MVP Build Approach: SudsHub

MVP PROTOTYPE: HTTPS://APP.UIZARD.IO/P/6D174367

LAUNDRY. 2

STAYING WITH THE PROBLEM. 3

USER RESEARCH 4

PERSONAS. 12

JOBS TO BE DONE. 12

PROBLEM STATEMENT. 14

CONCEPT DEVELOPMENT. 14

PRIORITIZATION. 16

PRODUCT ROADMAP 19

IDEA SCREENING. 20

PROTOTYPING + TESTING 22

PRODUCT IMPACT 23

PRODUCT ONBOARDING FLOW. 35

APPENDIX A: MARKET RESEARCH. 25

APPENDIX B: COMPETITIVE ANALYSIS. 31

APPENDIX C: EXPANDED PRODUCT ONBOARDING FLOW. 35

APPENDIX D: SURVEY DATA - COMMUNAL LAUNDRY USERS 35

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Laundry.
It’s 6pm on a Sunday night, and Helen is lounging on the couch watching her
favorite guilty pleasure television show The Bachelor. She looks over at a pile
of dirty clothes on the floor, left there since Friday after work when she had
hurriedly changed to go out with friends after a long week. Do I have any clean
underwear for tomorrow? she wondered, lazily wiping ketchup chip residue on
her ratty old at-home sweater. Without looking, she knew the laundry was
overflowing in the hamper and the situation wasn’t looking good for tomorrow’s
outfit…and there’s that in-person meeting with the marketing team and a
potential client…

I wonder whether the machines are free…

Everyone needs to do laundry. Whether it is to keep clothes fresh and clean, or bedding, towels and other
textiles kept free of bacteria, stains, and smells after use. Laundry services and facilities are used by
individuals and families, as well as accommodation services, and businesses that provide linens or uniforms
for customers and employees. Essentially, anyone who uses clothes, bedding, dishcloths, and towels will
need to do laundry at some point.

As someone who has rented apartments both with and without access to laundry facilities, laundry facilities
are high on my list of amenity requirements. Doing laundry also ranks high on my list of things I hate to do.

The target audience for this MVP build is narrowed to people living in multi-residential buildings with
communal laundry facilities. This includes apartment buildings and students living in dorms because these
two groups face unique challenges when it comes to doing laundry.

Follow me on this journey to discovering the problems, the stories, and the opportunities for a better laundry
experience.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Staying with the Problem.
Discovering real needs to meet, and real problems to solve.
General Laundry Problems

Clothes Sorting: People often have trouble deciding which clothes should be washed together based on
factors such as color, fabric type, and level of dirtiness. As a result, clothes can become faded, shrink, or get
damaged in the wash.
Overloading the machine: Putting too many clothes in the machine during the wash cycle can cause clothes
to come out wrinkled and not thoroughly cleaned.
Access to machines: Not everyone has access to their own washer/dryer and have to either frequent
laundromats or rely on communal laundry facilities in their building.
Cleaning/Laundry Product use: Not using laundry detergents, fabric softeners, and other laundry products
properly can lead to clothes that still have stains or odors after washing. This can also affect any future
laundry loads.
Drying Clothes: Some people don't have access to a clothes dryer or outdoor drying lines. Over-drying clothes
in a dryer can also cause shrinkage and damage to the fabric.

What if we focus on problems specific to shared laundry facilities?

Availability of machines: there may be limited machines for many residents, leading to long wait times.
Machine maintenance: Poor or irregular maintenance could lead to machines being out of commission for
lengthy periods.
Machine cleanliness: machines may not be cleaned regularly and can sometimes be left in a dirty state by
previous users. Using highly perfumed or toxic chemicals in shared machines may affect other users.
Theft or loss of clothes: As a shared/communal space, laundry items can sometimes go missing during the
washing and drying process.
Misuse of machines: Incorrectly or misusing machines, such as overloading, using the wrong cycle, or
incorrect temperature settings, can result in damage to clothes or damage to the machines.
Conflicts: If there are no clear rules or schedules for usage, conflicts with neighbors may arise.
Costs: The price per load of laundry continues to increase, but the features and options for washing and
drying cycles don’t improve, nor does the maintenance of the machines.
Payment methods: Depending on the building and the building management, payment methods can vary
from tokens to cash and coins, to laundry cards, to credit or debit cards, or in-app payments.

We get it. Laundry is a drag. So which problem should I focus on?

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
User Research
Target audience.

The target audience for this MVP build is narrowed to people using communal and shared because this group
face unique challenges when it comes to doing laundry. Communal laundry facilities that are often crowded,
inconvenient, and time-consuming to use, leading to frustration and irritation among users.

Common problems and challenges faced by this target audience includes machine availability, wait times for
machines, limited access to facilities, machine maintenance or cleanliness issues, laundry cycle options, cost
per cycle and payment methods, sharing machines with many other individuals, removal of clothing, theft of
personal items, scented and heavily perfumed products, pet hair problems, and carrying laundry to and from
facilities.

Survey.

To get insights on what problem to focus on I created a survey to identify people living in multi-residential
buildings who also have access to a communal laundry facility. To examine my bias (remember, I also would
be part of this same target audience!) and further identify problems with potential opportunities for
solutions, I asked about payment methods, frequency of laundry use, overall sentiment about their
experience, and what may have affected that experience. I also asked whether respondents would be willing
to discuss their laundry experiences with me further as a means of identifying potential interviewees.

A total of 14 people responded to the survey, 13 of whom have communal laundry facilities in their building.
6 people agreed to participate in individual interviews.

Survey Data.

What method of payment do the communal laundry machines use?

Laundry Cards 54%
Coins 38%
Credit or Debit Cards 8%

How often do you use the communal laundry facilities in your building?
One per week 70%
A few times per month 30%

What has been your experience when doing laundry in a communal facility?
Positive 31%
Neutral 46%
Negative 23%

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 Have any of the following affected your experience while doing laundry in a communal facility?
Please select all that apply
Machine availability or wait times 11/13
Machine maintenance or cleanliness 9/13
Cost per load 5/13
Method of payment 4/13
Laundry cycle options 4/13
Theft of personal items from machines 1/13
Other 4/13
“Having to leave my apartment”
“People taking my laundry out of the machine”
“Pet friendly building means pet hair laundry problems”
“Other tenants using heavily perfumed soaps and dryer sheets that leave scent in the
machines and permeate my laundry.”

Key Take-Aways.

• More than half of respondents use Laundry Cards to pay for laundry.
• Most respondents do laundry once per week.
• Machine availability or wait times has the most impact on user experience in communal laundry
facilities.
• Machine maintenance or cleanliness is the second most impactful issue for user experience.

Interviews.

Next, I conducted user interviews with a group of people who responded to the survey who fit the criteria of
a) living in multi-residential building, with b) shared laundry facilities. The goal of these interviews was to
better understand the pain points and challenges that users face when doing laundry in a communal facility.
There were a total of 6 individual interviews.

The questions were designed to gather information about the user experience of communal laundry facilities,
identify challenges and areas for improvement, and gather demographic information to provide context for
the feedback. Not all questions were asked in the interviews, as I wanted the conversations to encourage
organic feedback and a narrative quality that more rigid interview styles don’t allow.

Questions have been categorized to ensure I am addressed specific areas and topics relevant to the discovery
process. These categories will also be helpful moving forward to see where I received the most feedback and
what areas are associated with the most pain points for the users. Each category also includes specific
outcomes to clearly identify what I want to achieve by asking the questions.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Interview Questions + Learning Outcomes.

Demographic information:
1. How long have you lived in your current building?
2. How many people are in your household?
3. Approximately how many people live in the building?
4. How often do you use the communal laundry facilities?
5. Do you work outside the home or are you primarily at home?
6. Do you have any physical limitations that make using communal laundry facilities difficult?
Objectives + Learning Outcomes
• To understand the demographics of people who live in multi-residential buildings with communal
laundry facilities.

