“Returning users don’t want to rediscover the experience. They want the shortest path back to what already feels familiar.”
| Key features | Before | After |
|---|---|---|
| Screens to find a price | 5 | 2 |
| Taps to reach booking | 7+ | 3 |
| App Personalisation | 0 | 1 default salon pre-loaded |
I started this project from a real frustration I experienced while trying to book a balayage appointment.
I had already been to the same salon multiple times, so I expected the experience to feel familiar, fast, and personalized.
Instead, the app treated me like a new user every time.
There was no default salon, no booking history, and no shortcut to services I regularly use. I had to manually search for the same salon again, navigate through multiple service layers, and only later discover the actual pricing.
By the time I reached the final price, I had already gone through five screens and several unnecessary taps.
The experience felt repetitive, fragmented, and unnecessarily complicated for a returning customer.
Sooooo I've decided to do something about it.
As a returning customer, I wasn’t looking to discover new salons every time I opened the app.
I simply wanted a faster way to rebook a familiar service.
| What a client wants | What the app gives her |
|---|---|
| Book fast | A blank slate. Again. |
| See her regular salon immediately | Search from scratch every time |
| Understand pricing before committing | Prices hidden 4 taps deep |
| Rebook the same service | No history, no shortcuts |
This gap between user expectations and the actual product behavior became the foundation for my redesign.
The more I analyzed the experience, the clearer it became that the app was optimized for exploration rather than returning-user behavior.