Accountable & responsible
I owned the project independently, from defining the opportunity and conducting user research to crafting, testing and delivering the final icon system.
Consulted & informed
I partnered with business stakeholders to shape requirements, customers to validate concepts, and Marketing as the system expanded beyond product.
Treatwell needed a visual system to represent beauty booking categories so users could browse and choose services without relying on long or ambiguous labels
Icon requirements
Users can identify the category instantly
Icons remain legible at small sizes
Inclusive without becoming visually complex
Follow existing design system
I started by asking users what they visualised when hearing each booking category name and used recurring themes to shape the icon requirements
I validated those user insights against booking data, ensuring each icon reflected both user expectations and the treatments people actually booked
FACE Icon requirements
I focused on consistency with brand elements, pixel-perfect legibility, and recognisability out of context, iterating against user feedback to prevent bias
The icons reduced ambiguity, increased treatment discoverability, and booking journey completion
Beard
Body
Hair cut
Spa
Face
Hair removal
Massage
Nails
Their success lead to a follow-up project where I designed a hairstyle icon set using the same process
Long afro
Short tapered
Long on top
Medium layered
Short fade
Short crop
short choppy
Short afro
Waist Length
Short military
Medium bob
Medium afro
past shoulder
Short choppy
Short undercut
Medium chin length
The icon system became part of the Treatwell brand beyond the product
Marketing adopted the icons across digital campaigns, print, out-of-home advertising, and TV, creating a consistent visual language wherever customers encountered Treatwell.
