Sooper Salons needed a way to create value for customers, retain them, and meet a profitability point of 1,900 rupees per order per customer. Salon services are particularly tricky in India where the industry is comprised of a formal and informal blend of businesses and independent service providers. So, the issue really is about reaching customers effectively and providing the right price point to engage them.
I was brought on to help them define the right user flow that would result in 3x service stack per order, design a scalable UI & create the handoff guidelines for a speedy design to development process.
The focus here was squarely on customer acquisition and developing these customers into recurring orders at a critical mass price of 1,900 Rs. I was able to derive this from meetings with company stakeholders across management and development. I did this because I wanted to unify the vision across all stakeholders and ship a product that would achieve these targets. Most of the data below comes from Sooper Salons as they've been conducting customer feedback and retention analysis for the entirety of their existence. I compiled and extracted the key metrics.
Sooper Exchange at its most basic is an attempt to take advantage of the hybrid nature of the self care industry & typical customer habits in India. The idea is if the app can provide enough of a discount per individual service while creating a higher order total; customers are more likely to be satisfied. This, in turn, can create a stable recurring revenue stream for salons.
I started this process as I would've in any other case; by developing a user flow. After that, I tried to give focus to individual UI elements and how they could capture the attention of users to achieve the business goals described above. This process was back and forth as I would have to test and modify the flow and elements in an alternating cadence to create the flow that the business was looking for to create value for their customers & salons.
The user flow had to focus on educating the user & engaging them enough to want to purchase multiple services in one go. To achieve this, I set up a onboarding flow that works through each step of the process but framed it around getting deals. The second focal point required a bit more tinkering but there are stand out UI elements in the check out process that prompt the availability of money saving coupons or deals. Overall the flow is standard with some minor deviations.
The checkout elements shift between pre-offer & after offer. The difference between these two "states" is that one leaves room for the surprise offers. The page distribution is weighted in favor of the offers for the pre-offer or subtotal checkout. Users will land on a more comprehensive finalized or after offer checkout screen that includes payment options and a T&C. The buttons also serve to reinforce the price point by dynamically changing to the relevant total amount.
The final designs below are organized from start to finish of the user flow. This design was created in Sketch & handed off through Zeplin. There are optional screens at the end that the user doesn't necessarily have to engage with but they're there to reinforce the overall engagement experience by letting the user optimize their results. This design was a quick process and it taught me a lot about communicating clearly and effectively with developers.
This was the first time I shipped a project through Zeplin & exported CSS snippets to maintain styling from Sketch to the development environment. This was also the first time where my focus was mostly on creating UI from already created research & business goals.
If I were to re-do this project, I would make sure to get a clearer idea of what the development team understands from my designs. I would push incremental changes from the start instead of as a single push for the whole design followed up by incremental changes.