Research Study
Skincare Brand Journey Map Testing
Using action mapping to test journey maps for skincare brand SkinSavvy
50% of consumers prefer to use an app to check in for an appointment
This was the highest majority for using the app out of the 13 scenarios tested.
59% would use a website to find a new skincare provider
This was the highest majority for any channel across the 13 scenarios.
The app and website are by far the most preferred channels
On average, the majority of consumers (41%) prefer to use the website across these key scenarios.
Business Challenge
We conducted testing on SkinSavvy, a skincare and skin treatment provider, to optimize their digital channels for improved customer experience and increased appointment bookings. The challenge was identifying the most preferred platforms for various customer actions such as checking into appointments, personalizing services, finding providers, and booking appointments.
Timeline
Over the course of three weeks, we tested 13 scenarios to determine how participants would behave across four key channels. We started with 6 key scenarios, and then added more each following week as new ideas were formed.
Research Goals
The main objectives were to:
- Determine which digital channels (app, website, text, or social media) customers prefer for specific actions.
- Identify areas of improvement across these channels to enhance user experience and conversion rates.
Methodology
Helio utilized journey map testing with an Action Map framework to analyze how customers prefer to interact with SkinSavvy’s services across different scenarios and platforms. This method involved tracking and evaluating user interactions to establish the most efficient pathways for completing specific tasks.
Research Panel
We sent our action mapping surveys to an audience of 200 Beauty Product Consumers in the US:
Test Setup
Participants were given scenarios to simulate typical customer journeys involving:
- Finding a skincare provider
- Personalizing a skincare service
- Booking an appointment
- Checking into an appointment
We then asked participants to indicate which of these four channels they would prefer to use to complete their goals in each scenario: app, website, text messaging, or social media.
Analysis and synthesis
50% of consumers prefer to use an app to check in for an appointment
This was the highest majority for using the app out of the 13 scenarios tested.
59% would use a website to find a new skincare provider
This was the highest majority for any channel across the 13 scenarios.
The app and website are by far the most preferred channels
On average, the majority of consumers (41%) prefer to use the website across these key scenarios.
Outputs/Deliverables
The data for the testing on SkinSavvy’s scenarios is held in Helio’s data report:
The data from these surveys was extracted into an Action Map, a spreadsheet framework for logging and comparing participant decisions across different scenarios in a journey:
Next Steps and Recommendations
Based on the insights gained, the following recommendations were made:
- Enhance the app’s functionality for checking in and booking appointments.
- Improve the website’s usability for service customization and provider information.
- Explore ways to integrate text messaging and social media more effectively into the customer journey, especially for promotional purposes and quick updates.
- Continue to monitor user behavior and preferences with ongoing testing to adapt to changing user needs.
Reflections
This case study underscored the importance of understanding consumer behavior across different digital platforms. It demonstrated that effective channel optimization could significantly enhance customer satisfaction and increase business efficiency. SkinSavvy’s commitment to following data-driven strategies ensures they remain adaptable and customer-focused in their digital engagements.
