Elevating the individual
Overhauling Fresha's B2C marketplace product with a new brand identity, native mobile apps, and bolstered functionality to compete in the beauty and wellness space.
Introduction
Fresha is amongst the world's largest beauty and wellness platforms — helping business owners manage operations whilst enabling consumers to seamlessly book appointments online.
Challenge
For years, Fresha over-invested in their SaaS product, leaving the B2C marketplace trailing the competition.
When I joined in August 2022, I was tasked with a full overhaul embracing a new brand identity from Design Studio.
We also rebuilt the mobile apps from scratch as native iOS and Android, and bolstered functionality to become a more competitive B2C player.
Search & discovery
In a marketplace heavily reliant on new client fees, search and discovery is critical to conversion.
Since relaunching the feature across Fresha's mobile and web apps, we saw a +13% increase in appointments booked online in a 12 month period.
Book now
Finding a venue is one thing — getting a consumer to convert is another. Hidden behind a clunky booking flow was a clear problem: customers didn't know enough about the services on offer.
We overhauled the flow to maximise content and minimise friction, and launched long-awaited features like selecting different professionals per service and booking group appointments.
Book again
Working with our PM and a data analyst, we spotted a pattern — loyalty runs deep in beauty. Customers were returning for the same service, same professional, same venue every single month.
So we added the smallest but most useful feature in the B2C product to date...a button.
Impact
That little 'Book again' button made a big impact — dramatically reducing our time to convert metric.
We nearly halved drop-off for returning customers, with re-booking achievable in as little as 3 taps in 10 seconds.
As an avid Fresha user myself, it's nice to know my monthly haircut is only a few taps away.