Beautii.co
Beautii.co
Role: Lead UX Designer
Tools: Figma, Miro, Typeform, Magic Patterns & Zoom
Timeline: 8 months (January - August 2025)
Beautii.co is London’s leading concierge service, offering luxury at-home beauty treatments. They work with top celebrity make-up artists, hairdressers and beauty experts to provide services such as massages, facials, spray tans and more, at your home, office or hotel.
Business Goals & Objectives
My brief was to identify usability issues and redesign the booking flow to make it faster, clearer, and more engaging for their target audience: women aged 30–70.
We wanted to improve several specific metrics - increase conversion rate of consumers paying for services on Beautii’s website, enhance customer satisfaction and simplify and streamline the booking process.
The Problem
Despite high interest in their services, Beautii’s booking conversion rates were below expectations. Testing and research revealed users were facing friction points that made it harder to complete a booking. Early login prompts, limited visibility of services prior to account registration, lengthy appointment request forms, unclear error messaging and missing trust signals (e.g. reviews, limited information on beauticians) were all causing drop-offs.
Goals:
Increase completed bookings.
Improve browsing experience before sign-up.
Build trust through transparent information (reviews, provider profiles).
Reduce booking friction.
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Allow users to browse full treatment lists, see pricing, therapist bios, and reviews without creating an account.
Detailed therapist bios, qualifications, experience, and customer ratings visible before booking.
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Design Director
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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Sustainability Director
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
Competitor Research
Survey
Navigation Issues
Accessibility
A survey of 35 women aged 30–60 was conducted to evaluate the usability of Beautii.co using quantitative and qualitative questions.. 56% of participants said they booked beauty services online at least once a month and were asked to explore the site, assessing:
Ease of finding treatments
Clarity of treatment descriptions and pricing
Any points of confusion or frustration
Suggested improvements
Overall design and navigation
Treatment Info
Reviews
Pricing
Trust
Usability Testing
Participant 1
“I think it seems unnecessary to request personal details before allowing me to browse the site and view pricing.”
Participant 3
“What does beauty and wellness concierge mean? They are providing treatments in your own home as far as I understand it but that literally sounds like they are just turning up and delivering something.”
To validate Beautii’s current booking flow and uncover real pain points, I conducted usability testing with three women from different age groups and backgrounds who all book beauty services regularly, two using desktop devices and one via mobile. Each participant was asked to imagine they were booking an at-home treatment through Beautii, for example a massage, while also exploring what other services the site offered.
The task was designed to replicate a realistic first-time booking experience: navigating from the homepage, browsing services, selecting a treatment, and moving through the booking steps up to just before confirming the appointment.
By observing how participants interacted with the site, I was able to capture their first impressions, moments of friction, and overall satisfaction. This process provided detailed insights into how real customers interpret Beautii’s interface, where they become frustrated, and what prevents them from completing a booking.
Participant 2
“I don’t understand if theres an error, why the system doesn’t say what caused it and there’s no way to get back and resolve it.”
Main issues observed:
Frustration at having to log in before browsing.
Confusion from vague error messages: (e.g., simply stating "error" without explanation) Participants found it misleading that some services seemed bookable but then resulted in an error message later in the process.
Uncertainty about service availability in their area. Lack of a location checker in the process frustrated users, as they wasted time attempting to book unavailable services.
All participants found the booking process involved too many steps and multiple redirects, leading to confusion and frustration.
Participants expected to see reviews under individual services but could only find them in a less obvious "Customer Love" section.
All participants found the homepage messaging and branding unclear.
Customer Journey Map
Visual representation of the booking process highlighted pain points such as the repeated login steps and….This ensured we had the necessary insights to create a seamless and effective journey for Beautii’s ideal customer. The user persona was developed from the target demographic information provided by Beautii and real world user data collected from my research.
User Flow
This diagram outlined all steps in the booking process to reveal friction points. Several areas where there was room for improvement in the website’s overall flow were identified.
The login process: customers are forced to login or create an account before browsing.
Enabling a location based search at the start of the process.
Preventing the need to reselect treatments from a second treatment menu after logging in or creating an account.
These changes would help users reach their end goal of booking a treatment more quickly and smoothly. The yellow boxes represent an 'Action' and the orange boxes are 'Decisions'.
I then created an updated user flowchart. It highlights how removing a few key obstacles can make the user journey faster and more effective. Specifically I removed the prompt for users to log in or create an account before browsing services and also ensuring users don't have to reselect a treatment after logging in or creating an account. Instead, users would only be asked to log in or create an account at the final step before completing their booking and without needing to reselect their treatment. The updated flow now provides a seamless booking experience, reducing friction for users.
What do you do?
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