Barberaa Redesign
Case study
Introduction
Barberaa is an Indian startup for salon services, which began its operations in 2020 in Chennai as the first location to offer their services. It serves as a booking management platform for salons, as well as salon and spa customers. After four years of existence, the company aims to enhance its customer app, which currently faces challenges in user experience.
In this project, we have revamped the user experience and redesigned the UI, prioritizing scalability for 2024.
My Role
I’m the Senior UI/UX Designer for this project. I collaborated with fellow designers (Balraj, Ashok, Arvind) and product managers (Selvan) throughout this project.
Problem in Current app
Here are the key problems with the core experience.
Goal
Business goal
Strengthen the value proposition of core products
With new products introduced, we want to highlight our core product offerings that go beyond Deals. We aim to allow a seamless experience & fast payment experience for our consumers, while strengthening product discovery on the app.
Operational efficiency
To optimize internal operations, we will build scalable design components that will work across both the Barberaa Consumer app and the Shop Management app.
Our users
Before we started designing, we deep dive into existing behavioral and purchase data of our users to understand them better. We also conducted a series of customer interviews.
Some of the major feedbacks
Process
Design Iteration
We conducted design sprints to facilitate collaboration cross-departments. UI UX Designers, Product Managers and Creatives contributed their fresh ideas in this sprint. The purpose of these sprints is to align everyone on the same goal — To improve consumer experience by solving our user’s problems today.
User flow
We mapped each archetype to their user journey on the app, with their respective success metrics.
On the left, we have the current user flow.
On the right, we have the newly improved user flow.
Sketches
We sketched multiple user flows to visualize ideas quickly. our focus at this stage is to diverge first, converge later. Here are some early sketches of the mobile app.
Usability Testing & Customer Interviews
To validate our designs or test prototypes, we did guerrilla testing with real users. we did this in-person. our customer interviews are done remotely.
Final Designs
Here’s a detailed walkthrough of the revamped app.
Looks new. Feels like home.
Before the redesign, the app was cluttered, it had a lack of focus on Barberaa core products. Now, It has a fresh new modern look and a better experience. To improve the brand and product perception, we introduced new, scalable components, redesigned micro-interactions and repositioned the product.
Impact
After redesigning the app, we conducted user testing, and the results, when compared to the old version, are noticeably better
Appointment Booking flow
Reduced from 5 steps to 3 steps to complete a booking, 50% reduction in the time users spend on the checkout process.
30% Increased conversion rates due to a more efficient booking experience
Enhanced user satisfaction, leading to higher retention rates.
Designed for discovery: The Explore Tab
The old Search screen is completelty revamped with new options nad more to explore. While it wasn’t an easy decision to make, people can now navigate to discover new things easily. This allows users to easily search for their preferred category, ensuring they find the right results.
Post-launch user satisfaction surveys indicated a 25% improvement in satisfaction scores, with particular appreciation noted for the ease of finding specialized services.”
Your home is personalised to you
The content you see is now more relevant. We collaborated with the data science and engineering team to implement full personalization of the user experience to show you content based on past purchase behavior and interests.
Increased user engagement with the app as content becomes more relevant to individual users.
- 33% Increased user engagement with the app as content becomes more relevant to individual users.
- Higher booking rates due to personalized service suggestions.
- Improvement in user retention, as users find more value in the tailored experience.
Checkout Screen
We have enhanced the checkout screen to provide users with a clearer understanding of the bill summary and applicable coupons. In the new design, relevant coupons are now showing to apply automatically, addressing the issue where users might unintentionally miss applying coupons.
Payment modes
We’ve introduced in-app payment modes, including CRED Pay and Google Pay, as part of our latest feature update. In contrast, the previous design redirected payments to the ‘Cashfree’ gateway, requiring users to manually input their UPI ID for verification and payment. This process led to user frustration.
- Reduction in transaction abandonment rates, as indicated by user data showing a lower dropout rate at the payment stage compared to the previous design.
- Increase in successful transactions per user, with real-time data reflecting a higher number of completed purchases after introducing the new payment features.
What we learned
Adapt to the changing consumer behaviour
We needed to stay grounded and focused on the goal, but also account for changes to the product to match the changed behavior of customers.
Products don’t exist in a vacuum
With a major user experience revamp, we have gone through some major change in the brand guidelines, design the components to adapt on the multiple platform of barberaa
If we didn’t collaborate with these teams, listened to their concerns, and evolved the tools they worked with, our beautiful app revamp would look nice only as a prototype, but fall flat once implemented in production. Hence, we had a lot of alignment initiatives going on in the background, such as re-defining the brand guidelines.
Take it one phase at a time
We learned to break down complicated designs into small, manageable chunks. This eases development and handles bugs as we go along.
Future
Bug fixes
For a project of this scale, even though we will fix plenty of bugs before public release, there are bound to be minor bugs.
Post-launch optimization
This is a crucial next step for every UX improvement or product launch. With informed, actionable insights, we are able to design a better experience for our consumers.
Continue to design better experiences
To follow through our product roadmap and continue to stick to our design principles.
This has been my proudest contribution at Kaay Innovation. Couldn’t have done so without the amazing team at Kaay! Huge kudos to our heroes in the engineering team, our QA team, and the data science team.
