UX Case Study
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Background
The Calm & Co is a facial massage studio based in Mumbai, operational for the past few months, primarily marketing through Instagram ads.
Challenges
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Proposed Solution
- Developing a website to automate bookings, and manage therapist schedules, reducing manual overheads and improving client experience.
- Feature a section where new clients can learn more about the business, and treatments.
Problem Discovery
To ensure a seamless & informative experience for both first time & repeat visitors.
I also conducted user interviews to learn more about the psychology & motivation of users to get non-invasive facial treatments done. I organised this data into themes, and learned the following –
Highlight benefits on the website – Relaxing, improved skin health etc.
Educational content – Explaining benefits, and providing self care/skin care tips
Provide offers & packages that make self care/relaxation more accessible.
1. Stress relief & relaxation
2. Pampering self / confidence boost
3. Appearance improvement/Youthful glow
4. Social Influence & Trends
5. Personal time & space / Date idea with a friend
6. Part of holistic health approach
I translated these insights into design direction using the following –
Conversion rate
Retention rate
Trust score
KPI's
To create a seamless & mobile friendly experience for new as well as old users with a personalised experience.
These needs translated into design in the following ways –
Business Type - B2C
Research
First time visitors
- Lack of Information
- Unfamiliar with booking system
- Trust & credibility
Repeat visitors
- Efficient booking system
- Personalized experience
- Easy access to account information & history
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Easily accessible information
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User friendly booking system
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Consistent brand, with testimonials
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Quick & easy way to rebook same service
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Personalized packages & offers
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Appointment history & upcoming appointments
Define
Develop
From
To
2. After getting feedback from test participants, I also added a functionality to rebook an appointment easily from past visits.
Design system
As this is a start up, I created an atomic design system. I took the brand colours and typography as a starting point, and built the design system as follows:
I then fleshed out High fidelity designs from the wireframes with some improvements over the wireframes.
High fidelity designs
Typography
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Colours
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Buttons
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Icons
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Cards
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Layout
Prototype
Feel free to use the interactive prototype here.
Deliver
Further scope
If I had more time,
I would focus on more educational content, and maybe try a different (maybe interactive) way of educating the audience about the sessions.
I would also introduce gift cards, as many clients come in pairs of 2. They would like their loved ones to feel cared for.
I would do more WCAG checks, and better adhere to standards.
Impact
When shown the new website, research participants had a 60% increased trust score on the brand image and communication overall.
75% of the test participants were able to complete bookings using the online system.
80% of participants who completed the booking said they would use the system again for future bookings.