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Le Beauty Redesign

LeBeauty is a multifaceted beauty business that serves as a Beauty Studio, Academy, and Supplier based in New Zealand. LeBeauty's beauty studio provides an indulgent and personalized experience, offering treatments such as nail services, spray tans, and lash extensions.

Project Overview

Problem

The problem identified through the discussion and user feedback is the unstructured layout, lack of consistency, and the challenging navigation on the beauty business website.

These issues hamper users' ability to seamlessly access services, courses, and products, and engage with social media content, negatively impacting their overall user experience and potentially hindering business conversion rates.

Goal

The goal was to Enhance Usability, Consistency, and Intuitive Navigation on the Beauty Business Website.

By addressing these critical areas, I aim to create a cohesive and user-friendly platform that caters to the distinct needs of clients, students, and beauty professionals, ultimately improving their engagement and satisfaction.

Research and discovery

Summary

The user research for this project employed qualitative methodologies, including interviews and surveys, with individuals who interact with the beauty industry in three distinct roles:

01

Clients of the Studio

02

Students of the Academy

03

Supplier Side Customers

Initial assumptions revolved around challenges users encounter due to the unstructured layout, inconsistent visual design, and challenging navigation of the existing website.

These assumptions were validated through our research, underlining the need for a user-friendly and intuitive platform that is visually consistent and easy to navigate.

My findings have steered the project's direction, emphasizing the creation of a structured, coherent, and user-centric platform that addresses the identified issues.

Research and discovery continued

Pain points

The user research for this project employed qualitative methodologies, including interviews and surveys, with individuals who interact with the beauty industry in three distinct roles:

Broken Concrete

Inconsistent and Unstructured Website Layout

Insufficient Information and Transparency

Mobile Phone

Challenging Online Booking and Course Enrollment

Suboptimal Shopping Experience

Initial assumptions revolved around challenges users encounter due to the unstructured layout, inconsistent visual design, and challenging navigation of the existing website.

These assumptions were validated through our research, underlining the need for a user-friendly and intuitive platform that is visually consistent and easy to navigate.

My findings have steered the project's direction, emphasizing the creation of a structured, coherent, and user-centric platform that addresses the identified issues.

Personas

User Journey

UJ.jpg

IA & Userflow

IA.jpg
UF.jpg

wireframes

WF.jpg

Early - Mid Phase findings

Navigation Clarity

Users found the redesigned navigation menu intuitive and clear. They particularly appreciated the dedicated "Academy" and "Contact" links. Furthermore, users like the idea of the "Shop" section divided into subcategories for "Products" and "Coupons" for enhanced clarity.
 

Services

Early phase user testing and feedback indicated that I could better streamline the Service pages. Instead of having Services and sub services, I simply categorized the services. This meant there was one less page and overall a successful reduction in user effort.

Afterpay Information

The users appreciated the Afterpay availability and the information provided on the homepage about it. However, a few users expressed uncertainty about the point in the process at which Afterpay could be selected as a payment option. This could be addressed by making Afterpay more visible during the checkout process.

Academy Information

The inclusion of clear information about the Le Beauty Academy was well-received by users interested in training programs. Some users suggested the addition of alumni testimonials or success stories to offer prospective students more insight.

Contact Page

The inclusion of both locations' information on the contact page was positively noted by users. However, some users felt that adding a map image and link to Google Maps location could be useful.


 

Booking Flow

Users found the booking flow straightforward and appreciated the general clarity of information provided during the process, however felt an explicit step or further detail for in relation to online purchases may enhance the booking experience.

Refinement

Early Phase Process and Rationale

Testing was performed in abundance between the early and mid stage of design. 
This helped to iterate early and ensure that my designs were aligning with user feedback.

I wanted to get user feedback and iterate a lot during early-mid phase in particular because there was an emphasis on enhancing and correcting structure and navigation.

Late Phase Process and Experience

Later in the design process I was able to be more specific with content and get feedback on the finer details. Most feed back transitioned from structural layout and navigation to labelling and content clarity.

Feedback

  • Re-iteration of Afterpay (as this was a key offering and payment type very often used) was found to be very useful for users and “much more obvious than the original design.”

  • Users felt the imagery helped to make it more obvious, particularly new users who didn’t understand all the beauty terminology frequently used within services.

  • Significantly quicker and easier for users to navigate through as there links had been heavily reduced from the original design.

  • Clarity in labels also supported users ability to navigate to where they desired.

  • The process of purchasing a coupon for a service or product is much more streamlined to other companies and services. I found that users were accustom to Afterpay at checkout rather than having a dedicated page to it (which initially was also separate to Shop - even more confusing!)

High fidelity designs

Conclusion

Accessibility considerations

Structured and Logical Layout

The website design follows a logical and predictable layout with clear headings, lists, and consistent navigation.

This makes it easier for users who use screen readers or other assistive technologies to understand the website structure and find the information they need.


 

Form and Input Accessibility

All form fields on the site, including the booking and contact forms, are clearly labeled and will include error handling to guide users through successful form completion.

This improves accessibility for users with cognitive impairments, ensuring they understand the information being requested.

Color Contrast and Legibility

I've ensured that text across the site has sufficient contrast with its background, improving readability for users with vision impairments.

I've also chosen fonts and font sizes that are easy to read, making the website more accessible for all users.



 

Learnings

01

Testing at each phase
 

Throughout the case study, regular user testing guided refinements. Early stages saw structural feedback, while later stages concentrated on content and labelling to enhance website communication.

03

Content Hierarchy is Vital

The study showed users felt inundated with information, especially on service pages. This underscored the need for a clear, intuitive content structure for easier comprehension.

05

Communication is Key

The case study revealed the importance of transparent communication regarding services, pricing, and availability in building user trust and satisfaction.

07

Avoid Cognitive Overload
 

It's vital to engage with users regularly, as their interpretation of information can vary. Empathizing helps understand their viewpoint better.
 

02

User Understanding is Crucial

This study emphasized the significance of comprehending user needs and behaviors. Through interviews and surveys, we pinpointed key issues and optimized the redesign accordingly.
 

04

Streamlined Checkout

The study emphasized the benefits of a clear checkout process. Users valued the addition of Afterpay, simplifying the booking and payment journey.
 

06

Iterative Design

Making changes iteratively allowed for constant refinement based on user feedback, resulting in a final design that truly resonated with user needs.
 

08

Emphasize Responsive Design

While initially focusing on desktop, user feedback highlighted the pressing need for mobile-friendly design, emphasizing holistic device consideration in design.

Next Steps

Mobile Phone

Mobile Optimisation

Initially, I concentrated on enhancing the desktop experience using user feedback.
Next, I'll transition these improvements to mobile, recognizing its growing significance, and strive for a uniform user experience across all devices.

Digital Network

Le Beauty Expansion

Le Beauty is rapidly expanding, highlighted by the new South Branch and an evolving team.
Alongside diversifying its product and service range, the brand seeks to offer richer service insights.

Image by Markus Winkler

SEO Optimization

As I continue to refine the content on the site, I will also focus on SEO optimization to increase the site's visibility in search engine results and attract more potential clients.

Image by Luke Chesser

Performance Monitoring

Post-redesign, we'll continue to closely monitor website performance metrics to ensure that the changes have a positive impact on user experience and overall business objectives.

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