case study overview
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.
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
title
Designing a booking system app for a new business in the cosmetology industry
Designing a booking system app for a new business in the cosmetology industry
roles
roles
Lead Designer | Lead Researcher | Branding
Lead Designer | Lead Researcher | Branding
CLient
CLient
Scratchy's Barbers
Scratchy's Barbers
restrictions
restrictions
Timeline
Timeline
tools
tools
Figma | Adobe Photoshop | Adobe Illustrator
Figma | Adobe Photoshop | Adobe Illustrator
timeLine
timeLine
100 Hrs
100 Hrs
THE PROBLEM
THE PROBLEM
On holiday, a friend and I discussed the idea of having an app that could be sold as a package deal for new businesses within the cosmetology sector. We envisioned creating a default app that could then be adapted to different company branding. For my final project in Design Labs, I felt I had the skill set to explore this idea. I decided to first focus on how the user would benefit from this type of service. Due to time constraints, I decided to focus specifically on the barber sector for this assignment.
On holiday, a friend and I discussed the idea of having an app that could be sold as a package deal for new businesses within the cosmetology sector. We envisioned creating a default app that could then be adapted to different company branding. For my final project in Design Labs, I felt I had the skill set to explore this idea. I decided to first focus on how the user would benefit from this type of service. Due to time constraints, I decided to focus specifically on the barber sector for this assignment.
THE GOAL
THE GOAL
To understand how consumers complete the task of getting a hair treatment and to provide solutions to improve their journey, I aim to create a universal app that can adapt to user needs within different sectors of the cosmetology industry.
To understand how consumers complete the task of getting a hair treatment and to provide solutions to improve their journey, I aim to create a universal app that can adapt to user needs within different sectors of the cosmetology industry.
Hypothesis
Hypothesis
My main assumption is that the focus should be on limiting wait times at barber shops. Based on my experience, I have found myself waiting in line for over three hours to get a haircut on busy days. Additionally, I believe that consumers will have similar pain points as others within the industry.
My main assumption is that the focus should be on limiting wait times at barber shops. Based on my experience, I have found myself waiting in line for over three hours to get a haircut on busy days. Additionally, I believe that consumers will have similar pain points as others within the industry.
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.
primary & secondary research
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.
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 Findings
Research Findings
cOMPETITOR ANALYSIS
cOMPETITOR ANALYSIS
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.
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.
interveiw findings
interview findings
loyalty
loyalty
loyalty
Customers value loyalty and connection with barbers, preferring live waitlists and streamlined app features over third-party booking.
Customers value loyalty and connection with barbers, preferring live waitlists and streamlined app features over third-party booking.
Customers value loyalty and connection with barbers, preferring live waitlists and streamlined app features over third-party booking.
time
time
time
Time efficiency is a priority, influencing choices throughout the haircut journey.
Time efficiency is a priority, influencing choices throughout the haircut journey.
Time efficiency is a priority, influencing choices throughout the haircut journey.
user experience
user experience
user experience
Prioritize features that enhance user experience, streamline operations, and set the app apart from competitors.
Prioritize features that enhance user experience, streamline operations, and set the app apart from competitors.
Prioritize features that enhance user experience, streamline operations, and set the app apart from competitors.
features
features
features
Focus on essential features for a user-friendly, robust platform.
Focus on essential features for a user-friendly, robust platform.
Focus on essential features for a user-friendly, robust platform.
customer types
customer types
customer types
Two main customer types:
loyal, appointment-focused clients
Convenience-driven visitors
Two main customer types:
loyal, appointment-focused clients
Convenience-driven visitors
Two main customer types:
loyal, appointment-focused clients
Convenience-driven visitors
Both frequently purchasing products at the shop
Both frequently purchasing products at the shop
Both frequently purchasing products at the shop
competitve advantage
competitve advantage
competitve advantage
Use competitive differentiators to attract and retain customers with a seamless booking experience.
Use competitive differentiators to attract and retain customers with a seamless booking experience.
Use competitive differentiators to attract and retain customers with a seamless booking experience.
AFFINITY MAPPING
AFFINITY MAPPING
user testing & iterations
user testing & iterations
The project focused on improving user experience through targeted testing at a key stage. Screen and navigation analysis identified the most effective features, informing the development of high-fidelity designs based on low-fidelity testing results. These designs prioritized a user-centric experience aligned with the company’s branding. A second round of testing with the same participants will validate enhancements and ensure alignment with user needs and business values.
