BW Spa
Designed a multi-platform wellness experience for a premium skincare brand focused on appointment booking, product shopping, and scalable digital growth.
UX/UI Designer
6 Weeks
Figma, FigJam, Notion, Google Docs, Forms
UX/Product Design Project
Quick Info
Role
Duration
Tools
Type
Overview
BW Spa, a California skincare and wellness brand with three locations, needed a digital experience for online booking and product sales that reflects a calm, trustworthy, high-end identity. Nexaland served as stakeholder and business owner, providing requirements, constraints, and strategic direction.
Business Goals
Build a strong digital presence for BW Spa
Enable online appointment booking across multiple locations
Create an e-commerce experience for skincare products
Deliver a premium and trustworthy user experience
Support future scalability of the business
Target Users & Platform Strategy
Target Users
Women and skincare-focused users (18+)
Busy individuals such as students and professionals
Users interested in wellness, self-care, and gifting
Desktop Experience (booking)
Search services based on location
Compare specialists and treatment options
View branch information and available schedules
Complete appointment booking efficiently
Mobile Experience (Shopping)
Explore skincare products
Understand product suitability and benefits
Purchase products through a simplified mobile shopping flow
Research Process
To better understand user expectations, booking behavior, and trust factors within the skincare and wellness industry, we conducted:
User Interviews
Interviews with potential users and a facial spa owner.
Affinity Diagram
Grouped insights to find key patterns and themes.
Competitor Analysis
Analyzed competitor platforms and market trends.
Heuristic Evaluation
Evaluated existing experiences to identify issues.
Research Insights
Reviews, before/after photos, and specialist credentials most influenced booking confidence.
Users wanted clear pricing, detailed treatments, and realistic expectations before committing.
Most preferred online scheduling for its speed, convenience, and instant availability.
Multiple locations boosted credibility; single-branch reviews still mattered.
Treatment-linked recommendations and expert advice raised purchase intent.
Competitive Analysis
Platforms with simple booking flows and clear categories were easier to navigate
Transparent pricing and detailed treatment info eased decision uncertainty.
Professional visuals, real client outcomes, and expert insight boosted trust and credibility
Mobile-friendly browsing and simplified checkout improved shopping.
Users preferred platforms that guided service selection rather than overwhelming them with information.
Heuristic Evaluation
Overwhelming information and service presentation
Lack of clear hierarchy in booking-related flows
Inconsistent navigation patterns across pages
Decision fatigue from too many similar, indistinct options
Limited guidance for users unfamiliar with skincare treatments or products
Final Design
Desktop Booking Experience
Location Discovery
Mobile Shopping Experience
