Sketch 3
Omnigraffle
Keynote
Invision
Tresse Noire
CLICK PROTOTYPE
Designed for an in-home hair salon that provides hair styling services for African-American women.
Customers can book a reservation on the site or app, to schedule a traveling stylist.
My Role: UX/UI PROJECT MANAGER
Clara decided to get her
hair braided at home.
Login to schedule an appointment.
.....unfortunately, she got confused and had to call.
THE PROBLEM
Customers only complete 20% of the booking process and the user conversion rate is only 5%. Most users resort to calling instead of using the website or app to book an appointment.
THE SOLUTION
As a project manager, my team and I helped Tresse Noire identify its problem and created a thoughtful, efficient, and user-centered booking flow. We designed the booking process is on home-page, added best practices, and placed an optional sign-up at the end.
USER RESEARCH
At the start of the project, I decided to understand our product from customer’s perspective through user testing the original web and iPhone app. I took notes on where they struggled in the booking process and compared it with the data from Google Analytics.
It was eye-opening, I saw similar user pain points from the qualitative and quantitative data. The drop-off points from Goggle Analytics coincide with the areas that the found the site and app unclear and confusing.
COMPARATIVE ANALYSIS
For features comparison, I learned to notice what they don’t have.
Sign-up is not as obvious of an affordance in the beginning of a booking process.
HEURISTIC ANALYSIS
As a group, we conducted a heuristic evaluation. During this analysis, I was genuinely surprised to see the findable and accessible metrics ranked well. Users had a higher discomfort with its credibility, value, and delightfulness.
We collaborated to sketch some new designs, and then user-tested them to see which ones the users preferred.
SKETCH TO WIREFRAMING
We collaborated to sketch some new designs, and then user-tested them to see which ones the users preferred.
We incorporated best practices from the industry into the wireframes for the user checkout process.
USER PERSONA
Shenice is a young married woman who runs a successful PR and Marketing firm. She has a large network of friends, cares about her appearance and wants to maintain her stylist images. Looking into maximizing her network, she hosts a meet-up on how to increase social network present once a month. She overcommits to too, many events and needs to prioritize her day and slow-down.
QUICK SUMMARY
- Communication Manager
- Resident: Brooklyn
- Hobbies: Fashion, Beauty, Blogging
- Tend to be late
FRUSTRATIONS
- Wants the salon experience
- Wants to see history of past salon visits
- Going to a salon takes too much time
- If she adds extension and need a hair
cut, the additional prices is unclear.
HOW WE CAN SERVE
- Provide a variety of hair styles and
salon products
- Allow for the creation of a personal
account
- Make all prices available
With all the insights collected from the interviews, I continued our process to discover, organize and categorize pain-points, patterns, and find the minimal viable product.
. Affinity Mapping
. Feature Prioritization
. Moscow
Strategy & Ideation
HIGH FIDELITY TO PROTOTYPE
