The Background
Rooted Remedy is a woman-owned ashiatsu massage business based in Denver seeking a website redesign.
The goal of the redesign is to attract new customers and increase bookings by effectively showcasing the benefits and unique aspects of ashiatsu massage.
The Problem
Users don’t know what ashiatsu massage* is and can’t find information from Rooted Remedy to make a decision.
*Ashiatsu massage refers to the use of feet to produce deep tissue body massage.
Ashi= Foot | atsu = pressure
Competitive analysis
None of the competitors explain what Ashiatsu massage is and why you should choose it (gasp)
Competitor weaknesses:
Not enough pictures of the therapy space or how it works
No description to differentiate each massage package
Reliance on user to click FAQ to convey important information
Interview
Users have trust issues....(me too).
Users value trust, credibility, comfort and safety to feel confident in booking with a therapist
Assurance that the professionals are knowledgeable and capable
Wants to know why ashiatsu is better than regular massage and the benefits
Satisfaction Rating
3 Okay
80% users agree
1 Excellent - 5 Very Poor
"I feel like this doesn’t show the whole picture and convey all the information I need to make a decision."
- Participant #3
Affinity Map- Insights of original website
Persona
Interview Insights to Personas, shaping a clear understanding of the target audience for the website.
2 types of users appeared:
The relaxation seeker: someone who wants to unwind and relax
The Pain Relief seeker: someone who is an active Colorado and needs muscle relief from their hobbies (skiing, climbing, biking... all of the above)
Card sorting
Users chose new navigational headings and information architecture
5 participants | Type: Moderated open card sort | Tools: Google Meets, Figjam
I created a hypothesis and took it to users to see if they would agree. I wanted to compare the current navigational headings VS new ones through card sorting.
Site Map
From card sorting results, a site map was made to reflect user’s navigational expectations.
Wireframes
Iterating fast and furious from low-fi to mid-fi wireframes
Usability Testing and Success Metrics
Improved user experience rating from Okay to Excellent!
A moderated usability test was conducted
5 participants interested in ashiatsu massage
Via Google Meets
Tasks were measured on a 5 point scale (poor to excellent, very easy to very difficult)
Tasks
Completion%
Finding information about ashiatsu massage
100%
Choosing a massage package and clicking book
100%
🚀 Mission success!
Points of friction, confusion, & low confidence from original website were resolved!
100% of users were able to complete both tasks with ease!
Furthermore, the majority of users rated the design as very easy to use and excellent for satisfaction, trust, and credibility.
From the breakdown in ratings, there are still areas of improvement that are addressed in the next phase: revisions.
Revisions
User feedback validated the design approach with minor UI and copywriting adjustments
Users wanted to know why Ashiatsu was better than regular massage.
Changed “Ashiatsu Benefits” to why Ashiatsu massage is better than regular massage.
“This didn't tell as much about why its better than regular massage.”- Participant 1
Before
After
Users stated the options were unclear- they wanted to to know why pick one option over another.
Options stated in bullet form, and more information on what is included in the massage
Before
After
UI Design
The visual design was inspired by elements from the owner's massage space
I sampled colors from pictures used in the design, linking pictures to the design and providing visual consistency. The resulting color palette combined natural hues with mint green to establish a soothing spa and nature ambiance.
Colors
Influences from elements like plants, the massage table (green)
Salt lamp (pink), and wood (darker colors) were incorporated
Using the stain glass window in the studio as design inspiration
Style Tile
See More Work
Medbridge- Add a new feature to existing product
Goat Guide- Concept Mobile Application