Experience:
1. Can you describe your experience using communal laundry facilities?
2. Can you share a memorable experience you've had using communal laundry facilities?
3. Can you describe your experience using communal laundry facilities, and have you ever experienced
any issues with the machines?
4. How do you feel about using communal laundry facilities compared to having your own in-unit
laundry facilities?
5. Have you ever had to change your laundry schedule or routine to ensure that you are able to use the
machines when they are available?
6. Have problems with communal laundry machines ever been a factor in your decision to choose a
particular building or living situation?
Objectives + Learning Outcomes
• To understand the overall experience of using communal laundry facilities

Challenges:
1. What have been some of the challenges you've faced when using communal laundry facilities?
2. How do you feel about using communal laundry facilities compared to having your own in-unit
laundry facilities?
3. How frequently have you encountered problems with having to wait to use the communal laundry
facilities due to machine availability?
4. Have you ever had to change your laundry schedule or routine to ensure that you are able to use the
machines when they are available?
5. In your experience, are there certain times of day or days of the week when machine availability is
particularly limited or in high demand?
6. Have you ever had to resort to using alternative laundry facilities outside of your building due to a
lack of available machines, and if so, how did you feel about this experience?
7. Have you ever felt frustrated or inconvenienced by communal laundry machines that were not
working correctly, and how did this affect your overall experience with the facilities?
8. Have you noticed any patterns in the types of problems that occur with communal laundry machines,
such as specific machines or issues that seem to be more common?
9. Have problems with communal laundry machines ever been a factor in your decision to choose a
particular building or living situation?
Objectives + Learning Outcomes
• To identify common challenges and pain points that residents face
• To gather feedback on specific positive or negative experiences that residents have had

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Machine Availability:
1. How many machines are there in your building?
2. How frequently have you encountered problems with having to wait to use the communal laundry
facilities due to machine availability?
3. In your experience, are there certain times of day or days of the week when machine availability is
particularly limited or in high demand?
4. Have you ever had to resort to using alternative laundry facilities outside of your building due to a
lack of available machines, and if so, how did you feel about this experience?
5. What recommendations do you have for improving machine availability and reducing wait times for
communal laundry facilities?
Objectives + Learning Outcomes
• To understand the level of machine availability and functionality in the laundry facilities
• To identify common issues or problems that residents encounter with the machines
• To understand the impact of wait times on the laundry experience

Cleanliness and Maintenance:

1. How do you feel about the cleanliness and maintenance of the communal laundry facilities in your
building?
2. Have you ever had problems with communal laundry machines not working or malfunctioning, and if
so, how were these issues resolved?
3. What is the process like for reporting problems with communal laundry machines, and have you ever
had to report a problem yourself?
4. In your experience, how responsive has the building management or landlord been to reports of
problems with communal laundry machines?
Objectives + Learning Outcomes
• To gather feedback on the cleanliness and maintenance of the laundry facilities
• To identify potential areas for improvement in the cleaning and maintenance process
• To gather feedback on the reporting and resolution process for machine issues
• To identify areas for improvement in machine maintenance and repairs

Strategies + Suggestions for improvement:

1. What strategies have you developed to make using communal laundry facilities easier or more
efficient?
2. What recommendations do you have for improving machine availability and reducing wait times for
communal laundry facilities?
3. Do you have any suggestions for improving the overall laundry experience in your building?
4. Would you be willing to pay extra for additional laundry facilities or services in your building?
5. Do you think communal laundry facilities should be mandatory in multi-residential buildings, or
should they be optional?
6. General feedback:
7. Is there anything else you would like to share about your experience with communal laundry
facilities?
8. Do you think communal laundry facilities are a necessary amenity in multi-residential buildings, or do
you think they should be phased out in favor of in-unit facilities?
Objectives + Learning Outcomes
• To gather suggestions and strategies from residents for making the laundry facilities easier and more
efficient to use
• To identify areas for improvement in the laundry facilities and potential solutions
• To gather feedback on potential solutions for improving machine availability and reducing wait times

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Interview Data: A Summary.

Using the categories and intended learning outcomes as a framework, I summarized the information
discovered via the individual interviews.

Demographic information:
• Most respondents have lived in their current building for 1-2 years
• Most respondents live alone or with one other person. No respondents had children.
• Most respondents have a hybrid work schedule.
• Number of units in the respondents building varied from 16 to 300.
Did I achieve the outcome to understand the demographics of people who live in multi-residential buildings
with communal laundry facilities? Yes; I know that there is a broad range of demographics and variable living
situations in relation to multi-residential buildings with communal laundry.

Experience:
“People tend to be late to collect washing or drying, so they’re obviously not setting timers. Shared
laundry isn't my favourite” – Participant F

Did I achieve the Learning Outcome to understand the overall experience of using communal laundry
facilities? Yes. Whether due to the number of stairs getting to and from their apartment, or having to deal
with other tenant’s laundry, or the increasing cost of each cycle, most respondents consider shared laundry
to be frustrating and tedious. One respondent said they loved doing laundry because they have had a positive
experience where they are currently living.

Challenges:
“The machines are never up-to-date, good quality machines. They usually don't have very many
settings and the dryers take forever. I imagine they are not high efficiency and not very good for the
environment.”
– Participant C

“I work from home, so I do have time during the day to do laundry. But it breaks my flow of
concentration or my train of thought.” - Participant E

“Doing laundry requires attention, instead of something that just happens. It also requires someone
else to be attentive, so there’s a domino effect. For such a mundane task, why is it so complicated?” -
Participant F

“Biggest challenge is the coin system and the fact that there is no coin dispensary. It forces me to go to
the bank and get rolls of loonies and quarters.” – Participant D

Did I achieve the Learning Outcomes to identify common challenges and pain points that residents face, and
to gather feedback on specific positive or negative experiences that residents have had? Yes.
Respondents reported a wide range of challenges. Some respondents were concerned about the quality of
machines, while others faced challenges related to working from home and needing to allocate time to
laundry to the detriment of their concentration or focus on a project. Accessibility was a common theme,
with issues ranging from limited access due to machines breaking down or having a large amount of laundry
to do and not enough machines to get it done efficiently, to having to collect coins, or risk never having the
right coins to pay for cycles when you need them. Respondents were frustrated by the lack of control they
felt over their lives when you can’t do something as basic as laundry when you really need to get it done.

Machine Availability

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 "I love doing laundry. I get up at 4 or 5am on a Sunday morning so the laundry room is always
available, and I can use all the machines at once.” - Participant A

“It bothers me when it's busy and people don't manage their time to keep the process moving for
others.”
– Participant F

“It’s hard to get laundry done on weekends because it’s peak time. I never know when machines will
be available.” - Participant C

“When I get home, I always check to see if a machine is free. But by the time I walk up to the 3 rd
floor, get my laundry, and go back downstairs, I’m lucky if the machine is still available.”
- Participant D

“It would be nice to have more machines, or a way to see if the machine is available, or how much
time is left on a cycle.” - Participant B

Did I achieve the Learning Outcomes to understand the level of machine availability and functionality in the
laundry facilities, to identify common issues or problems that residents encounter with the machines, and to
understand the impact of wait times on the laundry experience? Yes.
One of the most common complaints related to machine availability was having to navigate other people’s
laundry when left in the machine. Some reported having no problem removing the load, others mentioned
disliking it when another tenant touched their clothes. In all cases, people were willing to remove other
people’s laundry if it meant they could do their laundry as planned and conceded that having their own
laundry removed was just a reality of using shared facilities. Respondents were typically aware of busy times
in their building. People who work from home are available to do laundry during less busy times, but they
found that it interrupts their work, or they haven’t planned to do laundry at that time.
The number of machines varied by building, but the most common number of machines was 2
washers/dryers, for a building with 40 units. One respondent lives in a 300-unit high-rise building with 15
washers/dryers in 3 separate laundry rooms. The ratio of machines to units can be calculated as 1:20.
Additional data would need to be collected to verify this ratio.

