Service Variant Page Design Review — 2026-04-05
Overview
Design review meeting to finalize visual and content updates for LaMarie Beauty's new service variant page. Attendees worked through pricing presentation, content display patterns, and lifestyle section updates. A significant scope creep concern was surfaced: the variant page was not part of the original Bookly project scope.
Attendees:
- Melissa Cusumano (Asymmetric) — project lead
- Roxana Lopez (LaMarie Beauty) — internal stakeholder, content owner
- Kim Gehrmann — incoming account stakeholder, observer
Key Decisions
1. Pricing Renamed to "Estimated Investment"
The pricing accordion section will be relabeled from "Price Range" to "Estimated Investment" to frame cost positively and reduce sticker shock. The section remains hidden behind an accordion so users must actively seek it out.
Structure inside the accordion:
- Price Range — service-specific range (e.g., $600–$750); content exists and is ready
- Packages/Memberships — accordion built but hidden; no content exists yet, no system in place
- Financing Options — renamed from "Financing"; links directly to Cherry (sole financing provider)
Rationale: LaMarie's services carry higher price points. Burying the cost behind an accordion prevents users from being scared off before they've engaged with the value proposition.
2. Accordion vs. Open Sections — Deferred to Data
A debate emerged over whether core content sections (Ideal Candidate, Treatment Benefits, Patient Outcome Comments) should be permanently open (Lisa's preference, modeled on Glossier's product pages) or collapsed into accordions (team recommendation).
Lisa's position: Permanently open sections, referencing Glossier's stretch balm concealer page as the design model.
Team's position: Glossier is a product page; LaMarie sells services. Permanently open sections will create excessive scroll length, particularly on mobile. Key arguments:
- Average user attention span on a webpage is ~7 seconds
- Mobile users lose real estate rapidly; accordion headers let users self-select topics
- Multiple default-open sections is not a standard web design pattern
Resolution: Neither side overruled the other. The decision will be informed by heat map and analytics data (Google Analytics + Microsoft Clarity) showing where users actually interact with the current page. Melissa to confirm tracking tools are active.
3. Lifestyle Section Updates
- Replace video with user-generated client photos (9×16 format — selfie-style, post-treatment)
- Replace star ratings with patient outcome comments (testimonial format)
- Content does not yet exist; Roxana will source it before rollout
4. Design Consistency Fixes
- Font sizing: Standardize all headings on the variant page to match the Cleansing Complex product page (cited as the visual benchmark)
- Accordion icons: Unify all "+" icon styles — currently inconsistent between the pricing section (left-aligned, small) and lower-page accordions (right-aligned, larger spacing)
Scope Creep Flag
"This was a Bookly project. We've kind of lumped this variation in here — this wasn't really part of this project." — Melissa Cusumano
The service variant page is a new, complex deliverable that was added onto the existing Bookly integration project without a formal scope change. Kim flagged that a direct conversation between Lisa (as the budget decision-maker) and Asymmetric is needed to clarify:
- What work is covered under the current engagement
- What constitutes a new project or budget line
- How the Bookly filter work and the variant page work are scoped separately
This is a priority item before further design investment is made.
Action Items
| Owner | Action |
|---|---|
| Melissa | Implement agreed changes: "Estimated Investment" accordion, "Financing Options" link, hide Packages/Memberships section |
| Melissa | Share Glossier reference page and LaMarie brand guide with Eshak (developer) |
| Melissa | Confirm Google Analytics and Microsoft Clarity heat maps are active on the WordPress site |
| Roxana | Provide all new content (patient outcome comments, ideal candidate descriptions, treatment benefits copy) before rollout |
| Roxana | Book follow-up meeting (1 hour) — Friday or Monday preferred |
| Kim | Review Lisa's original email request to understand full scope of variant page ask |
| Kim | Have direct conversation with Lisa about project scope, budget, and Asymmetric engagement boundaries |
Open Questions
- Accordion vs. open sections: Final call pending heat map review. If data shows users scroll deep and engage with lower-page content, open sections may be justified. If not, accordions stand.
- Packages/Memberships: Hidden for now. No system or content exists. Revisit when LaMarie has a membership program in place.
- Content readiness: Roxana estimates 24–48 hours to source testimonials per service (~12 service types). Must be complete before any section goes live.
- WordPress hidden sections: Roxana asked whether she can unhide sections herself. Needs clarification from Eshak on whether this is a simple CMS toggle or requires developer access.
Related
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