CLIENT

Thérapie Clinic

ROLE

Lead UI/UX Designer, Project Manager, Quality Assurance

RESPONSIBILITIES

• Quantitative Research

• Qualitative Research

• User Interface Design

• User Experience Design

• UI Implementation

• Design QA

• Project Mangement

The Client

Thérapie clinic is one of Europes largest Aesthetic clinics with over 30 outlets in Ireland and the UK offering services such as; Botox, Laser Hair Removal, Skin Care and Dermal Fillers amongst others.

The Problem

Thérapie has been in business since 2001, starting with one clinic in Dublin and steadily growing in clinics and staff since, with expansion came a larger number of clients wishing to avail of services, performing the process of booking and setting reminders for clients manually was becoming unsustainable and customer service was dropping as a result. With most of the beauty and aesthetics industry now trading online, Thérapie was missing an opportunity to harness online conversions and sales.

The Project

Hired as a contractor, I was set the responsibility of quickly providing UI concepts to an existing App Development agency, working on site with the client I was tasked with gathering information on the business model as well as fulfilling their expectations of what the end look and feel would be like. Upon undertaking the challenge of the app, I was quick to inform the client that it would also make sense to update and integrate the existing marketing website as part of app task and also as part of a enterprise retail planning exercise.

Goals

The goal of the project was to establish an easy-to-use end to end experience for customers wishing to self book and purchase services both inside and outside of normal business hours. Services had to be clearly defined, easy to purchase and booking flows had to follow progressive disclosure common practises. Once the core functionality had been achieved the goal was to provide alternative up-selling streams for the organisation.

The Target Audience

Thérapie clinic has a wide range of services that appeal to many female and male demographics and personality types. Thorough research and quantitative research I was able to establish certain demographics more prone to services:

• Younger women want lip fillers

• Middle aged women are more prone to laser hair removal

• Older women want anti-wrinkle injections and dermal fillers to counteract the effects of ageing.

• Customers are of all income and education levels.

• Social media and influencers play a huge role in brand awareness.

Research Findings

After fulfilling my initial requirement of providing a 1st iteration of the design so the app team could get started with the basic structure of the product, I stressed the need to conduct user interviews of our target audience. Here were some of the big takeaways:

• Booking applications are now expected as opposed to being a luxury, everything that customers avail of: dinner with friends, hair appointments, travel is primarily all done online.

• Many women found that they would by default look for an app on their phone before calling a customer service centre.

• Trustworthiness of online resources and various booking apps varied widely.

• Providing availability before asking for payment would be crucial to the products success.

• Women would be likely to convert quicker if they felt there was a special online price being displayed.

Information Architecture

Working with the list of basic list requirements from the client, I set abut providing content taxonomy through information architecture, this is where the layout and form of the app first began to take shape. Attention was paid to how the users may potentially move throughout the app and where the tools that would be most useful to them would be located. This task also gave the development team an idea of the features and functionality and how they should approach it.

Concept Generation

The client was eager to see multiple concepts and prototypes generated so dev work could begin. To fulfil this requirement I used the home and pricing screens as a base in which to quickly iterate through styles on both Android and iOS. I used a prototype to demonstrate how the user flows I was creating would look together. Whilst fulfilling the clients requirements and working to get ahead of the project I was also ensuring that my design was adhering to these six rules: Progressive Disclosure, Speak-easy effect, Experience Ownership, Choice Paradox, Zeigarnik Effect & the Peak-end Rule.

Visual Design

The organisation did not previously have a defined style guide for marketing purposes. In order to ensure that the brand would be represented with a uniform look and feel I set about creating a component style guide for use online, this style guide would form the basis of design direction on the marketing website also.

Final UI

The final design is, easy-to-use and intuitive for users. The look and feel is clinical and provides users with a subtle sense that the treatment they will soon receive will be performed in a sterile, medical environment. This new functionality has facilitated Thérapie moving just under half of their entire business online and has facilitated a quick transition into the UK market.

Rollout

In tandem with completing the customer facing app, I was also responsible for completion of a new marketing website. This marketing website had to work in unison with the content on the app, this was completed through API integration from an administration dashboard. This dashboard allows nontechnical users the ability to: set and adjust pricing, process payments and refunds, trouble shoot customers queries as well as providing a detail report of sales transactions.