Beauty services booking platform redesign

Beauty services aggregator

Our client, the founder of a US-based beauty services booking platform Salon Tonight, requested help with renovating their existing website. The original site was launched without a specific design since the client wanted to test the service's popularity in practice.

After confirming the service's potential, they realized the need for a redesign to improve UX and conversion rates.

Redesign intricacies and mobile adaptation

One of the challenges was adapting the site for mobile devices since most of the users were booking appointments on the go. For example, the original design of a catalog page had a large map taking up most of the screen, which limited the visibility of service cards and complicated navigation. To fix this, we studied successful platforms like Airbnb to understand how they balance map integration with user accessibility. We redesigned the layout to prioritize service cards while still providing map functionality.

Focus on the blog and content

Recognizing that the client's primary conversion method was through SEO optimization and content marketing, our main project directive was to find a way to maximize user conversions through the blog.

We created and designed different types of articles, each equipped with various options for navigating to the search/booking page, with features like comparison tools and interactive elements.

Result

The redesigned platform received enthusiastic feedback from both the client and users. The client is already reaching out with requests to improve and add to the site. They have launched various tools to track conversion rates and user behavior, and they are seeing positive results.

For Merge, the Salon Tonight project stood out from others due to the straightforward communication with the client and their high level of involvement. Being experts in the beauty industry, they provided valuable insights that helped us create a more interesting and valuable site, particularly from a content perspective.