MY ROLE & SKILLS
User Research
Information Architecture
Wireframing
Prototyping
Design Systems
Usability Testing
Interaction Design
Cross-Functional Leading and Collaboration
Atomic Design System
THE TECH I USED:
TEAM
RA
Rui Albasini
Lead Product Designer
BR
Bruna Rodrigues
Design Intern
Project Timeline
2023
4 months
MY PROCESS
The process began with empathizing with the project to gain a clear understanding of users' needs and goals.
This crucial first step provided deeper insights into the user experience, identifying key challenges and opportunities.
I collaborated with a barbershop owners and users to better understand the target audience.
Chapter 01
DISCOVER
Researching what stakeholders, barberhshop owners and users needs
PROJECT CONTEXT
Traditional barbershop experiences falter in fast-paced urban environments, where 68% of clients report frustration from unexpected closures or queues (industry benchmark).
Premium Barbershop bridges this gap as a sophisticated mobile solution, delivering
real-time availability, digital style matching, and frictionless booking to elevate
grooming from transactional to experiential.
It aims to enhance the barbershop experience for both customers and businesses.
Premium Barbershop aims to be a mobile-first platform reimagining the barbershop ecosystem for urban professionals and premium service providers.
THE WHY?
Have you ever eagerly headed to your favorite barbershop, only to find it unexpectedly
closed or with a large queu?
This frustating experience inspired my latest case study.
So I started to think: "what if users could instantly discover curated nearby barbershop options with transparent, real-time insights?"
Premium barbershop emerged as the answer to come in handy to help you navigate similar situations.
Premium Barbershop is designed to be a cutting-edge mobile solution to bridge the gap between busy urban users and high-quality barbershop services by integrating seamless booking interface, real-time queue tracking, style recommendations.
THE CORE CHALLENGE
Traditional barbershops face inefficiencies in managing appointments, coordinating staff schedules, and engaging with customers effectively. Customers often experience long wait times and limited visibility into services or barber availability. Barbers themselves need tools to manage their schedules and communicate with shop owners/admins. A unified, three-module application can address these issues by providing tailored interfaces and functionality for each user group.
My goal was to create a seamless, premium barbershop experience while providing a good overview of the to the Shop to the shop owner.
RESEARCH
This crucial first step provided deeper into the user experience, identifying key challenges and opportunities. I collaborated with a barbershop owners and users to better understand the target audience. I then initiated research by :
Conducting secondary research
Conducting User Surveys
Researching competitors analysis
RESEARCH GOALS
Understand and Identify users primary feeling / attitudes
toward using a barbershop app
Measure the degree to which people need to use a barbershop app
Analyze existing solutions and competitors in the market.
Identify how users feel about existing barber hairshop booking methods(eg: whatsapp messages,
Evaluate barbershop owners perspectives
Identify key features and functionalities for the client, admin, and barber modules.
Identify existing apps or solutions that help users do this
SECONDARY RESEARCH
BarberShop Collaborator
Barbershop Clients
Barbershop Owner
BarberShop Collaborator
Sign Up / Log In:
Create an account or sign in using email, social media, or phone number.
Profile & Schedule Management:
Manage personal profile (bio, specialties, photos).
View daily, weekly, or monthly schedules.
Manage Appointments:
Receive new booking notifications in real time.
Accept, decline, or propose adjustments for incoming appointments.
Update appointment status (confirmed, in-progress, completed, or canceled).
Customer Interaction:
Communicate directly with clients for clarifications or rescheduling.
View client profiles and past service history to tailor the experience.
Performance Insights:
Access metrics such as ratings, reviews, and service frequency.
Monitor performance to identify peak hours and customer preferences.
KEY TAKEAWAYS
The barbershop industry is increasingly adopting digital solutions to improve customer experience, streamline operations, and enhance collaboration among staff. This case study explores the potential for developing a barbershop application composed of three distinct modules: Client, Admin (Shop Owner), and Barber (Collaborator).
The research focuses on understanding the feasibility, benefits, and challenges of such an application.
Lack of Unified Systems
Most barbershops rely on fragmented tools (social media, manual bookings), leading to missed appointments and inefficiencies.
