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Context
This design was for a startup company called Hebe Aesthetics. This medical spa opened in December 2020. Hebe Aesthetics partnered with another company in the Kansas City metro called Bella Vita Salon & Day. The owner, who is also a nurse, and her employees offer services including neuromodulator (Xeomin), lip and face filler, micro-needling, and hair restoration, chemical peels, and skin care products.
While working directly with the owner I inquired her needs and expectations. The key purpose of this site is to encourage users to explore the services offered by the company, learn about Xeomin, and to encourage customers to book appointments with Hebe Aesthetics.
Tools
Sketch
ClickFunnels
Duration
1 Month
Role
Web Design
UX/UI Design
Goals
To gain the scope of the project I needed to research and set some end goals. As I spoke with the owner of Hebe Aesthetics, I got a sense of what she was wanting and meshed that with the the wants and needs of users from competitor companies.
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Define Target Audience
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Identify strengths and weaknesses of competitors
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Identify how people use and acquire spa treatments
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Determine how to schedule appointments
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Identify user's wants and needs and how to implement them via the website.
Research
There were several competing medical spas in the area. I decided to assess the two most popular spas. Here are my pros and cons list for the two sites. I also discovered the target audience of these companies from exploring their sites.
Our Persona
Catherine is in the middle of her career, wanting to stay young, and maintain her social life. She just began to fight the signs of aging by looking into medical injections. She's new to this and is looking to learn about her options.
Wants and Needs
Insights
People like convenience when it comes to multiple appointments.
People want to stay young and keep their social lives active.
People want to feel comfortable with their health care providers.
People like convenience which is also quick and has no recovery time for their procedures.
People like to learn about the product, the intended effects, and its side effects before they commit to it.
Needs
People need an easy way to get their injections without too much interruption to their day.
People need to feel confident to keep their social lives and active. Looking great helps them stay confident.
People need to know their health care providers for any trust to grow. Consistency in necessary as well.
People need quick and non-invasive procedures so that there's no interruption to their lives.
People need a section of the site to learn about the details of the products.
Site Map
This map provides the wants and needs of our persona. She can find the services the company offers, learn about what she is spending her money on and also get to know the nurses that are administering the procedures. She also can explore the social reputation of the company from the home page and social media accounts.
Low and Medium Fidelity Designs
When I first drew my designs I designed them on desktop. I began simply. Just getting my ideas out there to get started. Intentionality was placed on the images relating only to the text it was next to. The use of before/after pictures can be placed next to each of the services offered by the med spa.
User Testing
Scope of the test: I tasked three users to complete three tasks. The intention with these tests were to uncover pain points or any usability issues. I recruited three test participants for the moderated in person testing. Each of the participants were given three tasks to complete.
Info:
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All three users were between 30-40 years of age.
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All users tested were female.
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Average testing time: 8 minutes
Tasks:
1. Book an appointment.
2. Send a message to the company.
3. Find how many units of Xeomin to use.
Testing Results
Actions: I gathered and summarized the results. Through this process I learned a few things about the expectations of my medical spa users. They are very visual people that pay attention to style. The three volunteers succeeded in each task with just a few mistakes. My first and third participant found how to book an appointment right away. They both clicked it by the time I finished asking the question. My second participant was on the services page when I asked the question, scrolled down, then immediately back up then found it right away.
Each participant had a slight hesitation with finding how to send a message to the company. One volunteer filled out the "Schedule a Consultation" section from the home screen. The others selected the contact button from the navigation bar at the top.
The third task was the toughest for the users. I didn't tell them what Xeomin was on purpose with the intention of forcing their urge to explore. Although all found the answer eventually, they did make a few mistakes on their journey to the answer. Two participants clicked each of the items in the navigation bar before scrolling down enough to figure out how many units of Xeomin for each procedure. My last user took her time to figure out where to go, but clicked "Services" eventually and scrolled to find the goal.
Analysis: When selecting my users I intentionally choose females. The medical spa's customer base is heavily female. Also I designed the sight to have images galore since customers are also quite attuned to physical beauty. Because of this, the calls to action (CTA) are not as bright, because my users are looking at the pictures. For each picture, the entire image is a link as well, not just the CTAs. The faces of the women get clicked much more often than the actual button.
I placed "Services" at the top middle since all my participants looked there for the alternate pages and navigation. I also positioned the news section at the top middle since all users must see this for current offers and a little advertising. The home button and the logo route to the same location. I only learned that after the logo was clicked several times before it was linked.
Lastly, I made approximately 15 changes to make the site switch pages easier by adding links where my users expected. There was a few changes in size of buttons, particularly the schedule appointment button and logo size.
Final Design
Let me know what you think!