Honee
Lindsey Liao
User Experience designer
Made with

Honee

A discovery and booking platform​ for beauty and wellness services

The Client was Honee, a discovery and booking platform for beauty and wellness services.

  • Timeline: This project was completed in 1 week, during my UX design course at Academy Xi Melbourne, in a team of 3. My teammates were Julian and Peter.
  • Role: My role in the team is UX Researcher & Designer

The goal of this project: 

  1. To allow a better overall experience when the user is searching for a business
  2. To increase the conversion and frequency of online bookings
  3. The search results page must have areas to hold digital ad banners 

WHY - Problems to be solved 

There are so many beauty and wellness venues all over the city. And they vary a lot in terms of price and service quality. Customers have different priorities. 

How might we help customers to discover beauty and wellness services that best suit their needs? 

My Design Process

Interviews

At the discovery phase of our project, we conducted survey & user interviews in order to understand the users. We got 38 survey responses and 6 one-on-one interviews. We wanted to find out: 

  • How often do they use beauty and wellness service? 
  • What factors will influence them when choosing a venue? 
  • What is their preferred way of booking? and Why?

Key Findings: 

  1. Friend referral and Google search are the most common ways to find a service or treatment. 
  2. Location, Price and Quality are the three most important factors when choosing a venue. 
  3. 50% preferred to book over the phone, 25% prefer to book on the business site directly. 
  4. Customers prefer to call because they want to ask questionsget an immediate booking confirmation, accurate quote, or have personal interaction. 
  5. Phone is the preferred device to make a booking.
  6. Customer’s price and location priorities change with different services.

Honee

Personas

Based on the user interviews, we used Behaviour Viable Map to develop these 2 personas. We referred to them throughout the entire product development process.


How did it affect my design? 

For example, both personas have a high priority on location, so our design will make sure users can easily find the location of the venue. 

Honee

Usability Testing 

We conducted 5 user interviews to reveal possible usability problems. 

Tasks for the users: 

  1. Find a service you would like to book on the site
  2. On another device "sign in" and book another device 
  3. login and edit existing bookings

We used post-its to gather all the findings regarding the homepage, result list and venue page

We listed all our findings from the testing and recommendations in the slides below: 

Honee

Sketches

Example

I usually start the design process with low fidelity sketches. This is the way I iterate through many design options quickly.

  • What was the main purpose of your sketches? (presenting, testing, brainstorming?)
  •  How many different versions were made?
  • Which version did you choose to go on with and why?

Honee

Wireframes

We designed wireframes first from our sketched ideas for both mobile and desktop. We tested the wireframes and iterated them a few times. Then we created simple prototypes: 

From testing, we found out that users are confused about the different terms on the website: "Instant Booking" and "No Instant Bookings". 

For example, if you book on the platform, a venue will confirm within 1-3 days, but this is an "Instant Booking" venue. If it says "No Instant Bookings", can I book online or not? Users are not familiar with the rules behind it. 

We tried to test users with different terminologies, but they were not better than these.  Finally, in the venue page, we decided to just add a text of explanation: 

  • Phone bookings only 
  • Booking confirmation in 1-3 days 
  • Get instant booking confirmation

Lesson Learned 

  1. After testing, We agreed that the ads on the listing page is one of the biggest usability issues, but Honee does not think it should be changed, maybe because the ads will get more accidental clicks. It is from a business perspective, not a user experience perspective. From this project, I see the conflict. 
  2. For this project, insights from usability testing guide our design, and we also validate our design by testing again and again. What we think is clear might not be clear enough for users. You can make assumptions, but you have to test it. 

Dear Lindsey Liao,

Best,