The project focused on improving user experience through targeted testing at a key stage. Screen and navigation analysis identified the most effective features, informing the development of high-fidelity designs based on low-fidelity testing results. These designs prioritized a user-centric experience aligned with the company’s branding. A second round of testing with the same participants will validate enhancements and ensure alignment with user needs and business values.
Low fidelity
high fidelity & iterations
Information Pages
Information Pages
To reflect my research on the importance of communication, I integrated clear instructions in the app to guide users seamlessly.
Bold brand colors were used to capture attention, and playful CTAs added personality. However, to avoid confusion, I limited this style in critical booking and purchasing steps.
To reflect my research on the importance of communication, I integrated clear instructions in the app to guide users seamlessly.
Bold brand colors were used to capture attention, and playful CTAs added personality. However, to avoid confusion, I limited this style in critical booking and purchasing steps.
Sign Up & Home Screens
Sign Up & Home Screens
For the sign-up screen, I focused on bringing the brand to life and ensuring efficiency. However, this led to a cluttered design. In a future iteration, I’d add an extra page for more breathing room.
I’m pleased with the home screen’s simple layout, but would make small adjustments: adding shop info (like opening times and busyness) to aid user decisions, and updating the “book now” CTA.
For the sign-up screen, I focused on bringing the brand to life and ensuring efficiency. However, this led to a cluttered design. In a future iteration, I’d add an extra page for more breathing room.
I’m pleased with the home screen’s simple layout, but would make small adjustments: adding shop info (like opening times and busyness) to aid user decisions, and updating the “book now” CTA.
Booking Screens
Booking Screens
In designing the booking screens, I aimed for a natural user flow, informed by low-fidelity testing. Colors were used to clarify users’ progress, and accessibility was prioritized by resizing buttons and adding padding, making navigation easier for users with physical disabilities.
In designing the booking screens, I aimed for a natural user flow, informed by low-fidelity testing. Colors were used to clarify users’ progress, and accessibility was prioritized by resizing buttons and adding padding, making navigation easier for users with physical disabilities.
Final Screens
HIgh Fidelity Ideations & Iterations
measurements of success
As this was a project for my course I can not show stats and measurable impacts, however, these are the metrics I would measure in a real world scenario.
A/B Test
To analysis how the users are experiencing the app, with this information we can make calculated changes to further enhance their experience.
User Retention
Looking at how many people are booking through the app and how frequently.
Download/Sign-Up
Analysis the amount of users are interested in the app.
BRANDING
The core values of the company are fun, inviting, loud, vibey, and family-oriented, reflected in its vibrant colors. Orange represents friendliness, bright blues symbolize communication, and earth tones convey a down-to-earth nature. The fonts are designed to create a curious and inviting brand feel, showcasing the store's personality from both employees and customers.
So, what has this taught me?
I’ve gained confidence in my design skills during my time at DesignLabs, especially throughout this final project, which has helped me realize I'm on the right path and enjoy the challenges. I learned that research methods must adapt to the specific business and user types, as different touchpoints and values can vary significantly. Additionally, time constraints have taught me to work more efficiently, allowing me to skip mid-fidelity screens while still achieving positive results, reinforcing the importance of making the most of time restrictions in the design process.
Want to view more?
FINAL SCREENS
measurements of success
As this was a project for my course I can not show stats and measurable impacts, however, these are the metrics I would measure in a real world scenario.
A/B Test
To analysis how the users are experiencing the app, with this information we can make calculated changes to further enhance their experience.
User Retention
Looking at how many people are booking through the app and how frequently.
Download/Sign-Up
Analysis the amount of users are interested in the app.
BRANDING
The core values of the company are fun, inviting, loud, vibey, and family-oriented, reflected in its vibrant colors. Orange represents friendliness, bright blues symbolize communication, and earth tones convey a down-to-earth nature. The fonts are designed to create a curious and inviting brand feel, showcasing the store's personality from both employees and customers.
So, what has this taught me?
I’ve gained confidence in my design skills during my time at DesignLabs, especially throughout this final project, which has helped me realize I'm on the right path and enjoy the challenges. I learned that research methods must adapt to the specific business and user types, as different touchpoints and values can vary significantly. Additionally, time constraints have taught me to work more efficiently, allowing me to skip mid-fidelity screens while still achieving positive results, reinforcing the importance of making the most of time restrictions in the design process.