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ESTABLISHING
THE DIGITAL PRESENCE
OF DR. COSMETOLOGIST
VALERIA KOKHAN
Our objective was to establish a reliable and credible online presence for a highly skilled doctor cosmetologist, aiming to enhance trust in the newly introduced services.
2
Role
Timeline
Resulted in 7-fold increase in course sales
Product Designer
6 mos. (October 2022 – April 2023)
Core Responsibilities
User Research,
Product Design
Tools
Figma, Photoshop, User Interviews, Usability Testing, Persona Development, Contextual Observation, Miro
Problem
Valeria Kokhan, a doctor cosmetologist with 3 years of experience at the project's outset, primarily offered patients services targeting hormonal and age-related skin issues (such as acne and pigment spots), chemical skin cleaning, and various types of peelings. As her expertise expanded, she introduced a new service: injection therapy. This involved procedures such as addressing age-related skin concerns, lip enhancement, and wrinkle reduction through injections. However, this type of service carries higher risks for patients compared to her previous offerings. Despite having a significant client base, only a few individuals expressed interest in undergoing injection therapy with the doctor. Offers such as covering only the cost of medicines did not attract many people.
Despite having a significant client base, only a few individuals expressed interest in undergoing injection therapy
In response to this problem, I opted to develop qualitative personas through comprehensive exploratory research, including user interviews, to segment users according to common attitudes, goals, pain points, and expectations.
Marina's Instagram account, which served as the primary tool for course sales
Research
After interviewing 31 participants who initially expressed interest in the course but either reconsidered or encountered obstacles during payment or while exploring course information, we conducted generative interviews to delve into the reasons behind their decisions. Our goal was to gain a comprehensive understanding of the entire course-purchasing journey.
  • Unorganized Information: Critical details influencing the decision to purchase are scattered across Marina's Instagram account, lacking a cohesive structure. This issue was highlighted by 19 participants as a significant obstacle
  • Trust Concerns: The absence of legal agreements raises trust issues, impacting the confidence of potential buyers.
  • Payment System Challenges: Out of 31 participants, 15 reported unsuccessful attempts to pay for the course despite using multiple cards (all 15 participants were from the EU). Additionally, all participants expressed interest in a fee-free payment system, as bank transfers were the only method available at the time of research.
Potential customers are facing challenges navigating Marina's Instagram page to find essential course information and encountering payment issues
The client's Instagram account, which served as the primary tool for course sales
Through interviews with 26 attendees at an outdoor masterclass in St.Petersburg, we discovered that only 3 were able to buy a course via Instagram. Others encountered obstacles due to sanctions affecting the functionality of Instagram within Russia.
Buyers from SOME COUNTRIES are currently unable to purchase the courses
Survey to gain a comprehensive understanding of the entire course-purchasing journey
Goals
The website aims to present comprehensive details coherently, allowing users to gain a holistic understanding of our products through a simple scroll-down experience. This strategy focuses on attracting and converting new users into customers, extending the reach to those without access to Instagram, thereby boosting sales.
  • Versatility: Ensure a seamless and equally enriching product exploration and purchase process for both smartphone and desktop users.
  • Low Effort Exploration: Minimize the need for users to click through numerous pages to access course information and make a purchase.
  • Legal information: By incorporating legal information on the website, we aim to provide users with enhanced protection throughout the entire process, from making payments to using our products. Clear and comprehensive legal details contribute to a transparent and trustworthy environment, fostering confidence and ensuring a secure experience for our users.
Design a user-friendly website, optimized for both desktop and mobile, with an intuitive structure that facilitates easy navigation for users seeking information about the courses
The client's Instagram account, which served as the primary tool for course sales
Survey to gain a comprehensive understanding of the entire course-purchasing journey
Informed by user research, the design framework adheres to the following principles:
By integrating a reliable payment method, we aim to enhance the overall user experience, fostering positive interactions with our product. This improvement not only ensures a hassle-free purchase process for users but also contributes to increased profitability, ultimately benefiting the business.