Cleanliness and Maintenance

“I haven't faced a direct issue with the machines, but the contact numbers for reporting issues are
posted clearly in the room.” – Participant E

“Our on-site property manager it terrible at his job so the room is often dirty, garbage overflowing,
and the outside of the machines need a cleaning.” – Participant F

Did I achieve the learning outcomes to gather feedback on the cleanliness and maintenance of the laundry
facilities, identify potential areas for improvement in the cleaning and maintenance process, gather feedback
on the reporting and resolution process for machine issues, and identify areas for improvement in machine
maintenance and repairs? Yes.
Respondents complained of machine cleanliness issues like pet hair getting into their clothes, other tenants
using heavily perfumed laundry detergent, and tenants leaving lint in the dryer. One respondent mentioned
that they often must clean the washer or dryer before using it to avoid their clothes getting ruined.
Most respondents reported that they knew how to contact someone if machines required maintenance.
More than one respondent indicated that requesting machines to be serviced often took multiple weeks. In
one case the repair person was sent to the wrong building multiple times, contributing to the delay. With
limited machines, having appliances out of service greatly contributes to the respondents’ frustrations when

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
doing laundry in shared facilities. Machine upkeep, improved reporting and prompt service are problems that
would be beneficial to find a solution for.

Strategies + Suggestions for improvement:

“Timing; getting attuned to the schedules and busy times in the laundry room.”
– Participant A

“I set a timer for myself and stick to it. I also remove late comers washing or drying if they are late to
collect so I can keep my day going. I'm not concerned about their reactions as they obviously aren't
thinking about anyone else when they arrive late.”
– Participant F

I typically focus on getting my laundry done on one day each week so that I always have a sense of
how long it will take me with the machines and make sure I have time to get it done. – Participant E

“I would want to have a way to find an available machine when I need it. I’m not great at scheduling
further than 1 day in advance, so a schedule wouldn’t work for me.”
– Participant C

“It would be nice to have more machines, or a way to see if the machine is available, or how much
time is left on a cycle.” - Participant B

Did I achieve the Learning Outcomes to gather suggestions and strategies from residents for making the
laundry facilities easier and more efficient to use, identify areas for improvement in the laundry facilities and
potential solutions, and gather feedback on potential solutions for improving machine availability and
reducing wait times? Yes.
In all cases, respondents had come up with strategies for doing laundry in their building. Whether getting to
know busy times, or trying to do laundry on a consistent day, or keeping track of cycle times, people were
generally wanting to be considerate of other tenants’ experience, as much as their own. Suggestions for
improving the experience of doing laundry in communal facilities ranged from increasing the number of
machines available, to coming up with a mechanism for removing laundry without needing to touch it.
Everyone suggested that there should be a digital solution available to make the process easier, whether it
was to pay for the laundry without coins, or loading cards with money easily, or being able to see when
machines are available and getting notifications for end of cycle.

Reviews.

I was curious what other people had to say about doing laundry in general, and what apps and services
already were trying to make doing laundry less annoying. I focused on an existing app, Coinamatic CP Mobile,
that would be a direct competitor in Canada. I read through the reviews to discover pain points,
opportunities for improvement, or gaps in their solutions. The full competitive analysis is also available in this
report, on page 33.

The app is barely functional and repeatedly fails at the worst times. So far, I've had
experiences where money I loaded onto the app just vanishes, funds not loading even with
standard cards that work on everything else, and recently, the app refusing to s tart any
machines. At the current stage, this app is a scam and does not work as advertised. If the

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 app does work, it is slow and unresponsive.
– 1-star review, March 2, 2023

So many errors, so many bugs. Sometimes it doesn't give any notification when my laundry
is done. Sometimes it does, but is off by 10 minutes. Won't connect to the machines,
completely turns off my Bluetooth, doesn't load account properly. Can't detect my laundry
room when I reinstalled the app, and won't let me put in an address manually. When it
works, it works great. But that's a big when.
– 1-star review, December 6, 2022

The app is buggy and won't let me transfer funds, when I finally got it to work it struggled to
connect to washers and dryers. Every time I sign into the app it refuses my password and I
have to reset it, even though I reset it to the same password I used previously. Additionally,
reset password button doesn't work consistently. I've submitted 12 reset password requests
and have yet to receive an email for an hour!
– 1-star review, January 8, 2023

So far so good the app is easy to navigate and I had no problems connecting to the washers
or dryers. Adding money was just as easy allowing multiple options,(E-transfer, Debit and
Credit card) It even let me check the washing/drying status while I was out shopping. I do
have cellphone data, I don't think it works offline. Anyways I think this app is very
convenient, quick and easy.
– 5-star review, November 5, 2021

Absolutely terrible. Way easier to just use the plastic cards we had before. This is a great
idea, but very bad execution. Had many errors when I was trying to register for the first
time, and now, after finally being able to log in about a week later, the app refreshes the
page every time I try to connect my bank account to load my debit card as I don't have a
credit card. I still can't do laundry without borrowing someone else's phone. Fix your app
before forcing people to use it.
– 1-star review, September 18, 2019

Possibly the worst app? I downloaded the app. E-transfered the $10 and accidentally ended
up hitting the home button. I logged out and logged back in and guess what? Not only did
the balance NOT go through. I also had a charge of $10 withdrawn from my card. Please
credit that back asap or put it in the app!
– 1-star review, January 7, 2023

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Personas.
Who are the users most affected by these problems?

Helen Hunt: A busy working professional in their 30s, with a job that allows for optional work-from-
home time. She is sensitive to perfumes so uses a scent-free detergent. Often she has to wash her
clothes a second time if someone else used a strong-smelling detergent before her. She likes to do
her laundry on Sunday mornings to avoid busy times. The machines in her building are managed by
Coinamatic, but the laundry card needs to be loaded using a kiosk off site, about 10 minutes away.

James Jones: A college student who has access to communal laundry facilities in their dorm building.
The machines are managed by Coinamatic and use a laundry card which he can load with money
from a kiosk on site. He’s not picky about laundry cycles and isn’t too concerned about taking care of
his clothes. He likes doing laundry at night when he must study, but the machines are often busy,
and he might need to wait an hour, during which time he often falls asleep.

Eva Everson: A mom with young children who works from home. She could do laundry at any time
during the week when machines are more available, but with both kids at home it’s hard to find the
time. The laundry room is on a different floor, so she must leave and go down several floors with the
laundry, hoping a machine is free. When she does manage to get a moment, she often forgets to go
put it into the dryer. The machines are managed by the property manager, and still use coins.

Jobs to be Done.
What do you want to do?
I want to clean my clothes conveniently.
I want to manage my time effectively
I want to have access to machines when I need to do laundry
I want to use machines that are maintained properly
I want to save money

I used the JTBD framework to understand the underlying needs, desires, and goals that users are trying to
achieve. By understanding JTBD, I can design a solution that better addresses customer needs and pain
points. The JTBD listed here are derived from the user interviews and the feedback each person shared about
their needs when doing laundry in a communal facility and include pain points and opportunities of
addressing each JTBD.

I want to clean my clothes conveniently.

Context: Residents want to have clean clothes without having to leave the building, and without having to
wait too long for available machines. Ultimately, residents would prefer to not even have to leave their
apartments. By addressing the inconvenience associated with doing laundry in the building, it could improve
the overall experience and make it more likely that residents will choose to stay in the building long-term.
Pain Point:
1. residents are forced to leave their apartments to clean their clothes, which can be a time-consuming
and inconvenient process.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 2. the availability of washing machines may not always align with residents' schedules, resulting in
further inconvenience and frustration.
Opportunities:
1. providing on-demand laundry pickup and delivery
2. offering a laundry room that is open 24/7 that is fully equipped with enough machines to meet
demand.

