Zach Baker, Product Designer

Background

Improving new client retention rates

While the majority of StyleSeat appointments are rebookings, only a small percentage of first-time clients booked a second appointment, and were more likely to cancel and never return.

Stylists attempted to mitigate this off of StyleSeat with paper loyalty punch cards, giving us insight that a digital loyalty program might benefit both stylists and clients.

Prioritization

Limiting the loyalty programs to bookings only

I explored rewarding reviews, client-added photos, and referrals. Each would drive stylist revenue, but every extra earn-action added touch points, education, and QA lift. I scoped v1 to completed appointments only, which was what stylists were already doing with their off-app loyalty punch cards.

Rather than a points balance that gamifies every action, I designed a virtual-punch card. The stylist configures the discount and then selects the amount of completed appointments needed to earn the discount.

Solution: stylist facing

Ridiculously quick setup for stylists

A stylist enables the program, picks the visit threshold, and sets the reward. From there, clients are enrolled at booking, watch their progress, and get the discount applied automatically when they hit the threshold, with one tap to remove it if they'd rather save it to use later.

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Easy setup for stylists

Stylists simply adjust the amount of appointments needed and the amount of the reward discount.

Solution: client facing

Automatic enrollment and redemption for clients

Rather than use opt-in codes or a list the stylist manages, clients are enrolled automatically at booking, progress accrues on completed appointments, and the reward coupon is issued and applied without a code.

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