Users Want Convenience
Clients seek easy, intuitive ways to view availability, book appointments, and receive reminders.
Users Want Convenience
Many barbers experience frustration due to overlapping bookings, unclear schedules, or last-minute cancellations.
Admins Need Control
Owners want adashboard to track appointments, assign barbers, and manage schedules easily.
SURVEYS
The surveys consisted in asking them qualitative and quantitative questions to get a good chance to dig for more information about them and how they would use this product.
SURVEY GOALS
Understand and Identify users primary feeling / attitudes
toward using a barbershop app
Measure the degree to which people need to use a barbershop app
Analyze existing solutions and competitors in the market.
Identify how users feel about existing barber hairshop booking methods(eg: whatsapp messages,
Evaluate barbershop owners perspectives
Identify key features and functionalities for the client, admin, and barber modules.
Identify existing apps or solutions that help users do this
KEY TAKEAWAYS
The survey collected responses from a diverse group of participants, offering valuable insight into how people currently find and book barbershop services, what features they care about most, and what would encourage them to switch to a dedicated app.
Here are the key takeaways that guided our product direction:
Lack of Unified Systems
68% of respondents still book appointments via phone or walk-ins, citing long wait times and scheduling conflicts as major pain points. However, only 35% have ever used an app to book a haircut, highlighting a digital gap and opportunity for innovation.
Lack of Unified Systems
While 72% of users have a favorite barbershop or barber, less than 20% were satisfied with the way they currently book appointments. This indicates strong brand loyalty but poor system satisfaction, suggesting a better booking experience could boost retention.
Meet Miguel Forcado (USer Persona)
Research and problem statements gave life to Miguel, a 22 year old Coffe waiter in Lisbon, who like many of us want just wants a simple, stress-free way to take care of the little things in life, like getting a haircut without the hassle.
Miguel works long, often unpredictable shifts, which makes finding time for self-care a challenge. Between juggling work, social life, and studies, he doesn't have the luxury of waiting in line or calling multiple barbers just to check availability. For him, convenience isn’t a bonus—it’s essential.
Age
22
Occupation
Coffee waiter
Income
900€/month
Race
Caucasian
Hometown
Portugal, lives in Lisbon
Gender
Male
Family
Not Married but in a stable relationship, lives with roomates
Motivations
Looking good and well-groomed
Saving time in his busy schedule
Tired of being disappointed with barbershops he visited based on barbershop information that he found online
Tired of being disappointed with barbershops he visited based on barbershop information that he found online
PERSONAL INFORMATION
Miguel forcado is a coffee waiter from the historic Bairro Alto neighborhood in Lisbon, Portugal.Born and raised in the heart of the city, miguel embodies the warm and passionate spirir of lisbon’s hospitality culture. Miguel values time and efficiency. With a busy work schedule, he needs services that fit into his day seamlessly. He frequently books services online and uses apps for everything from transport to food delivery. He enjoys looking polished and visits the barbershop every 3–4 weeks.
GOALS
As a 22 year old man he always wants to maintain a stylish appearance to impress customers at work
Book barbershop appointments quickly from his phone
Find a barber with good reviews and available slots
Get reminders so he doesn’t forget appointments
Find a barber who understands his hair type and preferred styles
Easily book appointments that fit his irregular work schedule
Track loyalty rewards or discounts
FRUSTRATIONS
Limited availability of barber appointments during his free time
Inconsistent quality of haircuts from different barbers
Difficulty in communicating his desired hairstyle effectively
Long wait times at walk-in barbershops
Limited information about barbershop services and prices online
Calling to book feels outdated and inconvenient
Walk-in waiting times disrupt his day
No easy way to compare barbers or services
EMPATHY MAPS
SAYS
Asks friends for barbershop recommendations
Complains about difficulty booking appointments
"I wish I could just book a haircut like I book a taxi."
"I don’t want to have to call to book an appointment, I need something quicker."
