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Development Phase

User Flows

Site Map

Feature Prioritisation

Design Studio/Ideation

Paper Prototypes/Mockups


Delivery Phase




Treatwell claims to be the largest hair and beauty bookings website in Europe.

It comprises of 500 people working in offices throughout Europe, with over 20,000 local partners.

It amounts to a 24/7 beauty bookings platform that puts customers and salon managers in control.

Defining Phase

Concept Mapping

Affinity Mapping

Task Analysis


User Journey




UX Vision

Project Plan


Discovery Phase

Competitor Analysis

Ethnographic Studies

Contextual Enquiry

User Research

Usability Studies

Project Plan

Discovery Phase


  • A 4 day task to identify and describe 3 significant issues within the most common customer journey

  • Make a recommendation on how to solve each of the issues identified

  • Include wireframes or mock ups for illustration

  • Suggest what could be undertaken to better understand end users from the user’s behaviour

  • Target devices: Responsive across desktop, tablet/iPad and mobile

UX Vision

  • Provide a uniquely tailored, efficient and professional service for each client salon  

  • Provide a regular ongoing means of reviewing and updating the online 'how to' services provided to each salon

  • Enhance salon customer loyalty and thus repeat appointments with a simple, personalised and delightful service

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Defining Phase

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TRUSTPILOT Reviews Demonstrated Double the Negative Reviews Vs Positive Reviews Within the Last 6 Months

The main issues were centred around.

1. Misinterpretation of Cancellation & Refund Policy:

  • By Customer

  • By Salon

“Ad Hoc interpretation of cancellation policy”

“Frustrating miscommunication”

2. Poor Communication Between the Customer and the Salon:

  • Confirmations of Initial Service/Treatment Bookings

  • Confirmations of Changes Made to Established Bookings by Salon or Customer

"Treatwell did not pass on my booking to the salon”

“Get a system where communication is effective”

“Confirmation of appointment is not a guarantee that said appointment exists”

3. Poor Training Retention Amongst Salon Staff:

  • Not all staff have been trained to a required standard by Treatwell

  • Staff need regular refreshers and updates

  • Identified need for online training and update programme 

“Ensure that venues listed on Treatwell get trained on how to receive bookings”

“Very poor customer service”


Issues Assumed

1. Poor General Communications Between Salon & Customer Resulting In Poor and Unreliable     

    Appointment and Change of Appointment Confirmations.

2. Misunderstanding of the Cancellation & Refund Policy by Both Customer & Salon.

3. Poor Training & Retention of Knowledge Levels Amongst Salon Staff.

Possible Solutions to Issue Assumptions:

1. Confirmations & Communications:

  • Treatwell’s Booked Appointments Take Priority – Customer Has to Agree Change Via their App

  • Email, SMS Preferences and Calendar Update Are Essential Requirements For Making an Appointment

  • Confirmation Sent By Email and/or SMS that is Printable By Customer & Salon, and Appears in Customer Calendar 

  • Record of Confirmation Saved to Salon Customer’s Profile Within the Appointment Record

  • Record of Confirmation Available From Main Dashboard Calendar at Salon

  • Appointment Schedule & Reminder Automatically Saved to Customer Calendar

  • Reminder Schedule For Free Cancellation or For Refund, Automatically Saved to Customer Calendar

  • At Point prior to Cancellation or of Change in Appointment Details, a Pop-up Note of Cancellation/Refund Information, Including Dates, Informs Customer 

  • Confirmation by Customer Agreed Before Proceeding

  • Changes in Appointment & Subsequent Reminders Automatically Saved to Customer and Salon Calendar

2. Cancellation & Refund Policy:

  • Customer read & agreed on registration

  • Customer optional ‘How To’, guide video showing the steps to making an appointment

  • Customer optional ‘How To’, guide video showing the steps to changing an appointment

3. Training of Staff at Salon Sites:

  • All Salon Staff & New Staff Trained to Prerequisite Levels

  • Regular Refreshers & Updates of Training at All Salon and Partner Sites  

  • Available Online Training Facility through Dashboard


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Competitor Analysis

The analysis covered a small number of direct and

indirect competitors, the closest direct competitor being ‘Shortcuts’ and ‘WhatSalon’.

Analysis was performed online looking at:

  • Key product attributes

  • Usability and information architecture

  • Content relevance and clarity

  • Action and engagement

  • Multi-channel context and relationship building

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Development Phase

 Primary User Flow

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Mockup Mobile Version

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Iteration & Testing

Delivery Phase

User Testing with More Time

To measure the effectiveness and business value of the site by employing user experience research methods that deliver UX metrics and qualitative results.

They help answer questions such as:

  1. How usable is the site?

  2. Has the site met the stakeholder’s benchmarks?

  3. How do two designs compare?

  4. How does your site compare with a competitor’s?

  5. What’s the impact of usability on return on investment (ROI)

The most helpful method of undertaking research on the existing site would entail usability testing.


Important to analyse user data obtained from:

  • Call logs

  • Searches

  • Analytics carried out on the site by the CTO or organisations employed to do so, such as Google Analytics

Conduct contextual enquiry:

  • Field studies

  • User interviews

  • Watch, ask, and listen

  • Observe people in context interacting with the system or solving the problems I’m trying to provide solutions for

  • Run diary studies to understand the users’ information needs and behaviours (Observer effect).

Interview stakeholders:

  • Project scope

  • Business requirements

  • Financial constraints.


  • Sales, support, and training staff.

  • The most frequent problems and questions they hear from users?

  • What are the worst problems people have?

  • What makes people angry?

Listen to sales and support calls. What do people ask about?

What do they have problems understanding?

How do the sales and support staff explain and


What is the vocabulary mismatch between users and


Carry out competitive analysis:

  • Direct

  • Indirect competitors

  • Strengths and weaknesses in the competitors’ products.

  • Discover what users like best.

Discovery phase:

  • Understanding pain points & any difficulties that users experience

  • Maintaining context within the design scope whilst still meeting the user needs appropriately

Defining Phase:

  • Compare features against competitors.

  • Do design reviews.

  • Analyse the research to build user personas and write user stories/journeys.

  • Affinity map to define and categorise the main tasks clusters.

  • Carry out task analysis to highlight difficult & helpful tasks, and define how to save people time and effort.

Show stakeholders:

  • User journey typified with the created personas

  • Where the risky areas are for losing customers

  • Decide together what an ideal user journey would look like

Explore design possibilities:

  • Ideation

  • Imagining many different approaches

  • Brainstorming

  • Testing the best ideas

  • Identify the best design components to retain

  • Iterating and evolving design

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