I want to manage my time effectively

Context: Residents want to manage their laundry time effectively and avoid spending too much time waiting
for machines or doing laundry. For example, each person I interviewed had gathered information about busy
times for doing laundry in their building and had come up with tactics to avoid these times. But it is not
always possible or predictable. These tactics don't guarantee that machines will be available when they need
them. This creates a sense of unpredictability and frustration, which can interfere with their ability to manage
their time effectively.
Pain Point:
1. the unpredictability of machine availability
2. the need to wait for machines to become available.
Opportunities:
1. developing a laundry scheduling system that allows residents to book time slots for machine use in
advance
2. implementing a system with real-time machine availability updates to reduce wait times.
3. providing more machines to meet demand

I want to have access to machines when I need to do laundry

Context: Residents want to be able to do laundry when they need to, and not be limited to when machines or
the facilities are available and accessible. Residents may be limited to certain times of the day when the
facilities are open, or may have to wait for machines to be available. Similar to wanting to manage time
effectively, people I interviewed wanted to be able to quickly access the laundry facilities and be confident
that they could start their laundry cycle immediately. By improving the availability of machines and reducing
wait times, residents would have a more convenient and reliable laundry experience.
Pain Points:
1. Limited availability and accessibility of the facilities.
2. Unable to access laundry machines because someone else is already using them.
Opportunities:
1. providing 24/7 access to a laundry facility that is fully equipped with enough machines to meet
demand.
2. a system that allows residents to reserve specific machines in advance.

I want to use machines that are maintained properly

Context: Residents want to be able to rely on machines being well maintained and functional so they can
access the machines when they need them. One person I interviewed told me about a time when one of the
dryers required maintenance, and it took over 4 weeks for repairs to be completed. With only two pairs of
machines for a building of over 25 people, this was a serious inconvenience.
Property managers may also be invested in making sure that machines are properly maintained and
functioning optimally, to minimize downtime and ensure that residents can access the machines when they
need them. When machines are out of service or require maintenance, it can create a sense of frustration
and inconvenience for residents.
Pain Point: the uncertainty of whether machines will be functional and available when residents need them.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Opportunities:
1. a regular maintenance schedule for the laundry machines to ensure that they are functioning
properly and to identify and fix issues before they become major problems.
2. a system for reporting issues with the machines to management, so that repairs can be made quickly
and efficiently.

I want to save money

Context: Residents want to save money on laundry expenses, whether that means reducing the cost of using
communal machines or avoiding the need to go to a laundromat. They also want to be sure that when they
do pay for laundry cycles, the machines are working and cleaning the clothes properly. By providing residents
with more transparency and accountability when it comes to the cost and effectiveness of the machines, you
can help them to save money and get the most out of their laundry experience. This would help residents to
make informed decisions about when and how to use the machines to get the best value for their money.
Pain Points:
1. the cost of using communal laundry machines
2. the uncertainty of whether the machines are working effectively
Opportunities:
1. a pricing structure that encourages residents to use the communal machines more efficiently. This
could include offering discounts for off-peak usage or for bulk purchases of laundry cycles.
2. providing residents with more information about the efficiency of the machines, such as how much
water and electricity they use per cycle, and how effective they are at cleaning clothes.
3. a system for reporting issues with the machines and for providing refunds or credits when machines
are not working effectively.

Problem Statement.
As much I would like to, not all these problems can be solved at once. To keep my focus on a specific set of
needs, I came up with this Problem Statement:

Users of communal laundry facilities, whether in apartment buildings, dorms, or

senior living communities, face challenges in managing their laundry due to
unpredictable machine availability, and the amount of time it takes to do laundry
when machines are busy. These challenges result in wasted time, frustration, and
inconvenience for users, which negatively impact their overall living experience. As
a result, there is a need for a solution that addresses these challenges and
provides a more efficient and convenient laundry experience for these specific user
groups.

Concept Development.
A process of generating all possible ideas that come to mind.

Through the JTBD framework, I was able to identify some clear opportunities for solutions to user-identified
pain points. Having now narrowed the scope of the problem to the above statement, I spent some time
brainstorming additional ideas. This is a list of all possible ideas that came to mind, including the ones

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
identified during the JTBD process, divided into three categories of solution types: “Time management +
Convenience”, “Machine Maintenance + Reliability”, and “Cost Savings”. I originally had a category for
“Access to Machines” but all ideas ended up overlapping with “Time Management + Convenience”, so I
collapsed it under the one overarching category.

Time Management + Convenience

1. providing on-demand laundry pickup and delivery
2. offering a laundry room that is open 24/7 that is fully equipped with enough machines to meet
demand.
3. developing a laundry scheduling system that allows residents to book time slots for machine use in
advance
4. implementing a first-come, first-served system with real-time machine availability updates to reduce
wait times.
5. a system that allows residents to reserve specific machines in advance.
6. a reminder/push notification system to let residents know when the laundry cycle is done
7. a communal laundry layout tool to maximize on space, to increase number of machines and number
of residents able to use the facilities
8. an aggregator app to see all products/services available for the machines in the neighborhood
9. an aggregator app that combines all available payment methods for laundromats
10. a search tool to find nearby laundry locations, see how busy it is, and book machines

Machine Maintenance + Reliability

1. a regular maintenance schedule for the laundry machines to ensure that they are functioning
properly and to identify and fix issues before they become major problems.
2. a system for reporting issues with the machines to management, so that repairs can be made quickly
and efficiently.
3. providing residents with more information about the efficiency of the machines, such as how much
water and electricity they use per cycle, and how effective they are at cleaning clothes.
4. a system for reporting issues with the machines and for providing refunds or credits when machines
are not working effectively.
5. dedicated machines, such as pet-only machines, to avoid contamination of clothes with pet hair or
dander
6. an automatic dispenser for the detergent to avoid use of perfumed detergent or over-use of
detergent

Cost Savings
1. a pricing structure that encourages residents to use the communal machines more efficiently.
2. offering discounts for off-peak usage or for bulk purchases of laundry cycles.
3. a rewards program that offers incentives for frequent users, such as discounts on detergent, or a
“Wash 10 cycles, get the next free” strategy
4. providing residents with more information about the efficiency of the machines, such as how much
water and electricity they use per cycle, and how effective they are at cleaning clothes.
5. a system for reporting issues with the machines and for providing refunds or credits when machines
are not working effectively.
6. a discount program for people who report machine issues

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Prioritization.
For the MVP Build Approach, I will be focusing on creating a solution that provides
users with real-time updates on machine availability. Here’s how I got there.

Through the user research discovery phase, I am confident that there are several problems that are common
to people who use communal laundry facilities:
1. that machine availability or wait times to use machines has the greatest impact on user experience
2. access to machines are affected by building rules, regular use by other residents, or machine break-
downs and repair times.
3. people thought that being able to schedule or book time to use machines would be very convenient.
4. a surprising 38% of survey respondents still need to use coins to pay for laundry cycles.

I conducted an analysis of direct and indirect competitors to find out what solutions are already out there,
understand the user experience of the service, and identify areas where they might be falling short, or what
competitive advantages it might have.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
As a result of my analysis, the clear areas of opportunity are:

A stunning UI: most people surveyed and interviewed said they do laundry once per week, so an app that has
a visually appealing and easy to navigate interface would improve the experience of using the app, and
potentially be a valuable differentiator.

Easy onboarding: user reviews for existing apps identified issues with login, registration, password entry and
laundry room detection. When I assess the experience of the app, there were multiple logins and accounts
necessary before being able to access the service.

