About Saving Faces

Saving Faces Skin is a skincare brand founded by two friends, focusing on organic facial treatments, massages, and waxing. Along with their customized skincare services, they sell a selection of organic products. The brand is committed to offering natural, holistic skincare solutions that address diverse skin needs and preferences with high-quality treatments

My role

I was responsible for redesigning the client's website to improve user engagement and functionality. Upon reviewing the site, I identified problems with the booking system, navigation, and absence of customer reviews. The redesign led to a rise in online bookings and greater customer satisfaction, successfully achieving the client's objectives.

• The website's 'Book Now' feature is ineffective, as users are not calling or booking services through it.

• Users frequently abandon their search for services halfway, indicating difficulty finding services that match their needs based on the descriptions provided.

• There is a lack of customer reviews and visual content, such as photos or videos, that effectively showcase each service.

• There is excessive white space, and the content lacks consistency throughout the site.

• Drive More Online Bookings by introducing a streamlined and easy-to-navigate booking system.

• Elevate Customer Satisfaction by enhancing the overall user experience to encourage loyalty and repeat business.

• Organize Service Categories to make it easier for users to browse and choose from the available services.

• Increase Product Sales by simplifying the process of finding and purchasing organic skincare products.

• Optimize the 'Book' Button by ensuring it is fully functional and prominently positioned on the homepage.

• Showcase Customer Feedback by adding customer reviews to boost credibility and offer social proof.

Problem Statement

Business Needs

Design Thinking

Our team of three utilized the Double Diamond Design framework, drawing from Design Thinking principles. Instead of following a linear path, we adopted an iterative approach, continually revisiting and improving each stage during the project.

Discover

In our meeting, we adopted a comprehensive research approach to identify users' pain points and create effective solutions

My teammates and I thoroughly evaluated the website to assess its usability, focusing on navigation, information clarity, consistency, and error prevention. Based on our analysis, we enhanced the browsing experience and made it more user-friendly.

• The "Book" button is non-functional, as it doesn't trigger any action or redirect to a page.

• Service details are unorganized, with no clickable links directing users to individual services.

• There is a lack of visual content, such as images or videos, to highlight the services offered.

• The reservation page is broken, preventing users from making bookings.

• No map or address is provided, making it challenging for users to find the business location.

Competitive Analysis

By analyzing our competitors, we gained valuable insights into the features, functions, and user flows that should be on the homepage. This allowed us to identify opportunities to create a product that stands out from the competition.

• Online Booking: The online booking process must be simple and user-friendly to encourage users to utilize it.

• Shopping products from the website: There was no basket or product page for purchases, so we integrated it into the homepage and service process. This allows users to buy products easily during their booking journey.

• Service Categorization: We discovered that the primary reason users were leaving the website was the lack of an organized menu.

• Select Providers: We found that some users wanted to select their service provider, but this wasn't possible due to the absence of a proper user flow.

• FAQ: The website offered a wide range of services, and users were often confused about which one suited them best. They wanted to read reviews from others who had used the services to help guide their decision.

Develop Survey

In order to gain a better understanding of user preferences, we conducted a brief survey and gathered valuable insights. Here are the key findings.

• Importance of Reviews: Participants stressed that reviews play a crucial role in their decision-making when choosing skincare services, facials, or specific operators.

• Flexible Booking Preferences: Users prefer to book skincare services as needed, emphasizing the importance of having a user-friendly, on-demand booking system.

• Operator Selection: Users highly value the ability to select their preferred operator, making this an essential feature to include.

Card Sorting

We conducted a card sorting exercise with several potential users to develop a more user-friendly information architecture. Below is an example of one user’s card sorting results.

Heuristic Evaluation

Key Takeaways

Key Takeaways

Key Takeaways

User Interview

Below are some quotes from users that helped us gain a deeper understanding of their needs.

Define

Persona

The persona was created based on insights gathered from user research.

Site Map

To align our information architecture with user expectations, we conducted six open card sorting sessions through the Optimal Workshop platform. Following the initial exercise, we created the first version and refined it iteratively based on user testing and competitive analysis.

User Flow

Task Flow

Develop