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The beauty booking industry was dominated by one huge, very well funded startup—Treatwell. How might we make a product that was differentiated from Treatwell, so that Douglas could compete asymmetrically?
The best beauty services are the result of a respectful relationship between the customer, and the stylist.
Treatwell was focused on filling seats, rather than finding the right stylist. Good matches happen by accident, rather than by design.
A beauty platform that finds the perfect stylist in minutes.
Booking by Douglas finds out what’s important to the customer, and matches it to a network of the best stylists nearby.
Customers specify their preferences through an engaging questionnaire, beautifully brought to life by award-winning illustrator Petra Dufkova.
Whether it’s expertise in a specific hair type, the chattiness of the stylist, and in what language, to whether the salon uses vegan products, or how child-friendly the salon is, every preference is taken into account to match a customer with a stylist.
My team designed and created the business model for Booking by Douglas. In four months, we built a fast progressive web app, onboarded 90 salons including appointments with leading German stylists Udo Walz and Shan Rahimkhan– which sold out.
Booking diversified Douglas’ business, giving it greater insight into the needs of its customers, and gives an additional touchpoint for which Douglas to deepen its relationships with it customers.
