UI/UX Design · Appointment System Optimization · 2023
Company Name
Etude Salon
(Case Study Project)
Duration
08/2023 - 11/2023
My Role
UIUX Designer, UX Researcher
About
Etude Salon is a luxury hair boutique in Los Angeles. This project focused on optimizing audience engagement by conducting research and redesigning the website. The goals were to make information delivery effective and the appointment process effortless.
Key Responsibilities
-
Conceptualized original business strategy and value proposition to help the business find its competitive advantage.
-
Optimized the salon appointment system based on research findings, enhancing brand awareness and user engagement.
02
Prototype Preview
03 Research Insights
User Research Insights
What are their needs & goals?
04 Key Design Decisions
New Brand Identity
03 Research Insights
User Persona
Who are our target users?
03 Research Insights
Competitive Audit Insights
What strategies do our competitors use?
04 Key Design Decisions
New Sitemap
Direct Competitors
Indirect Competitors
Influencers
-
Professional and clean design
-
Process indicator in appointment system
Atelier By Tiffany
Helpful photos and reviews from real customers
Google Maps
Clear and straightforward reservation process with instructions
OpenTable
-
In-depth communication with customers
-
Clear contact information
Theodora Hair Studio
Clear lists of necessary information
Yelp
-
“Favorites” to save preferences
-
“Previous” to record previous orders
Starbucks Mobile App
Clear and planned organization of information on Instagram/Yelp
Hair Arca
A clear display of pros’ information and works
Thumbtack
04 Key Design Decisions
New Appointment System
01
Project Context
&
Problem Statement
Customers’ digital experiences are becoming increasingly important for businesses, even for something as personal as a haircut. For hair salons, the experience extends beyond the in-store visit to include appointment booking and customer follow-ups.
This project focuses on optimizing a basic website to not only meet fundamental user needs but also attract more customers and provide enhanced service.
04 Key Design Decisions
New Account Page
People stick with one hair salon & one stylist
8
interviewees said they have their fixed hair stylists
Young people use social media to discover new hair salons
All
people preferred to browse the info on social media platforms before go to a new hair salon
International students prefer salons in specific culture communities
80%
of international students usually go to salons within their own communities
Hair salons in K-town are popular for its elegant Asian style
4
interviewees mentioned that they love the specific style of their favorite salons
Young and Fashionable People
in Los Angeles
Description
-
Young professionals or students
-
Have stable incomes or adequate living expenses
-
Lives near Ktown, in Los Angeles
Behaviors
-
Love Asian-styles
-
Enjoy high-level services
-
Possess a refined lifestyle
-
Use social media as a search engine
-
Have been to/look for hair salons in Ktown
Needs & Goals
-
Need stylish or elegant hairstyles
-
Need hairstylists with good expertise, specializing in Asian styles
-
Need a convenient way to make appointments
04 Key Design Decisions
Personalization Functions