Notifications: as identified in the user interviews, not being able to do laundry when you need to or have
time to seriously impacts users experience. While the Coinamatic app shows users the status of the cycle, it
doesn’t provide real-time information about machine availability or alerts when a laundry cycle is complete
for all app users. This feature is only available in “participating laundry rooms”. This could be a significant
opportunity to improve the experience of all users.

Feedback: user reviews for the existing app identified issues with getting support, especially related to login,
payment issues and laundry room detection. There is an online machine repair request form, but it is also
very unreliable and does not receive prompt responses. Calling customer service might not result in an
immediate solution, or a service repair person arriving within the same day. An opportunity exists to greatly
improve the feedback system, not only for reporting issues, but also to send data back related to machine
use for better or more regular service of the machines.

Reserving Machines: While not all people interviewed wanted to be able to book a machine in advance, the
option to hold or reserve a machine for a short period of time was valuable to users. This feature would be an
excellent differentiator to the current app available.

To identify the most valuable solutions, I followed two different prioritization frameworks:
MoSCoW Method and KANO model.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
MoSCoW Method.

In Scope Out of Scope

Must-Haves: Won’t-Haves
- a visually appealing UI - the ability to pay for cycles in-app
- easy onboarding
- customizable options
- the ability to see in real-time which
machines are available to use
- the ability for users to provide feedback
and get support

Should-Haves:
- the ability to see in real-time a count-down
for when machines that are in use will be
available
- the ability to reserve an available machine
for a short period of time to give users time
to bring their laundry to the machine
- the ability to gather data about machine
use for machine leasing companies and/or
property managers to better maintain
machines. This could include daily and
monthly active users, the number of hours
each machine is in use and other KPIs

Could-Haves:
- the ability to book a time to use machines
several hours or days in advance
- the ability to report issues or machine
breakdowns directly in-app

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
KANO Model

Basic Needs Real-time availability:

real-time updates on machine availability, allowing users to see which
machines are currently in use and which are available. This helps users to
save time and avoid the frustration of waiting in line for machines.

Performance needs Customizable notifications:

allow users to set up customized notifications. This means that users can
choose to receive notifications via push notification, email, or SMS, giving
them the flexibility to stay updated in a way that works best for them.

Feedback system:
allows users to provide feedback on their laundry experience. This feedback
is used to continually improve and optimize the app for users, ensuring it is
always meeting changing needs and expectations.

Delighters Advanced booking options:

allows users to book machines up to a week in advance. This gives users
more flexibility in managing their laundry schedule and ensures they always
have access to the machines when they need them.

Product Roadmap

Here's a sample roadmap as a starting point

Quarter 1:
Develop a basic app prototype that includes machine availability status
Conduct user testing to gather feedback on the prototype
Refine the prototype based on user feedback

Quarter 2:
Add real-time count-down to machine availability to the app
Develop a notification system that alerts users when their laundry cycle is complete or when a machine
becomes available
Conduct additional user testing to gather feedback on the updated app features

Quarter 3:
Develop a short-term booking option that allows users to reserve machines up to 2 hours in advance.
Integrate a feedback system that allows users to rate their laundry experience
Conduct additional user testing to gather feedback on the new features

Quarter 4:
Developed a booking option that allows users to reserve machines up to 1 week in advance.
Refine and optimize the app based on user feedback
Launch the app to the public
Begin promoting the app through targeted marketing campaigns

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Idea Screening.
For the MVP Build Approach, I will be focusing on creating a solution that provides
users with real-time updates on machine availability. Why is this a good idea to screen?

Machine availability was identified as the top issue affecting user experience, through both the user survey
and user interviews. During the interviews, I asked whether being able to see machine availability, or reserve
a machine would make their experience easier, and all 6 interviewees said yes.

This proposed solution also has two different potential target audiences and provides value to each in
different ways. Residents would benefit by being able to check the availability of laundry machines quickly
and easily, reducing wait times and making their laundry experience more convenient. On the other hand,
property managers or laundry system management companies (like Coinamatic) benefit from the app by
gaining real-time insight into equipment usage, allowing them to make more informed decisions about
maintenance schedules, machine replacement, and overall management of the laundry facilities.

Let’s look at both target audiences and outcomes.

Target audience 1: residents living in apartments, college dorms or senior living homes with access to
communal laundry facilities
Target outcome 1: knowing when machines are available and reducing wait times to use machines

Target audience 2: property managers of buildings with communal laundry facilities and laundry system
management companies
Target outcome 2: improving equipment maintenance and decision-making

The hypothesis could look like this:

The proposed laundry machine availability app will reduce wait times and improve the
laundry experience for residents, while also providing property managers or machine
leasers with real-time insights into equipment usage and maintenance needs, leading to
more informed decision-making and better management of the laundry facilities.

Let’s make that testable and measurable by target audience.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 Hypothesis: Target Audience 1
The proposed laundry machine availability app will reduce the average wait time for a
laundry machine to less than 10 minutes during peak usage periods, as measured by
anonymous user feedback and app analytics within the first 6 months of launch

Testable Criteria:
• Wait times for laundry machines in the building will be tracked and analyzed before and after
the app's launch, with a goal of reducing the average wait time to less than 10 minutes during
peak usage periods.
• Anonymous user feedback on the app's functionality and impact on wait times will be collected
and analyzed to determine if the app has effectively reduced wait times and improved the
laundry experience for residents.
• App analytics data will be analyzed to determine the number of users and frequency of usage to
ensure that the app is being widely adopted and used by residents.

Assumptions:
• Residents will download and regularly use the app to check laundry machine availability. If
users do not adopt the app, or if they only use it infrequently, the app may not be effective in
reducing wait times.
• Wait times are a significant pain point for residents. Reducing wait times will be a major factor
in improving user satisfaction.
• The app will accurately reflect machine availability. Users can reliably check for available
machines before heading to the laundry room.
• The building has enough laundry machines, meaning wait times are primarily due to uneven
usage patterns rather than insufficient capacity.
• Other factors such as machine breakdowns will not significantly impact wait times. Any
necessary repairs or maintenance will be completed quickly to minimize downtime.

Hypothesis: Target Audience 2

The proposed laundry machine availability app will provide real-time insights into
equipment usage and maintenance needs, leading to a 25% reduction in maintenance
costs and a 10% increase in equipment uptime within the first year of launch.

Testable Criteria:
• Equipment usage and maintenance data will be recorded before and after the app's launch, and
a 25% reduction in maintenance costs will be expected.
• Equipment uptime will be tracked and analyzed to determine if there is a 10% increase in uptime
within the first year of launch. This can be measured by tracking the total time that the machines
are operational, as well as the time that they are out of service for maintenance or repair. This
can determine whether the app has helped to reduce downtime and increase the overall
availability of laundry machines for residents to use.

Assumptions:
• Property managers or laundry service management companies will adopt the app. If the app is
not adopted, or if they only use it infrequently, the app may not be effective in reducing
maintenance costs and increasing equipment uptime.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 • Equipment maintenance is a significant cost and reducing maintenance costs will be a major
factor in improving their bottom line.
• The app will accurately track equipment usage and maintenance needs, so issues will be
addressed before they become more serious and costly.
• Equipment maintenance can be proactively managed. Real-time data will minimize reliance on
residents to report issues, or only reacting to problems as they arise.
• The app will not require significant ongoing maintenance or upgrades and will function
effectively over time without significant investment of time or resources.

Prototyping + Testing

Basic User Flow

This user flow is designed for the MVP to target the main pain point for users. The intention is to focus on
providing users real-time information about machine availability and allow them to reserve a machine for
one hour. The app also provides notifications when the laundry cycle is complete.

Onboarding:
a. The user downloads the app and creates an account.
b. They select their building and communal laundry room.

