Veronica Chen | Responsive Website
Veronica Chen, a New York tattoo artist who travels to different cities, is seeking a more effective way to promote her work and connect with clients beyond Instagram. She's searching for a platform that seamlessly integrates her portfolio and booking system to simplify the process for clients to view her work and book appointments.
UX Designer, UX Researcher, UI Designer
My Role
User research, UX design, brand refresh, responsive website
Deliverable
Tools
Figma, Illustrator
Project Goals
Ensure straightforward flow to online booking.
Showcase Veronica’s portfolio as well as her personal style.
Establish her personal brand through out her website.
Provide clear and informative support content.
Background Discovery
Veronica’s current promoting strategy is using Instagram and Linktree for different purposes. Still, the problem here is she didn’t utilize all her digital properties effectively. It seems that she didn’t consider the customer's booking journey. In the tattoo industry, customers tend to follow the artist for a while before booking an appointment. However, there seems to be no connection between the properties. This means that when a customer visits the portfolio website or newsletter page, they are unable to request an appointment.
The diagnosis of why they don’t connect:
Research
Research Goal
My main goal for conducting research was to understand the needs of tattoo artists and customers to define what features and flow would be most suitable.
Research Objectives
Discover what tools other tattoo artists are currently using for their website and booking system.
Understand the customer needs and client requirements.
Understand the pain points and delighters of customers' past booking experience.
Understand how other tattoo artists promote their business.
Determine what questions are most essential for the booking request form.
Determine what web features will help her to promote her business.
Secondary Research
Once I finished my initial research on the product, I conducted a market search and compared a few different tattoo artist website to determine their strengths and weakness.
Key Opportunity: Most tattoo website has their booking form on it but the form is all long and frustrating. How might we improve the form to be user-friendly? It would be the most important task.
User Interview
I gathered insights from the tattoo artists and tattoo customers so I could determine what would be the most valuable features for both sides.
Interviewees:
Two participants are tattoo artists.
Two participants are tattoo customers who recently got a tattoo.
Research Insights
Tattoo artist group -
They don’t want to be reached on Instagram to ask appointment-related questions because it could be overwhelming and time-consuming to reply individually.
One of the tattoo artists has her tattoo request form embedded in her website so her potential clients can see her work and request an appointment on her website.
They think newsletters help them to promote their business and remind the customers to book.
Tattoo customer group -
They recently had a tattoo and had to email the tattoo artist about some caring questions.
They found no appointment-related information is available on either Instagram or the website.
While filling out the long tattoo request form, they had to abandon it to get the needed information half way, which is frustrating.
Define
Define the User Base
Camille prefers to do everything on her phone. And she follows a lot of artists on Instagram.
Define the Problems
I synthesized my research findings and understood their frustrations. I determined what Veronica and her clients need the most from her booking flow and website.
POVs:
I would like to explore ways to connect between the website, Instagram, booking, and newsletter.
I would like to explore ways to collect the needed information for the booking form from the client in a thoughtful and customer-centric approach.
HMWs:
How might we explore ways to organize the process of promoting and booking for the artist.?
How might we help the artist create a user-friendly booking request form so clients don’t drop off halfway?
Feature Goals
Create a one-stop-shop for tattoo bookings, portfolio showcase, booking info and booking form, aftercare instructions, and FAQs.
Create a user-friendly booking form to increase the success rate and, therefore, increase the revenue.
Boost the site traffic using SEO strategy: 1. Target relevant primary and secondary keywords. 2. Use a mix of external links, i.e., Instagram, to show previous portfolios. 3. Remove images that load slowly and replace them with external link ( Instagram).
Design
Website Information Architecture
I designed the website structure considering user needs, business goals, and essential content. After testing with users, I finalized this version.
Improve the Booking Request Form
Veronica’s current booking request form is not the most user-friendly and it is lengthy. I started by grouping the questions and jotted down the problems.
I revamped the booking form and divided it into three steps to ensure that even if customers left midway, their data would be saved and they would be satisfied with a brief form for each section. However, after testing with a few users, I received feedback that they were unsure about the form's requirements and often lacked the necessary measurements or photos. As a result, they decided to close the form and revisit it later.
A description page was added to the form to decrease the abandonment rate and inform customers of the process.
Website Improvement
Veronica's website and portfolio have the potential to showcase her unique style and talents to the world. But currently, the website is very outdated and doesn’t have her style. The website also doesn’t let the customer book an appointment, so if the customers are on the website, it is a dead end to the business.
On the upcoming website, visitors will have access to a booking request form, frequently asked questions, announcements, and an about Veronica page to know more about her background. that is comparable to the website IA created earlier.
Creating a Visual Identity
I aimed to ensure that the website's style remains uniform throughout and is simple for future development. It was important to match Veronica’s design and whimsical style to the logo and color schemes. This would create a sense of consistency and reliability for consumers.
Mobile Prototype
After finalized the desktop low fi prototype and the style guide, I decided to optimize the mobile view first, since the majority users are coming from mobile.
Testing
After finishing the prototype I recruited 4 testers, to test both the desktop and mobile view. 3 improvements were made after testing.
Book Now Button
To make the “book now” button more prominent, since it is the most important feature, I changed the button style to increase the click rate.
Carousel Arrows
The participants did not realize that there are more images in the carousel, so I added clickable arrows and dots to indicate that it is a series of design.
Description Reminder
Halfway through the form, the users felt it was hard to remember what were the descriptions of the differences between the designs and they also needed the reminder of how to do the measurements. So, I added it to the form.
Final Product
Testimonial
I showed Veronica the final prototype, and here is her feedback and we are excited to start building the website!