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Hatton Jewellery Institute

Hatton Jewellery Institute

System Digitalization

System Digitalization

Book courses and manage classes with ease

Book courses and manage classes with ease

Book courses and manage classes with ease

Book courses and manage classes with ease

Overview

Final Outcome

Main Challenges

Understand the Problem

Journey Mapping

Competitive Analysis

Test Ideas

Brand Identity Renewal

Before & After

Takeaways

OVERVIEW

OVERVIEW

Time

Time

May - July 2023

May - July 2023

Duration

Duration

3 months

3 months

Project Brief

Project Brief

The inspiration for this project came from my personal experience of learning jewellery making at Hatton Jewellery Institute. Booking courses and scheduling classes solely through email proved to be a time-consuming and tedious process, prompting me to seek ways to streamline it and minimize the possibility of errors. The goal of this project is to enhance the course booking and class scheduling experience for Hatton's website. This will be achieved through the implementation of a digital booking system that provides efficient booking and scheduling services.

The inspiration for this project came from my personal experience of learning jewellery making at Hatton Jewellery Institute. Booking courses and scheduling classes solely through email proved to be a time-consuming and tedious process, prompting me to seek ways to streamline it and minimize the possibility of errors. The goal of this project is to enhance the course booking and class scheduling experience for Hatton's website. This will be achieved through the implementation of a digital booking system that provides efficient booking and scheduling services.

Role

Role

UX/UI Designer

—

Competitive Analysis

User Journey Mapping

Prototyping

Usability Testing

Brand Identity Renewal

UX/UI Designer

—

Competitive Analysis

User Journey Mapping

Prototyping

Usability Testing

Brand Identity Renewal

FINAL OUTCOME

FINAL OUTCOME

Course Booking Time (Estimated)

3 days to 10 mins

3 days to 10 mins

The updated layout offers improved organization and simplified navigation. Additionally, users can now opt for online payments instead of sending a physical cheque.

Press “Book Now”

Fill in basic info

Complete payment

Users can now easily manage classes on the online booking platform, eliminating the need for back-and-forth emails that take days to confirm.

Class Scheduling Time (Estimated)

Class Scheduling Time (Estimated)

Class Scheduling Time (Estimated)

3 days to 5 mins

3 days to 5 mins

3 days to 5 mins

Sign in

Schedule sessions

Manage classes

MAIN CHALLENGES

MAIN CHALLENGES

Booking a course via email took 3 days or more to confirm, which is inefficient. However, no application form or booking guide is provided, leading to confusion and impatience among users.

Booking a course via email took 3 days or more to confirm, which is inefficient. However, no application form or booking guide is provided, leading to confusion and impatience among users.

Users of different backgrounds and ages have varying needs and browsing behaviours. While the brand primarily targets working women who are willing to invest in their hobbies, it also aims to maintain a user-friendly website that is easy to navigate for all user.

Users of different backgrounds and ages have varying needs and browsing behaviours. While the brand primarily targets working women who are willing to invest in their hobbies, it also aims to maintain a user-friendly website that is easy to navigate for all user.

Course sessions range from 4 to 96, so users have different scheduling needs. Some may only need to schedule 4 sessions, while others require up to 96 sessions.

Course sessions range from 4 to 96, so users have different scheduling needs. Some may only need to schedule 4 sessions, while others require up to 96 sessions.

UNDERSTAND THE PROBLEM

User Journey Map

User Journey Map

The user journey map uncovered pain points that an existing user encountered while attempting to book a course via email. The journey began from the moment the user landed on the Hatton Jewellery Institute website and continued until she confirmed her scheduled classes.

The user journey map uncovered pain points that an existing user encountered while attempting to book a course via email. The journey began from the moment the user landed on the Hatton Jewellery Institute website and continued until she confirmed her scheduled classes.

Pain Points

Pain Points

01

User finds the format of course schedule non-intuitive.

User finds the format of course schedule non-intuitive.

At first glance, timeslots are presented in list format, making it difficult for the user to comprehend the overall schedule.

At first glance, timeslots are presented in list format, making it difficult for the user to comprehend the overall schedule.

02

User finds the course booking method inconvenient.

User finds the course booking method inconvenient.

User can book a course by leaving a message on website or directly contacting the staff through email. A reply should be expected within 2 to 3 business days.

User can book a course by leaving a message on website or directly contacting the staff through email. A reply should be expected within 2 to 3 business days.

03

User attended a class confirmed but found that the Institute is closed.

User attended a class confirmed but found that the Institute is closed.

User sent a class scheduling plan to the staff and received confirmation, including a class on a public holiday, which isn’t the business day of the Institute.

User sent a class scheduling plan to the staff and received confirmation, including a class on a public holiday, which isn’t the business day of the Institute.

04

User finds the class scheduling process inefficient.

User finds the class scheduling process inefficient.

Class scheduling is completed through back-and-forth emails, causing confusion among user and staff, and also wasting a lot of time for both sides on confirming the available sessions.

Class scheduling is completed through back-and-forth emails, causing confusion among user and staff, and also wasting a lot of time for both sides on confirming the available sessions.

