Website Redesign
SALON SERVICE GROUP
A comprehensive redesign of Salon Service Group’s ecommerce platform to modernize the user interface, improve usability, and simplify shopping and account management flows, delivering a seamless experience for busy salon professionals.
Overview
KEY CONTRIBUTIONS
Created wireframes & interactive prototypes
Designed high-fidelity UI using a responsive system
Facilitated usability testing
Presented to stakeholders for buy-in and iteration
THE CHALLENGE
The existing platform struggled with usability, especially on mobile, causing friction from outdated UI, confusing login and checkout flows, ineffective product filtering, and poor performance.
As a stylist constantly on the go, I need a shopping experience that’s fast, intuitive, and hassle-free.
Carlos T., Independent Stylist
THE SOLUTION
A responsive, user-centered redesign for B2B stylists, emphasizing speed, clarity, and efficiency. Mobile-first layouts, intelligent filtering, and streamlined flows minimizing friction, supporting daily tasks and strengthening long-term loyalty.
Research & Discovery
RESEARCH PROCESS
We gathered insights through user and stakeholder interviews, mobile and tablet usability testing, analytics reviews, and competitive analysis, building a deep understanding of stylist needs and industry benchmarks to guide the redesign.
Competitive Audit
Audited top B2B beauty ecommerce platforms like Sally Beauty and CosmoProf to uncover usability gaps and best practices in navigation, product discovery, and checkout. These insights guided a streamlined, user-focused redesign tailored to busy salon professionals.
Information Architecture & Strategy
Redefined the site’s structure to prioritize key user tasks and simplify navigation for busy stylists. Developed a clear, scalable hierarchy with intuitive categories and streamlined access to product discovery, account management, and promotions.
WIREFRAMES
Created wireframes featuring persistent (always-visible) navigation with integrated cart and clear navigation items. Introduced quick reorder and streamlined login. Simplified complex product choices via modal selectors.
User Feedback
User testing confirmed clear navigation and intuitive workflows, revealing opportunities to simplify interactions and boost user confidence for a seamless experience.
FINAL DESIGNS
The final design delivered a modern interface that reinforced the brand’s professionalism while ensuring clarity and ease of use across all devices.
Outcomes & Strategic Growth
KEY OUTCOMES
The redesign boosted user satisfaction and engagement, streamlined workflows, and improved mobile performance, positioning the platform for sustained growth and stronger customer loyalty.
NEXT STEPS
Post-launch, focus will shift to refining features based on user feedback, enhancing personalization, and expanding integrations to further streamline workflows and deepen customer engagement.
