NewDew serves as a dedicated hair salon booking platform designed to facilitate booking management for independent stylists and their customers.
Challenge
- Fragmented booking and communication process: The lack of a centralized system results in stylists using multiple channels for scheduling appointments, causing potential clients to experience confusion and delays when trying to book services.
- Lack of standard pricing and transparency: The stylists operates without standard pricing, relying on custom quotes for each customer request. This personalized approach, while appreciated by customers, is time-consuming and can lead to inconsistencies in pricing and service delivery.
- Unique needs of hair stylists: Current beauty booking apps encompass a wide range of beauty services like nails, spa, and massage, which necessitates a completely different and more specialized process dedicated solely to hair stylists. Meeting their distinct needs requires a tailored solution that addresses the nuances of their services and scheduling requirements.
Goals
Our key goal is to standardize and automate the communication process, reducing the need for time-consuming back-and-forth messaging, and ensuring a streamlined and efficient experience for all users.
Hypothesis
- Fragmented booking and communication process: The lack of a centralized system results in stylists using multiple channels for scheduling appointments, causing potential clients to experience confusion and delays when trying to book services.
- Lack of standard pricing and transparency: The stylists operates without standard pricing, relying on custom quotes for each customer request. This personalized approach, while appreciated by customers, is time-consuming and can lead to inconsistencies in pricing and service delivery.
- Unique needs of hair stylists: Current beauty booking apps encompass a wide range of beauty services like nails, spa, and massage, which necessitates a completely different and more specialized process dedicated solely to hair stylists. Meeting their distinct needs requires a tailored solution that addresses the nuances of their services and scheduling requirements.
User Interviews
We employed a user-centric research method by reaching out to users who had created video content detailing their hair appointment experiences. This approach involved selecting a representative sample of users and inviting them to participate in in-depth discussions to gather insights and feedback.
Upon identifying and contacting these users, we sought their willingness to share their experiences and provide valuable insights into their interactions with hair stylists and booking processes. Their feedback was critical in understanding the user journey and pain points.
"I was ghosted by my hair stylists. I texted her multiple times and she didn't communicate with me that my appointment was cancelled. It was such a waste of my time."
"I made my appointment over 2 weeks ago and my daughter suddenly caught a cold the day of my hair appointment. I tried to email and cancel but it didn't work. I decided to text the hair stylist and she proceeded to tell me that she was going to charge an additional $50 for no show. I was so mad because the added charge was unnecessary since I already paid for the $45 deposit."
Insights
Our user research revealed a critical aspect of the customer's hair appointment experience - the tendency to have multiple hairstylists they trust and prefer. While customers may have great stylists they rely on, the challenge often lies in securing an available time slot that aligns with their schedule.
- Customer Loyalty and Trust: Customer loyalty to specific hairstylists is a testament to the importance of building trust in the beauty and salon industry. Clients value the relationship they have with their stylists, which is often built on trust, expertise, and a deep understanding of their unique hair needs and preferences.
- Availability as a Barrier: Availability is a common barrier to a seamless hair appointment experience. Even when customers have favored hairstylists, the struggle to find an open appointment slot can be frustrating and time-consuming.
- Flexibility in House calls: For many customers, having the option for hairstylists to come to their homes is a preferred choice. This flexibility allows clients to receive services in a comfortable and familiar environment, enhancing the overall experience.
Approach
To tackle the challenges associated with back-and-forth messaging and enhance the booking process, we have implemented a specific approach for hair stylists, particularly those specializing in braiding. Here are the key steps we've taken:
- Image Upload and Customization: We introduced a step in the booking process that enables customers to upload a reference image of their desired hairstyle. This helps in visualizing the customer's preferences accurately. Additionally, we asked for specific details like the desired length, bundle grade, and any additional notes to ensure the stylist has a comprehensive understanding of the customer's expectations.
- Automated Cost Estimation: To eliminate the need for lengthy negotiations and quoting discussions, after the customer provides this information, the next screen displays an accurate quote for the service. This ensures transparency and helps customers understand the cost upfront.
Outcomes
Customers can now upload reference images of their desired hairstyle during the booking process. This allows stylists to better understand their preferences, and customers can provide specific details such as length and bundle grade.
We've implemented automated cost estimation to streamline the process, so customers receive an accurate quote for their service immediately, reducing the need for prolonged negotiations. This enhances transparency and ensures customers understand the cost upfront.