View Machine Availability:

a. The user logs into the app and sees a list of available machines in real-time.
b. They can see which machines are currently in use, how much time is left, and when they will be
available.
c. They can also see the location of the machines, for buildings with multiple laundry rooms.

Notifications:

a. They receive a reminder notification when their cycle is about to end.

b. The user receives a notification when their reserved machine becomes available.

Feedback and Support:

a. The user can provide feedback about the quality of the communal laundry facilities.
b. They can access customer support through the app.
c. They can report any issues with the communal laundry room or machines.

Check out the MVP Prototype: https://app.uizard.io/p/6d174367

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Product Impact.
How are we solving our users’ problems?

Helen Hunt: The busy working professional in their 30s, who relies on the communal laundry facilities in their
building. They use the laundry app to check whether a machine is free, so they aren’t wasting time on the
weekend doing laundry.

James Jones: The college student who has access to communal laundry facilities in their dorm building. They
use the laundry app to keep track of available timeslots to do laundry between classes.

Eva Everson: The mom with young children who works from home. She uses the laundry app to monitor the
when machines are free so she doesn’t have to run back and forth and leave her kids.

Leading Indicators

The goal is to improve the user experience for doing laundry in a communal facility.
Here are a few potential leading indicators that could be useful for the machine availability app:
• Average time-to-value for first-time users: the average time it takes for a new user to view the real-
time machine availability screen after signing up for the app is less than 5 minutes, measured using
app analytics.

• Number of app downloads: app will achieve a minimum of 500 downloads within the first month of
launch, and a total of 2,500 downloads within the first six months of launch.

• Frequency of usage: achieve an average weekly usage of at least 5 times per user, as measured by
app analytics within the first month of launch and maintain this level of usage for the first six months
of launch.

Lagging Indicators

• User satisfaction and Retention: the app will maintain an average rating of at least 4 stars on app
store reviews within the first six months of launch, based on a minimum of 50 reviews. User
satisfaction ratings on app store reviews can provide insight into how satisfied users are, and
whether it has helped to improve their laundry experience.

• Abandonment Rate: the app reduces average wait time for a laundry machine by at least 25%, as
compared to wait times before the launch of the app. Gathering data on user abandonment would
provide insights as to whether the app is valuable in helping reduce wait times when compared to
before the app. Wait times for laundry machines before and after the launch of the app can provide
a concrete measure of whether the app has reduced wait times for residents.

• Feedback Response Rate: Indicator would be measured by anonymous user feedback and app
analytics within the first six months of launch.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 • Maintenance costs: the app reduces maintenance costs for laundry machines by at least 25%, as
compared to maintenance costs before the launch of the app. Data would be reported by property
management or companies within the first year of launch. Comparing maintenance costs before and
after the launch of the app could determine whether the app helps reduce costs associated with
maintenance and repair.

• Equipment uptime: the app increases equipment uptime by at least 10%, as compared to equipment
uptime before the launch of the app, within the first year of launch. This indicator would need to be
measured by property management or companies. Equipment uptime before and after the launch of
the app can provide insight into whether the app has helped to increase the overall availability of
laundry machines for residents.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Appendix A: Market Research.

Searching for trends, growing industries, and product opportunities.

1. Communal Laundry: Laundromats

Laundromats are public facilities where people can come to wash and dry their clothes. They typically have
several washers and dryers of various sizes, change machines, vending machines for laundry supplies, seating
areas, and sometimes even free Wi-Fi. According to Stats Canada1, there are 1092 coin-operated laundries
and dry cleaners in Canada including automatic and self-service options, generating approximately $500
million in revenue annually.

Trend: Laundromats are dwindling.

There is a dwindling number of laundromats across Canada 2. Many factors have contributed, and the
pandemic only compounded what was already becoming a challenge: rent hikes and rapid urban
development; increasing on-site or ensuite laundry amenities; costly water bills, high electricity and
gas rates; staff shortages; digital transformation of businesses and services. Machine parts for
decades-old equipment have also become hard to find, as are the tradespeople who can do
necessary repairs. Some owners want to retire but can’t find a buyer for a less-than-profitable
business.

Laundromats in Canada

2000

1500

1000

500

0
2004 2012 2018 2020 2022

Audience
Laundromats are primarily targeted toward individuals and families who do not have access to a washer and
dryer at home, or whose machines are not large enough for their needs. They are also popular with travelers
and those who need to wash large, bulky items like comforters or rugs.

User Group Insights: Individuals

1
https://www.statcan.gc.ca/o1/en/plus/2177-sort-out-these-stats-doing-your-laundry-laundromat-or-home
2 https://www.theglobeandmail.com/opinion/article-laundromats-are-dying-in-canada-we-cant-just-call-that-a-wash/

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 2. Communal Laundry: On-site laundry rooms

Some apartment buildings, college dormitories, and other multi-unit residential buildings have on-site
laundry rooms. These usually have several washers and dryers that are shared by the building's residents.

Trend: More rental units than ever before.

According to a 2022 report by Stats Canada3,4, approximately 33% of Canadian households rent their
homes. Apartments overall accounted for 34.4% of dwellings in 2021, compared with 30.1% in 1981.

The number of purpose-built rental units, reported by the Canada Mortgage and Housing
Corporation5, grew from 1.8 million units in 2011 to 2.2 million units in 2021. In comparison,
about 14,000 net units were added from 1990 to 2010. The growth in the rental rate reflects the
increased construction of multi-unit buildings, such as apartments and condominiums. Before 2011,
apartments accounted for less than 40% of building permits. Since the start of 2011, multi-unit
building permits have accounted for 68.1% of units created, and 73.2% in 2021 alone.

Over one-third (36.6%) of dwellings constructed between 2011 and 2021 were occupied and
primarily maintained by millennial renters or owners in 2021, the largest share of any generation.
Millennials also represented the largest share of condominium occupants at 30.2%, compared with
the other generations.

Trend: A large share of newer builds are rentals.

Recently built dwellings are increasingly likely to be occupied by renters. Tenant-occupied housing
represented 40.4% of all housing built between 2017 and 2021, the highest tenant rate following
the 1960s post-war apartment boom, at 44.5%.

Trend: Growing aging population.

The fastest-growing age group in Canada are people 85 and older6. Currently, 2.3% of the population
is aged 85 and older, a 12% increase from 2016. Over the next 25 years (by 2046), the population
aged 85 and older could triple to almost 2.5 million people.

In 2021, almost 238,000 people aged 85 and older were living in these collective dwellings,
representing close to 3 in 10 people (28%) in this age group. A collective dwelling refers to a dwelling
of a commercial, institutional, or communal nature in which a person or group of people resides or
could reside. It must provide care or services or have certain common facilities, such as a kitchen,
laundry facilities or bathrooms, which are shared by the occupants.

Trend: Increased need for student housing in Canada

According to the Cushman & Wakefield 2022 Student Housing Overview7, there are 2.18 million post-
secondary enrollments and graduates in Canada, with an average annual increase of 1.2%.

In Canada, total university-owned (on-campus) and privately-owned (off-campus) housing provide

about 145,000 beds, which represents about 15% of total full-time students.

Comparatively, RealPage report that U.S. student housing equated to about 40% of total

3
https://www150.statcan.gc.ca/n1/daily-quotidien/220921/dq220921b-eng.htm
4
https://assets.cmhc-schl.gc.ca/sites/cmhc/professional/housing-markets-data-and-research/market-reports/rental-market-report/rental-market-report-2022-
en.pdf?rev=2a0ed640-6c4c-435d-b13a-0faca94c0667
5
Ibid.
6
https://www12.statcan.gc.ca/census-recensement/2021/as-sa/98-200-X/2021004/98-200-x2021004-eng.cfm
7
https://www.cushmanwakefield.com/en/canada/insights/canadian-student-housing-outlook

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 student enrollments in 2020/21. In the U.K., total is estimated to make up about 35% of
student enrollments.

