My Role
UI, UX Design,
User research, User flow, Customer journey map,
Service blue print, Information architecture, Wireframing, Prototyping


Hyelim Lim
Jinpei Wei
Frank Gong
Kimaya Malwade
Shuchen Wang


Fellow Barber

Project duration

6 weeks, 2019


Brian Ballan (Fellow Barber)
Marshall Sitten

This project aims to create a barber & customer matching service to retain new customers.
Fellow Barber is a high-end franchised barbershop in US. Despite their success, miscommunication between a barber and a customer sometimes results in negative feedback. Throughout this project, my team proposes more individualized customer service to help barbers meet the request of customers.

Problem Context

Fellow Barber has spawned a new barbering subculture and has elevated the craft of barbering. Since its opening in 2006 when ‘contemporary barber culture’ did not exist. They have 11 branches nationwide in N.Y.C and C.A. Nowadays, there are many competitors that aims to similar service style with Fellow Barber.

1. Business purpose: Inconvenient online booking service & failure to make use of customer data

Fellow Barber’s customers should go through more than five steps to book an appointment online. This process is inconvenient for customers, and the customers still send text messages or call in for a reservation. Other competitors in the market often provide users with a better booking experience.
Moreover, even though they collect customer feedback, they do not fully leverage them to improve the quality of service or to run effective customer loyalty programs.

2. Customers needs - Google&Yelp reviews
From our observation in barbershop, we found that customers might feel uncomfortable to give negative feedback nearby barbers. Many critical reviews on Yelp and Google express their dissatisfaction with individual barbers; for example, the barber is not good at the hairstyle that they want or misinterprets the wants of the client, which leads to a bad haircut.

Salient attribute

Highly-trained barbers
Because Fellow Barber has about one hundred barbers, customers can choose the barber. They manage their barbers by dividing them into three levels: Junior, fellow, and senior barbers. By grading them, they guarantee their expertise thought these three levels.

Business Goals

➊ Offer more customized service to customers
➋ Gain customers’ feedback effectively
➌ Retain new customers

Competitor analysis

Stakeholder interviews

First-hand customer experience

One of my team members experienced the service in Fellow Barbers’ West Villages’ shop. By observing the service, my team found the major painpoint:
Ineffective communication between a barber and a customer.

In the beginning of the service, the barber asked him several questions about what kind of hairstyles he wants. However, he did not have a specific idea. Then, the barber encouraged him to search for a target picture online, instead of suggesting a hairstyle for him. He felt embarrassed to browse the internet and also unsure that he can find the right picture.

User flow map

User Journey Map

Service Blue print

Problem identification

Based on the research, my team segregated painpoints, insights, and opportunities. After creating a customer journey map and service blue print, we grouped each idea and categorized them.

Co-design Workshop

My team carried out a co-design session with the Marketing Director, the head of product , Managerial head and one of team members who experienced the service(portraying the role of a customer). After the meeting and Co-design session, my team and stakeholders decided to focus on solving three problems below.

Core opportunity

➊ It is hard for Customers to choose their barber with limited information.
It is hard for barbers to recommend hairstyle to customers without visual references
Hard to get useful feedback for barbers.

Initial prototyping

User testing

Key findings
1. Location is essential and most relevant
2. Users prefer to book barber based on time and availability.
3. Hairstyle categorization would guide them through the booking process, but it does not need to be a start point of navigation.
4. It requires to populate barbers' availability in the calendar.

Three innovations in Information Architecture

*Feel free to click arrow buttons to see the change
Throughout the user testing, my team figured out that customers feel confused about Fellow Barber’s existing site.



< Video demo >

Future scope

➊ Risk analysis : a barber & customer matching system

➋ Sustainability analysis
This service design proposal is consistent with the future trend of barbershop market. This project will help fellowbarber offering customers a better quality and more customized service by focusing on how to gain a better understanding of customers’ preferences, especially for first time customers.

- US Barbershop Market Context Man’s barbershop market grows fast and estimated to reach $26B by 2020.
- Hairstyle becomes more and more important to people.
- Offering an experience for customers is the point of barbershop


1. Hagerty, Kyle. Barbershops Are Back And Bucking Retail Trends. Forbes Magazine, 6 July 2017.