L'Oréal
Digital Salon Finder
Omnichannel Retail Experience
COMPANY
L'Oréal
ROLE
Product & Experience Designer
Project Overview
A bilingual touchscreen kiosk bridging in-store product purchases to certified salon services, creating a seamless digital-to-physical experience. The kiosk allows customers to discover, book, and confirm appointments in their preferred language, while giving certified salon partners greater visibility.
Impact & Results:
+25% Kiosk Engagement in 2 months
+15% Increase in Certified Salon Bookings
92% User Satisfaction
💬 “I loved how fast it was to book and find a salon near me!” — Store visitor
💬 “Our bookings increased thanks to the kiosk!” — Salon partner
The Challenge
Customers purchasing premium haircare at L’Oréal mall pop-ups wanted a complete luxury experience but faced friction:
Uncertainty about which salons were certified
Difficulty finding reliable or nearby services
No convenient way to book in their preferred language
Certified salon partners lacked visibility, and the brand missed opportunities to connect retail purchases with service experiences.
Research & Insights
To identify user pain points and opportunities, I conducted an in-situ evaluation of the pilot kiosk rollout:
Contextual Observation: Monitored 25 users interacting with the kiosk, recording task completion rates, hesitation points, and time-to-complete.
Stakeholder Feedback: Collected qualitative insights from 10 store staff and 5 salon owners to understand operational challenges and user experiences.
Behavioral Data Collection: Logged 40+ real-time quotes and observed actions to detect recurring friction and unmet needs.
Key Findings:
Task Completion: Only 68% of users completed a booking unaided, highlighting interface friction.
Time on Task: Average booking time was 4.2 minutes, with delays at unclear steps.
Staff Observations: 80% reported frequent user requests for guidance at the same points.
User Preferences: 72% favored a simpler interface with clear visual cues.
Insight-Driven Actions:
These findings informed a streamlined, intuitive interface that reduced hesitation, clarified navigation, and increased adoption.
User Personas
Persona 1: The Confident Explorer
Digitally fluent, values speed and visible certification
Expects a seamless “two-click” path from discovery to booking
Quickly loses patience with friction
Persona 2: The Cautious Planner
Seeks reassurance, clarity, and trust
Relies on bilingual or assisted channels
Double-checks steps and values proof of legitimacy
Journey Map
End-to-end journeys for both personas revealed critical moments where confidence could be reinforced or eroded:
Confident Explorer: Focus on speed, clarity, and minimal steps
Cautious Planner: Emphasis on reassurance, trust signals, and bilingual support
The maps informed opportunities to reduce cognitive load, strengthen trust, and personalize communications.
User Flow
Illustrated the full journey, including:
Happy path for task completion
Critical failure points where clarity, trust, or convenience might break down
The flow guided design decisions that balanced:
Fast, efficient interactions for confident users
Reassurance and guidance for cautious users
Quickly visualized three main steps from kiosk discovery to booking confirmation, aligning stakeholders on early ideas.
