New process of
purchase in waxing and beauty services
Context
This is a case study within the Design Circuit course and there were parts of it mentored by Professor AJ. And in the initial part of the conversation with the client to understand the main pain points and objectives with the website, he mediated this first contact and we took some needs such as:
Not knowing the difficulties in purchasing services through the website
Improve your leads and contacts database
Questions about technology are recurring
Large flow of requests for the receptionist on Whatsapp
Scheduling is done via Whatsapp
Easylaser
Position
Jr. Product Designer
Time
6 months
Delivery
Website ~ desktop and mobile
Challenge
Improve the shopping experience and capture more leads on the website
Pain and Application Site
Talking more openly about pain and injection sites may be helpful.
Comments
Some users talk about the importance of having reviews from other customers. This can be decisive.
Technology
Users make a connection between knowing the technology of the devices and the pain, which is why it is important to them.
42% of people said that customer service via WhatsApp is more practical.
Let's make this process intuitive?
As part of the discovery, I also sought out national and international competitors to remove negative points and possibilities for good practices that could be explored in a new proposal that conveyed security and credibility.
In addition, I needed to better understand how people viewed the purchasing process and whether the information provided on the website was sufficient for people to make a decision, especially information about pain and technology , as this was something that appeared strongly among competitors and had not been well explored up until now.
User Story
As a client, I want access to all the information I need for my laser procedure, an intuitive purchasing process and easy control of my sessions.
Explore, doodle and what should I prioritize?
At this point, many possibilities begin to appear, ranging from having a more visible FAQ to having a more inclusive website. Crazy 8's and How Might We are designed to help explore creativity and prioritize the ideas that require more effort/time.
I started by sketching out some ideas, initially combining sections of the website with new ideas and needs that were presented by users. And then combining these needs with those of the client to have a new proposal that was more aligned with the business.
How does the market work and what do customers have to say?
I had almost no knowledge about the waxing and aesthetics market, so I held a Desk to get an initial idea of the project and then I conducted a Survey with 6 people who had experience with other companies to understand their motivations.
In addition, some qualitative questions to understand the openness that this person has in relation to making online purchases and what they identify as differentiating factors in making the purchase decision.
I took away 4 insights from this first moment of research:
Conclusion and lessons learned
This being my first complete case, I found it difficult to break the double diamond flow a little, which I tried to follow to the letter. I believe this limited me and it was a learning experience .
Some surprises, such as the fact that users validated that WhatsApp is the best and most practical contact, made me think that perhaps the best solution would be a chatbot for WhatsApp and not better contact within the website.
I believe that this experience made me better prepared to face other challenges like TEDxAmazônia. Although we had created a plan and schedule, I was more open to changes and to carrying out some steps that were not planned at the beginning of the project.
Valuation of services.
After all the research, bringing the services to the top of the page along with the promotional banner was an important decision aligned with the expectations of users and customers.
Prioritize testimonials.
As part of the strategy to captivate and show security so that users have more information to make their purchase, other necessary fields such as testimonials, frequently asked questions and an interactive quiz were added and reorganized to generate better navigation and be intuitive.
Information and scheduling.
A purchasing process with more steps, with some personal data and scheduling, has made the purchasing process more intuitive and closer to the standard used on other websites, giving the impression of a safer process that is aligned with the expectations of those making the purchase.