FEELS
Frustrated when can't get appointments easily
Annoyed when appointments aren't honored
Anxious about inconsistent haircut quality
Excited to try new hairstyles
Relieved when the process is smooth and fast
Frustrated with lack of transparency or updates
DOES
Checks barbershop reviews online
Tries to book appointments during off-hours
Experiments with different hairstyles
Uses his iPhone to research grooming trends
THINKS
Wants to look stylish and professional
Concerned about spending too much on grooming
Values his personal style and appearance
Wonders how to find a barber who understands his style
Chapter 02
DEFINE
Researching what stakeholders, barberhshop owners and users needs
DEFINING THE MVP
At this point, I was ready to start defining the features my app would include. I had got to know my target user, and had defined the key problems my user was facing regarding tackling Barbershop appointment booking . With this information in hand, I set out to define my MVP (minimum viable product).
LOOK AND FEEL
In order to design an app that would match its goals and give an immersive experience, I wanted the app to look feel modern. The app has a sleek, modern dark theme with a vibrant shade of blue described as Sky blue color palette, accented by a lighter shade of blue for a premium feel. Also by introducing Smooth animations, rounded elements, and minimalist typography creates an elegant yet functional user experience. I’ll start with the mood board first.
TONE
Sleek & Sophisticated:
Think smooth, clean lines and modern aesthetics. The tone should mirror this feel—smooth, easy-going, but with a hint of mystery.
Edgy & Rebellious:
If the barbershop leans into a more alternative vibe, let the tone have an edgy, rebellious quality. This could be seen in the choice of words, like using slang or slightly unconventional phrasing that still feels natural.
Authentic & Grounded:
No over-the-top fluff. The tone should feel real, as though it’s coming from someone who truly understands the craft of barbering and the culture that comes with it.
Example Phrases:
Booking page: “Let’s get you lined up. Choose your time, and we’ll take care of the rest.”
Welcome message: “Welcome to [Shop Name]. It’s not just a cut, it’s a transformation.”
After service: “Your look is now legendary. See you next time for the next level.”
VOICE
Professional yet Casual:
It’s important to maintain professionalism (after all, it’s a barbershop), but with a relaxed vibe. You want users to feel like they’re engaging with a place that knows its craft but doesn’t take itself too seriously.
Confident & Bold:
The voice should exude self-assurance, aligning with the idea that the barbershop is a place where clients go to look and feel their best. The tone can be unapologetic and cool.
Confident & Bold:
The voice should exude self-assurance, aligning with the idea that the barbershop is a place where clients go to look and feel their best. The tone can be unapologetic and cool.
Inviting:
Use language that feels intriguing, drawing people in without revealing everything. Think of it like a secret, exclusive space that someone has to discover and experience for themselves.
How might we?(HMW)
How might we?(HMW)
Insights
INFOrmatioN ARCHITETURE
1
First-time user navigating through the app.
2
Active user navigating through the app.
first time user
IMAGE Moodboard
Chapter 03
PROTOTYPE
Researching what stakeholders, barberhshop owners and users needs
Secondary Research
User Interviews
Competitors Analysis
Surveys
UI STYLE GUIDE
After defining the core problems and solutions, the next step was to translate them into a tangible product.
To do that, I first developed a style guide, a structured system defining the visual language, including typography, color, and component patterns. This ensured consistency and scalability across the product.
Colors
Spacing
Grid
Typography
Spacing
Color pallet
White
#000000
Black
#000000
Background
#1F2126
Primary
#5C80FF
Text -white
#F5F5F5
Text -Gray
#8683A1
The color palette for the Premium Barbershop App reflects sophistication, confidence, and modern masculinity. Deep tones paired with clean neutrals offer a sleek, high-end experience that aligns with the quality of service and grooming excellence our brand represents.
PRIMARY
A primary color is the color displayed most frequently across your app's screens and components.
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50
SECONDARY
A secondary color provides more ways to accent and distinguish your product. Having a secondary color is optional, and should be applied sparingly to accent select parts of your UI.
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FINAL UI
TESTING
Testing the solutions and polish the product with the gathered insights
Usability Testing
Task Tracking
Competitors Analysis
THE MOMENT OF TRUTH
It’s time to take the solution to the test. In this phase, I will test the design that I made in the previous phase. It starts with usability testing and then I’ll do some iterations based on the usability testing. To ensure the app met the needs of my target users, I created a interactive prototype in Figma and tested it with 10 participants. All testers had previously booked appointments online and were familiar with using mobile apps for service-based businesses. I focused on testing essential user flows that would be central to the app’s success. The goals below helped evaluate usability, satisfaction, and motivation.
