The Lash Lounge, a leading provider of luxury lash services, approached me to redesign their service booking flow for a responsive web experience. Their existing booking process was hindered by several pain points, including a lack of visibility into service pricing and availability, confusion around service details and stylist information, and high drop-off rates as customers navigated the complex flow. As the sole designer on this project, I worked closely with the Product Manager to synthesize user research data into actionable solutions and a defined feature set.
The goal
The primary objectives for this project were to:
Increase customer conversion and lifetime value metrics by streamlining the booking process.
Design within the constraints of the MindBody platform, with consideration for the available APIs and technical feasibility.
Develop a usability-tested, clickable prototype to validate the redesigned booking flow.
The Solution
To address the pain points and meet the defined goals, I redesigned the booking flow into a branded, seamless experience that prioritized service and pricing visibility, as well as booking success.
Key aspects of the solution included:
Prominently displayed service details, including pricing, duration, and availability
Intuitive stylist selection with tiered pricing based on experience level
Customizable service package options for bundled services
The project began with a deep dive into the existing booking flow, an analysis of the previous booking flow's key pain points, and a competitor analysis of other successful booking platforms. Through this research, I identified the primary challenges hindering the booking experience, including lack of service transparency, complex navigation, and high drop-off rates.
Starting Point
Usability Testing & Iterations
I conducted two rounds of comprehensive usability testing with 15 participants (ages 21-52) across both mobile and desktop platforms. The testing revealed impressive results:
Round 1 Highlights
100% success rate for location selection and appointment scheduling
57% success rate for finding service details
Average usability score: 91.07
Based on these findings, we made targeted improvements, particularly to the service details page and mobile booking overview.
Round 2 Results
Improved service detail discovery (75% success rate, up from 57%)
Maintained 100% success rates for core booking functions
Enhanced mobile booking overview accessibility (75% success rate, up from 50%)
Increased average usability score to 94.38
Participant feedback was overwhelmingly positive, with users highlighting the intuitive design and comprehensive information display:
"Overall, this was a great experience and I wish that all of my bookings for different appointments were like this."
"I felt like there was a lot of information that was given on each page but it was well put out, well thought out, well laid out. I don't think it was an overwhelming amount of info - it was just the right amount and it was very straight forward."
"It was flawless, very straightforward. And it was also quick and efficient too to be able to add services because of the helpful categories."
Delivery & Development
For the final delivery, I provided a comprehensive design package that included the following:
Main file with the final screen designs and all possible states
A separate file for high-fidelity mobile and desktop prototypes
A new design system based on the client's branding, tailored for the booking flow
After usability testing, I incorporated the remaining feedback, polished the files, and added detailed annotations to guide the development process. Throughout the implementation, I provided ongoing design assistance, strategizing solutions for technical limitations and adapting the designs accordingly.
The redesigned booking flow successfully addressed the key pain points and exceeded the defined goals for the project. With an impressive final usability score of 94.38, the new experience demonstrated significant improvements in service visibility, booking efficiency, and overall user satisfaction.
The iterative testing approach allowed us to fine-tune the experience, resulting in high success rates across all key booking actions. The final product delivered a streamlined, intuitive booking process that not only met technical requirements but also delighted users with its clarity and ease of use.
Most importantly, the redesign transformed what was once a friction-filled process into a seamless experience that users actively praised and preferred over typical booking systems. This positions The Lash Lounge for increased conversion rates and customer satisfaction, while setting a new standard for service booking experiences.
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