Projects
ABOUT
💰 +12% bookings | +512% page views | +50% scroll rate | +36% user growth
💰 +12% bookings | +512% page views | +50% scroll rate | +36% user growth
💰 +12% bookings | +512% page views | +50% scroll rate | +36% user growth
💰 +12% bookings | +512% page views | +50% scroll rate | +36% user growth
💰 +12% bookings | +512% page views | +50% scroll rate | +36% user growth

Every Click Counts: How I Drove 36% User Growth through Smarter Touchpoints

I optimize every touchpoint, from the first scroll to the final booking. Here is how I helped drive 36% user growth and 10× more bookings, while cutting marketing costs by 70%.

¹ Situation →² Task →³ Action →⁴ Result
¹ Situation 
Fundraised (USD)

Year
2024-now
Partners

‍CMO
Peggy Liao‍

COO
Neako Tsao‍

Design Strategist / Consultant
‍Yiwei Chang

Overview

StyleMap is an online-merge-offline (OMO) disruptive innovation that operates automated hair salons, not only the platform that connects customers and hairdressers but also the systems for Customer Relationship Management (CRM), Enterprise Resource Planning(ERP) and consultations.

‍

When ads don’t convert, fix what comes before the click.

Despite heavy ad spend, bookings stayed flat. I redesigned the marketing materials and strengthened key touchpoints like reviews and referrals, to make word-of-mouth more visible and trustworthy. This shift cut ad costs by 90% and still brought a 12% increase in new users.

Stakeholders of operating a hair salon

‍

When retention meets acquisition, user growth becomes inevitable

After refining our customer retention strategy, we doubled down on acquisition, giving us an edge over traditional salons. I helped lead the expansion, merging two brands and opening five new salons in six months. With loyal clients and clear positioning, we turned momentum into real, scalable growth.

² Task

Viral doesn’t mean valuable: Not all views turn into bookings.

Even top stylists lose 10% of clients regularly, making new customer acquisition essential. But many fall into the trap of chasing trends or making viral content, only to burn out when it doesn’t lead to bookings. Steady, strategic outreach works better than chasing likes.

‍

Insights

In a noisy market, trust cuts through.

User interviews and behavior mapping revealed two key insights: people trust real stories over ads, and search habits vary by audience. To drive growth, we focused on making every touchpoint more personal, authentic, and aligned with how people actually decide.

³ Action

Word-of-mouth: Real reviews drive real bookings.

Our most loyal customers didn’t come from ads, they came from genuine recommendations. So instead of chasing viral content, we focused on what truly converts: building and showcasing real stories. By helping stylists collect emotional, specific feedback and placing it at key decision points, we turned trust into action. These authentic voices became our most powerful marketing tool and the reason new clients keep coming.

Word-of-mouth recommendations scattered around various touch points, from hairdresser’s page to google maps, are the most valuable marketing materials.
“Only this hairdresser could fix my stubborn curls.”
“I felt genuinely cared for throughout the session.”
“They knew what I wanted before I even said it.”

‍

Make the first second count: How I turned scrolls into sales

In a crowded social feed, the first second decides everything. Our previous ad content was easy to overlook, so I led a redesign to make visuals clearer, more relevant, and emotionally engaging.

With optimization in ads, I achieved 512% rise in page views and a 50% boost in scroll rate.

‍

Silent sellers: How I made Googlemaps reviews do the talking

While others chased flashy ads, I turned to Google Maps reviews, where customers already come to decide.

I analyzed how people search: younger users scroll Instagram for inspiration, while others trust Google to find reliable salons. So I treated each listing like a mini storefront, tailored visuals and real, thoughtful reviews based on each salon’s audience.

Trendy salons got bold photos and top-rated styles; neighborhood salons got warm, detailed reviews. This simple shift made our listings feel more personal and trustworthy.

⁴ Result

other Projects ↓

From Churn to Loyalty: How I Turned Feedback into 204% Growth
$256K Raised, 26 Countries Reached: The Power of Story-Driven Product Strategy
Spotify Podcast Interface Redesign for Revitalising Engagement