GOALS
Goal 1
Test overall app functionality and ease of use.
➡️10/10 users said the app felt modern, smooth, and intuitive
Goal 2
Measure ability of users to book an appointment by specialist or service
➡️ 9/10 users preferred booking by service first, then choosing a barber
➡️8/10 users wanted clearer service categories (e.g., beard vs haircut)
➡️ 5/5 completed the booking successfully
Goal 3
Test how well users could navigate the Shop and complete a purchase
➡️ 5/5 users were able to browse and add products to cart
➡️ 2/5 users struggled to find the checkout button quickly
➡️ 4/5 users wanted more product filters (e.g., by hair type)
Goal 4
Assess motivation to return and continue using the app
➡️10/10 users said the app felt modern, smooth, and intuitive
USABILITY TESTING
To test the design, initially I made scenarios to be carried out by the testers.
Those scenarios were :
Use Sign Up & Explore the App
You’re a new user who just downloaded the app.
Sign up, create your profile, and take a few moments to explore the main sections of the app.
Purpose:
Test overall onboarding, navigation clarity, and first impressions.
Book haircut by service type
You need a basic haircut.
Use the app to find a suitable service, choose a time slot, and book your appointment.
Purpose:
Evaluate how easily users can browse services and complete a booking.
Look for a specific barber that you already know
You need a basic haircut.
Use the app to find a suitable service, choose a time slot, and book your appointment.
Purpose:
Evaluate how easily users can browse services and complete a booking.
Time-Constrained Booking
You are only free tomorrow between 1:00 PM and 2:00 PM. Book a haircut within that window.
Purpose:
Assess how easily users can scan availability, understand time slots, and complete
bookings under time pressure.
Modify Existing Booking
You’ve already booked a haircut, but now you need to change the time. Update your appointment.
Purpose:
Assess flexibility of the system, ease of editing vs canceling, and whether users understand consequences (fees, availability changes).
Cancellation Transparency
You might need to cancel your booking. Check what happens if you cancel and decide whether to proceed.
Purpose:
Evaluate clarity of cancellation policies, trustworthiness, and whether users feel safe committing to a booking.
Chapter 05
NEXT STEPS
Testing the solutions and polish the product with the gathered insights
Usability Testing
Task Tracking
Competitors Analysis
NEXT STEPS
Create a better and smooth onboarding experience for first time users.
Collaborate with developers to begin building the MVP (Minimum Viable Product).
Test continuously: Gather feedback from real users as the product evolves to iterate and scale.
Test continuously: Gather feedback from real users as the product evolves.
Launch a beta version with selected barbershops to validate the solution in a live environment.
Monitor engagement and performance metrics to inform future updates and improvements.
REFLECTIONS
The whole design process of this study case was super fun for me. I got to learn a lot. I had to find solutions for a problem i had and also got new problems that i never thought some people went through going to barbershops and some were unique and some were understandable. What began as a vague frustration around barbershop bookings transformed into a deeply researched, thoughtfully designed, and validated solution. It reinforced that real innovation happens when we slow down to listen, collaborate, test, and adapt. This project not only deepened my UX desiGgn skills but also emphasized the value of cross-functional empathy, iterative thinking, and constant learning. I’m excited to carry these lessons forward into future work and continue solving real problems for real people. This Case Study is far from perfect but my intention is to improve it in the future .
LEARNINGS
Digital convenience is non-negotiable nowadays
Users expect seamless, mobile-first experiences and will avoid services that don’t offer modern digital tools.
Frustrations are shared across roles
Barbers, admins, and clients all experience different aspects of the same broken process.
A unified solution could greatly streamline operations.
User trust comes from transparency
Visibility into schedules, pricing, and barber profiles directly influences user confidence and satisfaction.
Empathy drives clarity
Understanding the frustrations and goals of barbers, shop owners, and clients helped define meaningful and focused problems.
Design is never one-size-fits-all
The solution must cater to different user types with tailored interfaces and workflows.