Anthem Tattoo Co

Anthem Tattoo Co

Anthem Tattoo Co

A complete redesign & modernization of Anthem Tattoo’s website

A complete redesign & modernization of Anthem Tattoo’s website

A complete redesign & modernization of Anthem Tattoo’s website

Overview

Anthem Tattoo is a popular tattoo studio based in Edmonton, Alberta, Canada. With a already impressive and growing number of followers the studio has a ton of potential. With all that being said however, it’s online presence leaves something to be desired.

Anthem Tattoo is a popular tattoo studio based in Edmonton, Alberta, Canada. With a already impressive and growing number of followers the studio has a ton of potential. With all that being said however, it’s online presence leaves something to be desired.

The Problem

The existing online solution feels dated, incomplete and fails to capture the essence of the studio

The existing online solution feels dated, incomplete and fails to capture the essence of the studio

In the dynamic world of body art, first impressions matter. For Anthem Tattoo, a relatively new tattoo shop, the need for a website redesign became more and more evident after testing the current site with several users. Users expressed that their user experience was hindered, potentially turning away potential clients.

In the dynamic world of body art, first impressions matter. For Anthem Tattoo, a relatively new tattoo shop, the need for a website redesign became more and more evident after testing the current site with several users. Users expressed that their user experience was hindered, potentially turning away potential clients.

My goals for this project was to help improve Anthem’s online website experience, extend their brand market reach and expand its business goals. With the addition of a merch section I have completely revamped and modernized the site from its current solution.

My goals for this project was to help improve Anthem’s online website experience, extend their brand market reach and expand its business goals. With the addition of a merch section I have completely revamped and modernized the site from its current solution.

How might we help Anthem Tattoo overcome its users' lack of enthusiasm for its current website solution? This case study delves into the challenges faced, the objectives set, and the journey undertaken to revitalize the digital face of our client's business.

The Approach

The journey began with the understanding that a website serves as a virtual storefront for a tattoo shop. Anthem Tattoo's existing site seemed incomplete and user-unfriendly, likely causing user frustration. Therefore, empathetically designing a user-friendly digital space that reflects the shop's unique artistry is crucial.

The journey began with the understanding that a website serves as a virtual storefront for a tattoo shop. Anthem Tattoo's existing site seemed incomplete and user-unfriendly, likely causing user frustration. Therefore, empathetically designing a user-friendly digital space that reflects the shop's unique artistry is crucial.

Research

Research Methods & Plan

A two-fold approach was employed here for my user research.


First, I conducted a round of usability testing on the current solution. This step was chosen to establish a baseline understanding of the current site's functionality, which will inform the features and improvements needed for the new solution.


Second, I performed market research, specifically conducting a competitive analysis to identify the strengths and weaknesses of the competition.

  • Number of users: 5 interviewees

  • Criteria: Users who have tattoos or might be planning on getting one soon.

  • Tools used: Conducted interviews via Zoom meetings over a 1 week period

Usability Test - Original site

Usability Test - Original site

  • Number of users: 5 interviewees

  • Criteria: Users who have tattoos or might be planning on getting one soon.

  • Tools used: Conducted interviews via Zoom meetings over a 1 week period

“The site has way too much text”

“The site has way too much text”

“Feels a bit dated”

“Feels a bit dated”

“I dont think I would get a tattoo from here”

“I dont think I would get a tattoo from here”

  • Overall impression of the site was not a favourable one

  • 75% of users said the site was not welcoming

  • Disjointed & poorly organized were used to describe the site

  • Users were underwhelmed by the site

  • Users rated the likely hood they would use this site between 2-5/10


  • 100% of users liked the logo

  • All users felt the addition of branded merch would be a good addition

Overall, the user testing was a success based on the feedback I received the overarching sentiment was the site although it was sufficient was missing several things and was not user-friendly. There were repeated pain points with navigation missing info and too much text was often mentioned. This had not provided enough to validate a new redesign.

Users reported feeling that the site was incomplete and lacked user-friendliness.

Users reported feeling that the site was incomplete and lacked user-friendliness.

Competitive analysis

Summary

This competitive analysis provided valuable insights. By examining three similar tattoo shop competitors, I identified their strengths and missing features, allowing for improvements to Anthem’s current solution.


Bombshell, Atomic, and Champion Tattoo are all top-tier competitors with excellent features and contemporary website designs. Champion Tattoo, the closest to Anthem, offers the most features, including its own podcast. Bombshell is the most complete, while Atomic has the most innovative layout but lacks a few features compared to Bombshell. Anthem Tattoo can close the gap by adding additional features and innovating its digital platforms. The current Anthem website is missing key features, such as a proper booking system, artist social media links, aftercare information, and brand merchandise.


