Brand new story
How a local hair stylist increased their customer base and boost their business
Project Objectives
The primary goal of this project was to create a customer-friendly booking system that would streamline the booking process and reduce the client's dependency on external third-party suppliers. By enhancing the client's digital presence, we aimed to boost their visibility, set them apart in a highly competitive market, and ultimately expand their customer base. This objective was critical to ensuring that the client could grow their business sustainably while maintaining a high level of customer satisfaction.
Role
In this project, I took on a multifaceted role that involved conducting comprehensive user research and competitive analysis. My responsibilities included translating a diverse range of user and stakeholder feedback into actionable insights that would drive the rebranding process. I was also responsible for wireframing and designing the user experience, ensuring that the new booking system was both intuitive and efficient. My work focused on aligning the user experience with the project’s broader goals, balancing user needs with business objectives.
Key Design Challenges
Enhancing Conversion Rates
The central design challenge was to increase conversion rates by eliminating the need for third-party involvement. This required a deep understanding of user pain points associated with the existing booking process and finding ways to streamline the experience to make it more direct and user-friendly.
Streamlining the Booking Process
Another significant challenge was to simplify the booking process by removing redundant steps. Users often encountered friction points that made the process cumbersome, leading to potential drop-offs. The challenge was to create a more straightforward and efficient user flow that minimized the steps required to complete a booking.
Approach to the Challenge
Extensive User Research
We began by conducting extensive user research to understand the needs and preferences of the target audience. Through surveys, interviews, and usability testing, we gathered valuable insights into what users valued most in a booking system. The research revealed that users preferred a booking experience that required minimal information input and avoided repetitive tasks.
Designing a Simplified User Flow
Based on our research findings, we devised a streamlined user flow that significantly reduced the complexity of the booking process. One of the key features was an intuitive calendar interface that allowed users to select dates quickly and easily. This design choice not only sped up the booking process but also enhanced the overall user experience by making it more straightforward and less time-consuming.
Optimizing Response Times with Seamless Login
To further enhance the user experience, we implemented a seamless next login process that allowed returning users to complete bookings even more quickly. This feature was designed to remember user preferences and previous interactions, enabling a faster and more personalized experience on subsequent visits.
Project Impact
Our design solutions had a profound impact on the client's business. By streamlining the booking process and eliminating third-party involvement, we significantly increased conversion rates and boosted the client’s return on investment (ROI). The simplified user flow and intuitive calendar interface contributed to a more positive user experience, leading to a growing customer base. Additionally, the success of the project created opportunities for the client to expand their operations, including the potential to hire new employees to support their increasing business demands.