burke willaim redesign

Context

Burke Williams is a luxury day spa that provides a range of services from facials to massages. Established in 1984, Burke Williams has established a reputation of luxury with their top-of-the-line services and facilities.

Objective

Improve the design to reflect the luxury of the brick-and-mortar store, while modernizing the site
Simplify the booking process -> lead to more sales
Upsell the membership and enhancements

Challenge

Subtleties in difference between massage services
Mature audience of users: Make the site as simple as possible

The in-store experience

To better understand the business as a whole, I visited the Santa Monica Burke Williams location, where they were kind enough to offer me entrance into their spa.

Key Insights from the in-person spa experience

Sit back and relax
- The spa was a full body relaxation experience. From the calming aroma to the cooling mint towels, the spa provided the recipe for the ultimate relaxation for the customers.
customer service with a smile
- A staff was around a couple feet to attend any need.
No thinking required
- Many customers came in-person or called to received recommendations from the professionals at Burke Williams.

The web experience

I observed 5 new Burke Williams as they attempted use the Burke Williams website. Their task was simple: Book a massage appointment online. When observing user behavior, I noticed that the experience of booking on the website was entirely incongruent to the relax, customer service-heavy experience at the spa. Users were frustrated and confused by the website and some could not continue the booking process to ambiguities of differences between the massages.