Availability of on-campus accommodations – particularly for first-year students, remains a major

concern for post-secondary institutions. Steadily increasing numbers of students has continued to be
the primary catalyst for the establishment of the purpose-built student residence market in Canada.
This would indicate that there is an opportunity in Canada for new student residence development.

Audience:
On-site laundry rooms in multi-unit residential buildings are targeted toward the residents of the building.
These may include college students, apartment renters, community living facilities, or other individuals living
in a multi-unit setting who do not have their own washer and dryer. In all cases, the key factors includes
convenience, cost, and community/safety.

User Group Insights: Renters

Convenience and affordable options are top priorities for renters, as they may not have the time or
resources to frequently visit laundromats or other off-site laundry facilities.
Time management is a concern for renters, who may need to schedule their laundry time around
work, school, or family obligations.

User Group Insights: Students in Dorm Housing

For students living in dorms, the availability of on-site laundry facilities is often a key factor in their
decision to live on campus. Students may gain important social communities while doing laundry, as
the laundry room can serve as a common gathering space.

User Group Insights: Older Adults in Community Living

For older adults, on-site laundry facilities can provide a sense of independence and autonomy.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 Similar to students living in dorms, older adults may value the social aspect of doing laundry, as it can
provide an opportunity to interact with neighbors and form connections within the community.
Many older adults may have physical limitations that make it difficult to travel to off-site laundry
facilities, so having a laundry room in their building can be a significant benefit.

3. In-Home Laundry: Portable washing machines.

For those without access to a traditional laundry facility, portable washing machines are an option. These
small machines can be used in a home or apartment and require only a power source and water hookup.

Trend: More portable laundry machines

The target market for portable washing machines in Canada is smaller than for some of the other
laundry facility setups but can still include a variety of individuals who have limited space or
resources. The mini and portable washing machine market in Canada is expected to grow at a CAGR
of 5.9% from 2021 to 20318.

Audience:
Portable machines are targeted toward individuals who do not have access to a traditional laundry facility,
but who have limited space or resources. This can include apartment renters, RV or boat owners, or
individuals who live in small homes or other unconventional living situations.

User Group Insights: Renters

• Convenience is a top priority for renters who have limited space, as they may not have the
time or resources to frequently visit laundromats or other off-site laundry facilities.
• Cost is also a consideration, as renters may be looking for affordable options for doing
laundry.
• Portability and ease of use are important factors for renters, who may need to move the
machine frequently and may not have the space or resources to install a traditional washing
machine.
• Noise level is also a concern, as renters may need to be mindful of their neighbors and avoid
disturbing them with loud or disruptive appliances.

User Group Insights: Tiny Homeowners

• Space is at a premium for tiny homeowners, so portable washing machines that can be
easily stored when not in use are highly desirable.
• Efficiency and resource conservation are also important considerations, as tiny homeowners
may have limited access to water and energy.
• Portability is important for tiny homeowners who may need to move their washing machine
to different locations within their home.
• Noise level is also a concern, as tiny homeowners may need to be mindful of the impact of
loud appliances on their living space.

User Group Insights: Unconventional Homeowners

• Portability and versatility are key considerations for individuals living in unconventional
homes, who may need a washing machine that can be easily transported and used in a
variety of locations.

8
https://www.futuremarketinsights.com/reports/mini-washing-machine-market

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 • Energy and resource efficiency are also important factors, as these individuals may rely on
alternative power sources or have limited access to water and energy.
• Durability is a concern, as individuals living in unconventional homes may need appliances
that can withstand rough terrain or extreme weather conditions.
• Noise level is also a consideration, as these individuals may need to be mindful of the impact
of loud appliances on their surroundings, especially if they are living near others.

4. In-Home Laundry: Laundry Room + Ensuite Laundry

Many single-family homes have their own laundry rooms, which can vary in size and features. Some may
have just a washer and dryer, while others might include a sink, folding table, and storage cabinets.

Trend: homeownership rate falls.

Home ownership rate is on the decline in Canada after peaking in 2011 (69.0% in 2011 vs 66.5%
in 2021.) The growth in renter households (+21.5%) is more than double the growth in owner
households (+8.4%).

In 2021, adults under the age of 75 were less likely to own their home when compared to adults of
the same age range in 2011. This is especially true of millennials aged 25 to 29 years (44.1% in 2011
vs 36.5% in 2021).

Trend: Ensuite Laundry.

Newer condo and apartment buildings include machines in the units themselves. In-unit machines or
hookups considered a luxury feature and attract renters who can afford to pay for premium features.
High-end luxury apartments will almost certainly offer in-unit laundry solutions.

In-unit machines will receive far less use than those in communal areas, so maintenance and upkeep
costs are lower than with on-site community laundry facilities. Tenants will also not have to pay extra
(as with coin-operated machines) to use their in-unit laundry machines. This can significantly
increase your apartment building’s property value, as is a highly prized amenity.

Audience:
In-home laundry rooms are targeted toward homeowners who have the space and resources to install their
own washer and dryer. This can include families, couples, or individuals who want the convenience of doing
laundry at home.

User Group Insights: Based on the problem statement and market research, this user group is out of
scope and not being considered at this time.

5. Commercial Services

These are larger-scale operations that provide laundry services to businesses such as hotels, hospitals, and
restaurants. They often have industrial-sized washing machines and dryers and may offer additional services
like ironing or dry cleaning.

Audience:
Commercial laundry services are targeted toward businesses that require a large volume of laundry services,

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
such as hotels, hospitals, and restaurants. These services are designed to handle large quantities of linens and
uniforms efficiently and at scale. According to a report by IBISWorld, the commercial laundry services
industry in Canada generates approximately $1.5 billion in revenue annually.

User Group Insights: Based on the problem statement and market research, this user group is out of
scope and not being considered at this time.

Take-Aways

Total number of Renters in 2022: 33% of population, or 12.7 million in 2022

Total Apartment Rental units: 2.2 million in 2021

There is an increasing demand for apartment and condo-style buildings, fuelled by population growth
through immigration, an aging population and a gravitation towards the downtown lifestyle—particularly
among younger Canadians.

Laundromats are on the decline in Canada, creating increased need for multi-residential buildings to have
either on-site communal laundry, or in-suite laundry.

Newer condo and apartment buildings include machines in the units themselves, but many older buildings
still operate communal laundry facilities. However, in-suite laundry machines increase the number of
machines to be maintained or replaced, hot water heaters will be used far more frequently and for longer
durations than in buildings that run communal laundry solutions. With the increasing costs of utilities,
including costly water bills, high electricity and gas rates, and an increasing interest in sustainable systems, it
remains to be seen whether this amenity is feasible long-term.

With the continued growth of the post-secondary student population, increased options for student
housing are necessary. An increasing number of developers are considering opportunities to create on- and
off-campus housing options that address students’ needs in ways that conventional and informal rentals do
not. They offer substantial benefits not only to the students, but to their parents, to the institutions the
students attend, and to the cities that host them.9 One major benefit with student housing are the on-site
facilities, including kitchens, bathrooms, and laundry.

9 https://svnrock.ca/national-student-housing-group/student-housing-special-report/

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Appendix B: Competitive Analysis.

Exploring existing products and services.

