Beauty services were not something that I was very familiar with (even my own hair I used to cut at home, but lack of previous experience is never an excuse for a good design work 🙂).
I started by capturing information from all stakeholders. Many (many) meetings with founders, team and users. It helped me better understand the business and user cases.
After this initial immersion process I defined 4 principles to guide the design project:
- Clear value proposition for B2B and B2C users.
- Aesthetics and minimalist design. (Nielsen would be proud)
- Provide simple experience for new users.
- Provide appealing experience for recurrent users.
With these principles in hand and their MVP as a starting point I started a 3 steps process to ideation:
1. Understanding user needs
This is core to the process. Asking what users want is not always enough. In this step I was aware of what triggered behaviors.
One thing that came up in this process was that users are often very loyal to their favorite beauty stores. With this info I realized shortcuts (to book repeated services on the favorite place is an example) would be very important to the UX. Other ideas came up in the same process as well.