- Period
- 2024, pet project
- Tools
- Figma, Maze
- Industry
- Beauty & Wellness
- Team
- Solo
- My role
- UX/UI Designer
Overview
Research & Insights
Key Design Decisions
Reflections & Learnings
Deal · Beauty Appointment Booking App
Overview
Research & Insights
Research & Insights
Deal · Discovery
🎯 Project Goals
Understand how people currently book beauty appointments and where the process breaks down
Identify the main barriers that stop users from booking quickly and confidently
Define the must-have features for a booking app based on user needs and market gaps
Design an end-to-end booking flow that removes the need for phone calls
Users avoid booking by phone — calls during work hours are inconvenient, and they dislike waiting on hold
PersonaUsers book appointments 2–4 times per month, depending on their schedule
PersonaUsers prefer quick, hassle-free solutions that fit into a busy lifestyle
PersonaTrust depends on information — users weigh reputation, staff qualifications, services, and location before booking
CJMReviews and ratings strongly influence the decision to choose a salon
CJMUsers research salons online to gather information before committing
CJMUsers compare several salons before making a choice
CJMReal-time availability is critical — outdated slots cause scheduling conflicts and erode trust
Empathy mapUsers forget appointments without reminders, leading to missed visits
Empathy mapPhone bookings carry a risk of error — one user had the wrong treatment scheduled due to miscommunication
Empathy mapUsers worry whether the master will understand their preferences
Empathy mapReal-time availability updates would help avoid scheduling conflicts
Empathy mapAutomated reminders would prevent forgotten appointments
Empathy mapUsers want to confirm they're booking the right service with their preferred staff
Empathy mapKey Design Decisions
Step 1: Discovery & Entry
I show popular salons first using the *Bandwagon Effect*People tend to trust choices that others already did to help users instantly find the right salon and drive them directly to the key action of booking a service.
Product Impact
This layout increases the activation rate of new users and decreases early drop-offs on the home screen.
Why it works
In testing, users completed a booking in under 30 seconds with no back-and-forth between screens.
Step 2: Intent-Based Filtering
I designed quick filters for day, time, and rating so users can see only what fits their exact free hours and high standards in seconds.
Product Impact
These criteria shortcuts reduce time-to-search and improve the conversion rate from search to salon profile views.
Why it works
Time-to-pick-a-slot dropped sharply — users described availability as feeling “obvious”.
Step 3: Salon Profile
I surface real photos, service duration, and transparent pricing upfront so users have all the necessary details before making a choice.
Product Impact
This transparency eliminates information friction and increases the cart-addition rate for popular services.
Why it works
Placeholder — add the rationale or result here.
Step 4: Consideration & Shortlisting
I created a “Saved” section with category filters so users can easily look for more options and bookmark them for comparison.
Product Impact
This feature directly improves user retention because it gives users a reason to return to the app and complete their booking later.
Why it works
Reminder opt-in stayed high while the booking flow stayed one tap shorter.
Step 5: Final Booking
I combine the service, master, and time slots into a single flow so users can book it quickly without different confirmations, filling out many fields, or phone calls.
Product Impact
This easy one-screen checkout removes friction and directly boosts the final booking conversion.
Why it works
Placeholder — add the rationale or result here.
Step 6: Success
After booking, I show a clear success screen with an easy path back home so users feel confident the appointment is set.
Product Impact
This clear confirmation removes user anxiety after checkout, which lowers support requests and leaves a great final impression that brings users back.
Reflections & Learnings
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