Case Study: The Lash Lounge

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The Lash Lounge

Reimagining the booking experience for the Lash Lounge with a custom flow and new analytics data.

overview
What We Did
Challenge
Solution
Results
What’s Next

Project Overview

Departments

Product Strategy
Product Management
Product Design
Software Engineering

platforms

Desktop
Mobile

duration

Initial Development:
6 months
Post-Launch Optimization & Updates:
Ongoing

The Lash Lounge, a booming beauty franchise with 145+ locations, came to us looking to level up their booking game. While MindBody Online, the cloud-based online scheduling tool popular with beauty and wellness businesses, provided a solid foundation, we saw the potential for a more branded, franchise-ready experience with deeper customer insights. As the first touchpoint for most customers, they needed a booking flow that was both seamless and distinctively “Lash Lounge.”

The Lash Lounge engaged Heady to build a custom booking flow that elevates their brand and gives them visibility into every step of the customer journey. This marks the beginning of a franchise-wide transformation toward a more unified, data-driven booking experience.

“Heady has been nothing short of amazing. We're incredibly grateful for their support and expertise on this challenging project. Here's to growing together and many more industry-changing releases.”

Janae Ver Helst
Digital Marketing Director, The Lash Lounge

What We Did

Custom Booking Flow

Built a mobile-friendly booking widget that fully integrates with MindBody, offering a sleek, branded interface that can effortlessly scale across 145+ franchise locations.

Deeper Analytics & Insights

Added 50 new tracking points for detailed visibility into user interactions, helping The Lash Lounge optimize the booking journey and pinpoint where customers drop off.

Franchise-Ready Architecture

Set up secure and reliable backend integrations, hosted on Vercel, ensuring quick deployments and a seamless experience for both franchisees and end users.

Challenge

The Lash Lounge needed a booking experience that could scale seamlessly across 145+ franchise locations while delivering a cohesive brand experience. While MindBody Online offered a reliable platform for scheduling appointments, its out-of-the-box booking solution wasn’t designed with large beauty franchises in mind. The Lash Lounge’s team found the customization options limited, allowing only minimal branding — a basic logo addition — which fell short of their vision for a fully branded, user-friendly booking flow.

The platform’s default analytics capabilities also left gaps in understanding how users navigated the booking process. Without detailed data, The Lash Lounge couldn’t fully track customer journeys, making it difficult to optimize their booking flow or measure its effectiveness. They needed deeper insights into user behavior and preferences in order to make data-driven decisions that would enhance the overall experience and improve conversion rates.

Solution

A Fully Branded, Mobile-Friendly Booking Flow

To elevate The Lash Lounge’s booking experience, Heady replaced MindBody Online’s default interface with a custom UI that captures The Lash Lounge’s brand aesthetic. Built with Next.js, this sleek widget integrates seamlessly with MindBody and scales effortlessly across 145+ franchise locations — all while delivering a user-centered booking flow optimized for beauty services.

Before

Before: The existing booking flow didn’t meet the diverse needs of the Lash Lounge’s 145+ locations.

After

After: We created a custom branded solution that provides a better experience for customers and better data for the Lash Lounge.

Deeper Analytics for Data-Informed Optimizations

On the backend, we worked closely with MindBody’s API to ensure secure, reliable functionality. We also implemented 50 new tracking points for advanced analytics, giving The Lash Lounge a granular view of each step in the customer journey. With these insights, they can pinpoint drop-off points, refine the booking flow, and make decisions backed by data.

Seamless Scaling With Vercel

To support rapid updates and uniform performance for all franchises, we hosted the project on Vercel. A custom deployment pipeline keeps everything stable across multiple environments, enabling swift, hassle-free rollouts. This infrastructure ensures The Lash Lounge’s booking flow remains fast, reliable, and ready for continued expansion.

Hosting on Vercel enables seamless rollouts and increases reliability.

Results

The Lash Lounge’s fully branded new booking flow launched in September 2024, empowering them with deep new visibility into their customer journey. By putting easy access to their booking analytics directly into their hands, we’ve given them the tools to drive smarter marketing decisions and optimize the customer experience across every location.

What’s Next

With the custom booking flow now live across all locations, Heady is focused on ongoing support to ensure a smooth experience for both franchisees and customers. To keep the momentum, we’re introducing several high-impact enhancements:

Gift cards — live now. Guests can now purchase and send digital gift cards directly within the booking flow, opening a fresh revenue stream and boosting holiday sales.
Self-serve profiles — launching soon. We’re adding the ability for users to update their profiles and reschedule appointments in seconds, freeing up front desk teams at 145+ locations.

Our partnership continues as we work with The Lash Lounge to evolve their booking experience and explore new ways to elevate customer engagement franchise-wide.

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Product Design

Product Strategy

Product Management

Software Engineering

Growth

The Lash Lounge

overview

What We Did

Challenge

Solution

Results

What’s Next

Project Overview

Departments

platforms

duration

What We Did

Custom Booking Flow

Deeper Analytics & Insights

Franchise-Ready Architecture

Challenge

Solution

Before

After

Results

What’s Next

Need an digital product expert in your corner?

We help brands like The Lash Lounge elevate the customer experience with intuitive booking flows (and so much more).

Brooklyn

Mumbai

Online

Hit us up!

Brooklyn

Mumbai

Online