Ladylux Salon
Andy Cetnarskyj
Senior UX designer

Ladylux Salon

Edinburgh beauty salon brochure, 100% redesigned in the browser.

The Background

www.ladyluxsalon.co.uk

I’m no oil painting (despite all that working out!). But that didn’t stop me delivering a beautiful web re-design solution for LadyLux Beauty Salon – and Edinburgh-based business that’s on the up and up. In fact, from next to nothing they’re now branching out into their own brand of products.

Now I’ll be honest, web re-designs can be a real double-edged sword; fun to tackle from a brand perspective but on the other hand, you don’t want to damage traffic or page rankings. Fortunately, this was a repeat client and I had access to existing analytics as my starting point.

Starting with Analytics

Google Analytics (GA) was the starting point for this project. When putting together my pitch, I went through the existing site to analyse the top journeys of the user. GA was supplemented with Lucky Orange, essentially to video capture customer journeys and carry out site intercept surveys.

Lucky Orange provided key tools for tracking heatmaps, click maps and live polls post launch.
Lucky Orange provided key tools for tracking heatmaps, click maps and live polls post launch.

The combined data output led to focus the redesign on three factors; mobile optimisation, clear treatment overviews and access to price lists on all treatments and services. We kicked-off the project with a restructured, optimised sitemap which allowed my client to gather content while I started on the design.

One key finding of the analytics and video capture was that users were comparing hair extension types. To improve this journey we grouped similar treatments into one parent section with clear sub-navigation, while each treatment also included a clear overview as the leading paragraph.

Google Analytics was the starting point for this project
Google Analytics was the starting point for this project

Going Responsive

Although in the past I’ve tried many SASS plugins the Foundation framework is my go-to framework. I prefer it over Bootstrap as it is a lot more tailored and the Zurb team’s philosophy is about rapid prototyping and iterating your builds to production-ready code.

A big challenge for my client was balancing their content to work on mobile without being too minimal. Working straight into the browser we were able to discuss the differences over emails or IM and try out suggestions on different devices. My client also shared test URLs with her staff to gather feedback as we went.

At my end, this "live" approach allowed me to run a number of testing tools pre-launch, rather than after the site was live to clients.

Post-launch, Lucky Orange was drafted in for a few weeks to check how customers used the restructured site. This video capture tool identified an issue with Foundations drop-down tool that a large number of users ran into. Luckily it was a quick tweak to stop it blocking any more users.
Site was built mobile first using “Foundation for sites” framework
Site was built mobile first using “Foundation for sites” framework

Outcomes

  • Rebuilt the frontend to pass the mobile friendly testing with Google and Bing search engines.
  • Increased the returning visitor percentage, particularly for users.
  • Decreased the user journey by getting users to the salon’s key service pages on their first interaction.
  • Increased traffic and referrals to Ladylux Shopify site, this resulted in increased sales on their product range.

Working straight into the browser we were able to work quickly and remotely

Dear Andy Cetnarskyj,

Best,