Background
I joined HintMD in 2016 (acquired by Revance in July 2020) as the second product designer building the fintech platform OPUL. OPUL is a POS system tailor-made for the aesthetics industry (think med-spas, dermatologists, and plastic surgery offices). Like most POS systems, one of our fundamental functionalities was the ability to add and maintain a product catalog.
The problem
At the time, the catalog feature was a flat list of products and services where users had to enter every single product and its price manually. It was so much work that only 30% of practices tried to finish it – others simply relied on their customer success representatives to set it up for them.
Our first big project after the acquisition was to redesign the catalog experience to make our customers self sufficient.
The goal
The goal of the Catalog Enhancements initiative was to improve the user experience and to ultimately increase utilization of the Catalog that would strategically provide:
- Visibility into practice behavior
- Visibility into patient consumption trends
- Provide more robust reporting
- Provide a better checkout experienceDrive more loyalty
More specifically, the company’s vision for OPUL was to deliver practice-focused value through features like business insights and reporting, paid memberships to treatments, loyalty schemes, etc. However, the success of all of features relied on the adoption and regular usage of data uploaded by practices into their Practice Catalog.
The big idea
One of the biggest advantages that OPUL had over other POS systems like Square and Aesthetic Record was that we had a master catalog of everything ever sold at aesthetic practices. This enabled us to design a wizard–like experience that simply asked the user to make selections instead of manually typing information.
Core features
The Wizard enabled quick selection of categories, brands, and SKUs.This turned out to be a core differentiator for OPUL since other POS systems did not have a master list of products and services that could make building something like a wizard possible. In future iterations, after we gather statistically significant usage metrics, we will be able to pre-select commonly chosen SKUs by default.
Smart Defaults: During our research we found that most practices set their retail price to be a multiplier of the wholesale price. We also found that more often than not, the percentage discount offered for subscribing to different products was the same across their entire catalog. This enabled us to design a 1-click solution for setting up the retail price and subscription price of all their SKUs.
Fully editable catalog table: The new version of the practice catalog table included edit functionality for all fields to provide maximum customizability. We also added the ability to add custom brands and products that a user sold at their practice that we could then add to the master catalog in the backend. This meant that the master catalog could continue to grow without much manual intervention.
Results
Before the redesign, less than 30% of our customers would even attempt to upload their entire catalog on their own. Customer Service Representatives at our organization would spend anywhere between 8 hours to 2 days cleaning up the item list they would receive from each customer and then uploading it in the format the customer needed.
Within the first 6 months of the redesign, 75% of our customers completed their catalog setup on their own without any intervention from a customer service representative.
Average time spent on uploading a catalog to start selling went down to 4 hours. This meant that customers could start utilizing other features that relied on a functional catalog (like analytics, reports, and memberships) much faster.
