INCREASING CONVERSION
for MASAZETATRY.SK
2024, ux/ui, ux writing, content design, service safari, brand & experience redesign, small business ux
Partner
masazetatry.sk
Timeline
ongoing (freelance)
Context
Masážetatry.sk is a mobile massage service in Slovakia. Owned and operated by a licensed physical therapist Matej L., the service offers home-order massages for individuals, couples or groups (ski trips, team-buildings etc.), and as such, is one of a kind in the country.
Challenge
The pricing of the offered services and minimum order value depends on the location of customer. Business struggles with communicating these specific order conditions to their customers, which makes independent online orders difficult and leads to over-reliance on customer service.
Role & Outcome
In my role as a user experience researcher and content designer on this project, I worked closely with the stakeholder and the UI designer to support independent booking and increase conversion by:
-
spotlighting the anchor interaction - location input
-
improving the feedback provided during booking.
optimise the booking experience
through functional feedback on user action
defining the problem:
mapping current
journey through booking
The brand's unique selling point is home delivery, and just like services such as Deliveroo or Uber, customer location impacts pricing, minimum orders, and delivery terms. However, customers currently struggle to understand their unique order conditions, making online booking difficult.
To address this, I mapped out a variety of customer decisions from two locations, identifying missing information and redesigning the booking flow to better accommodate dynamic pricing.
ideating the solution:
new flow for navigating
complexity
Location is the anchor element in business's dynamic pricing, therefore, we decided to reshape the flow by placing location input at the beginning and providing immediate feedback about customer's pricing and conditions.
Only displaying prices and conditions based on each customer's individual location will resolve current flow's confusion and complexity and smoothly guide customers through their booking process.
development:
prioritising location input
To spotlight location input in the booking experience, I brainstormed and sketched to quickly communicate ideas, focusing on core elements and their utility without being distracted by aesthetics, fonts, colours, or visual hierarchy.
Wireframes and mock-ups streamlined collaboration with the stakeholder, helping refine how location input and feedback guide users. The final design, chosen with the client, aimed to simplify onboarding and boost customer conversion.
delivery:
redesigned booking
Rotating images and copy (1) convey the service's context and adaptability. This improves customer understanding of the service, communicates its geo-specificity and guides them towards the key interaction: location input.
Designed Call-to-action (CTA) copy, an input bar, and a feedback message (2) then allow customers easily access their specific order conditions.
(1)
(2)
While the new design does not solve the complexity of the pricing itself, individual feedback funnels the customer towards the information relevant for carrying out a booking flow.
(1)
Rotating
Images
and Copy
(2)
Location-specific
Feedback on Action
Immediate pricing feedback also resolves a dark ux pattern, in which full price and conditions are not revealed until several screens into the booking flow.
Compared the current web experience, my solution spotlights the core elements of the service, and streamlines the booking process by creating a more efficient feedback loop, all within the first screen.
next steps:
We have handed the work over to developers and are currently in the process of planning phase 2 of this freelance collaboration.
Having resolved established a new point of entry into the booking flow, with a more effective feedback system, our next step is re-designing the booking flow itself.