CASE STUDY [ I ]
Booking Application
The DIP & SIP Bathhouse
CITY COUNCIL INITIATIVE . UX DESIGN . RESEARCH
OVERVIEW
ROLES + RESPONSIBILITIES
PROJECT CONTEXT
TOOLS USED
User Research:
Competitive Analysis, User Interviews, Contextual Inquiry, User Experiment, Affinity Mapping
UX Design:
Sketches, Wireframing, Usability Testing
Storytelling & Narrative
Initiative run by Bath and North East Somerset Council
Figma
Adobe Photoshop
Miro
THE PROBLEM
Balancing the Allure and Accessibility of the Speakeasy Bathhouse
Locals in the City of Bath had to discover the elusive speakeasy Bathhouse through word of mouth or accidental encounters, contributing to its charm but also causing uncertainty about service availability and leading to extended wait times.
"How might we create a booking application for an
establishment that hinges on the feeling of discreetness?"
The collaborative initiative by Bath and North East Somerset Council and Oxford Brookes University prioritized residents over heritage regulations, fostering unity. The proposed DIP & SIP Bathhouse embodies a commitment to community well-being and local priorities, serving as an exclusive gathering place for the residents of Bath.
City Council wants to revive community spirit in Bath via the Bathhouse
THE CLIENT
Image Source: Author
The entrance to the Bathhouse is hidden away in an unassuming alleyway
Image Source: Author
Screening at the entrance to the Bathhouse for Locals
Image Source: Author
Pool Party at the Bathhouse
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Users can only login using the ID number on their Residents’ Discovery Card.
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This ensures that only the residents of the City of Bath have access to the application.
Retaining the exclusivity
THE SOLUTION
1.1 Secure Login with Resident ID
Exclusivity breeds sustainable customer loyalty and plays a part in increasing the conversion rate of newly acquired customers.*
1.2 Clue and Passcode Generator
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Users can use their mobile phone as their access credential to enter the Bathhouse.
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Entrance to the Bathhouse is via a passcode that changes daily.
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The 'clue' may be a straightforward question or riddle based on the city of Bath.
The clues and passcode help maintain the allure of secrecy that Speakeasies are known for.
2.0 Intuitive Map Feature
Locating the Bathhouse
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Calculates the shortest route to the Bathhouse.
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The interface Map was fashioned with routes that are only familiar to the locals of the City.
While poor store location adversely affects retailer performance, speakeasy establishments thrive on their shroud of secrecy.
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User has two choices; either create their itinerary using filters like Interests, Concerns, and Budget or simply opt for “Surprise me”.
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The user can also skip this page and proceed to browse through all the treatment options available.
According to a 2021 McKinsey report, 76% of consumers get frustrated when they can't find a personalized experience with a brand.
3.0 Filtered search and AI driven user-tailored experiences
Creating custom-made experiences
I opted to divide my research into two stages. Initially, I conducted primary research to understand the problem's context, utilizing user interviews, user-centered field experiments and contextual inquiries.
Subsequently, in the secondary research phase, I synthesized the data from the first phase supported by white paper research and an examination of existing solutions into an affinity map, which formed the basis for creating the design.
Image Source: thenounproject
User Interview
RESEARCH BREAKDOWN
Research Underpinning the Design
Image Source: thenounproject
User-centered field experiments
Image Source: thenounproject
Contextual Inquiries
Image Source: thenounproject
White Paper Analysis
Image Source: thenounproject
Competitive Analysis
2.0 Intuitive Map Feature
Locating the Bathhouse
"....94% of users would be more likely to choose a new service
provider if that provider offered online booking options."
For the Competitive Analysis, I conducted on-site usability testing by requesting random Bath residents to make appointments using three comparable service apps in under two minutes. This exercise highlighted their difficulties in:
(1) selecting the ideal location and (2) identifying the right treatment, attributed to either an excess of generic choices or a limited selection.
Most of the Research regarding the Personal Care Industry lead me down the same path: "Technology was seeping into the future of this Industry". However, the statistics were astounding - reflecting a changing consumer pattern that highly valued a venue's online presence when booking their services.
