Designing your next tattoo

The Problem

Most big cities have numerous tattoo shops scattered around and the search for the right one is not always easy. New York ranked in the top 15 cities with the most tattoo shops yet several local shops do not have proper websites.

A large number of tattoo shop websites construct their branding to resemble the taboo of what tattoos used to be and don’t focus on the fashion that it is now. Most tattoo shops also have highly non inclusive branding, when there are a diverse set of individuals getting tattoos now.

The Solution

I created an inclusive desktop site and mobile app that appeals to people looking to get a customized tattoo design. The redesign allows the user to have creative freedom and get professional guidance when needed.

Goals

GOALS

Extend coherent branding that aligns with the shop's current presence
Add unique features that will allow the business to stand out against competitors
Expand current customer base by elevating the brand to appeal to people from a larger age range and from different backgrounds

Extend coherent branding that aligns with the shop's current presence
Add unique features that will allow the business to stand out against competitors
Expand current customer base by elevating the brand to appeal to people from ages 18-35

Extend coherent branding that aligns with the shop's current presence
Add unique features that will allow the business to stand out against competitors
Expand current customer base by elevating the brand to appeal to people from ages 18-35

Redefined Audience

The Casual Artist is anyone who wants to express themselves through any form of art. They can be influenced by social media, fashion trends, personal experiences and bonding. They seek unique art that varies from traditional tattoo work.

They like freedom when booking appointments & choosing their design and like to be involved in the process from the start. They want to feel comfortable and enjoy this artistic experience.

Research

Methods

I conducted market research, created a competitive analysis, interviewed people in the redefined targeted market (some with tattoos and some without). I analyzed results to create an empathy map, user flow, site map and build a prototype for usability testing.

I conducted market research, created a competitive analysis, interviewed people in the redefined targeted market (some with tattoos and some without). I analysed results to create an empathy map, user flow, site map and build a prototype for usability testing.

Key Findings

Interview participants revealed the need for an artistic and seamless experience where the artist is able to understand their initial design thoughts.

They brought up frustrations with the lack of variety in image galleries, making it hard to choose an artist. Also, the majority spend little time on a shops' website and use other sites or social media that are user-friendly to access reviews.

The Design

Branding

I examined the company's existing branding before refreshing the look. I created a versatile color palette by including a bright green color, white, and greys.

The existing design included web friendly fonts so I decided to keep them. However, I adjusted the font styles to make a clearer visual hierarchy on each page. I also simplified the button design so they look more clickable and are easier to locate.

New Features

I included a filter that allows users to select specific tattoo styles to help users find to the best suited artist.

Users can find inspo and create a mood board which will help the artist understand their vision better. The inspo search also allows people to have a clearer vision of what they want.

The request a consultation form allows people to inquire about specific design ideas, or request an appointment if they are a returning user. They are able to upload their own images or mood board if they created one.

The redesign includes testimonials auto-populated with Google reviews so users don't have to navigate elsewhere.

People can create their own profile where they can save a consultation request, upcoming appointments, inspiration and view their tattoo timeline.

The tattoo timeline will appear on their profile once they begin their journey with the shop, it will show the stage they are in, next steps and current design.

People are educated with a before prep guide and after care information to provide ease throughout their journey.

The write a testimonial feature allows people to tag artist styles which helps new users when evaluating artists.

Further Considerations

The site was well received by research participants however, they did had further feedback for some features. To improve the site further, I would: Allow users to share their tattoo timeline with others via social media or email, refresh inspiration suggestions and drag media from other sites on to their mood board.