SpaTravlr - Dashboard & Browsing
SpaTravlr is a platform that collaborates with wellness service vendors and sells wellness travel packages including spa vacations, health retreats and wellness getaways. In this project, I re-designed the key experiences of the two primary target personas — vendor administrator and spa customers. The platform was in beta when I started the project.
During our kickoff meeting, the client and I identified 4 main project goals:
- Create an engaging browsing and learning experience
- Create an intuitive onboarding & dashboard flow
- Propose a set of immediate UX improvements
- Build a mobile-friendly platform with responsive design
I led the product design process on this project, and my activities included design research, UX strategy and interaction design. Additionally, I developed a user testing plan and a how-to guide to train the remote team who was responsible for executing the user testing sessions.
I visited several spa and massage places to understand the context. I was able to casually talk to several spa customers and facility managers, and I learned about common attributes that make a spa attractive and some of the managers’ painpoints.
Since browsing multiple levels of information is a common design challenge in e-commerce and other products, I decided to research and leverage existing UI design patterns.
Sketches to confirm design directions
Before wireframing, I started with sketching on paper. Showing these initial ideas to the client and paper prototypes to the target users allowed us to work rapidly and consider a large range of ideas.
GOAL 1: PROPOSE A SET OF IMMEDIATE UX IMPROVEMENTS
Since the site was scheduled to go live soon, I performed a UX evaluation to prioritize critical usability issues that should be fixed before customers start to use the site.
Additionally, I developed a user testing guide for teammates who are less experienced in running usability tests to ensure research quality. I also developed a user testing script for the remote team to uncover any potential usability issues.
GOAL 2: AN ENGAGING BROWSING AND LEARNING EXPERIENCE
We wanted to create an engaging browsing and learning experience especially for people who are not familiar with certain wellness concepts e.g. lomi lomi. Additionally, we wanted to evoke curiosity so that SpaTravlr becomes a wellness knowledge hub for people.
After studying the existing design, I identified the following problems:
- Browse experience was separated from the main user flow
- Displaying multiple levels of information simultaneously could lead to confusion and information overload
- Additionally, the client has expressed interest in making SpaTravlr a wellness knowledge hub for brand engagement
- Integrate the browse feature into the landing page so that user can begin exploring the site without typing
- Leverage a faceted navigation pattern to disclose a small set of relevant information according to user’s choice.
- Encourage decisions by displaying a smaller set of options and placing more emphasis on visuals
- Add a concept details page to evoke curiosity ("Umm...What is a hammam?"), and highlight the way to navigate from the details page to the listings that a user can browse and purchase
Goal 3: Create an onboarding & dashboard flow
Based on some of the insights I gathered from the spa managers, I decided to focus on the following two questions when designing the onboarding flow:
- How can we engage both vendor administrators and visitors to build brand loyalty?
- How can we guide vendors to set up their complex venue profiles without being overwhelming?
Since the existing website had no usable onboarding and dashboard, I was able to design the experience from scratch.
- Vendor administrator onboarding: Only require the minimal spa listing information during the onboarding process so that the users have a chance to familiarize with the site functions without being overwhelmed.
- Vendor administrator dashboard: Visualize sales numbers on the dashboard to encourage the primary action (create deals).
- Customer dashboard: Encourage users to invite more friends to the site by surfacing credits earned. Emphasize actions that either drive sales or site engagement on the dashboard.