UMEI
J MICHAEL'S
UX / UI DESIGN + WEB DESIGN
J Michael's is a premiere spa and salon who looked to modernize their website to reflect their values and premium guest experience. Their goal was to expand their clientele and in-store retail sales through a more cohesive and informative online ecosystem.
THE DETAILS
J Michael’s provides top-tier service with a focus on products with natural ingredients. They wanted to design their website to highlight their team, the boutique selection of products, and make booking easier than ever. The design strategy aimed to closely mirror the salon ambiance, guiding the decision-making process to enrich both the digital and physical salon environments within the brand ecosystem.
I performed a UX audit which consisted of in-person interviews, website heat-mapping, user flow analytics, and persona development. This information was used to establish the user paths, what the most vital information was, and how the guests utilized the website in order to best reconstruct it.
THE CHALLENGES
USABILITY: Improve usability by implementing feedback collected through audit
COHESIVE LOOK: Streamline look and feel of website based on the colors and textures found within the salon
FOCUS: The focus of the site was product highlights and showcasing talent for maximum conversions
PERSONA
NAOMI
To understand their client base and website users, I collaborated with their Marketing Lead to gather and analyze data from Google Analytics and employee interviews. From this data, I developed three personas to serve as a lens through which I would redesign the J Michael's website. Further, the marketing team, the front desk, and the service-providers could use the personas to better serve their guests.
ABOUT
• Established guest of 5 years
• Conversion Funnel Placement: Loyalty
• Age: 45
• Status: Married with Kids
• Occupation: Physical Therapist
• Salary: $75k+
PRIMARY NEED
Consistency is Naomi's primary need. Change is unsettling for her, yet she frequently daydreams about adding things to her beauty regimen. However, she will need a push from her stylist through education, assurance, and testimonials in order to take the plunge.
BEHAVIOR
• Outgoing
• Doesn't like surprises or unexpected setbacks
• Gets all of her beauty maintenance done at J Michael's
• Frequent shopper who buys products and trusts stylist's opinion
HMW MEET NEED?
• Great, consistent service
• Easy to use booking
• Transparency
• Genuine communication from stylist about services, how they could benefit her, and a clear roadmap of how these new services should be booked and maintained.
DESIGN CONCEPT
The salon prides itself on offering the highest quality service and products that have been hand-selected and “signed off” by the owners. To reflect this personal touch, I incorporated handwritten typography, reinforcing their commitment to quality and authenticity. The website’s visual design mirrors the in-house experience, from the color palette to imagery that showcases the salon’s culture and expertise, creating a seamless extension of their brand.
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Los Angeles, CA
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