Kérastase
Redesigning the sales registration process and interface, and building a marketing campaign for a B2B platform.
TEAM
8 UX/UI Design Students
2 Marketing Students
MY ROLE
Research
Strategy
Visual Design
TOOLS
Figma
Photoshop
TIMELINE
4 weeks
CONTEXT
The LuxClub is a B2B platform designed to foster loyalty from hairdressers to Kérastase. It encourages product experimentation and in-salon rituals, while supporting professionals in selling routines and expanding their knowledge of the brand.
CHALLENGE
Only about 20% of hairstylists actually use the platform, even though over 70% are registered. How can we encourage more hairstylists to use the sell-out platform to increase receipt redemption and sales volume?
FRAMEWORK
Desk Research, Heuristic Evaluation, Interviews, Questionnaires
Brainstorming, Functional Benchmark
Hi-Fi Wireframes, Prototype, Mockups
THE LUXCLUB PLATFORM
After the first interaction with the platform, we immediately noticed a few issues and were able to gather some insights right away.
Average period to earn the first prize is 10 weeks
Inefficient mobile version
Complex sales registration
Confusing communication
HEURISTIC EVALUATION
We adopted a mobile-first approach, as professionals primarily use their phones to access the platform. Through a heuristic evaluation, we identified usability issues related to several guidelines: visibility of system status (1), match between system and the real world (2), user control and freedom (3), consistency and standards (4), recognition rather than recall (6), and aesthetic and minimalist design (8).
1 - The logo is not legible (1, 8).
2 - Main menu in bold has poor legibility (4, 8).
3 - Notification icon inside a hamburger menu is not coherent (4, 6, 8).
- Clicking on “200 points” takes you to the user profile (2, 4, 8).
4 - Unnecessary caption, repeating the title; confusing placement (4, 8)
5 - Misaligned text, and confusing placement (4, 8).
6 - "Dinâmicas” does not clarify the content (2, 4).
7 -System feedback occupying important screen space (1, 8).
8 - The option to submit another product is unclear and not visible at first; it feels like this option doesn’t exist (3).
9 - Excessive padding contrasting with the small spacing between buttons (8).
10 - Buttons placed too close together hinder user clicking (4, 8).
11 - Irrelevant information for this stage of the process (4, 8).
INTERVIEWS TO HAIRSTYLISTS
“entering the sales into the platform is complicated and the benefits are not worth it”
Maria Rosa, 53
“I have never heard of that platform”
Joana Vieira, 47
“I don’t feel valued”
Sofia Silva, 49
“they no longer devote themselves to us as they did before...”
Célia Loureiro, 41
“kérastase products are of great quality”
Célia Loureiro, 41
The insights we gathered revealed that communication between the brand and professionals was weak, and hairstylists’ knowledge of Kérastase products was limited. We also found that their experience with the platform was far from satisfying, it felt too complex to use, and motivation to engage with it was low. The process needed simplification, and the incentive model perhaps a rethink.
QUESTIONNAIRES TO FINAL CLIENTS
75% buy for quality
88% know Kérastase
"In-salon purchases are driven by professional recommendations"
We engaged with end consumers and surveyed 113 clients to better understand their habits and behaviours. The results confirmed strong brand awareness and revealed opportunities to improve the experience for both consumers and professionals at the point of sale.
Hairstylists need to feel valued in order to perform at their best.
BRAINSTORMING
After a few brainstorming sessions, we developed a creative concept for a campaign, and a clear strategy. Elevate became the key word that defined our objective: to enhance the platform, strengthen hairstylists’ knowledge, improve communication between Kérastase and professionals, increase hairstylists’ visibility, and, above all, boost salon recognition within the whole ecosystem from industry peers to final clients.
FUNCTIONAL BENCHMARK
Royal Canine; IKEA; WAZE
When conducting functional benchmarking, we found three different apps with solutions relevant to our project.
Royal Canin stood out with its registration process. After signing up, a profile is created on the website/app. When a purchase is made, users upload a photo of the product’s barcode along with the purchase receipt. The points earned from that purchase can then be viewed immediately. After collecting points (called Royals), they can be exchanged for discounts or vouchers, redeemable either in-store or online.
In the IKEA app, we found a barcode scanner that works directly with the phone’s camera. In the Waze app, we noticed that the more users interact with the platform, the more points they receive (gamification).
LUXCLUB REDESIGNED
Home screen
Sales registration flow
Tracking sales, earning rewards, processing a sale guide, and the user profile
The platform’s mobile redesign applied the brand’s typography and a purple-lilac colour palette, aligning with the campaign theme. Key usability heuristics were addressed to improve navigation, interaction, and overall user satisfaction.
New Scan Feature
Sales can now be registered by scanning the product barcode and uploading a photo of the receipt through a single-click camera feature on the home screen, making the process much faster. Manual entry remains available.
The process for registering sales has been significantly improved for speed and simplicity.
We provided step-by-step guidance to assist professionals and improved record tracking. We also created a more engaging rewards system and a dedicated profile tab, giving professionals a central place to track their activity and progress.
Gamification of LUXClub
We boosted the platform’s gamification, ensuring the first reward is more attainable and adding more opportunities for users to earn points, which helps drive engagement.
Hyperlink LUXClub & Access L'Oreal
A hyperlink connects directly to Access, L’Oréal’s online training platform, giving hairstylists an easy way to expand their knowledge. By watching tutorials or exploring learning materials, they can also earn points for their account, making learning both rewarding and accessible.
New Blog
The platform includes a blog designed to keep professionals informed with the latest updates. With this new feature, LuxClub strengthens its role as a communication channel between the brand and professionals, offering direct access to product news and brand updates.
EMAIL-MARKETING & SOCIAL MEDIA
In addition, we would leverage social media dark posts to reach specific professional audiences with tailored content and product updates.
A talent show elevating visibility & recognition
We propose creating a talent competition exclusively for hairstylists, hosted on the rooftop of a well-known tower in Lisbon to reflect the concept of “elevation.” The event would be streamed on YouTube, giving visibility to both the professionals and their salons.
STELLAR Badge
The hairstylists would receive participation or victory badges, that they can proudly display in their salon windows, earning recognition for their skills and achievements.
Impact and results
Kérastase empowers hairstylists to grow professionally, feel valued, and elevate their profession, while LuxClub has been optimised to better support them with a streamlined sales registration process and a redesigned, more intuitive interface. These improvements make the platform faster and easier to use, enhancing efficiency and overall user experience so hairstylists can focus on their professional development.
Through LuxClub, Kérastase strengthens direct communication with partners and provides valuable training. Beyond the platform, the brand increases hairstylists’ visibility and recognises their achievements through the coveted STELLAR Kérastase stars as a mark of excellence. Future user testing will provide key insights and metrics to validate these changes and guide further iterations, ensuring LuxClub continues to meet hairstylists’ evolving needs.
