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Merlin Beauty Salon is a cosmetic studio located in Radom, serving its clients for over 10 years. Recently, the salon encountered some issues, and I was hired to resolve them. I estimated that it would take me no longer than a month to address these problems. The results were magnificent.
I was responsible for conducting UX research, designing, webflow development, and testing the final product. Additionally, I had the opportunity to collaborate with a marketing specialist who ran a Google Ads campaign for the salon.
The client wanted to increase the revenue of their beauty salon, with the main objective being the creation of a beautiful and functional website that would convert users into paying customers
To achieve the desired results, I began the project with research. After analyzing the gathered data, I created a user journey, a sketch, and the content for the website. Once the design was completed and approved by the client, I built the website using the webflow tool.
Within the first three days of launching the website, the salon acquired four new clients, and after two weeks, the number of new clients increased to 15. The results exceeded expectations, and the client is very satisfied with them.
The client was not satisfied with the number of customers visiting her salon. She felt invisible and was very eager to change that.
The client has acknowledged that her customers are always the same individuals, with very few new customers visiting her salon. She is unsure of how to reach out to new people with her services.
The salon was not exposed on the internet, which prevented it from acquiring customers through that particular channel.
The salon owner admitted that she had never attempted to use any advertising tools.
Before starting work on the project, I collaborated with the client to establish the goals that we needed to achieve for the project to be successful.
To enable the salon to continue operating, the client wanted to acquire new customers.
My task was to create a website that would serve as a virtual business card for the salon. It needed to be functional, visually appealing, and attract potential customers.
In order for the website to generate profits, people need to hear about it. To achieve this, the client decided to hire a marketing specialist.
The website was launched on April 27, 2023!
In the first week after the website launch, we immediately noticed an improvement in the number of visits. Previously unknown clients started coming to the salon. In the first week, there were 14 new clients, and a after first month we've gained 60 clients.
Interesting content, clear graphic design, and good UX practices have resulted in users rarely leaving our website.
The practices I implemented have led to the website converting as much as 4% of all visitors.
Define
1 dzień
How might we?
User map
Ideate
1 dzień
User journey
Wireframes
Emphatize
2 dni
User Interview
User personas
Competitors research
Empathy map
Prototype
1 dzień
Hi-Fi Design
Test
1 dzień
Heatmaps
At the beginning of the research phase, I decided to conduct interviews with two users who regularly visit beauty salons. During the interviews, I asked questions aimed at identifying the issues that clients commonly face in salons and understanding the reasons why clients choose specific beauticians' services.
User 1
User profiling
What are you currently doing? Are you a student, do you work, or maybe both?
I am currently studying in my second year at UTH in Radom and working part-time at a management position.
Can you tell me more about your hobbies? What do you do in your free time?
I enjoy experimenting with fashion, taking photos, and socializing with friends.
User preferences
Which beauty salons in Radom do you think are the best? Please provide up to 5.
The best one is 'Estetica', followed by 'Babski świat' in second place, and 'od-nowa' salon in third place. These three salons stood out to me the most.
What treatments do you most frequently schedule with a cosmetologist?
Most often for nails, but I often choose an additional treatment like eyebrow tinting or makeup.
What do you pay attention to when choosing a beauty salon?
I pay the most attention to photos and reviews. It's important for me to know what to expect after leaving the salon.
How do you typically make appointments at beauty salons?
Most often, I simply call and make an appointment.
Have you ever experienced any difficulties related to booking appointments at a salon? If so, please describe them.
Yes, sometimes I have encountered difficulties with booking appointments because there were no available slots at convenient hours for me, or I had to make multiple calls before I could get through.
Final interview questions
Do you have any ideas or thoughts that you consider valuable?
It would be great to be able to see all the available services offered by the salon as well as their prices before making an appointment.
User 2
User profiling
What are you currently doing? Are you a student, do you work, or maybe both?
Hello! Currently, I am a student and I work at an IT company.
