2019
Klim
AgriTech & Sustainability
Douglas Beauty Booking
Douglas Beauty Booking
Douglas Beauty Booking
2019
Douglas
Beauty
Context
Challange
Role
Douglas sought ways to go beyond its traditional retail model and establish itself as Europe’s top beauty destination. The company’s stores already provided a variety of beauty services, and the goal was to expand this by creating a carefully selected group of salons and a smooth beauty booking experience.
Context
Challange
Role
Douglas sought ways to go beyond its traditional retail model and establish itself as Europe’s top beauty destination. The company’s stores already provided a variety of beauty services, and the goal was to expand this by creating a carefully selected group of salons and a smooth beauty booking experience.
Context
Challange
Role
Douglas sought ways to go beyond its traditional retail model and establish itself as Europe’s top beauty destination. The company’s stores already provided a variety of beauty services, and the goal was to expand this by creating a carefully selected group of salons and a smooth beauty booking experience.
Context
Challange
Role
Douglas sought ways to go beyond its traditional retail model and establish itself as Europe’s top beauty destination. The company’s stores already provided a variety of beauty services, and the goal was to expand this by creating a carefully selected group of salons and a smooth beauty booking experience.
Solution
Solution
As a result, we launched the Douglas Beauty Booking platform with more than 100 premium salons in the Berlin area. Service offered an easy booking and a personalised recommendation for treatment and experts who meet your needs.
>90%
>90%
>90%
Booking rate of salons through platform
Booking rate of salons through platform
Booking rate of salons through platform
>100
>100
>100
Premium beauty salons onn the platform in Berlin
Premium beauty salons onn the platform in Berlin
Premium beauty salons onn the platform in Berlin
~400
~400
~400
Appointments booked in the first two month
Appointments booked in the first two month
Appointments booked in the first two month
Experiance principles
Personalised
Personalised
Personalised
Get the right professional for your skin and hair type.
Get the right professional for your skin and hair type.
Get the right professional for your skin and hair type.
Easy & Quick
Easy & Quick
Easy & Quick
Get a frictionless booking experience within minutes.
Get a frictionless booking experience within minutes.
Get a frictionless booking experience within minutes.
Premium
Premium
Premium
Find only experts with experience whom you can trust.
Find only experts with experience whom you can trust.
Find only experts with experience whom you can trust.
Process
Research
Our team started with user research. We conducted interviews, created personas, and opened up the problem. We wanted to understand better what defines a premium beauty service and how to convince the salons to use the platform.
Experimentation
In four weeks, we built five prototypes and showed them to our potential customers to validate our assumptions. Each week was dedicated to testing and answering different research questions. We learned that matching people quickly with the right professionals will be the key to success. We also learned that we need to balance well the offer for customers and the salons to create a satisfying value proposition for everyone.
Building MVP
The next step involved defining the scope and launching an MVP. I designed the main flows and user interface of the platform.
After establishing a benchmark and setting a standard, we aimed to make the booking process longer than booking a taxi but shorter than buying a flight ticket.
Iteration
As a key value proposition, we have developed an algorithm that helps find the best salon and expert for personalized needs. But as we approached the finish line, we learned during usability tests that we underestimated the need for traditional sorting and filtering tools. We added that feature and let users pick the path to find their perfect salon.
Handover & QA
I created a design library based on the atomic design framework, which allows Douglas to scale and maintain components easily.
Research
Our team started with user research. We conducted interviews, created personas, and opened up the problem. We wanted to understand better what defines a premium beauty service and how to convince the salons to use the platform.
Experimentation
In four weeks, we built five prototypes and showed them to our potential customers to validate our assumptions. Each week was dedicated to testing and answering different research questions. We learned that matching people quickly with the right professionals will be the key to success. We also learned that we need to balance well the offer for customers and the salons to create a satisfying value proposition for everyone.
Building MVP
The next step involved defining the scope and launching an MVP. I designed the main flows and user interface of the platform.
After establishing a benchmark and setting a standard, we aimed to make the booking process longer than booking a taxi but shorter than buying a flight ticket.
Iteration
As a key value proposition, we have developed an algorithm that helps find the best salon and expert for personalized needs. But as we approached the finish line, we learned during usability tests that we underestimated the need for traditional sorting and filtering tools. We added that feature and let users pick the path to find their perfect salon.
Handover & QA
I created a design library based on the atomic design framework, which allows Douglas to scale and maintain components easily.
Research
Experimentation
Building MVP
Iteration
Handover & QA
Our team started with user research. We conducted interviews, created personas, and opened up the problem. We wanted to understand better what defines a premium beauty service and how to convince the salons to use the platform.
Research
Experimentation
Building MVP
Iteration
Handover & QA
Our team started with user research. We conducted interviews, created personas, and opened up the problem. We wanted to understand better what defines a premium beauty service and how to convince the salons to use the platform.
We shipped a fully integrated service with Douglas’ infrastructure.
Putting a spotlight on professionals and showcasing their specialties
We built an algorithm that helps match people with the right experts who have the experience they are looking for.
I created a design library based on the atomic design framework, which allows Douglas to scale and maintain components easily.
Thanks for team: Diana, Nina and many more.
agnieszka.monika.sowinska@gmail.com
agnieszka.monika.sowinska@gmail.com
agnieszka.monika.sowinska@gmail.com
agnieszka.monika.sowinska@gmail.com