In a survey conducted by Lisa Hedges - an associate principal analyst at GetApp - of over 200 North American consumers, the key findings indicated that:
The Digitalization of Personal Care Services in 2023
WHITE PAPER RESEARCH
Personalization Gap in Wellness Industry Apps
COMPETITIVE ANALYSIS
Image Source: Author
Usability Testing on Site
In my exploration of user navigation behaviors, I discovered a striking discrepancy in local navigation knowledge. Nearly all participants easily identified the old Empire Hotel, yet only 2 (of 16) could trace a route to the Bathhouse, underscoring the pressing need for a dedicated wayfinding feature in our app.
Mapping the Way: Uncovering Navigation Challenges to the Bathhouse
USER CENTERED FIELD EXPERIMENT
Image Source: Author
Results from the Experiment
The trends in my affinity map and the nature of the business have uncovered how - in the unique market of speakeasy-style Bathhouses - the user experiences and expectations call for an app that upholds discretion while offering a seamless, personalized journey. The insights drawn from the analysis have been represented below, categorized into four themes.
The Art of Secrecy: Exclusive Access in the Era of Personalized Apps
MAIN INSIGHTS
INSIGHTS + POSSIBLE SOLUTIONS
Balancing exclusivity with digital presence has been a key focus in designing this app. Therefore, its main features, tailored to both users and the business, are:
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A two-step login system exclusive to Bath residents.
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Options to customize preferred services within the app
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An easy booking procedure for enhanced user retention.
Wireframe, Iterate, Refine: Crafting Framework for the App
DESIGN PROCESS
USER FLOW + WIREFRAMES
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SPLASH SCREEN
SIGNUP: CREDENTIALS
First Stage of Screening for Residents
SIGNUP: IDENTITY
PASSCODE
Second Stage of Screening for Residents
Three Possible Choices
WELCOME
Simple Booking Process
DATE & TIME
FILTERS
Filters like Interests, Concerns, and Budget
CUSTOM ITENARY
AI driven user-tailored list using the Filters
FEATURED SERVICES
Ft. Service of the Day/ Week: Latest Offers
FULL LIST
All available services
BOOKING COMPLETE
MAP
Calculates the shortest route to the Bathhouse
HISTORY
To keep track of services
ACCOUNT
Exclusive Access for Bath Residents
WELCOME + SIGNUP
PASSCODE W/ RIDDLE
Second Screening to make sure the users are the Residents of Bath
CUSTOMIZED SERVICES
AI-driven, user-tailored experiences for customized wellness journeys.
FEATURED SERVICES
AI-driven, user-tailored experiences for customized wellness journeys.
BOOKING SYSTEM
Made simple
The completed prototype was presented to the Bath and North East Somerset Council, highlighting its role in cultivating an exclusive community atmosphere. This project, prioritizing local residents over the constraints of the World Heritage Site regulations, aims to strengthen communal bonds. Displayed below are the screens featuring the main features of the App:
Unveiling the Interface: Showcasing the Final Look
THE FINAL SCREENS
CUSTOMER FOOTFALL
35
%
MONTHLY SITE VISITS
40
%
INITIAL DOWNLOADS
15 K
ONLINE BOOKINGS
20
%
Achieved within 6 months post-launch, indicating a rapid rise in physical visits to the Bathhouse.
Observed over a 5-month period, reflecting growing interest and discovery of the app.
Within the first month of launch, the app saw a surge of downloads, signaling strong initial interest.
Recorded within the first 4 months, demonstrating the app's immediate impact on digital engagement.
Whether it's work plans or coffee plans, let's make them happen.
Data Insights: Essential Metrics of the Bathhouse App
The metrics listed below provided insight of the app’s swift and positive influence on the Bathhouse’s business and the local cultural community:
DESIGN IMPACT
BOOKING SYSTEM
Reflecting on the design journey of the "DIP & SIP Bathhouse" app, I've gathered several insights that will shape my approach to future projects:
1. Iterate as Much as Possible. Each phase, from initial wireframes to the final prototype, benefitted from revisiting and refining based on feedback and testing.
2. The needs of BOTH the business and the users are important. This project underscored the delicate task of maintaining a speakeasy's exclusive aura while ensuring the app was accessible and user-friendly.
3. Adapt the process to suit the Project. Inspired by the unique approach of Nobutaka Aozaki - an artist - who created a map of Manhattan using directions drawn by strangers, I adapted my design process to include a user-centered field experiment.
A Designer's Perspective: Learnings from the Bathhouse App Design
KEY TAKEAWAYS
