POSH

Product, Branding


Overview

During freshman year in college, I started freelancing as an editorial makeup artist just to make some extra cash, but after working in the beauty services industry for some time I saw an opportunity to solve a problem that everyday people have when booking a beauty professional. My co-founder and I founded POSH, an easy and reliable way for people to book a beauty pro.

My Role

As a founder I did a variety of tasks, but some of the key things in product design include:

  • UI/UX wireframes and mapping
  • Customer/Contractor Research
  • Brand Identity
  • Hi-fi mock-ups

Tools Used: Adobe Photoshop and Illustrator, Figma, Adobe Experience Design

Research

Going into this we had a good amount of assumptions about what clients valued based on my freelancing experience, but we later confirmed and rejected certain assumptions based on new experiences with POSH and customer research.

Who's our customer?

Based on the gigs we had at the time, we knew a good amount of money we made came commercial clients, mainly two streams:

  • Fashion industry professionals - photographers, designers, models, etc
  • Event planners/wedding planners

What we thought clients wanted:

  • Shorter communication time with artists
  • A cool tech experience to make booking professionals fun
  • Pro-looking seating/lighting set-up for their service

What We Learned:

After interviewing several individuals in DC metro area about their experiences in their work and beauty services, we found some of our main assumptions didn't really matter. Most individuals in the fashion/event space mentioned that:

  • Timing and reliability is everything - They have tight schedules and late arrivals/no shows reflects badly on them
  • They have a 'list' - building relationships with trusted partners helps them deliver quality to their clients quickly
  • Micromanaging is annoying- the best experiences come when they can focus on their job, not someone else's

We thought tech and features were important but soon realized we needed to spend time on the "people" aspect of our business while maintaining a simple but reassuring presence online.

Developing the Brand

Now we had a better understanding of our customer, we narrowed it further by branching to a particular part of the market we knew we had success with in the past and was more likely to pull in. Our customers are often in the fashion/event space, often producing modern work and catering to younger audiences.

Key characteristics of our customer:

Based on the gigs we had at the time, we knew a good amount of money we made came commercial clients, mainly two streams:

  • Busy - in many different places at once
  • Artistic - has some need for visual flair and taste
  • An organizer- often makeup is only part of what they have to think abouts

Key characteristics the brand could complement them with

  • Fast and easy
  • Trendy yet custom
  • Reliable

The Logo

We chose a modern typographic logo that was bold yet minimum. After slight kerning adjustments we thought it made a good fit - black and white coloring was what I chose to emphasize our brand as clean, professional and timeless. This was a good fit for our brand as our audience primarily wanted professional yet stylish work.

We primarily used the center iteration as black gave the brand a bit more edge (and is a beauty industry standard). This worked well for us as it gave us flexibility, and because it was very dynamic on different forms of branding and marketing material.

Other Branding Elements

I implemented the same black white theme through out, while adding touches of hot pink to resonate with an audience that is bold, modern, vibrant, and edgy. While other companies in this space often use more light, muted, and pastel color schemes to appeal to a soft and expensive taste we believed our brand to be more trendy and shamelessly exciting. This was a good fit for our brand as our audience primarily wanted professional yet stylish work.

Designing the App

We chose a modern typographic logo that was bold yet minimum. After slight kerning adjustments we thought it made a good fit - black and white coloring was what I chose to emphasize our brand as clean, professional and timeless. This was a good fit for our brand as our audience primarily wanted professional yet stylish work.

User Flows

Wireframes

Some of the wireframes of the key pages are shown below. These were initial concepts I had for an ideal experience with our product.

  • Login Page - The first part of what a client sees, essential for logging in to view their specific bookings.
  • User Profile - POSH matches artists based on user info/preferences, so having a central location for that is important. The star rating feature functions as an incentive for positive communication/feedback. The "Likes" feature is a way for users to keep tabs on looks they admire, and helps shape what they're preferences might be like.
  • Artist Profile - To build trust from clients, there is Artist Profile so that clients can know a bit more about the artists at POSH. This not only includes a rating system but also a depiction of "Latest Work" so that clients are not only able to view artist style but also save looks they admire.
  • Dashboard -This is the page that would display personal booking information as well as glimpses into community usage. By having a central location that the user can use to access important points of the app, the user has a home base to become quickly oriented and to access booking details quickly.
  • Community - To establish more transparency and build trust there is a community page where users can see different bookings in their community, learn more about artists and view work. This is also meant to help with marketing as different photos can inspire clients who are unsure of what they want.

Hi-fi Mockups

Dark pink colors were used to help important action buttons stand out; particularly for 'Sign In' an 'Book Now'. This makes these functions relatively easy to find and tap. Light pink is used for links that lead to another page - an example of this is the 'Featured Artists' feature on the Dashboard.

  • Users have a profile where they can directly edit their personal preferences as well as view looks they like so that POSH can match them with the right artist for the job. The 'Community' feature allows users to explore looks and identify their tastes based on the experiences of others. They can sort based on latest looks, what other users like and looks from people in their nearby communities.

  • To give artists more credibility from the perspective of the user, An 'Artist Profile' with name, location and overall rating is provided. Ideally we give minimum information about our artists outside of booking, but here we give just enough for users to get the gist. Users have the option to see their work, and if they like them enough to an o work with them in future, they can add the artists to 'Favorites'. This also plays a role in customizing the client's experience.

  • Key Takeaways

    In the end we stuck with our branding concepts and implemented them throughout our company. After operating through our MVP stage for a while (which was a website and form), we learned that:

    • Scheduling is more of a painpoint than preferences - We later found that scheduling and logistics took majority of the customers time when using the product and can often be the most tedious.
    • Design for future use - Customers would sometimes need reminders or details for future appointments. Designing a flow for confirmation might have been able to help provide this clarity.
    • Question assumptions at every stage - We made assumptions about customer needs at the beginning of the design and throughout. Not getting too attached to them allows for broader thinking on how to achieve user goals better and allows for easier pivot.

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