StyleSeat
Growth Experiments
At StyleSeat, we worked in sprints within a hypothesis-driven framework. Many of my projects included growth initiatives where I operated as a growth product designer; analyzing user journeys, identifying opportunities, and designing experiments that delivered measurable impact. This case study features several of those experiments.
My contribution
UX/UI Design User Research Design Strategy Product Copywriting
The team
1 x Principal Product Designer (Me) 1 x Lead Product Manager 1 x Senior Product Manager 1 x Senior Product Marketing Manager 6 x Engineers
Year
2021 - 2022
Background
StyleSeat is a beauty marketplace that connects two primary user groups:
User group | How they use StyleSeat |
|---|---|
Clients | Discover, book, pay for, and manage appointments |
Beauty Pros | Manage, promote, and grow their business |
Experiment: Day-of-Appointment Experience
Problem | Clients didn’t realize they could pay for appointments directly on StyleSeat |
Hypothesis | If we create a “day-of-appointment” experience, similar to an airline’s day-of-flight experience, then more clients will pay for their appointments on StyleSeat |
Growth Lever | Client payment adoption → same-day deposits for beauty pros → stronger pro satisfaction & loyalty |
My Role & Solution | I developed the idea and designed the day-of-appointment experience with key details (time, location, payment), collaborating with Marketing on the SMS touchpoint |
Test Impact |
|
My Reflection | If you give people something useful first, they’ll be more likely to do the action you want them to take |
Experiment: Service List Templates
Problem | Beauty pros weren’t completing their profiles. The biggest drop-off (38%) happened in onboarding when creating their services. User research revealed why: many new pros didn’t know which services to list or how to set prices |
Hypothesis | If new pros could copy and customize a top pro’s service list during onboarding, then more pros would complete their profiles |
Growth Lever | Profile completion → activation (pros who reached profile complete were 3x more likely to stay on the platform) |
My Role & Solution | I developed this idea and designed a feature that lets new pros build from a top pro’s service list, collaborating with an analyst to define the “top pro” template criteria (area, bookings, specialty, reviews) |
Test Impact |
|
My Reflection | Helping pros overcome early friction drives activation |