The next step is to integrate these features to significantly improve the site and boost business for the brand.

Define

Personas

I developed these personas based off the preceding research findings validating the design choices prior to implementation. I referenced these throughout the design process and helped based off real user needs goals

User flows

  • Three user flows were developed to provide clarity on how users would accomplish specific tasks.

  • This was valuable by revealing the interactions and entry/exit points users will face.

Sitemap


  • New nav bar design was requested by users

  • Adding the Merch/Store meant i needed to implement this into the new sitemap

  • The sitemap now accurately reflects the final layout of the new site

  • Re-did the sitemap to reflect the new features and new design

Design

Sketches

The use of sketches to begin my design process was key in finding the best direction for the new layout and new features.

I began by sketching the key screens first revamping artist page home page for both mobile & desktop

Lo-fi Wireframes

Digital Wireframes

I focused on these key screens, which brought my design to life and validated my decisions based on user feedback.

Hi-Fidelity Mockups

Home

Checkout sucess

Artists

Merch

Buy a Hoodie

Visual System

Prototyping

I created a prototype for the website redesign to visually demonstrate the proposed improvements and validate design decisions through user testing.



I created a prototype for the website redesign to visually demonstrate the proposed improvements and validate design decisions through user testing.

Usability Testing

  • Conducted prototype usability tests through Lyssna

  • Recruited 13 participants

  • Users performed 3 different task flows

  1. Book a consultation with Shawn

  2. Buy a black Classic Hoodie

  3. View Clark’s Artist page

Success was based on personal thoughts expressed and by how likley they are to use the site after completeing the tasks

Revisions needed/suggested

Fix minor alignment/spacing in navbar

Changed merch thumbnails to the left

Add images of models wearing the merch

Consistent buttons for a more consitentcy

Fix minor alignment/spacing in navbar

Changed merch thumbnails to the left

Add images of models wearing the merch

Consistent buttons for a more consitentcy

Next Steps

Implement changes

Nibh


Implement changes

Nibh


Results

100% said the layout matched its intended purpose

92.3% said the information architecture made sense to them

30% rated the layout a perfect 100% while 65% rated it as excellent

only 8% said it needed improvement

100% said the layout matched its intended purpose

92.3% said the information architecture made sense to them

30% rated the layout a perfect 100% while 65% rated it as excellent

only 8% said it needed improvement

Observations

Overall, the feedback received from the usability test was very positive. With some useful recommendations and insights noted from users.


Overall, the feedback received from the usability test was very positive. With some useful recommendations and insights noted from users.


“IIt looks great now, job well done”

“Quite the improvement,

very professional looking now”

“Logical sequence and made sense/easy to follow”

“Very easy to navigate and I liked the way the visuals were spaced out.”

Summary

The usability test for this redesign revealed a significant improvement in user experience, with participants navigating the site more efficiently and expressing greater satisfaction with its layout and new features. By refining key aspects, the redesign enhanced usability and overall effectiveness, ensuring a much more engaging online experience for visitors.

Changes/Iterating

The Solution

A complete redesign & modernization of Anthem Tattoo’s website

A complete redesign & modernization of Anthem Tattoo’s website

A complete redesign & modernization of Anthem Tattoo’s website

View Prototype

I've enhanced the overall visual identity by integrating modern design elements with the essence of the tattoo industry's heritage.

I've enhanced the overall visual identity by integrating modern design elements with the essence of the tattoo industry's heritage.

I've enhanced the overall visual identity by integrating modern design elements with the essence of the tattoo industry's heritage.

Other Screens

Here are some additional screens to highlight some of the expanded features and offer a thorough perspective on the user experience.

Reflections

What I learned

Reflecting on this project, I realized I learned a great deal and consider it a great success. I discovered that having a solid strategy is crucial for initiating the redesign process. Additionally, I recognized the significant value in the process itself. By thoroughly understanding user behavior, preferences, and tendencies, I was able to focus on what truly mattered, resulting in better outcomes

Future Goals

Expanding its features to encompass additional aspects of the golfing experience such as tracking scores, and providing tips and tutorials.
Continuous updates and improvements based on user feedback and technological advancements would be crucial to staying competitive and meeting the evolving needs of golf enthusiasts.

Expanding its features to encompass additional aspects of the golfing experience such as tracking scores, and providing tips and tutorials.
Continuous updates and improvements based on user feedback and technological advancements would be crucial to staying competitive and meeting the evolving needs of golf enthusiasts.

See next projects

Lets Connect!

See next projects

Lets Connect!

See next projects

Lets Connect!