Connect With Client
Next, I spoke with the Spa Owner to understand his needs for the website and business.
Main purpose of the website:
"For customers to view all available services, direct customers to call the spa to book an appointment, and allow for gift card purchasing."
"Website that is functional on mobile devices, has an intriguing design to draw customers to our business, and intuitive gift card purchasing process to alleviate questions & frustrations."
Brand in a few words:
"welcoming, relaxing, European, modern, fresh"
What does the landscape look like?
To better understand the market and e-commerce landscape, I began by gathering competitive research to identify strengths and weaknesses amongst the top affordable e-commerce websites.
Next, I conducted user interviews and contextual interviews with 3 participants that matched the target market of 18-35. I reviewed the existing spa website with the users and asked them to explain their likes and dislikes. Next, I asked them to take me to their favorite spa's website, and explain what they like/dislike from their site. With this information, I was able to create an affinity map to understand what users are looking for in a spa website.
Utilizing the competitive research and user interviews, I created user personas that matched Buckhead Grand Spa's existing clientele. Meet Matthew and Amy.
Matthew is a young professional who frequents the spa for 2 reasons - to relax when traveling, or for treating his girlfriend for a special occasion. He does his research on spas and is the one choosing and booking appointments. He pays special attention to the aesthetic and types of services.
Amy is a married, working, mother of 1. She frequents the spa monthly, as the spa is her escape from her busy work and home life. She is particular on her spa choice, and prioritizes a friendly, inviting atmosphere. She expects the website to represent the ambiance and be easy to navigate. If she enjoys the experience, she will make the spa her primary go-to location.
How do we organize?
In order to create the most optimal solutions possible to the main paint points I wanted to solve for the users, I started by conducting exercises such as designing task flows, user flows, and a site map. These exercises helped me identify the most important features of the wireframes to focus on.
The following site map identifies the navigation hierarchy based off of the competitive and user research conducted. This allowed me to better understand the organization of the website pages to give the most optimal experience for users.
The following task flow represents the flow of purchasing a gift certificate. This allowed me to better understand the steps a user will take from start to finish.
The following user flow represents the decisions and tasks a user will encounter when purchasing a gift certificate. This allowed me to better understand the various paths a user will have from start to finish.
Before moving into wireframes, I sketched out potential layouts for the homepage, services, and gift certificate flow. This allowed me to brainstorm various options and receive feedback early on in the process.