Problem statement
Currently, the appointment services experience is overwhelming. There are many service categories and sub-categories. There’s overlap. Some services are in multiple categories due to vague titles. Most service descriptions are long and full of fluff. They lack helpful information. Some categories are lengthy, which makes scanning the page for a service difficult.
Goal
I aimed to simplify the appointment services by rethinking the information architecture.
Simplify the process of finding a service
Make it easier to understand the details necessary for booking the service
Reduce the number of categories
Process
Competitive research
Before changing the service categorization, I researched how other companies displayed their services. I explored retail stores and service industries, like spas and salons.
Readability best practices
I researched ways to improve content readability and scannability. I learned guidelines on text line and paragraph lengths. I also learned the readability differences between desktop and mobile screens.
Discovery
Next, I mapped out the current experience of the appointment services.
This aerial view showed me that the categories of services offered are imbalanced. More than 75% of the services belong to two categories. This contributed to how overwhelming it can be to find beauty and spa services.
I imagined what would happen if the number of categories decreased from seven to five.
This did simplify the categories. But there was still a major imbalance. I realized the subcategories were causing the imbalance.
By removing the subcategories, the categories became more balanced. The category names are simpler, and the services they offer are clearer.
Guidelines
Content guidelines
330 character limit
Write service headings in sentence case (e.g., Express pedicure)
If a word is a proper noun, capitalize the first letter
Always include a description for each service
Descriptions should be concise and brief
Descriptions should explain the outcomes and any requirements for the services
Descriptions that are too long are harder to read and scan
For desktop screens, the line length of body text should be between 50 and 75 characters
For desktop screens, don’t make service descriptions longer than five lines
For mobile screens, the line length of body text should be between 30 and 50 characters
Don’t use too many adjectives; there isn’t a lot of space for unnecessary text
Descriptions shouldn’t be used as a marketing opportunity; only include information that a customer may need to know before booking the appointment
Services guidelines
Only create a new category if it has a minimum of 3 services
If a category has fewer than 3 services, add those services to an existing category
List services in alphabetical order
Results
The new categorization strategy simplifies the process for customers to choose a service. I rewrote the descriptions for 185 services. I also designed a new way to identify the price and time length of the service.