Direct Competitors:

Coinamatic

Who are they: Coinamatic is Canada’s specialist in managed laundry systems. Since 1946, Coinamatic
has provided vended laundry equipment and service to the multi-residential housing industry. CCL
provides effective & sustainable end to end solutions for on-premise laundry operations. The long
term care, assisted living and the hospitality markets are CCL’s primary focus. They currently service
over 22,000 customer locations across Canada. Coinamatic is owned by WASH Multifamily Laundry
Systems, the leading provider of outsourced laundry equipment and service in North America
headquartered in Torrance, California.
Website: https://coinamatic.com/

Coinamatic CP Mobile App

Video Walkthrough: https://youtu.be/hRQ_EjW-M7A
Number of downloads: 100K+
Reviews: 3.9 (2.15K reviews)
Updated: March 16 2021
Availability: only available for use in participating Coinamatic laundry locations.
Developer: Kiosoft Technologies

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 User Experience

Login: Before you access the app, the user has to be in the
laundry room, with bluetooth and data on. Option at start is
to auto-detect the laundry room. If the user doesn’t have
data, they can call a service number to register with the SCR
code to locate the building.
To create an account, the user needs to register, or accesses
an already-created Coinamatic account. It is not clear what
account would be suitable in this case.

After sign-in: users can add value to their account using a

variety of payment options including debit, interac online,
credit and prepaid credit cards.

Load machine: users load laundry into the machine and add
detergent.

Enter machine number: Users enter the machine ID into the

app. Machine ID is found on the digital display of the card
reader or a two-digit number stickered on the machine.

Select Cycle: Users choose the wash or dry settings available

on the machine, and tap “Pay” in the app.

Pricing: the app is free, but only available for use in

participating Coinamatic laundry locations.
Half of the people interviewed reporting having machines
run by Coinamatic. Cost per cycle ranges from $2.25 - $2.50
for minimum cycle features. Additional time in the dryer
costs $0.25/9 minutes. Additional pay-per-use cycle features
for the washing machine range from $0.25 - $0.75 each.
The cost for leasing machines is outside the scope of this
research.

Customer Support: they provide customer service over the

phone. This includes a live voice multilingual call centre and
a coast-to-coast national service team. Service is often
delayed, taking several weeks to send a repair person to the
building.

User Interface: minimal design, and visually unappealing.

Performance/Reviews: according to the reviews, this app is very unreliable

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Automatic Laundry: Laundry Connect Pay

About the App: Laundry Connect Pay from Automatic Laundry is a feature rich app that allows you to
operate the washers and dryers in your community or campus laundry room with your smart phone. Easy
to set up and add value, start machines, track history, contact us, request service, access laundry tutorials
and stain removal guides, live status of your washer or dryer, text or e-mail notifications when your
laundry machine is done and more! Makes doing laundry easier and much more convenient than having
to get quarters and having to carry around a laundry card – everything is right on your phone! The app
also allows us to give you instant refunds. Check your laundry room signage for information and
availability of Laundry Connect Pay. Bluetooth is required to be on to recognize and start machines.
Number of downloads: 50K+
Reviews: 4.1 (1.13K reviews)
Updated: June 9 2022
Audience: Community laundry, campus laundry
Developer: Kiosoft Technologies (same as above)

User Experience:
Locate room/machines:
- Look for sticker on the machine
- Download the Automatic Laundry App
Onboarding:
- Build a profile and sign in
- Add funds by connecting the app to your credit card
Select Machine
- Choose a machine and cycle on the machine
- Select machine in the app by scanning QR code or enter the machine code
Payment
- App shows vend price
- Use your mobile device to pay for laundry by selecting “okay”
- Push start on the machine.

Availability: This app only works at communities and schools that have laundry rooms managed by
Automatic Laundry with our Laundry Connect Pay system installed, and only if Bluetooth is activated.
Pricing: App is free.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Indirect Competitors
Alliance Laundry Systems, LLC: Huebsch

What is it: In-app payment service exclusively for laundromats that run Huebsch machines.
About the App: The Huebsch app is a convenient, safe way to quickly pay for your Huebsch washer or dryer
right from your phone. No more last-minute trips for quarters from the store. Pick your location, select your
Huebsch machine, pay right from your phone, and you are ready to go.
Number of downloads: 50K+
Reviews: 5.0 (1.21K reviews)
Updated: February 7 2023
Audience: Laudromats, public communal laundry facilities
Availability: only available in USA.

Alliance Laundry Systems, LLC: Speed Queen

About the App: The Speed Queen app is a convenient, safe way to quickly pay for your Speed Queen washer
or dryer right from your phone. No more last minute trips for quarters from the store. Pick your location,
select your Speed Queen machine, pay right from your phone, and you are ready to go.
Number of downloads: 100K+
Reviews: 4.5 (2.84K reviews)
Updated: February 7 2023
Audience: Laundromats, public communal laundry facilities
Availability: only available in USA.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Appendix C: Product Onboarding Flow: an example.

I will be defining my "first time-to-value" as the time it takes from the user to sign up for
the product to viewing the real-time machine availability screen, or completing their first
task.

To achieve this, I plan to break down the onboarding process into smaller, manageable steps that guide the
user towards completing their first appointment or task.

Sign-Up
The first step would be to create a clear and concise sign-up process that allows users to easily create an
account and enter their necessary information. For the sign-up phase, I'm planning to capture the usual
information: first name, last name, email, and phone number. I also want to ask users for additional key
information

1. Preferred laundry schedule. This could also count as the first “task”. Asking users about their
preferred laundry schedule could provide several benefits, including:

Avoiding Crowds: By understanding when users prefer to do their laundry, we can identify
times when the laundry room is likely to be busiest and inform users of alternative times
when the laundry machines are more likely to be available. This can help avoid crowding in
the laundry room, reduce wait times, and improve the overall user experience.

Optimizing Laundry Room Usage: By understanding when users typically do laundry, we can
optimize laundry room usage and ensure that machines are available when users need
them. This could involve offering incentives for users to do their laundry during off-peak
hours.

Improving Communication: By collecting information on preferred laundry schedules, we

can better communicate with users through targeted push notifications or emails, reminding
them when the laundry room is likely to be busy or when machines are likely to be available.
This can help improve overall engagement and user satisfaction.

2. Preferred communication channel: Asking users about their preferred communication channel,
whether that be email, push notifications, or text messages can help better communicate with users
and provide a more personalized experience.

3. Goals or pain points: Determining goals or specific issues users are dealing with means better
understanding the motivation for using the app, tailoring the onboarding flow to address those
specific pain points, and gathering information related to future feature development opportunities.

4. Location data: User location data can provide valuable insights into user behavior and preferences
that can help improve marketing strategies and in-app advertising efforts. This information would
gathered only after obtaining user consent, and used responsibly and transparently in compliance
with FIPPA regulations. Benefits of gathering this data include:

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
 Hyperlocal Advertising: By knowing where users are located, we can target advertising
campaigns and offers to specific neighborhoods or buildings. This can help reach our target
audience more effectively and drive higher conversion rates.

Personalized Recommendations: information can be used to provide personalized

recommendations for nearby businesses or services that might be of interest to users. This
could include recommendations for restaurants, grocery stores, or other local businesses
that align with users' demographics.

Location-Based Promotions: We can offer incentives to encourage users to visit nearby

businesses or take advantage of special offers in their area. This can help drive foot traffic to
local businesses and build stronger relationships with users.

Guided Tour
Next, I will design an intuitive interface that provides a guided tour of the product, highlighting key features
and benefits, and providing helpful tips and suggestions along the way.

Notifications
I will also implement an automated email or push notification system that can provide different information,
such as letting users know when a machine is available during their preferred laundry time, reminding them
when the laundry room is likely to be busy, informing users of alternative times when the laundry machines
are more likely to be available.

Measuring Success
To measure the success of the onboarding flow, I will monitor the time it takes for users to complete each
step, and gather feedback through surveys and user testing. This data will help me identify areas where users
may be struggling or where the flow could be improved. Overall, my goal is to create a seamless and
enjoyable onboarding experience that helps users quickly achieve their desired outcome and start getting
value from the product.

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Appendix D: Survey Data - Communal Laundry Users

Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023
Prepared by: Kristina Fiedrich MVP BUILD APPROACH March 26, 2023