Redesigning the franchise location pages to support two distinct user journeys
This project focused on restructuring a single location page to better serve both prospective salon suite owners and clients booking services. The original experience lacked clarity, making it difficult to understand what actions to take.
Redesigning the franchise location pages to support two distinct user journeys
This project focused on restructuring a single location page to better serve both prospective salon suite owners and clients booking services. The original experience lacked clarity, making it difficult to understand what actions to take.
Redesigning the franchise location pages to support two distinct user journeys
This project focused on restructuring a single location page to better serve both prospective salon suite owners and clients booking services. The original experience lacked clarity, making it difficult to understand what actions to take.
PROBLEM
Users struggled to take action due to unclear hierarchy and lack of direction
As the primary landing pages for each franchisee’s business, these pages needed to clearly communicate value and guide action. The existing design was hard to scan and didn’t clearly support both salon professionals and clients. The marketing team also expressed that it wasn’t effectively communicating the business.
PROBLEM
Users struggled to take action due to unclear hierarchy and lack of direction
As the primary landing pages for each franchisee’s business, these pages needed to clearly communicate value and guide action. The existing design was hard to scan and didn’t clearly support both salon professionals and clients. The marketing team also expressed that it wasn’t effectively communicating the business.
PROBLEM
Users struggled to take action due to unclear hierarchy and lack of direction
As the primary landing pages for each franchisee’s business, these pages needed to clearly communicate value and guide action. The existing design was hard to scan and didn’t clearly support both salon professionals and clients. The marketing team also expressed that it wasn’t effectively communicating the business.
APPROACH
Making booking the center of the experience
Salon professionals needed to understand what the suite offers to support their business, while clients were primarily looking to explore services and book appointments.
APPROACH
Making booking the center of the experience
Salon professionals needed to understand what the suite offers to support their business, while clients were primarily looking to explore services and book appointments.
APPROACH
Making booking the center of the experience
Salon professionals needed to understand what the suite offers to support their business, while clients were primarily looking to explore services and book appointments.
RESEARCH
With a short timeline, I used secondary research to identify how leading experiences guide users to the right path
I conducted competitive research of salon suite and beauty booking experiences to understand how they structure content and guide different user types. I found that leading experiences introduced location context early and used two clear CTAs to separate user paths and clarify where to go next.
RESEARCH
With a short timeline, I used secondary research to identify how leading experiences guide users to the right path
I conducted competitive research of salon suite and beauty booking experiences to understand how they structure content and guide different user types. I found that leading experiences introduced location context early and used two clear CTAs to separate user paths and clarify where to go next.
RESEARCH
With a short timeline, I used secondary research to identify how leading experiences guide users to the right path
I conducted competitive research of salon suite and beauty booking experiences to understand how they structure content and guide different user types. I found that leading experiences introduced location context early and used two clear CTAs to separate user paths and clarify where to go next.
GOAL
The goal was to establish a clear, scalable information architecture from the start
I restructured the page to introduce early context, improve hierarchy, and create intuitive entry points that guide users to the right action with minimal friction.
The updated IA introduces clear hierarchy, early context, and dual entry points for each user type.
GOAL
The goal was to establish a clear, scalable information architecture from the start
I restructured the page to introduce early context, improve hierarchy, and create intuitive entry points that guide users to the right action with minimal friction.
The updated IA introduces clear hierarchy, early context, and dual entry points for each user type.
GOAL
The goal was to establish a clear, scalable information architecture from the start
I restructured the page to introduce early context, improve hierarchy, and create intuitive entry points that guide users to the right action with minimal friction.
The updated IA introduces clear hierarchy, early context, and dual entry points for each user type.
DESIGN
The design worked within existing brand guidelines while aligning the experience across locations
I introduced a simplified layout, stronger hierarchy, and dual entry points to support both salon professionals and clients. On mobile, a sticky CTA bar keeps key actions one tap away, while the suite interest form remains easily accessible. I also added flexible intro sections and a franchisee section to bring a more personal, location-specific touch.
DESIGN
The design worked within existing brand guidelines while aligning the experience across locations
I introduced a simplified layout, stronger hierarchy, and dual entry points to support both salon professionals and clients. On mobile, a sticky CTA bar keeps key actions one tap away, while the suite interest form remains easily accessible. I also added flexible intro sections and a franchisee section to bring a more personal, location-specific touch.
DESIGN
The design worked within existing brand guidelines while aligning the experience across locations
I introduced a simplified layout, stronger hierarchy, and dual entry points to support both salon professionals and clients. On mobile, a sticky CTA bar keeps key actions one tap away, while the suite interest form remains easily accessible. I also added flexible intro sections and a franchisee section to bring a more personal, location-specific touch.
Through multiple iterations with the marketing team, the layout evolved from initial wireframes into a clearer, more structured design that better supports both user paths.
Through multiple iterations with the marketing team, the layout evolved from initial wireframes into a clearer, more structured design that better supports both user paths.
A lightweight component library supported consistent design decisions, efficient handoff, and scalability across franchise locations.
A lightweight component library supported consistent design decisions, efficient handoff, and scalability across franchise locations.
Color and typography were defined using Tailwind-based naming conventions to support consistency and efficient development.
Color and typography were defined using Tailwind-based naming conventions to support consistency and efficient development.
OUTCOME
The redesigned experience is being developed for rollout across all locations
The new structure and component system are designed to scale across franchise pages, improving clarity, usability, and consistency while supporting both user journeys.
OUTCOME
The redesigned experience is being developed for rollout across all locations
The new structure and component system are designed to scale across franchise pages, improving clarity, usability, and consistency while supporting both user journeys.
OUTCOME
The redesigned experience is being developed for rollout across all locations
The new structure and component system are designed to scale across franchise pages, improving clarity, usability, and consistency while supporting both user journeys.
While the design is still in development, success would be defined by:
Improved conversion to booking
Clearer pathways and stronger hierarchy reduce friction, helping more users move from landing to completed service bookings.
Increased qualified professional leads
More prominent suite availability and clearer value messaging drive higher-intent inquiries from salon professionals.
Higher engagement and reduced drop-off
Improved scannability and structure keep users oriented, encouraging deeper exploration and reducing early exits.
While the design is still in development, success would be defined by:
Improved conversion to booking
Clearer pathways and stronger hierarchy reduce friction, helping more users move from landing to completed service bookings.
Increased qualified professional leads
More prominent suite availability and clearer value messaging drive higher-intent inquiries from salon professionals.
Higher engagement and reduced drop-off
Improved scannability and structure keep users oriented, encouraging deeper exploration and reducing early exits.
While the design is still in development, success would be defined by:
Improved conversion to booking
Clearer pathways and stronger hierarchy reduce friction, helping more users move from landing to completed service bookings.
Increased qualified professional leads
More prominent suite availability and clearer value messaging drive higher-intent inquiries from salon professionals.
Higher engagement and reduced drop-off
Improved scannability and structure keep users oriented, encouraging deeper exploration and reducing early exits.
