Where
Atlanta, GA
Responsive Website
What
Freelance Experience
Why
Role
Designer, Researcher
Personal Services
Category
June 2024
When
Introduction
The overview
The Commodore is a barbershop based in the Metro Atlanta area. They currently have 4 locations with the first dating back 2016. The branding is minimal with a traditional aesthetic signifying its roots in old school barbering while tying in a modern and clean feel. Their demographic of the business is men between the ages of 22 and 55 years old.
The objective
Project Goals
Improve user navigation and overall experience
Integrate an online retail section
Provide detailed information on each location
Enhance the booking and checkout process
Facilitate customer and potential employee communication
Initial research shows...
The overall website experience is moderate compared to what could be excellent. Online retail also shows promise to increase revenue and deplete current overstock regarding inventory.
Who is this product for?
Jake Thompson
Marketing Manager
Goals
Keep up with new products & releases
Find a barbershop that represents his style
Frustrations
Not enough information about the vibe of the shops he finds
Trying to remember the name of the products the barber used at the time of service
Age: 28
Location: Dunwoody, GA
Background: Jake is a busy professional working in a corporate office. He is career-focused and often attends meetings and networking events. He values a polished appearance and prefers a trendy haircut that reflects his professional yet stylish image.
Roger Martinez
School Teacher
Goals
Book haircuts for himself and his two sons
Finding locations close to home but also close to work if possible
Frustrations
Trying to understand which services are right for him and his sons
No contact for special requests or general inquiries outside of business hours
Age:45
Location: Sandy Springs, GA
Background: Roger is a dedicated high school teacher and a father of two. His days are filled teaching, grading, and family activities. He values quality service and reliable information.
Chris Davis
Personal Trainer
Goals
Easily schedule a haircut on his phone
Plan for haircuts between clients
Frustrations
Finding a clean and modern environment
Needs an appointment to stay on schedule
Age: 32
Location: Atlanta, Georgia
Background: Kevin is highly active and health-conscious. He works as a personal trainer and is always on the go. He needs a haircut that is easy to manage and fits his active lifestyle. He values efficiency and prefers a barbershop that offers quick and quality service.
User Flow
For this portion of the case study, I chose to showcase my initial wireframes and highlight the main flow that all users will experience during their booking process.
High-Fidelity UI Design
Color Palette
The owner was specific that he wanted to keep the branding some form of black and white for a clean and ultra minimalist feel
Primary / 100
Black
#2C2C2C
Neutral / 100
White
#FFFFFF
Font
Montsterra
Regular, Semibold
Montserrat - AaBbCcDdEeFfGgHh
UI Screens
Usability
Question: “What elements of this updated website stuck out the most to you?”
Insight: “I actually loved the idea of being able to buy product online. Sometimes I forget that I’m just about out until I get home and realize I should’ve gotten some while I was here. Then traffic kind of deters me from wanting to drive back in before my next cut and I just end up buying it on Amazon instead.”
Question: “What did you notice was different about the booking process?”
Insight: “The first thing I noticed was the colors and how the page looked. Everything seemed to match more than it did before. The second thing was that it was organized a bit better and I found what I was looking for faster, for sure.”
Question: “Which version of the website would you prefer to use?”
Insight: “Honestly, it was more simplistic before but that’s not always a good thing. I’m used to the original site but I could see how anyone would get more out of this updated one. It’s pretty clear that the newer one provides a lot more value, especially to new clients, I’d imagine.
Results
The users noticed a big difference in the overall experience and it was received well by every user asked. The added retail section was a success and incited the most excitement. Other changes noted was the new ability to choose a location as your primary location and skipping the landing page. Desktop users were impressed by the design aesthetics during the booking process.
Project Summary
The barbershop UX/UI redesign project aimed to enhance the website’s user experience and accessibility across all devices for men aged 22-55. The key objectives included improving navigation, integrating an online retail section, enhancing location information, organizing the service menu, and streamlining the appointment booking process. The redesign focused on delivering a user-friendly, efficient, and visually appealing interface. The project involved thorough research, wireframing, prototyping, visual design, development, and testing, resulting in an expected increase in user engagement, higher online sales, and improved customer satisfaction.
Key Takeaway
If you have any questions regarding to this project, feel free to contact me directly.
Thank you!