Competitive Analysis

It was important to understand how Gurlface LLC's services differed from their competitors. Since most Spa and Salon companies are small or mid-sized, it's easier to make a direct comparison. I analyzed several local competitors and 2 larger ones.

User Interviews

"I need online booking, don't want to call. Having to call is frustrating, it's hard to get last minute services. Cleanliness is also really important". - Spa  customer, 29F

"I get facials, makeup done at salons, prefer to have rapport with the person doing the stylist. Everyone has different skin types". - Spa Customer 34F

"Found my last salon on Yelp, it had good ratings. I trust local small businesses more, there is less personalized service at big chains". - Spa Customer 21F

Upon completion of my research and gaining a better understanding of the industry, I then conducted 6 phone interviews on a semi-structured format. Ages 21-55. Most common pains were having to book by phone which usually resulted in not getting the time they wanted, and unsanitary conditions.

• Cleanliness
• Luxurious, relaxing experience
• The ability to get an appointment when they want
• Easy booking experience

• Waiting times
• Unable to get appointment
• Unsanitary conditions

Define

Personas

With this information, I created my user persona. Amanda is a culmination of my research and interview findings and help to guide my design decisions and keep them user-centered.

User flow

I created a user flow with two points of entry. One is Amanda coming to the home page from a search or direct while the other is Amanda following a promotional link posted on social media directly to a services page.

Task flow

I mapped out the task for the booking process.

Wireframes

I created a set of wireframes which go through the verification process and a FAQ section. I took inspiration from national competitor's websites as well as several fashion forward businesses which offer similar services. I structured the layout to work within the confines of Squarespace's site builder.

User testing

I tested the wireframes with 6 subjects for general usability testing using Invision.

• Find out more about the company. (Navigate to the About page)
• Find out where the business is located
• Book a service

Results

• Subjects were able to complete all tasks with a 100% completion rate
• Only one subject clicked on the "Read Bio" CTA in the middle of the page
• In future iterations, it may be good to test placing higher emphasis on the Bio section in Visual Hierarchy

Iterate

Style guide

Working with the client, I created a brand style guide that reflects the core values of the brand while meeting accessibility standards. We went through several iterations before deciding on the style guide below.

Hi-fi mockups

I created a series of hi-fi- mockups for the key screens in accordance with the style guide. I worked with the client to write copy which keeps the elements in proper alignment while avoiding widows. The service pages also explain experimental healing services such as crystal healing which may be unfamiliar to new customers.

Before

After

Reflection

This was my first time working with a real client for UX design, and I learned a lot about communication
with clients and making presentation deliverables. I also learned how to base design decisions off
real user experiences.

Pragmatic solutions

My client did not have the budget to go to a web developer who would charge a considerable sum of money to build and maintain a site. I worked with the client to develop a usable site which allows her to promote and attract new business while being easy to update and maintain.