Express checkout
Redesigning Fresha's point of sale experience to deliver the fastest possible checkout flow for beauty and wellness businesses.
Introduction
Fresha is amongst the world's largest beauty and wellness booking platforms.
As a two-sided platform, Fresha helps business owners manage day-to-day operations whilst enabling consumers to seamlessly book appointments online.
The POS solution was one of the most feature-rich in the market — but the user experience was causing real friction at checkout.
Challenge
Salons are fast-paced and have no tolerance for extra steps at checkout.
Most of Fresha's customers are SMBs, yet enterprise customers keep pushing for more features.
Furthermore, the previous solution lacked basic hygiene functionality that would improve operations and customer experience.
Insight
90% of sale checkouts start from the appointment calendar.
63% of sale checkouts are completed on mobile.
458% increase in online payments from 2019 to 2021.
12% of sale checkouts are for undefined services.
Solution
A streamlined checkout experience designed to deliver the fastest possible transaction flow — prioritising core features without unnecessary steps.
We also refined checkout configuration settings to give partners greater flexibility in customising their flow.
Mobile-first
With 63% of checkouts on mobile, we undertook a full design overhaul of the POS flow with a mobile-first approach — delivering a seamless, intuitive experience for our largest segment.
Quick pay
With 90% of checkouts starting from the calendar, we introduced 'Pay now' to complete checkout in as little as 2 taps using a customer's saved payment method.
Split pay
Digging through our CX backlog, we found partners were handling split payments across two separate checkout flows.
We solved this by introducing a simple split payment solution to enable partners to checkout in one flow.
Impact
Increased partner satisfaction and feedback.
Average time to checkout reduced by 17%.
Average checkout saved 3.8 clicks.
Learnings
It doesn't always have to be a choice between SMB and enterprise customer needs.
More features can create a Frankenstein product with no core purpose.