Glamsquad
How do we get brides to trust an on-demand beauty service?
Introduction
Glamsquad is a leading provider of on-demand beauty services—they send out stylists to customers' homes or hotels. While their core audience is women who frequently get their hair blown out, they also provide hair and makeup services tailored to brides. However, they don't show artists' portfolios, because users can't pick their stylists. ​While this is fine for the average blowout, brides tend to have more concerns about their specific stylists.
Challenge
Redesign the bridal website for an on-demand beauty services provider to create a better experience for bridal customers
Resources
Type: Redesign
Team: 3 UX designers
Timeline: 2 weeks
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Tools
UX Writing
User interviews
Usability testing
Screener surveys
Affinity mapping
Stakeholder presentations
Persona development
Wireframing
Prototyping
01 RESEARCH
Business Goals
We began by researching the business and the users, in order to gain a better understanding of the landscape.
Understand the bridal customer
Increase number of bridal services booked
Streamline the current email-heavy booking system
User Interviews
We interviewed 6 brides who had used Glamsquad and 7 brides who hadn't. After affinity mapping, we found the following insights:
Brides wanted to see pictures of artists' past work
Portfolios
Brides wanted to see reviews from previous customers
Communication
Brides wanted to be able to speak to their stylists
Reviews
Brides wanted to know the cost of the services
Price
Usability Testing
We asked 6 brides whom we had not interviewed to look at the Glamsquad bridal site.
Pictures
6/6 brides said they couldn't relate to the models and stock photos featured on the site
Usability
4/6 brides were unaware that they had to scroll past the initial C-T-A button to see the rest of the site
Process
3/6 brides were not clear about exactly how the service worked
Representation
Latinx, African-American, and Asian-American brides didn't feel the site was marketed towards them
Persona
Marissa
31 Years Old | Project Manager | NYC
SCENARIO
Marissa is a newly engaged bride just starting to plan her wedding. She gets referrals from her friends and family but always makes sure to do her own research. With four of her best friends in her bridal party, she wants to be sure that everyone is well taken care of. However, her own look is her top priority.
NEEDS
To have clear communication
To plan an affordable wedding without compromising quality
To feel comfortable with her stylists' skills and see some of their past work
GOALS
To look and feel like the best version of herself on her wedding day
To stay within budget while getting the best value for her money
To not worry about logistics on the day of
PAIN POINTS
Not being able to reach her stylists when she wants to
Vendors who are not transparent with their costs
The fear that something will go wrong on her big day
BEHAVIORS
Uses Instagram and Pinterest to find looks, inspirations, and stylists
Is expeditious with her replies to vendors and expects the same in return
02 SYNTHESIS
Problem Statement
There are many different things that a bride has to consider when deciding on who will style her on her wedding day, including the experience, price-point, and skillset of the artist.
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Marissa has to go back and forth with Glamsquad to dig for information in order to make a decision about her style team.
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How might we help Marissa get all of the information she needs in a more concise way and reduce the back and forth between her and the Glamsquad team.
03 IDEATION
Feature Prioritization
Since adding portfolios and allowing users to pick their stylists wasn't an option as it isn't part of Glamsquad's business model, it was clear that Glamsquad needed to find ways to earn the trust of potential customers.
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We decided the website redesign would focus on the following aspects:
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making it clearer how the service worked,
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adding in pictures of real Glamsquad brides
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changing the representation of the brides on the site,
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making the pricing structure more prominent.
04 DESIGN
Since we weren't changing any of the site's functionality, we went from a paper prototype directly to a high-fidelity clickable prototype (which can be seen here).
We changed the site's welcome banner to reflect more diversity. (Note: We suggested that the image be replaced with a video showing how the process works, with a bride getting styled.
The banner no longer takes up the full screen, making it obvious to the user that there's more to the site.
Bridal services are now featured at the top of the page.
Bridal photos on the page have been changed to reflect more diversity.
A how it works section was added to make it clearer that stylists travel to brides.
We added a section outlining the business' value proposition.
Pricing was grouped together in one section.
In order to garner trust, we emphasized that the bridal beauty specialists have special training in wedding services.
To make the site more relatable to potential customers, we added in pictures of real brides who had been styled by Glamsquad.
We added a testimonials section showing glowing reviews from brides who used Glamsquad's service.
05 NEXT STEPS
We recommend that the business review communication between the bridal specialist and brides to see if some of the information and questions can be consolidated in order to cut down on the number of emails. We also suggest that they re-evaluate their bridal information request form.