Pili - Violette Kristy

01. Brief

Top-of-the-range hairdressing and make-up.

Our client has won the World Hairdressing Championship in 2021. He is launching a brand new chain of top-of-the-range French facial hairdressers.

As the head of several top-of-the-range hairdressing salons in France, he has surrounded himself with hair stylists. Once recruited, these hairdressers follow a demanding training programme within his own academy.

It also sells by-products under its brand name: styling products, shampoos, skincare products, etc.

It wants a website that reflects the image of its range, allowing users to order products and make appointments.

The group has several outlets across the country (5 salons in each of the following cities: Paris, Lyon, Bordeaux and Aix-en-Provence), each offering the same services.

Desktop first.

02. Process

Empathy

• Guerilla interviews

• Quantitative analysis

Definition

• Personas

• Customer Journey

Ideation

• Functionality

• Benchmark

• Zonings / Wireframes

Prototype

• Website prototype

Test

• Users test

• Data analysis

03. Guerilla interviews and quantitative analysis

Testimonials from our qualitative analysis.

We interviewed 6 people and a high-end hairdressing salon.

What's also important is to see the diversity of hairdressers out there.

Mrs X, aged 29

I don't buy many products from the hairdresser, because I'm pretty loyal to my shampoos.

Mrs X, aged 56

I buy my hair products online.

Mrs X, aged 70

There's a real quality to the work and, I think, even the closeness to the hairdresser.

Salon Medley

I asked around and went to a new hairdresser, but I asked my friends for their opinion.

Mrs X, aged 19

I pay €200 to him, but that's because it's him and I know him well.

Mr Z, aged 61

Being satisfied, the comfort of the salon, listening.

Mrs X, aged 23

Some data from our quantitative analysis.

We received 63 responses to our Google Form questionnaire.

Based on the responses received, we can see that:

Most people visit or have visited a high-end hairdressing salon.

For those who don’t, the main reason is price.

Most people go to independent salons.

Visits are usually occasional (2 to 4 times a year).

The most frequent average budget is between €100 and €200.

Most people attach great importance to customer reviews.

04. Personas

Main persona

Description

Margaux
Age: 35 years old
Marital status: Couple with no children
Profession: Intellectual profession
City: Paris / USA

Personnality

Ambivertie
Hyper optimistic
Positive
Curious
Sensitive
Empathetic

Desired objective

Looking for a way to create a balance between luxury products and eco-responsibility.

Context

Margaux loves good quality things and the creative world of luxury, while keeping a keen eye on the environmental side of things. She loves travelling and discovering new places and cultures.
Generally open-minded and positive, she appreciates like-minded people. “I like things that are minimalist, without frills…”.

Passions / Hobbies

Dog friendly: Margaux has adopted a little dog: “coco”.
She loves spending time in nature
Rather active and sporty: surfing, trekking, hiking

UX Cards

Relationships, belonging
Self-fulfilment, meaning
Security, control

Digital usage

At ease with new technologies
Connected but not addicted
Smartphone

Expectations

Making an appointment
Details of services and options available
Customer reviews
A portfolio of the hairdresser’s work
Be sure of the security of the site for payment
Access to products available in the salon

Obstacles

Having a non-engaging site
Slow
No optimisation
Lack of diversity

Secondary persona

Description

Caroline
Age: 43 years old
Marital status: Married with 2 children
Profession: Assistant Management Controller
City: Paris

Personnality

Ambivertie
Optimistic
Positive
Creative
Curious

Desired objective

A good level of service and quality of service and venue.

Context

Caroline goes to a high-end hairdresser (independent salon) about once a month to maintain her cut and colour.
She makes an appointment by phone and spends between €100 and €200.
She sometimes changes hairdresser.
Customer reviews are quite important to her (4/5).

Passions / Hobbies

Spending time with the family
Cinema, Theatre
Reading
Swimming pool

UX Cards

Safety, control
Competence, efficiency

Digital usage

At ease with new technologies
1 hour a day
Phone
Laptop computer

Expectations

Quality of service
Information about the salon team
Details of services and options
Customer reviews
Hairdresser’s portfolio
Colour follow-up
Make an appointment

Obstacles

Sometimes the price
Proximity

05. Customer Journey Map

Scnario

Margaux is back from holiday and wants to take care of her hair, which has been damaged by the sea. She’s heard about a salon that specialises in curly hair like hers.