Madison Reed – Service Menu Integration
Madison Reed enlisted my team to enhance their Matchmaker screen, an interactive touchscreen in their retail stores. I led the design of key feature additions, including the Service Menu, Memberships, ColorWonder Product Introduction, and Landing Page. These additions transformed the Matchmaker into a powerful educational tool for customers and associates to set, achieve, and maintain customers’ hair goals.
In a November 2024 survey of Madison Reed associates:
62% used the Matchmaker screen for 75% or more of their consultations
64% agreed it effectively supports consultations on hair color shades and services
My Role
Lead UX Designer
Completed
Q3 2022
My Contributions
Research
Information Architecture
UX Design
UI Design
Prototyping
Video Editing
Content Management
HIGHLIGHTS
CONTEXT
Building on the success of the Matchmaker Screen to enrich the in-store experience.
In 2021, Madison Reed debuted the Matchmaker screen to help customers find their perfect hair color shade. Following its success, stakeholders sought to enrich the in-store customer journey by introducing additional features.
THE PROBLEM
The service menu wasn't enough to convert customers.
It was a static, text-only wall graphic that left customers struggling to understand the offerings. During my store visit, hair colorists revealed they often resorted to scrolling through Instagram on their phones to find good examples of the results. This disjointed process — switching between the Matchmaker screen, the static menu, and their phones — slowed consultations and detracted from the customer experience.
THE DISCOVERY
Customers did not have enough information to make a decision on services or membership.
Through conversations with the hair colorists, we were able to summarize the pain points they have when performing consultations with the existing service menu:
Lack of visuals
Service names and descriptions alone didn’t provide enough context for customers to make decisions confidently.
Membership ambiguity
"Unlimited Roots Membership" lacked clarity. Associates had to use separate pamphlets to explain membership benefits.
Disjointed process
Moving from the Matchmaker screen, to the service menu, to the colorist’s Instagram added unnecessary friction.
EXPLORATION
Adapting the information architecture to meet users where they are in their hair journey.
Customers visit the hair color bar at different stages of their hair journey. To meet their varied needs, the interface needed multiple, distinct entry points rather than a single linear flow. To address this, I separated the color swatch panel, services menu, and color quiz into distinct tabs in the high-level navigation.
We explored menu designs, knowing that visuals are key to deciding on a service.
After multiple iterations, we aligned on the second option for ease of scanning – customers can see all the services at once and easily compare between them.
We demystified “Unlimited Roots Membership” with a dedicated popup listing the benefits.
Madison Reed chose the first layout for consistency with their website, but I advocated for the second option. The second layout presented all benefits under the header, while the first layout risked users skimming the title and focusing on “fringe” perks, possibly overlooking the main benefit of unlimited root touchups.
THE SOLUTION
A service menu understandable at a glance, easily accessible within the Matchmaker screen.
Recognize at a glance, tap for details
New hero imagery allows customers to quickly understand the core service offerings. Tap on a service for a detailed description and relevant photos from other customers.
Easy access to membership info
A prominent membership card for customers to tap and learn about all the benefits without asking an associate, simplifying the decision-making process.
IMPACT
The service menu redesign increased user engagement and improved consultations.
With introduction of the service menu, we saw a 115% increase in the average user session duration across 50+ stores nationwide. Customers and hair colorists are spending significantly more time on-screen, and less time fumbling between different consultation tools.
We also received positive ratings and remarks from the colorists about the Matchmaker screen.
77%
said it increased customer confidence in decisions at the hair color bar.
64%
used the Matchmaker screen for 75% or more of their consultations.
62%
agreed it provides effective consultations.
24%
noted it helped customers consider additional products or services.