The project focuses on the analysis and design of a mobile application for a newly opened SPA salon. The primary goal of the client is to facilitate appointment bookings through the Booksy platform and to present the SPA's offerings in a clear and intuitive manner. This project was completed as part of the UX Design specialization course at the University of Information Technology in Katowice.
Role:
Competitive Analysis
Personas
Information
Architecture
Wireframing
Design System
UI Design
Cooperation:
Jacek Ryś
competitor analysis
I began by analyzing three competitor websites:
Beauty Day Spa
Ambra Spa
SAN SPA
The goal was to understand the strengths and weaknesses of existing solutions and identify areas for improvement.
In particular, I conducted a Nielsen heuristic analysis on the BEAUTY DAY SPA site, which revealed issues such as poor navigation, lack of logo protection spacing, and problems with the checkout process.
These findings allowed me to gather key insights, which helped guide the further development of the project.
SAN SPA
AMBRA SPA
BEAUTY DAY SPA
Pros
Clearly visible, clickable logo – clicking it returns the user to the homepage.
Visually clear price list.
Easy service booking and purchasing – redirects to the Booksy.pl website.
Services can be purchased directly through the spa's website.
Clear navigation panel with visible main sections.
Breadcrumbs are included on subpages.
Cons
Not all pages offering massages have a booking option.
No breadcrumbs.
The price list is not highlighted in the menu and can only be found in the "offer" section.
The link redirects to Booksy's homepage instead of the company's specific page.
Dual navigation – horizontal and "hamburger" menu.
Unclear price list with too many displayed treatment options.
Finding massage purchasing options on the website is very difficult.
Conclusions
The analyzed websites have certain positive features, such as convenient links within the price list, the ability to log in, easy integration with the Booksy booking platform, and aesthetically pleasing design.
However, there are several critical areas that need improvement. The evaluated system meet only half of Nielsen’s heuristics: they provide status updates to users, offer control and freedom, maintain consistency and follow standards, ensure a visually appealing interface, and handle errors efficiently. Nevertheless, they fail to address the remaining heuristics: they are not fully understandable or aligned with user expectations, do not prevent errors, lack a shopping cart preview and persuasive elements, do not offer enough flexibility and efficiency, and are missing appropriate help and documentation.
Additionally, issues such as poor readability of the price list, navigation difficulties, an unclear purchase process, and inconsistencies in the user experience are evident. Addressing these challenges could significantly enhance usability, user satisfaction, and the overall effectiveness of the websites.
proto-persona
Matylda
Zmiana
Position: Managing Director at a corporation Main responsibilities: Team management
Demographic data: Age: 38 Education: Higher education Marital status: Married
As part of our project, we created a proto-persona to better understand the needs, goals, and behaviors of potential users for the new mobile application for the SPA salon.
The proto-persona allowed us to focus on the users and ensure that our design decisions were aligned with their actual requirements. Based on this, we developed a survey, which helped us gain deeper insights into potential users and validate the accuracy of our assumptions.
personas
Thanks to the survey conducted and the large number of respondents, we were able to analyze all the results and draw specific conclusions. A total of 20 people participated in the survey, 75% of whom were women.
Based on the research, we identified three user profiles – personas that differ in characteristics and seek different experiences on our website. Additional elements of their diversity include gender, age, and behaviors.
Katarzyna
Piotrowska
Position: Marketing Specialist
Main responsibilities: Creating promotional content, online marketing
Demographic data: Age: 35 years old Education: Higher education Marital status: Married
Goals and tasks:
Booking an appointment at the SPA,
Checking the service offerings,
Option to purchase treatment packages.
Concerns/Frustrations:
Moderate stress at work,
A significant amount of responsibilities
High pressure,
Too little time to take care of oneself,
First signs of aging and the need to counteract them.
Marta Szumińska
Position: Student Main responsibilities: Studying, simple household chores, part-time job
Demographic data: Age: 24 years old Education: Secondary education Marital status: In a relationship
Goals and tasks:
Booking an appointment at the SPA,
Checking the service offerings.
Concerns/Frustrations:
Moderate stress at work,
Few responsibilities,
Moderate pressure,
Plenty of time to take care of oneself.
Wiktor
Bąk
Position: Manual Worker Main responsibilities: Work, watching TV series, household chores
Demographic data: Age: 29 years old Education: Secondary education Marital status: Single
Goals and tasks:
Checking the massage offerings,
Checking the location and available times,
Purchasing vouchers for loved ones.
Concerns/Frustrations:
Low stress at work,
Moderate amount of responsibilities,
Moderate pressure.
value proposition canvas
Value Proposition
Based on the analysis of the Value Proposition Canvas, the key value of the application is: Ease of booking: The app should be fast and easy to use, allowing users to quickly book treatments, find convenient time slots, and locate the nearest salon. Personalization of services: The app should offer customizable treatments tailored to the individual needs of users, such as packages for relaxation, skincare, or anti-aging. Stress reduction: The app provides quick access to relaxing SPA services, helping users unwind and take care of themselves, even with a busy schedule.
Conclusions
The Value Proposition Canvas analysis shows that to meet user expectations, the app should focus on ease of use, transparency of services, and personalized offerings. Users need a tool that minimizes the time required to find and book treatments while ensuring an intuitive and user-friendly interface. By addressing these needs, the app can attract loyal users who value convenience and efficiency when planning their relaxation time.
empathy map analysis
The empathy map shows that users of the SPA app have diverse needs related to stress reduction, improving well-being, and convenient access to services. Key elements include ease of use, intuitiveness, and the ability to quickly book treatments. Users are looking for ways to balance their busy lifestyles with taking care of their health and relaxation, which should be a core consideration in the app's design.
information architecture
user journey
Persona Journey - Katarzyna
Katarzyna’s persona journey, after a thorough analysis of her needs, involves going through the purchasing process.
Persona Journey - Wiktor
For Wiktor’s persona, I prepared a sketch that illustrates the path to completing the purchase of a voucher, which takes place directly on the website, unlike other services that are booked through an external platform like Booksy.
design system
Colors
Typography
Poppins
Components
During the design and preparation process for creating the application, components were developed that enabled a thorough execution of the project and contributed to a more cohesive and precise design.
wireframing
The final stage was wireframing the application in Figma, which allowed for precise planning of the visual elements of the website. The entire process, from start to finish, outlined the individual stages and the work we had to complete to gather the necessary information. This helped us understand the needs of our clients and target audience, allowing us to tailor our offering to their expectations.
Meticulous execution of each stage provided a solid foundation for creating a functional and aesthetically pleasing website. The result is a site that not only looks attractive but also meets user needs and allows them to complete the purchasing process in an exceptionally simple way.
