Implementing Responsive Website for KHS Wash

Overview

KHS Wash is a cleaning and laundry service company in Indonesia targeting urban households who are time-poor and value convenience. The challenge: the laundry service market in Indonesia is highly fragmented, with most businesses relying on WhatsApp and word of mouth a professional web presence immediately differentiates them from competitors. My role spanned UX decision-making through implementation: defining the information architecture, making responsive design decisions, and building the site in WordPress to serve as their primary customer acquisition channel.

Timeline: 3 weeks

Implementation Process

How I Built It

Information Architecture

The first UX decision was structure. For a local service business, the customer journey is linear and predictable: a visitor arrives, evaluates services and pricing, checks credibility, then contacts the business.

This defined a 4-page IA: Home → Services → About Us → Contact

I deliberately kept the navigation to 4 items no more. Research on service business websites shows that adding more than 5 navigation items increases decision fatigue without improving conversion. Every page serves one purpose in the funnel.

User flow designed: Landing → Scan services + pricing → Read about the brand → Submit inquiry

Responsive UX Decisions

73% of Indonesian internet users access the web via mobile phone (APJII 2024). KHS Wash's target customers urban households are heavy mobile users. This made mobile-first implementation non-negotiable.

Key UX decisions made during implementation:

Touch targets: All buttons set to minimum 48px height WCAG 2.1 compliant. The original design had 36px buttons that were difficult to tap accurately on smaller screens.

Service grid: On desktop, services display in a 3-column grid. On mobile, I restructured this to a single-column vertical list users scroll better than they scan on small screens.

Contact form: Simplified to 3 fields only (Name, Phone, Message). Each additional form field reduces submission rates by approximately 11% (Nielsen Norman Group). We removed the email field since KHS Wash primarily communicates via WhatsApp.

Typography: Base font size set to 16px prevents browser auto-zoom on iOS when users tap an input field.

Results & Outcome

Post-Launch UX Review

Three months after launch, I revisited khswash.com as a critical observer rather than the developer. I identified 3 UX issues worth addressing:

Issue 1 - No social proof above the fold

The homepage hero shows the service name but no trust signals. First-time visitors have no immediate reason to continue scrolling.

Proposed fix: Add a "100+ pelanggan puas" counter and 1 featured testimonial to the hero section.

Issue 2 - Pricing requires a phone call

Service packages show descriptions but no price ranges. Users often leave when they can't evaluate affordability without contacting the business.

Proposed fix: Add "Mulai dari Rp X.000" range labels to each package card.

Issue 3 — Single CTA path

The only conversion path is the contact form. Many users prefer WhatsApp for initial inquiries. Proposed fix: Add a persistent floating WhatsApp button keeping the form for users who prefer it.

These findings have been shared with the client as a UX improvement proposal.

Results

- Website live and serving as primary digital presence for KHS Wash

- Mobile-optimized: all responsive breakpoints tested on 5 device sizes

- Contact form: functional with email notification to client

- Client trained on WordPress dashboard independently updating packages since launch

Next iteration (proposed): If given another design sprint, I would conduct guerrilla usability testing with 5 actual KHS Wash customers, add a pricing transparency section, and implement a WhatsApp floating CTA based on the post-launch audit findings above.

Cek website: https://khswash.com/