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Kelly Nail Spa Web Design
1. PLAN
Goals
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Create a sleek website for digital marketing purposes
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Create a booking window for customers to make an appointment with their desired nail technicians
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Create a page for customers to buy gift certificates
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Create a feedback site for customers to voice their concerns directly to the manager
Roles
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User Researcher
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Data Analyst
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Web Designer
Estimated Timeline
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Problem: 2-3 days
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Process: 10-15 days
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Performance: 3-4 days
Total: 15-22 days
2. PROBLEM
User Research
I interviewed 30 customers, the nail salon owners, and 3 nail technicians to understand the problem from different stakeholders and their perspectives. Below is the summary of my user research.
Data from Customers
(Primary Stakeholders)
Q: How often do you go to this nail salon?
60%
come at least once a month
25%
come only on special occasions
(typically 4-10 times/year)
15%
come less than 3 times/year
Q: What do you want to see when you visit a nail salon's website?
"Services, pricing, and contact information."
"Maybe some nail polish colors so I can pick out a color before I come because I'm very indecisive."
"Probably an online booking feature so I can make an appointment without calling."
"I want to see a gallery of nail designs that you have done on other customers."
"I'm not good with names but I remember faces. I think it's a good idea to include pictures and information of all the staff so I can remember who did my nails last time."
"I'm not really sure but I would expect to see the menu and pricing."
"It would be great if I could choose whom to book an appointment with because I'm very OCD."
Q: How did you hear about us?
55%
Word-of-mouth
40%
Google search
5%
Other
Customer Journey Map
Click here for a full view of the Customer Journey Map
Data from Owners
(Primary Stakeholders)
Q: Can you share with me some of the challenges you face as nail salon owners?
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Rising costs of supplies due to the pandemic
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Not having enough nail technicians
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Increased competition
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Unable to pick up customers' calls during busy time
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No shows for appointments
Q: What do you expect to see on your website?
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Services
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Pricing
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Booking window
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Nail design gallery
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Contact information
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Customers' testimonies
Data from Staff
(Secondary Stakeholders)
Q: Can you share with me some of the challenges being a nail technician?
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Dealing with rude customers
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Keeping up with appointments through private texting/calling with customers
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Losing turns because of no-shows for appointments
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Explaining to customers about services and pricing
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Handling criticism from customers and boss
3. PROCESS
Competitive Analysis
I conducted a competitive analysis of many high quality websites from successful nail salons across the United States, coupled with the data I collected from the stakeholders to come up with the content I needed for my website. Below is the summary of my SWOT analysis:
Sketches
Wireframes
4. PERFORMANCE
Home Page
At first, I created the home page according to the wireframe I had drawn out. However, after testing it out, I realized that even though the "Book an appointment" button is easy to see, users will have to go back to the main home page in order to see it, causing an additional task for the users. As a result, I moved the booking button to the main tab bar at the top of the screen to allow users to access it at any time while scrolling through the website.
A/B testing reveals that the booking button is more functional being located on the tab bar
Home page prototype
Services Page
Services page prototype
Gallery Page
Each design comes with the nail technician's name and price for customers to consider. This answers possible questions that the customers may have while looking at the designs. It also displays the works of each nail technician truthfully, so the customers can request for their desired nail technician to perform the services they want.
Gallery page prototype
Gift Certificates Page
The first step to purchase a gift certificate through the website is to choose the delivery method. This lets the owners know how to prepare the gift certificates. If the customers choose pick-up, they have to come to the nail salon to verify their name and phone number in order to collect the gift certificate purchased through the website. If the customers choose e-Gift, the gift certificate will be sent directly to the phone number submitted at the time of purchase.
Gift Certificates page prototype
About Page
About page displays information of all employees and a brief introduction to help customers familiarize with the nail technicians. This also helps customers find the name of the nail technician who had performed the last service that they enjoyed, so they can use the information to request for that same nail technician again. Most importantly, it shows the nail salon's policies for customers to read and follow. This helps to ensure proper communication and avoid misunderstandings/complaints.
About page prototype
Contact Page
The Contact page displays all contact information of the nail salon, including an interactive map for customers to easily locate it. It also includes a feedback form for customers to fill out if they feel the need to leave a feedback. This helps the owners be aware of customers' dissatisfaction and improve the services accordingly to provide better customer service.
Contact page prototype
Booking Page
Booking page allows customers to choose the services they want, the desired nail technician, and date & time. It also outlines all the necessary policies such as re-scheduling, cancellations, deposits, etc. for customers to read before booking an appointment to avoid unwanted charges.
Booking page prototype
Conclusion
I was able to address all the pain points of all my stakeholders in my design.
For the customers, they can see the gallery showcasing all the nail designs and the price of each design. They can check the menu, service prices, contact information, and leave a feedback if needed for the business to improve their services. The color menu on the website allows them to scroll through and pick out their favorite color(s) before coming to the salon. The website also displays all the names and pictures of all nail technicians to help the customers remember their desired technician easily. The booking feature allows customers to book an appointment with their desired technician at their convenience without calling. Customers can also purchase gift certificates directly from the website without going to the nail salon in person. Having a website also helps drawing the attention and answering questions of prospective customers who are looking for a good nail salon to go to.
For the salon owners, the website answers basic questions on pricing and location to help them save time as they do not have to answer those calls as much. The website also does the marketing job for the business by getting seen more easily on Google. The booking feature as well as selling gift certificates through the website help to facilitate the process for customers, thus boosting business and increasing profits. The home page of the website displays pictures of the nail salon as well as customers' testimonies to attract more customers to come to the salon. Booking policies outline details on incurring charges for no shows to address this problem for salon owners. The Feedback form allows customers to leave negative reviews that only the nail salon owners can see to improve service quality. This helps the business from being rated badly on other media platforms.
For the nail technicians, the website displays their best works in the gallery for customers to see, thus increasing their chances of getting booked. The booking feature also displays the availability calendar of each nail technician to make it easy for customers to book with them. For nail technicians who do not speak English well, they can refer the customers to the website to see all the services and pricing of the salon. Incurring charges from no shows help to compensate the nail technicians who could have spent that time on other customers.
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