Can you tell me more about your hobbies? What do you do in your free time?
I really enjoy reading books, listening to music, and participating in sports.
User preferences
Which beauty salons in Radom do you think are the best? Please provide up to 5.
Salon 'Glamour' is my favorite. I also like 'Estetica' and 'Darya' salons, but I'm not sure which one is better.
What treatments do you most frequently schedule with a cosmetologist?
Usually for pedicures or manicures, but sometimes I also get various facial treatments.
What do you pay attention to when choosing a beauty salon?
Transparency of prices and available treatments is very important to me. I also pay attention to photos and reviews from other people.
How do you typically make appointments at beauty salons?
I usually make appointments over the phone.
Have you ever experienced any difficulties related to booking appointments at a salon? If so, please describe them.
Yes, sometimes nobody would answer the phone or there were no available appointments.
Final interview questions
Do you have any ideas or thoughts that you consider valuable?
I have nothing to add.
Based on interviews with two beauty salon customers, I have created personas of potential clients. These personas will help make decisions in later stages of the project based on user needs.
Klaudia is a 4th-year student at the University of Technology and Humanities in Radom. She studies full-time and works part-time as a waitress at a local restaurant. She leads an active lifestyle. She often uses Instagram to keep up with her friends or share her experiences. When choosing a suitable beauty salon, she relies on the opinions of others and looks at photos of previous treatments. It's important for her to know what to expect after leaving the salon.
Marzena has been working in the same full-time job for 10 years. She is married and a mother of two children. When it comes to her appearance, she prefers to stick to tried-and-true solutions rather than experimenting with new trends. After work, she likes to unwind and relax. In her free time, she enjoys watching TV or meeting up with friends for coffee. When choosing a beauty salon, she is interested in the opinions of others and values the skills of the beautician. Personalized experience and the authenticity of the salon and its services are important to her.
After analyzing the target audience, I decided to explore the competition. At this stage, it was important for me to find out in which aspects the competition excels and where we can easily surpass them.
Says
Thinks
Does
Feels
After gathering sufficient knowledge about potential users, it was time to define their problems. I started this stage by asking "How might we?" This stage was important for asking the right questions to accurately identify the problems that users encounter in beauty salons.
HMW:
How can we assist users in selecting the right treatment?
HMW:
Assist the user in selecting the appropriate appointment time?
HMW:
Simplify appointment booking for individuals who are not tech-savvy?
HMW:
Help the user choose treatments before important events?
HMW:
How can we make the experience less stressful?
HMW:
How can we showcase the skills and experience of the beautician?
HMW:
How can we effectively showcase the results of the treatments?
HMW:
How can we make it easy for users to browse through the treatments they are interested in?
HMW:
Send appointment reminders to users?
After selecting the most important HMW questions, it's time to map them to the appropriate step in the user journey.
User
Sets a goal
HMW:
Help the user choose treatments before important events?
HMW:
Make it easy for the user to browse through the treatments they are interested in?
HMW:
Help the user choose the right treatment?
Verifies if the beautician is
suitable for her
HMW:
Show the skills and experience of the beautician?
HMW:
Show the results of treatments in an effective way?
Book a visit
HMW:
Help the user choose the right appointment time?
HMW:
Make it easier for users who are not tech-savvy to book appointments?
HMW:
Remind the user about their appointment?
Come to a visit
After gathering information about the users and their problems, I began working on their solutions. I started by creating the most intuitive user journey possible.
Main
About us
Gallery
Treatment Results
Reviews
Packages
Contact
Treatments
Facial care
Waxing hair removal
Beauty cosmetics
Nails
Acid treatments
Cosmetic medicine
Contact
Effects
Treatment results
Contact
About us
Informations about studio
Photos of certificates
Contact
I've designed high fidelity wireframes, including most important features and copy.
After finishing the sketches, it was time to start working on the design. I wanted the website to be lively and engaging. I paid great attention to hierarchy and guiding the user's eyes to the right places.
