CAMI
Salon & Spa Digital Overhaul
2020

C O N T E X T

CAMI Salon & Spa, located in the heart of South Beach had quite a following. However, anticipated growth from this new location meant a digital brand overhaul was necessary in order to target and appeal to this broader audience.

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What we did

Creative services included:


Competetive Analysis
Creative Direction
User Experience
Information Architecture
Wireframes & Prototypes
Photography Direction
UI & Visual Design
Marketing Collateral Design
Web Design & Development
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Strategy

Understanding company goals and expectations

Stakeholder Discussions. After analysis of Cami's website, logo and print materials we noticed it was not consistent with the brand they had envisioned nor their clientelle, limiting them from attracting potentially new clients. Therefore we needed to mature the log and update all digital materials they started with in order to target and appeal to a wider audience. Hence the need of a complete overhaul of their brand and it's online presence.

Brand Strategy. To accommodate the upscale salon/spa goer we strategized to develop an intuitive and informative user interface that would market this classy, sophisticated, sexy branding that is reflective of their actual salon/spa business.

OKRs
•  Ensure Brand Consistency
•  Increase Online Traffic
•  Book more appointments
•  Increase Accesibility
•  Attain more signups

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Design

Exploring ideas
Starting with mobile fist, we began brainstorming & sketching out some ideas and then created wireframes based on that. We aimed to create a more sophisticated, versatile, sexy and professional digital presence from the ground up, reflective of their services and location, while ensuring brand consistency throughout all digital materials.

In efforts of attaining & enticing more users/clientelle to purchase products, aside from including the products on the website, we recommended making a landing page centered on this.


Facing Challenges
The stakeholders wanted to showcase their unique style and vast services. However they did not want to elaborate too much on each of their services online nor give a visual presence of their full staff featured on the site - quite the contrary from the strategy initially conceived (as “staff” was initially to be a main focus of their online presence) since a few stylists were known and featured in the press.

We also needed to keep the framework for all future print and interactive designs in mind, as they would later be used as templates for in-house designers whom would later take reigns of maintaining all materials produced.


Usability Improvement
With much of the assets previously given (copy, photos, staff bios, etc.) that we either whittled down or completely omitted, we decided to go with the ONE page layout, as opposed to various pages per section; leaving the Staff section out as advised. Based on already established trends and best practices acting as guideposts, we have come to know that longer web pages are now common. Using this principle as a benchmark, we confidently provided recommendations on making the website scrollable and scannable.


Communicating Correctly, with IA
As a story-teller, I presented the structure of the website in a welcoming yet informative flow and structure. For accessibility purposes, knowing the demographics really helped here as I was able to tie in the requirements of those with different skills and limited devices. I then conducted usability testing and revised wireframes based on feedback.

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Production

The Vision and Development
Finalized wires were brought to life with a branded ui with new font styles and lush imagery in order to capture the look and feel we envisioned, based from our client-approved moodboard (consisting of consisted of: Red, black, white, sexy hair, rock look, diamonds, models) and fonts.

In addition, instead of simply displaying a product and saying "buy this", we decided on executing UX from a different angle by providing the user with "Cami's Top Picks", which would encompass recommendations & tips for accomplishing different looks. This made for great information that we knew clients were actively searching and asking about - all proving they'd absolutely love it, especially when coming directly from CAMI!

We tested the site’s responsiveness as well as the "Top Picks" Lander and everything performed wonderfully.

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The Redesign Value

In addition to a refreshed look and better user experience, a primary goal of the redesign was to maintain organic search traffic (we’d typically have the goal of increased SEO presence with a redesign, but since we did not previously handle SEO for this client, the goal was to maintain). We managed to not only sustain traffic and conversion rates, but to dramatically increase them. The new site is also responsive, providing a better user experience on mobile.

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