FastBook
LivingSocial's Health & Beauty Vertical featured the top selling deals ranging from massages, facials and waxes, to pedicures, manicures and skin treatments. First launched in Austin, TX; FastBook, a pilot project; was the first on-the-go booking experience for all health and beauty related services. With both a map and list view, this "Uber" like experience streamlined the purchase flow and allowed customers to book and confirm in as little as 4 steps.
OBJECTIVE
Successfully launch, brand, and conduct thorough testing of a new pilot project aimed at delivering a convenient on-the-go booking experience for all health and beauty services. Create a seamless and effortless user experience that enables real-time booking with flexible scheduling options and convenient locations.
GOALS
• Reduce tension and limit frustrations around booking health and beauty appointments.
• Evaluate the success of FastBook and assess the feasibility of integrating it permanently into the LivingSocial experience.
• Help visitors search with Autocomplete and Suggestions.
Ideation & Research
Initial Learnings & Research
Pain Points: Customers
Users felt a sense of uneasiness booking an appointment and receiving a confirmation online
A lack of familiarity with local offerings or deals
Preferred availability in convenient areas (home, work, errands, etc.),
Desired the ability to book last minute appointments
Wanted to make the payment in full by card and include tip
Pain Points: Merchants
Merchants felt an inability to attract new clients at an affordable price point as well as to elegantly showcase their services and skills,
Merchants want the ability to optimize prices during peak times and slow periods
It’s hard to encourage customers to come back, schedule and opt them into loyalty programs
Last minute cancellations result in lost revenue
Usability Testing & Wires
Usability Testing Takeaways
1.
Users found the booking process excessively easy, causing them to feel uncertain due to the absence of a confirmation step.
2.
50% of users favored maps for navigation, while 50% preferred browsing lists. Adapting to these divergent preferences became crucial in ensuring a user-friendly experience moving forward.
3.
Users desired a streamlined process to add appointment details to their calendars, access Google Maps for directions, and easily contact the merchant after receiving booking confirmation.
