Beauty & Wellness
BloomMe Ltd
Overview
My client was a beauty and wellness service provider in Hong Kong, a one stop app for booking online saloons and spas. They were growing and wanted to invest on redesigning of their customer facing mobile application to provide easy booking digital experience.
My Role
I joined Bloom Me as a UX/UI Consultant to help them redesign their mobile application and assist them in improving their existing customer experience.
Research Methods
Exploratory & Generative Research
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Stakeholder Interviews
Evaluative Research
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Discussion Guide
User Research
I went through the mobile application as a consumer to understand the current pain points and the happy moment which a consumer may face. Interaction with current stakeholders including founders gave me a brief insight for what they were looking from the new application from business perspective. I was also working on the current bugs and fixes so was aware of the current problems customers are facing with the App.
Competitor Analysis
To kick start the project we started studying the competitors which were not limited only to the Beauty industry but also from other service industry to understand how are they differentiating them self. This analysis was based on the Home page, color and exclusive features which others didn’t have.
Sitemaps
Listing all the features based on the current application, business requirement and competitor analysis we created a Sitemap to understand the depth and breadth of the navigation.
Homepage
Previous homepage was only providing the service available with the brand but was not suggesting or recommending based on customer profile or usage. We made sure to leverage all this data about customers to bring value to them.
Previous Homepage
Wireframe
New Homepage
Features
Each feature was crafted to detail so as to full-fill user and business requirement.
Sign Up & Sign In User Flow
To deep dive in every single feature we created user flow for each feature based on the priority of the business to help us prioritise the wireframes for Us
Sign Up & Log In
Existing app was not leveraging on the technology to provide its consumers an option of personalising their search option. So when consumer sign up the application they will be asked if they would like bloom me to access their location.
Email & Mobile Verification
One of the business requirement was to verify consumer data so as to make it easy for them to checkout and receive notification. This further also helped business to gather consumer data to leverage communication with consumer at later stage.
Map View
Existing application didn't provide any option for selection based on the map view hence business top priority was to come up with map view feature which can make consumer search easy and results in increase bookings.
Other issue that we received from customer support that most of the saloons didn't show number of slots available during search and on the process of booking they realise that the slot they were looking was not available. So we approached this feature to solve not only the business requirements but also resolve one of the customers pain point.
User Flow
Therapist Selection
Few services require customers to book based on the availability of the therapist and preferred gender. Currently, vendors used to call customers after they have booked the service and let them know their status based on the availability of the therapist. So we leveraged on this problem during their search and by letting users select a specific gender and book based on the availability of the therapist.
These are few features we worked to further do a usability testing. There were other features which were being leveraged on stakeholders industry experience and implemented in the current application to improve the user experience for the Bloom Me consumers.
Usability Testing
It was important for us to know about our customers background, their knowledge about the industry and also test at least the major features with the current customers.
Screening
The purpose of the screening was to focus on multiple users with different usage & booking pattern. We further categorized them into different groups to understand how decision making happens among these different groups.
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Users who visit twice a week
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Users who visit once a week
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Users who visit more than twice a month
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Users who visit once a month
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Users who visit few times a year
This helped us prioritized the feedback from our most loyal customers to very new customers.
Questionnaire
Our Questionnaire was divided into 3 sections:
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Ice breaking questions ( to get the background of the customers and make them feel relax)
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Industry Specific (questions more related to beauty, health & wellness industry)
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Product app Homepage (to get the feedback about the new designed homepage)
Findings
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Most of our participants prefer using the service on weekdays as they want to spend weekend for other activities.
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They also find that weekends are rush hour and a bit costly than weekdays.
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For females there were few treatments which they use regularly and like eyelashes, pedicure & manicure.
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Majority of Participants prefer going for treatment alone rather than with a friend.
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Some of the participants prefer using the spa/salon which are close to their office or Home.
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Almost all the participants who visit for regular treatments visit the same spa/salon.
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Regular treatments like hair, eyelashes, etc by participants are not experimented but they do experiment with massage and prefer reviews as the major decision making factor.
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All of them find the new homepage interesting compared to the current homepage.
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Gift card selection form the homepage feature was also noted by most of the participants.
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Recent review feature was confusing to the people as they don’t want to see the random reviews posted by the user, it should be like the reviews of the treatments they searched before or the spas they visited before or the spas/salon they favourited.
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Most of the participants don’t find value in upsetting feature.
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Some of the participants find amenities that spa/salon has will make some difference in the users selection behaviour.
Semantic Differential Scale
Purpose of this was to help determine the trend for the consumers which were interviewed. Below Figures helped business stakeholders to understand the difference between male and female usage of Bloom Me services and also take a favourable actions to help serve its customers with personalised experience.
Social
Afternoon
Weekdays
Weekends
Non Social
Male
Female
Fig. 1
This segmentation is for consumers who use the Bloom Me services and prefers to go alone or with friends and which time of the week.
Special Occasion
Regular Day
Evening
Male
Female
Fig. 1.1
This segmentation is for consumers who use the Bloom Me service and the time & the moment they prefer consuming these services.
Findings from the Usability testing were found valuable to business stakeholders and few of them were used to help increase the revenue. Like Push Notification to its customers were targeted during evening and on weekdays rather than on any other time for the most loyal customers.
Loyalty Program
During the initial conversation with the Founders they highlighted Loyalty program as an important feature which their current application doesn’t have and would like to see how we can create this feature. We studied the company structure of providing their service/treatments with the price points and categorized with the rewards the brand is willing to give it to its customers.
Multiple screens were created to explain business stakeholders about the flow and how it will bring value to Consumers. Few of the screens are explained below so as to help consumers understand how the loyalty program feature works and business stakeholders to find value in investing in this new feature.
Club Homepage
When users logs in to the app for the first time they wont receive any points but if they provide some information about them they will receive first 200 points and also a personalised content for browsing which will assist them to make their bookings.
History
Bloom Me customers can check their history of how they earned their points and also where did they redeemed their points.
Learn More
Learn more page was created to make the reward system more transparent for Bloom Me consumers and help them understand. This transparency was meant to increase the brand trust with its customers.
Redeem
Once Bloom Me customers have earned their free treatment the app will highlight the available free treatment based on the category similar to homepage.