Consol
Date
June 2020
Project period
1 week
Role
Lead Product Designer
Kit
Adobe XD
Consol, a pioneering tanning brand that originated in Denmark, identified a market need for exceptional tanning facilities. In 1996, they expanded their hassle-free, walk-in concept to the UK, swiftly establishing a presence in over 45 locations across the South and Midlands.
I was given the opportunity by Jesper, the founder, to evaluate their website's user experience. Focusing on usability design and its accessibility but also reviewing the competition. This discussion sparked the concept of a mobile app that would enable users to conveniently engage in all the activities related to tanning while on the go.
Understanding the problem
In my discussions with Jesper (Founder of Consol), I grasped Consol's client expectations and main user journeys. Leveraging Felinesoft's data insights, I learned how users top up accounts across devices. Recognizing mobile's brief interactions, I applied Task-Based Design to align functionality with user needs. Studies show that 4-8 seconds of mobile attention, crucial for Consol's on-the-go users. Mobile heuristics emphasize user-driven interactions, making wanted content key in the distracted mobile environment.
Agency rush
Very often when working in the agency environment, we are being forced to complete tasks in a short span of time.
The case of this app was very similar, I was given a week to create a concept of the app that could later be used as a blueprint for the app.
I knew that I also need some extra time at least test in-app interactions and make changes, so I gave myself 4 days to create the concept and last day to run internal user testing and sort out any possible interaction bugs and mistakes.
Put users first
The primary goal of the design was to create an experience that makes users feel good and appreciated, recognizing that tanning is not merely an activity but a lifestyle for many individuals. Whether it's for a confidence boost or to achieve a desired look for summer holidays without drawing attention, tanning holds different meanings for different users. As a beauty-oriented product, it is essential to cater to this group's preferences.
Fresh design with accessibility in mind
After completing the initial wireframes and ensuring the clarity and ease of following the user journeys, the next step was to transition to Adobe XD for designing a high-fidelity prototype. I brought a fresh and inviting design to Consol.
Beyond aesthetics, my dedication to inclusivity shone through as I tailored the design to meet WCAG AA standards, guaranteeing a friendly and accessible experience for users of all backgrounds.
New registration with age validation
To enhance user experience on smaller screens, we broke down the process into bite-sized steps. Facing the challenge of age verification for tanning services, I borrowed inspiration from banking apps (like Monzo), streamlining the journey.
Users now provide basic details, snap an ID picture, and record a video, an improvement from the previous in-store verification. By adopting proven banking practices, we simplified age verification, ensuring security and compliance without the need for physical visits. Now, users can conveniently register from anywhere.
Easily top up your account
Moving to a mobile app allowed us to integrate hassle-free payment methods like Apple Pay and Google Pay, ensuring users can easily make transactions within the app. The Consol app focuses on keeping users updated on their credits, prominently displaying the balance on the main screen.
I also streamlined the top-up process for a quick, user-friendly experience—users can navigate to top-ups directly, completing the process in under a minute. These enhancements, alongside seamless payment options, reflect our commitment to enhancing convenience and satisfaction for Consol app users, aligning with Consol's dedication to a smooth and enjoyable tanning experience for their valued clients.
Contactless check-in - don’t worry about bringing your wallet
With user identities verified in the registration process, I found a way to simplify Consol's in-store sign-in. In the MVP stage, we introduced QR codes for easy authentication—users display the code on their Consol app to the kiosk, eliminating the need for additional hardware or biometrics.
Looking ahead, we planned to integrate NFC technology for even greater convenience. Users with NFC-enabled devices can tap for instant sign-in, reducing manual input or code scanning. Our focus on QR codes now and future NFC integration aligned with our commitment to continually improve the convenience and accessibility of the Consol in-store sign-in experience.
Find your local Consol
I made the Consol app even more user-friendly by adding a "Find a Store" feature that uses your phone's GPS. Now, you can easily locate the nearest Consol studio with accurate, real-time navigation. Forget the hassle—get turn-by-turn directions for a smooth experience. This feature not only makes your life easier but also sets the stage for cool stuff in the future, like personalized promos and updates based on your location. We're all about making your Consol experience awesome, one tap at a time!
Go-live and initial reviews
The app was launched on July 9th, 2020. At the time of writing the case study the Consol mobile app has enjoyed remarkable success, earning a high App Store rating of 4.8 for its user-friendly design and functionality. With 19.6K first-time downloads on iOS and 6.63K on Android, the app's popularity is evident, steadily growing at a rate of 1-2K downloads daily. Notably, 23K signed-in users have completed registration, collectively contributing £290K in sales.
The app's contactless sign-in feature has made it the primary mode for accessing Consol Studios, emphasizing user safety during the COVID-19 period. Overall, the app's positive impact on user experience, coupled with impressive download numbers and revenue generation, establishes it as a valuable tool for both users and the business.
