Enhancing the booking experience of a Hair & Beauty Salon in the UK
About
Niyo Hair and Beauty is a salon dedicated to providing exceptional beauty services to ladies in the UK.
Challenge
High drop off rate during the booking process.
Impact
By improving the current booking process we achieved a 16.5% reduction in drop-off rates & booking cancellations.
Team
Me as Product Designer
2 Product Managers
1 Frontend Engineer
1 Backend Engineer
Chief Hairstylist
My Role
UX/UI Design, Prototyping
Booking Experience
Data shows the booking flow lacks personalization, making hairstyle selection difficult for clients
Running a hair saloon business goes beyond making great hair to managing clients appointments effectively. This was the case for Niyo hair and beauty as the newly launched platform had areas of friction that has to be improved.
Hair extensions were also not included in the quoted cost
After launching the product, we found issues in the booking process. Hairstylists reported high call volumes from customers seeking clarity on whether hair extensions were included in the price quote.
Major areas of friction that needed improvement
Unclear Pricing
Improve Hair Selection
Introduce Loyalty Programs
Accessibility
Resolving the areas of friction
A better way to select hair categories
Recordings from Hotjar revealed users selecting a hair category with the dropdown button seemed difficult and increased time on task. We explored using outlined buttons instead, which reduced the time on task tremendously.
Clarifying pricing issues
We clarified pricing with a promotional banner and tooltip, making it clear that hair extensions were not included in the service price.
Improved accessibility
We improved accessibility by adding clearer breadcrumbs and image preferences, making the experience easier to navigate and more inclusive for users with accessibility needs.
Introducing loyalty programs
We introduced a promotional banner for loyalty rewards, giving customers a clear way to discover special deals and discounts while encouraging repeat bookings.
Jobs To Be Done: A better User Experience
When I arrive at the salon I want a seamless checkin experience
I want to quickly select a hairstyle that I like
I want to customize the hairstyle I select
I want to select a suitable time and date for my hair appointment
Niyo Hair & Beauty landing page
Wrapping it up
I presented the designed solutions to the tech & marketing teams and successfully executed a design handoff through Figma. The CEO and product lead were particularly excited about the hairstyle selection feature and the landing page.
“I want to give a massive shout to the tech team for their tireless efforts on the New NHB revamp”.
Seeing the Impact
16.5% reduction in user drop off
By improving the booking process, we reduced drop-off rates & booking cancellations, saving valuable time for both clients and staff.
Enhanced operational efficiency
The platform facilitated better scheduling & communication between clients and hairstylists, leading to smoother salon operations and improved staff productivity.
Learnings
Listening to feedback is vital
Collaborating with the hairstylists revealed that pricing was a key concern for customers — a valuable insight I might have missed otherwise. This reinforced the importance of listening to all stakeholders to uncover critical customer needs.
Cross-functional teammates should be involved early
I learned the importance of involving hairstylists early in the process to align on goals and avoid unnecessary revisions later.
Communication is key
Early on I prioritized learning, but quickly realized the power of proactive communication. Collaborating closely with product managers and hairstylists turned project challenges into opportunities for success.
