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case study overview

For this UX case study, I designed an end-to-end mobile app aimed at addressing the poor user experience of getting a haircut, primarily caused by long wait times, scheduling issues, and inefficiency. Recognizing the opportunity to transform this experience, I created a solution that would streamline the process and enhance customer satisfaction. The project began with in-depth user research to empathize with their pain points, followed by competitor analysis to understand the market landscape. I developed personas, user flows, and low-fidelity wireframes to map out the app’s structure, iterating through user testing to refine the design. Alongside the app development, I created the company’s branding, including mood boards, logo design, a brand style tile, and UI kit. The final result was a polished, high-fidelity app that not only solved the user’s problems but also provided a cohesive and engaging brand experience.

title

Creating a new web responsive design

roles

Lead Designer | Lead Researcher | Branding

CLient

Scratchy's Barbers

restrictions

Timeline

tools

Figma | Adobe Photoshop | Adobe Illustrator

timeLine

100 Hrs

THE PROBLEM

The current website is not up to date, the site does not accommodate mobile devices. Overall the website does not focus on the user experience, therefore the company has found user engagement is at an all time low.

THE OPPORTUNITY

There is an opportunity to revamp the user experience. Doing this will make users want to use the site and engage with perks. This will allow a better experience for the user, which gains more engagements and perks download, which overall bring bigger companies to work with Perks at Work generating more money for the organization.

Hypothesis

I would like to enhance how the user interacts with the product, to create an experience that focuses on the user's wants and needs. Creating a personalised experience catered towards each individual will create an experience where users want more. Therefore, giving more opportunity to purchase perks.

primary & secondary research

Conducting secondary research to gather quantative data to analyse the different feature used by competitors. Undergoing interviews to empathise and understand user wants and needs.

research, interview findings & AFFINITY MAPPING

The objective was to understand users' experiences while navigating the Compass - Perks at Work portal, particularly focusing on identifying pain points. To achieve this, interviews were conducted to gather insights on user challenges, along with a competitor analysis to inform the findings.

Competitor Analysis

The competitor analysis revealed Perks at Work was not offering the same experiences as their competitors. Factors such as having a responsive site and excellent UI really helps the users experience throughout their journey. Future features such as a mobile app to help user efficiency, help teams, and charity raising can really change the user’s perspective of the brand.

cOMPETITOR ANALYSIS

To fully understand what features are needed within this product research had to be conducted to analyse the current marketing and understand user wants and needs. Using primary and secondary research provides both quantitative and qualitative data to gauge what is needed to create a success product for both users and the client.

affinity Mapping & Key Findings

AFFINITY MAPPING

75%

75% of users use Perks at Work for one off purchases such as birthday presents. They could not find many reasons to use the portal frequently.

100%

100% of users have a negative experience when using the portal, for example a user stated "the portal is slow and unappealing to use."

filer options

Users get easily overwhelmed by the amount of options offered and feel like there is not enough filter options available.

features

Focus on essential features for a user-friendly, robust platform.

customer types

Two main customer types:

loyal, appointment-focused clients
Convenience-driven visitors

Both frequently purchasing products at the shop

competitve advantage

Use competitive differentiators to attract and retain customers with a seamless booking experience.

Suggestions

Efficient User Experience

Increasing efficiency when using the portal by adding better search and filter features. Ensuring these features can aid the user to successfully complete their journey. Creating a ‘Quick redeem’ feature to speed up the completion of redeeming perks.

Personalisation

Add personalisation throughout the experience to understand the users wants and needs, allowing the algorithm to push brands and discounts chosen by the user. Also, adding a save/favourite button for repeat business.

User-Centric Design

Creating a user centric interface improving accessibility and usability for new users on the portal, such as providing more information on features and an interface that is easier to digest.

Low Fidelity usability testing & findings

The aim was to observe participants as they completed tasks, analyzing their interactions to identify blocks and pain points. Online testing was utilized, with questions asked during tasks to capture participants' immediate reactions and feelings. The research goals included identifying pain points throughout the journey, recognizing obstacles to task completion, and gathering feedback on participants' overall experience.

The next steps include finalizing the Sign Up UI and developing the Home Page based on user feedback from option 1, which received the most positive responses. For the "Searching Perks" feature, the filter bar from option 1 will be integrated, and the number of options displayed on a single page will be reduced to avoid overwhelming users. Additionally, a WOWPoint button will be added to allow users to redeem perks at a discount, along with an indicator to show that users have read the terms and conditions.

So, what has this taught me?

Due to the client having such a niche audience, the main challenge I faced with this project was finding the right group of participants to ensure I gained the right feedback throughout my project. I knew it was vital to the success of this project.

To overcome this, I ensured conformations of more participants that I actually needed by contacting participants through different mediums such as forums and work emails. Doing this allowed me to be confident in having the right participants when needed, saving me a lot of time in the later stages when participants drop outs started to occur.

Another personal challenge was not having many mentor meetings to go through my progress. I thought this would be very challenging, however I treated it as a test to see how far I have come as a UX Designer. There were a few things I did to ensure that this challenge was achievable, the first was to ensure that I have a substantial amount of work to show when having these meetings with my mentor, being prepared with notes about what I have done and what I plan to do next. Another big factor was using GroupCrits to help me understand that I am on the right path and giving me the opportunity to gain feedback and better my presentation skills.

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FINAL SCREENS

So, what has this taught me?

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