Senior Product Designer, Fresha
Jun 2022 - Present · London
Fresha is the most globally successful booking software for beauty and wellness businesses, used by over 100,000 salons, barbershops and spas. Over 700 million appointments have been booked from the marketplace.
Working as a senior product designer within the growth initiative. My core focus was the marketplace, acquiring new customers through search and discovery and retaining existing customers with bookings and appointment management.
The Native App
A business goal for 2023 was to launch the native app on both iOS and android to create a seamless end to end experience for our users.
Collaborating with one other designer we built out the the entirety of the Fresha experience incorporating a new design system and new branding whilst maintaining existing functionality and enhancing with a new search and booking experience.
Focussing on the top of funnel I worked predominantly on home, search and venues. Adding personalised recommendations, the ability to rebook past appointments and enhancing the search experience by allowing users to search by availability.
The Challenge
The landscape for the beauty & wellness industry can be very saturated, and it can often be challenging for users to find what they want and when.
Fresha answers to both the business owners they host on the marketplace as well as the customers who use the marketplace.
Many of our marketplace users discover Fresha via our partners so maintaining existing customer/business owner relationships is incredibly important.
An opportunity for us to expand into was clear: allow users to search and discover venues and categories that they may have not been exposed to had they not already engaged with Fresha.
The Approach
We were able to gather data from the team on the behaviours of existing customers to weave into the new native app.
Interview members of the team that had historical knowledge of the product to understand any existing complexities.
Gain insights from our partners who communicate directly with their customers to understand any pain points or new product features they might require.
The Team: 2 Product Designers, 1 PM, 1 EM, 1 Tech Lead, 16 engineers, 1 DS Lead Engineer, 1 Analytics Engineer
My Impact
Collaborating with one other designer we focussed on different product areas and then regularly came together to inform one another’s work.
My focus was Home, Search, Venues, Reviews and Profiles and Settings
Several iterations of the home screen for different user types at different stages of the engagement life cycle.
A new way to search, allowing users to find venues available at a time and date they require.
Redesigning the search view allows users to toggle between map and list.
Redesigning the tips & reviews flow.
Enhanced venue profiles, with extended galleries, more venue details and service menus.
App store imagery across all devices.
Designing and animating new splash screens and empty states.
Appointments view accessible from the dashboard/home to allow users to manage their appointments upon entering the app.
Component design, design system contribution.
Search
Discovery being a key user goal for Fresha customers enhancing the search was a priority for the business. I worked to ensure users were able to find venues within their search radius and at that the time required. Showing quality in results as opposed to showing all venues within their area and allowing users to quick-book once they had found what they were looking for in fewer steps.
Re-designing the search UI to allow users to see results in both map and list view depending on their preference as well as enhancing the venue profiles for every venue listed on Fresha.
The Result
The Response:
Over 300,000 app downloads
Reviews:
No.1 Beauty & Wellness App in Australia
No.3 Beauty & Wellness App in UK
Up Next
Personalised recommendations
Onboarding
Search by availability
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