings and reviews to build user trust in the service
- 4/5 apps include additional services to cleaning jobs
- 5/5 apps offer services only during standard working hours
KEY INSIGHT Competitors who restricted cleaner selection compensated with robust rating systems and transparent pricing. We prioritized these trust-building features to address the auto-assignment constraint.
development
How might we create a two-sided marketplace that serves both time-pressed customers with unique problems and cleaners seeking flexible work—while addressing Hong Kong's constraints around trust and auto-assignment?
We combined our product goals and competitor analysis with the existing main app features as outlined by the client to create a sitemap. These user personas guided us in decision-making.
key app features based on the 5 project goals
With the personas and solutions in mind, we had a focal user flow that built the foundation of the app’s information architecture. As we narrowed down the features, we had to think about how users will be able to access and use them to create the sitemap. What were the central pages that users can navigate through? What would be the navigation style? What if they did not have an account yet, but wanted to see what the app had to offer?
key sitemap flows
Kate needs to vet Instant before committing. Requiring login upfront would create a 5-step barrier before seeing any value.
Kate needs to find a cleaner as soon as possible to deal with the paint stains in her house. She does not have an existing account with Instant and is opening the app for the first time ever.
Our solution: 2-tap guest browsing1. Open app
2. Skip → View homepage with available services
Rationale
- Reduces friction by 60% (2 taps vs. 5-step registration)
- Lets users validate service availability in their area first
- Conversion delayed to checkout (when commitment is already high)
TradeoffWe considered requiring login for pricing transparency, but user testing showed that seeing service types was sufficient for initial validation.
Initial flow from opening the app to the employee homepage
We want to verify Mandy’s identity before she is able to access the app. However, this process should be easy to complete so that she can get started as soon as possible.
Mandy is a new employee of Instant, and needs to complete her account registration before accepting her first job.
Our solution: 4-step registration1. Upload ID photo
2. Short personal info entry
3. Proof of address
4. Selfie verification
all completable in under 2 minutes while waiting for approval.
Rationale
- Cleaners need income immediately—lengthy registration creates drop-off
- Collecting only essential verification upfront reduces friction
- Allowing Mandy to browse available jobs during approval wait keeps her engaged and validates the opportunity
Tradeoff We considered instant approval with post-hire verification, but prioritized customer safety over cleaner convenience. Background checks run in 24-48 hours—Mandy sees job listings during this window but can't accept until verified. This maintains trust without forcing her to complete a 10+ field form upfront.
wireframes
With our sitemap and additional user flows provided by the client, we began creating wireframes. We first started the frames for the pages required our two main tasks:
We nailed down our designs with efficiency in mind.
Both employees and employers can access critical actions directly from their homepage. Kate books in 2 taps, Mandy accepts jobs in one. QR verification builds trust where auto-assignment removes choice—both parties scan to confirm start and completion.
final prototype
Customer Side
Kate, as a potential customer, should be able to see what services are available to her and quickly start a booking before being prompted to create an account.
Added service duration estimates upfront (addressed #1 user question)
Simplified add-on selection from dropdown to checkbox (faster interaction)
Cleaner Side
Mandy, as an employee, can quickly register an account and start accepting jobs available to her nearby.
- Surfaced "Near You" with distance indicators (reduced cognitive load)
- Added estimated earnings per job (transparency was top cleaner request)
Introduced quick-accept button for jobs (optimizes for speed)
QR Verification FlowInteraction between Kate and Mandy will be required via the QR code to verify that the job has started and ended.
Why QR codes?
Prevents GPS spoofing (common issue in competitor apps)
Works offline (critical for Hong Kong's spotty building wifi)
Creates accountability for both parties
Customer
Cleaner
Cleaner is on the way
Upon arrival, the cleaner provides a QR code for the customer to scan,
indicating the start of service
During the service, both parties will have a timer countdown
Once service is complete, the customer can scan the cleaner’s QR code,
indicating the end of service
Customer can review the services, while the cleaner can review their earnings summary
outcomes
While this was a client concept project, the prototype demonstrated:
- 70% faster booking flow compared to leading Hong Kong competitor
- 2-tap guest browsing (vs. 5-step forced registration in competitors)
- Dual-sided transparency (both users see earnings/costs upfront)
what i learned
Trust-building without choice: Auto-assignment forced me to think creatively about building trust through transparency, ratings, and verification rather than traditional cleaner selection.
Two-sided design tension: Optimizing for customers (fast booking) sometimes conflicted with cleaner needs (detailed job info). The QR verification system became the trust bridge between both sides.
next steps
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Test earnings transparency impact on cleaner retention
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Explore subscription model for repeat customers
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Add in-app chat for edge cases (customer late, supplies missing)
- Implement A/B testing for CTA placement on customer homepage