Select
Product and brand design for Select - European School of Beauty
Client
Select
Role
Sole designer. Brand and product
Development
Kuba Włodarczyk
Type
Product design
Year
2017
Six months of questionnaires
European School of Beauty "Select" offered a vast amount of courses ranging from courses for professional makeup artists and hair stylists to nail artists. I was responsible for the company's rebranding, full-service, and marketing materials design.
When redesigning the website, I proposed giving each participant a detailed questionnaire that would check the full user path, starting with looking for a school, comparing prices, perception of the brand, and all the way to the courses themselves. Thanks to that approach, throughout the 6 months, we gathered quality feedback and improved based on it.
What the questionnaire asked
This assignment focused on strengthening brand recognition and visibility as a leader and precursor in implementing innovative techniques in the Polish market of courses for professional makeup artists and stylists, so that more people would enrol.
Where the school ended up
When I started, the owners were having trouble keeping the school going. The work went past the identity into how the courses were sold: a new colour scheme, and an information architecture that put the price, the dates and the syllabus where someone comparing schools was already looking rather than three clicks further in. Enrolments went up and the business steadied.
“Thanks to our cooperation, we increased sales and stabilised financially.” Izabela Korzeb, School Headmaster
UX tools used
Design tools used
The course page
Everything the school had to sell sits on one page, and it is long because the curriculum is long. Dates and prices come first, in two columns, because the only question a person arrives with is whether they can do it on weekdays or at the weekend. The full programme runs underneath for the people who need to see it, the tutors close it, and the same invitation to sign up appears above and below the whole thing so nobody has to scroll back.