  • Fee-Free Transactions: In alignment with modern financial practices, eliminate fees for buyers during course purchases. This approach aligns with user expectations in today's financial landscape.
  • Robust Compatibility: Ensure stable functionality for both local (Belarusian) and international bank cards. Given our diverse user base, including buyers from the EU and other countries, it is crucial to facilitate seamless and correct payment processing for clients worldwide.
Design a seamless and efficient online payment experience that benefits both users and the business
The following considerations have been explored:
The Solution (1st Iteration)
I crafted a low-fidelity wireframe that illustrates the website structure, effectively addressing all client queries and fulfilling the needs uncovered during user interviews.
Wireframing
The client's Instagram account, which served as the primary tool for course sales
Low-fidelity wireframes (part 1)
prototype (1st version)
Home Page and About Me
Offline and Online Courses (Booking)
Requests, Details and Contact Me
I meticulously curated seven distinct color palettes and typography pairs, each imbued with unique associations that directly influenced the website experience. Following client input, color palette No.4 and font pair No.1 featuring "Montserrat" and "Roboto" fonts were selected to shape the visual identity.
COLOUR palette and typography
Colour palette No.4
User Tests & Feedback
After conducting interviews with 17 participants interested in purchasing nail care courses, we identified a usability issue with the Home Page's "Call to Action" button, visually represented as an arrow. Feedback from 12 participants revealed that the button lacked clear information about its functions, leading to prolonged search times. Additionally, we observed a challenge in users finding how to purchase an offline course. In the current prototype, users need to navigate to the 'book' option under the entire courses section and then select the specific course they wish to purchase, resulting in usability concerns.
usability issue with the Home Page's "Call to Action" button
The client's Instagram account, which served as the primary tool for course sales
After iterating on certain aspects of the prototype following insights from the second user interview, I opted to initiate A/B testing for further refinement.
Option A
Option B
The solution (second iteration)
After conducting A/B testing, it was found that Variant A emerged as the most user-friendly and convenient option, with 65% of respondents expressing this preference. Additionally, 76% (13 out of 17 participants) favored the design variant suggesting the creation of separate pages for each course, complementing the common course section accessible via scroll down from the home page.
creation of separate pages for each course
The client's Instagram account, which served as the primary tool for course sales
Result
7-fold increase in course sales and a significant boost in website conversion rates
The client's Instagram account, which served as the primary tool for course sales
Course Page
Developing a website that seamlessly integrates informative content with payment system functionalities led to a 7-fold increase in course sales and a significant boost in website conversion rates. The website is optimized for both desktop and mobile versions, catering to the majority of users who access it via mobile devices. To accommodate client payment preferences, I integrated both BePaid for international transactions and E-POS for local payments within Belarus.
Home Page
Basic Course
Advanced Course
Contact Me
Course Page
The location metrics reveal that while the majority of website visitors originate from Belarus, 13% of all visitors hail from Russia. This indicates that we have successfully crafted a user journey tailored to individuals from this country, overcoming previous accessibility barriers based on their location.
successfully crafted a user journey
The client's Instagram account, which served as the primary tool for course sales
Top Countries of Website Visitors
WEBSITE ENGAGEMENT METRICS
Considering website metrics highlighting a substantial mobile user base, prioritizing cross-device adaptability becomes essential in product development. Additionally, starting from June 2023, successful integration of both bePaid and E-POS payment systems as the primary methods for course purchases has resulted in a significant increase in visitor numbers and conversion rates.





Website Engagement Metrics: March-September 2023
Summary
In this project, I've come to recognize the critical role of location metrics in digital product design. Understanding that users from certain regions facing accessibility challenges can represent a substantial client base when provided with improved access to the product.
Looking ahead, I believe creating an English version of both the website and courses would be a prudent decision. Based on website analytics, purchasers are distributed globally, underscoring the importance of catering to an international audience.
the critical role of location metrics in digital product design
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