In late 2021, Uber was considering a growth opportunity by entering the laundry and dry-cleaning market through a service named Uber Clean, designed to offer on-demand laundry services by leveraging Uber's extensive ride-sharing network. Uber Clean aimed to partner with Tide Cleaners, a well-established laundry service owned by Procter & Gamble, to provide convenient laundry pick-up and drop-off services. The service would address the inefficiencies and high costs Tide Cleaners faced with its in-house delivery service. Uber Clean promised benefits such as time savings, convenience, personalization, and high-quality cleaning. The initiative sought to capitalize on Uber's AI capabilities and expansive driver network to optimize delivery logistics and enhance the customer experience. The success of Uber Clean would hinge on understanding consumer behavior, defining a target persona, mapping the customer journey, and crafting a compelling service offering.