OPPORTUNITIES & JOURNEY MAPPING

OPPORTUNITIES & JOURNEY MAPPING

New Journey Mapping

New Journey Mapping

Challenge & Breakthrough

Challenge & Breakthrough

COMPETITIVE ANALYSIS

COMPETITIVE ANALYSIS

TEST IDEAS WITH WIREFRAMES & PROTOTYPES

TEST IDEAS WITH WIREFRAMES & PROTOTYPES

Home page

All Courses page

Course page

My Account page

My Course page

Project Goals

Project Goals

• Users can complete the course booking and class scheduling processes easily and efficiently.

• User can understand the course contents by a quick skim.

• Users will form favorable and professional opinions about the brand.

Explore the prototype

Features

Features

Course filtering feature

Course Booking feature

Checkout feature

Sign in feature

Class scheduling feature

Usability Testing

Research Goals

Research Goals

Determine if the user flow of class scheduling is difficult to follow.

Determine if the user flow of course booking is difficult to follow.

Round 1

Round 1

Type

Type

Moderated Usability Testing

Moderated Usability Testing

Participants

Participants

4 participants, 3 females, 1 male, aged 24 to 33;

4 participants, 3 females, 1 male, aged 24 to 33;

Research goals

All participants have joined craft courses before

All participants have joined craft courses before

Learnings

Learnings

01

01

“Sign Up” before book course becomes a barrier

“Sign Up” before book course becomes a barrier

Users were annoyed by the Sign Up message after they pressed the “Book Now” button to book a course, since they would like to take a glimpse of what the booking process looks like before they took any action.

Users were annoyed by the Sign Up message after they pressed the “Book Now” button to book a course, since they would like to take a glimpse of what the booking process looks like before they took any action.

02

02

Change of menu after signed in causes bewilderment

Change of menu after signed in causes bewilderment

Users felt bewildered after they entered the member panel and found the main menu had turned into a member menu and they couldn't find the items on the original menu.

Users felt bewildered after they entered the member panel and found the main menu had turned into a member menu and they couldn't find the items on the original menu.

03

03

Auto-save of selected sessions leads to confusion

Auto-save of selected sessions leads to confusion

Users were confused by the auto-save setting of selected sessions and unsure if their selections were saved since no "Save" button was provided.

Users were confused by the auto-save setting of selected sessions and unsure if their selections were saved since no "Save" button was provided.

Improved items based on 1st round testing

Improved items based on 1st round testing

Let users book a course without signing up, and send sign-in details of the class scheduling platform to users after the purchase has been completed.

Let users book a course without signing up, and send sign-in details of the class scheduling platform to users after the purchase has been completed.

Let main menu remains in their original location, and place the member menu in another location, so that both menus can be easily accessed by users.

Let main menu remains in their original location, and place the member menu in another location, so that both menus can be easily accessed by users.

Remove the auto-save setting of the session selection, and use "Save" and "Add to selection" buttons to lead users to the next step.

Remove the auto-save setting of the session selection, and use "Save" and "Add to selection" buttons to lead users to the next step.

Round 2

Round 2

Type

Type

Moderated Usability Testing

Participants

Participants

3 participants, 3 female,  aged 30-34;

Research goals

All participants have joined craft courses before

Learnings

Learnings

01

01

Inadequate guidance for class scheduling

Inadequate guidance for class scheduling

Users were not aware of the fast access button for scheduling classes. It takes some time for them to figure out its meaning.

02

02

"View available sessions" feature is inconvenient

"View available sessions" feature is inconvenient

Users were bothered that they had to switch on a toggle to view available sessions on the "Select Sessions (Monthly)" page.

03

03

Need for class policy disclaimer as friendly reminder

Need for class policy disclaimer as friendly reminder

Users were expecting a reminder of the class policy that all rearrangements must be made at least 48 hours before the class.

BRAND IDENTITY RENEWAL

Targeting working women who enjoy hobby spending, the new design aims to create a style with elegant, energetic, and bright vibes.

Targeting working women who enjoy hobby spending, the new design aims to create a style with elegant, energetic, and bright vibes.

Course Booking

Class Scheduling (Monthly)

Class Scheduling (Custom)

BEFORE & AFTER

BEFORE & AFTER

Home Page

Before

After

All Courses

Before

After

Course Page

Before

After

Course Schedule

Before

After

Schedule Class

Before

After

TAKEAWAYS

This project has helped me level up my skills in using a customer journey map to identify pain points in the purchasing and service use process. It’s crucial to conduct user research before starting a project to define the actual problem, get ideas flowing, and develop solutions accordingly. The courses provided by Hatton are super cool, and it is exciting to create such a booking system design. I look forward to seeing an upgraded version of their website in the future.

This project has helped me level up my skills in using a customer journey map to identify pain points in the purchasing and service use process. It’s crucial to conduct user research before starting a project to define the actual problem, get ideas flowing, and develop solutions accordingly. The courses provided by Hatton are super cool, and it is exciting to create such a booking system design. I look forward to seeing an upgraded version of their website in the future.

My handmade work learnt at Hatton, a silver curb link bracelet.

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