Snailz
I collaborated with a team of four to redesign the landing page that increased salon partnerships for Snailz, a salon booking app, by 400%.
Themes
Information Architecture
Web Design
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Teams
UX Director, Developers, and Myself
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Tools
Sketch, Invision, Slack
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Timeline
2 Months
June 2018 - August 2018
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Our Client
Snailz, a nail salon appointment booking app
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Finding and booking an appointment at a nail salon can be a headache considering the long waiting times on calls. In 2017, Snailz, changed this by introducing an app that allowed people to find and book appointments at Salons at their own convenience.
Both users and Nail salon partners benefited greatly! However, enticing salons to be their partners was not a simple task and typically required several in-person meetings. In 2018, my team and I changed this by clearly communicating the benefits on the Snailz website. This resulted in salon partnerships increasing by 400% through a “For Salons” landing page. Below is the story of how we did it.
Our Goal
How might we attract new salon partners to the Snailz app platform?
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Previously, the only method of finding salon partners required the Snailz team to visit and contact each individual salon and pitch the service to the salon owner. Effective, but not scalable.
We decided to create an optimized digital means for users to and sign up to the Snailz platform. Additionally, this allowed the Snail team to better allocate their time to current partners instead of finding new ones.
Over 100
Active Partners
Currently nail salons on the platform that are
expecting support and benefits from the service
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Only 5
Neightborhoods in 1 NYC Burrough
Currently only providing service to salons in certain neighborhoods in Manahattan ​
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Key Research Insight
How might we attract new salon partners to the Snailz app platform?
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Snailz had some growing pains when it came to expanding it’s salon catalogue. They would devote 6 to 7 hours a day to researching, contacting, and visiting new salons to potentially join their platform.
What we realized was that their “For Salons” webpage dedicated to enticing partners could help mitigate this pain, with a few simple changes.
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Boring headline with no imagery
Clickable menu bar that was confusing to understand
Poor layout of typography and an ugly mockup of salon's interface. Overall, does not clearly explain the benefits for a salon.
Too much white space combined with an all white signup section that blends in.
No Sign Up Functionality
There is no way for a Salon Owner to sign up and join Snailz. The only way to join was to be contacted by the Snailz Team.
Unclear Benefits
Benefits for the salons to join the service are not clearly explained on the website or app.
Time-Consuming Navigation
Software Engineering resources outnumbered the other track's resources by 20:1. Non-SWE users had to scroll to the very bottom to access their track-specific resources.
Insufficient Coverage
Snailz was limited to the neighborhoods it operated in. They are looking to expand but it's difficult to get enough salons on board to continue expanding to the rest of Manhattan.
Talking To Potential Partners
Partners want to know the benefits of Snailz to be clearly advertised along with success stories.
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To better understand, what information would be valuable to potential partners, we contacted over a dozen of our current partners to learn about their signup experience. We learned that they most commonly wanted benefits to be clearly advertised along with testimonials from other partners.
We also learned that for many, English was not their first language, and hence we would have to keep the copy simple and easy to understand
Spazio Nails & Spa
I love how Snailz reviews are verified unlike other review sites. It’s great to be on a platform that shows real reviews from real customers.”
- Jenny
True Nails
The platform is very easy to use with great digital marketing services. I no longer have to rely on someone walking by to find us.”
- Juok
Design Direction
Designing the Familiar
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The “For Salons” page needed to clearly communicate the key benefits to entice potential partners. Staying within the same design language carried throughout the app and website, we need to format a concise “sales pitch” to curious salon owners visiting the site. We also took the language restraints that were noticed earlier into consideration.
The New Experience
A dedicated page that communicates the value of Snailz and fosters more salon partnerships.
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I kept this theme in mind while sketching concepts for the new “for salons” page. I aimed to clearly communicate the most important things a salon owner needs to know about what Snailz offers as a service without overwhelming them. The goal is to get the reader interested enough to fill out the contact form at the bottom of the page.
I reused components found on other pages of the site to keep the visual language flow uniformed.
An FAQ section to alleviate any doubts or worries about the benefits
Refined layout with colorblocking to divide each section
Improved headline with imagery that gives quick access to signup section
Clearly highlights the main benefits to enroll to the Snailz platform
Displays value and percentages of what a salon will get from joining
Actual testimonials from current salon owners who love using Snailz
Making it Responsive
Designed For Screens of All Sizes.
When designing the website we needed to ensure it looked just as good on mobile as we would get traffic from there as well. We, therefore, ensured that the sizing, images, and icons transformed properly between desktop and mobile.
Impact
Results + Next Steps
400%
Increase in partners
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200+
New Salon Partners
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3+
Cities in the tri-state area
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We've seen a promising amount of increase in partners since launch in August 2018 with over 200+ new salons joining us. In fact, we were also able to expand our footprint across the tri-state area. Snailz now has partners in Manhattan, Brooklyn, and North New Jersey.
I can't emphasize how empowering it is to see how I was able to create a new lead generation strategy that helped save the Snailz team so much time during the early stages of them as a startup. Two it has been two years since the “For Salons” page has gone live and now Snails has around 1000 Salon Partners!
Feedback on the design? Want to chat over coffee about landing pages and lead generation? Find me on LinkedIn.