CLIENT WORK
Strengthening branding, UX structure, and booking experience for client's studio
Taylor Ink is a local tattoo studio whose online presence did not fully reflect the quality and professionalism of its work. The existing website lacked clear branding and structure, making it difficult for visitors to explore the artist’s portfolio or find key information such as services, location, and booking details.
The goal of this project was to redesign the website to create a stronger visual identity while improving clarity and navigation for potential clients.
ROLE
Web Designer
SCOPE
Website Redesign & Development, Branding Structure, Portfolio Organization, Creating Booking Flow
TOOLS
Figma, Framer
IMPACT
The project helped Taylor Ink transition from a social-media-only presence to a more professional digital platform, allowing the artist to showcase their work in a more organized and credible way while improving how clients discover and initiate bookings.
PROBLEM BRIEF
Taylor Ink was primarily relying on social media and online reviews to attract clients. While this worked for discovery, it limited the studio’s ability to present itself as a professional, established brand. Potential clients had difficulty finding essential information such as the studio’s services, portfolio, booking process, and location. As a result, the studio lacked a centralized platform that could clearly communicate its credibility and artistic expertise.
How might we
Design a professional platform that strengthen the artist's credibility while simplifying the client booking process?
DISCOVERY
Understanding customers pain points in current discover and booking experience
Informal interviews with studio owner, artists, and clients and audit of the studio's existing online presence revealed several key issues:
PAIN POINTS
01
THE BRAND LACKED A CENTRALIZED PROFESSIONAL PRESENCE
Most client interactions happened through Instagram, which made it difficult to present the studio as a professional business. Important information was scattered across posts, highlights, and direct messages.
02
THE PORTFOLIO WAS DIFFICULT TO BROWSE
While the artist had a strong body of work, Instagram’s feed structure made exploration difficult for potential clients whether by style or category.
03
BOOKING INFORMATION WAS UNCLEAR
Clients often needed to message the artist directly to ask basic questions about booking, availability, or preparation, creating unnecessary friction in the process.
OPPORTUNITY
Establish a strong, cohesive, and recognizable brand identity through visual design and message communication
Create a comprehensive portfolio of work with clear categories to streamline exploration process
Simplify the booking experience to reduces confusion and streamlines communication between the artist and potential clients.
DESIGN
Designing for mobile-first browsing
Many tattoo clients discover artists through social media and browse on their phones. To support this behavior, the site was designed to work seamlessly across desktop and mobile.
The mobile layout prioritizes vertical scrolling, simplified navigation, and clear call-to-action buttons, making it easy for users to explore the portfolio and access booking information on smaller screens.
Surfacing booking as the primary action
Because booking is the studio’s primary conversion goal, I placed a prominent “Book Now” call-to-action directly on the landing page. This ensures that visitors can quickly initiate the booking process without needing to search through the site, reducing friction and encouraging faster client inquiries.
Showcasing the artist’s work through a structured portfolio to build credibility and trust
The portfolio is organized into style-based categories, allowing potential clients to quickly explore the types of work they are interested in rather than scrolling through a single continuous feed. To prevent visual overload, only a selection of pieces from each category is shown initially, with a “View More” option that leads to the full gallery. This approach keeps the page visually balanced while still allowing clients to dive deeper into the artist’s work.
Tattoo portfolios are highly visual, so the visual hierarchy was prioritized to keep the artwork as the focal point. Large image grids and generous spacing allow each tattoo to stand out without overwhelming the viewer.
Consolidating essential studio information on a dedicated page
A dedicated page explains the artist’s background, studio practices, working process, and booking requirements, helping clients understand what to expect and reducing uncertainty before booking.
Providing clear aftercare and FAQ resources