Revitalizing Skinplus Medspa: A Journey to Better Branding, Operations, and Customer Satisfaction

Main solutions: Boosting Appointments, customer experience & business operations

A Comprehensive Audit

To kick off the project, I examined Skinplus Medspa’s social media presence and conducted an audit of its website and management system, including metrics from Splitbee Analytics. Here are my findings:

1. Analytics

• 70% of traffic was from Ghana, with 30% from the USA, UK, and Netherlands, but poor engagement.
• The website wasn’t optimized to capture leads or guide users to book appointments.

2. Website Findings

• Poor Interaction Design: Hover effects lacked clarity, and interactions felt unintuitive.
• Visual and Content Issues: Low contrast, cluttered navigation, and text-heavy layouts made the site difficult to use. CTAs were not prominent, hindering conversions.

3. Management system findings

• Duplicate client names, lack of integrated appointment tracking, and manual service entries led to operational inefficiencies.

Primary Research with the Management Team

To build on my findings, I scheduled a discovery call with the management and development team. This provided critical insights into their operations and business challenges below were some insights I got from the call.

Primary Metric: Increasing Closed Appointments

Armed with insights from both secondary and primary research, I led the team to define a primary metric that served as a benchmark for selecting ideas: increasing closed appointments. This metric became the focal point for the project, as it directly translated to higher revenue and aligned with the business’s goal of growth.

System modelling & ideating concepts

With a clear direction of what mattered most and the insights from our research, I applied Object-Oriented UX principles and mind-mapping techniques to structure solutions around key business goals. This led to a focus on redesigning the booking system, streamlining client management, and improving invoicing accuracy while thinking of other ways to increase revenue.

Ideation & concept development

After ideating, below are the solutions we chose to work on that best satisfied the one metric that mattered more.

1.Redesign website

• Improved Appointment Booking: Redesigning the booking system to let clients easily book appointments online with their preferred estheticians.
• Clear CTAs and Navigation: Adding clear calls to action and simplified navigation to make it easier for users to book appointments or contact the team.
• Gift Shop and Promotions: Introducing a gift shop for customers to purchase gift vouchers, adding a new revenue stream.

2. Streamlining Operations: Centralized Management System

• I recommended a system designed to track client information, appointments, and services, addressing the issues identified in the UX audit. This system is intended to function offline during poor internet connectivity and synchronize automatically once the connection is restored.
• Eliminating Duplicate Records: A centralized client database to prevent duplicate entries, improving the efficiency of appointment and service tracking.
• Integrating Payments and Invoices: Streamlining invoicing by integrating it with the appointment system, allowing staff to easily edit appointments and ensure accurate billing.

3. Marketing materials

To better understand and know how our clients interact with our business we would:

• Generating traffic to the website through social media posts
• Leveraging email / SMS communications to encourage booking and marketing products.

Testing & improvements on some key features

After designing the new features and management system improvements, it was important to test these changes with the Skinplus Medspa team and gather feedback. On my visits to Skinplus Medspa’s offices, I demonstrated the new systems to the staff, showing them how the redesigned appointment and invoicing systems worked.

1. The Invoicing experience

• At Skinplus Medspa, services are booked through appointments, and no service is offered without an appointment. However, I realized that clients sometimes receive additional services that are not included in their original bookings. This created inefficiencies when drafting invoices, as staff had to manually add these extra services, leading to discrepancies. To solve this I proposed a system update to allow easy editing of appointments at the point of recording payment to include additional services. This ensures that invoices automatically reflect all services provided, improving accuracy and streamlining the process.
• Additionally, on busy days, I introduced the use of tabs so staff could process multiple payments simultaneously, improving workflow efficiency.

2. The Command palette

To simplify navigation within the complex management system, I introduced a command palette, that had pre-populated actions with the ability to search for an action, without digging through the entire system.

3. Integration of barcode scanners & receipt printers

On my visits to the business premises, I had the chance to play with a few tools the business wanted to integrate.

• Integrating Receipt printer & bar code scanner.
  As such, I had to work closely with James on ways we could integrate these tools into business operations, how they’d be used within the system and the feasibility of their integrations. I designed a payment receipt for the printer.

The Final Product

Anticipated Impact

The revamp of Skinplus Medspa's systems and website is set to deliver substantial benefits for both the business and its clients.

• Enhanced Booking Rates: We expect a noticeable increase in online appointments and a reduction in cancellations, contributing to higher revenue and improved operational stability.
• Operational Efficiency: Anticipated improvements in invoicing accuracy and workflow efficiency should streamline financial processes, reducing errors and saving time.
• Customer Experience: The redesigned website and optimized appointment system are expected to significantly enhance the customer experience, leading to higher satisfaction with a more intuitive and responsive service.

Next steps

Moving forward, it's crucial to monitor the performance of the new systems closely. We will continuously track system metrics and gather feedback from users to identify any areas needing adjustment. Addressing challenges promptly will be key to refining the system's usability and functionality, ensuring it meets the evolving needs of both the staff and clients. Additionally, exploring new features and enhancements will help to further elevate the customer experience and operational efficiency, supporting Skinplus Medspa’s ongoing growth and success.