// Re-designing booking flow and creating new visual profile for mobile website.
Team:
Mathias Fossum, Linnea Sandlund, Lisa A.Hauff
My key Contribution:
Research, Ideation, Prototyping, UI design lead
Tools:
Figma, Figjam
Duration:
4 Weeks, November- December 2023
Project overview
Problem:
The current website, particularly its mobile version, presents usability challenges for customers looking for beauty services .
Many users leave without finishing their bookings, and a lot of our customers only book once. How can we make the customer want to come back?
Solution:
By streamlining the booking process and prioritising essential information, we aim to enhance user experience, making it more intuitive and reducing the time on tasks.
The introduction of the "Rebook service" and the inclusion of features such as reviews and ratings contribute to fostering greater trust in the product among users.
The Process
Research goals and techniques
In our endeavor to understand and empathize with users, we employed a comprehensive approach, including competitive reviews, surveys, usability tests on the existing Nabostylistens website, and user interviews.
Why are customers not completing the booking process
What can be improved with the current booking process?
What are the strength and weaknesses of Nabostylistens competitors?
How do we get returning customers
Define
Insights from research
With the facts and knowledge we got from the research phase, we synthesised the information through atomic research and affinity mapping and came out with valuable insights:
People seek search results tailored to their needs and become dissatisfied with irrelevant content.
The pages must align with the expectations of a beauty service
When users have found a stylist they are satisfied with, they usually prefer to continue using the same stylist
Users exhibit impatience and frustration when pages fail to meet their expectations in responsiveness.
Users are short on time. It's important for the customer to plan their everyday life
In choosing a stylist, visual evidence of past work is as crucial as ratings and reviews in building confidence
Persona
We created our persona, Laila Lash, along with context scenarios and HMW questions. These tools were utilized in Ideaton workshops and throughout the design process to ensure we were addressing the needs of our target audience
Ideation
Workshop
User flow
After ideation and thinking divergent, we processed our ideas in a convergent process.
Here displaying the “Re-book a earlier preformed beauty service”, we get a scope of frames and navigation we need to design.
Prototyping
We designed, upgraded and simplified several flows and features as:
Simplified booking process
"My Page" featuring a last bookings overview, and favorite stylists.
Access to browse the stylists
Rating and review option of the service
Option to book same appointment again
Re designing booking flow
Based on research, users encountered difficulties in navigating to locate their desired service, particularly due to challenges with the lengthy list of options. To address this, we redesigned the navigation flow by incorporating illustrations for selecting main categories, limiting the number of options per page, and presenting essential service information, including details about the stylist, at the final stage of selection.
Before
After
Designing a “rebook service” feature
To address the challenge faced by many users who often need to reorder the same service but find the process complex, we have devised a straightforward approach for rebooking services and making adjustments to order specifications.
Testing the prototype
Reduced time on task with
Satisfaction rate from 2.75 to
out of 7
Userfriendly rate from 3.2 to
out of 7
Rebook service
faster then existing
Usability testing
Our prototype has been tested with two tasks on 6 participants.
Tasks tested:
- Book a new beauty service to be preformed at your place to a given date
- Book an previous booked service to a given date
KPI´s
Product
Task
Average
Completion rate
Average
Time on task
Average
Satisfaction rate
Average
User friendly rate
Existing Nabostylisten mobile website
Booking new beauty service
100%
8:01 min
2.75 / 7
3.2 / 7
Prototype
mobile website
Booking new beauty service
100%
2:43 min
5.6 / 7
6.6 / 7
Prototype
mobile website
Rebook previous service
83%
1:37 min
6 / 7
6 / 7
Result
Usability testing has revealed a positive user experience, demonstrating that the booking process is both intuitive and easily navigable.
Users, particularly frequent ones, appreciate the convenience of the rebook service, which streamlines the booking process even further.
Furthermore, feedback indicates that the new visual design effectively communicates the service users are seeking.
These findings are reinforced by key performance indicators obtained from the usability tests, underscoring the tangible improvements in user satisfaction and efficiency
Feedback from the customer:
Anne Mathilde Hystad
Co-founder
Nabostylisten
“The team communicated nicely and they were all engaged and interested in the project. The group managed to see different perspectives of the case, and they drew conclusions based on interdisciplinary comparisons. They were good team players who had the task, users and client in mind at all times. Linnea, Mathias and Lisa always had a good overview of the project and timeline, their work was structured and they delivered great and thorough work in all aspects of the project. I especially liked their mapping of the current website where they focused on where our users meet friction and used this to create an improved version of the product.”
