During the summer of 2019, I was introduced to Lorraine, a local hair salon owner, who needed a new website. In her own words, her web presence was a “disaster.” Aside from reorganizing the content and refreshing the look, she wanted to add content about her expanding bridal business. On the technical side, it was built on WordPress, but the template needed updating. Also, the WordPress platform was too cumbersome to use and she wanted to move the site to a platform which is easier to update.
Information Gathering
We began the project with a kickoff meeting at her salon. I asked her a series of questions to get a better sense of what she wanted out of the site experience and what she thought her clients would find helpful. We used her mission statement as a guiding vision which we could point to as we worked on the project.
Our mission is comprised of a team of artists who believe that beauty is an expression of one’s self. Our aim is brought to life by continued education on the latest trends and styles so that we can fulfill individual needs and exceed expectations. Our mission is to provide you with superior service and professional hair care in an atmosphere that is personable and modern.
—Lorraine, Owner, Lorraine’s House of Styles
Research
I asked Lorraine to provide me with a list of people I could contact that matched her target demographic. I wanted to understand why they came to her salon and what they like best about it. Some key feedback:
- Lorraine is an expert in her field and is highly sought-after.
- She is a native of Hoboken, and has an inspiring success story.
- Lorraine has a loyal, local client base who comes back year after year.
- Free, nearby parking is offered, which is rare in the city environment.
- The salon is known for specializing in curly hair.
Her social media presence was also a factor in creating her site. The goal in this aspect of the research was to get an unbiased view of how her salon is perceived online. She was looking to attract clientele within Hoboken and beyond, with a focus on building up her bridal business. In reviewing her online presence, I could tell that she had a great reputation locally, but her bridal services were not well known.
Review highlights from the salon’s official Yelp page
Site Development
From there I drew up a site map layout. I analyzed the content on her current website to determine which content could be used on the new site, if any. There were too many navigation options at the top level and there needed to be an easier way to book an appointment.
We went over colors and styles and I created some sample palettes for her to look over. Once we decided on a direction, I created elements for use in the site which utilized the selected palette.
Lorraine selected the Beach color palette.
Platform Change
I recommended that she update her platform to Squarespace, because it provided an easier way to make changes to her site. We selected a Squarespace template which came the closest to the aesthetic direction and functionality we needed. I categorized the pages into three main templates and provided high fidelity mock-ups.
The bulk of the time was spent creating the Squarespace site. The mock-ups had been created for general direction, but the actual site would have some variations, of which my client was aware. A key goal in working with clients is to minimize surprises as much as possible.
Results
The new site launched in the fall, once the site was ported over to Squarespace. Lorraine was thrilled with the new site! She mentioned that clients found it easier to find up to date information about the services offered and mobile booking was easier. She noted that her bridal business had increased since it now had much more prominence on her site.
The site has undergone some changes since the initial redesign, but the essence of the content design and structure remains. I wish Lorraine and her talented team continued success!
