INDULGENCE
Salon & Spa
Website Refresh
My friend bought a salon and asked me to redesign their website.
Give a fresh coat of paint, if you will.
I had complete creative freedom and was allowed to brand the salon and its website however I saw fit.
So I set about examining the existing website and identifying ways it could be better functionally, aesthetically, and how it could better market the salon.
I took my list of improvement ideas, created a brand mood board, and was off!
Original Website
the "before"
Pain Points & Opportunities
1. Logo & branding
The original logo, brand colors, fonts, and images were outdated, and did not represent the feeling we wanted the new Indulgence Salon to emulate.
2. The service list was OVERWHELMING
The list of services was exhaustive, very detailed, and all of the options made for an overwhelming and confusing experience. A more clear and concise service menu would make for a better user experience.
3. The buttons' purposes were unclear and confusing
The "Add to Cart" button, "Request" button, and "Book Now" button all have similar functions. The specific purpose of each is unclear for clients who want to book an appointment.
Booking an appointment for a service online needed to be more clear and simple.
4. The "About" section was extremely wordy and confusing.
A cluttered format like this made it difficult for customers to easily access the information they were looking for.
New Website
the "after"
Solutions
1. Logo & branding
This new logo and brand elements are much more sleek and modern. I drew upon inspiration from luxury beauty brands like Nars, and high end salons like Cristophe of Beverly Hills. I created a mood board on Pinterest comprised of trendy aesthetic images. Using all of that, I decided a thin, sans serif font, and a clean black and white look would be best to represent the salon in a more elevated way.
2. Simplified, clear, organized service list
I took the existing list of services, which was unnecessarily detailed, and condensed it. I organized the services into categories, and put those categories into boxes. This makes it much easier to consume at a glance, and helps customers find the services they're looking for quicker, without confusion.
3. The buttons have clear purposes and actions
Each button has an obvious action associated with it.
The buttons that say "Book" or "Book an Appointment" take customers to the booking page.
The "View Services" button takes customers to the services page.
The "Meet the Team" button takes users to the page that introduces the team.
These buttons are simple and eliminate the confusion that the previous buttons caused.
Result
The stakeholders for this website project were:
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the salon owner
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the salon employees
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the salon clients
The salon owner's goal is to bring in more business to the salon. The rebrand, the modern aesthetic, the service list, and easy booking all potentially drive more clients to the salon, so he was very pleased with the website.
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The salon employees are also thrilled with the website. They want to represent a brand they're proud of, as well as have an easy place for their clients to book appointments, and this website fits that bill.
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The website is still too new to have concrete data on whether or not more clients are booking through this website versus the old one. However, clients have commented on how much more professional and beautiful this website is.
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One thing that I would change about how I did this project is I would get more client feedback on the original website to guide my design decisions. Then I would get more client feedback on the new website to see if it truly solved client pain points.