As a highly in-demand artist with limited time, Jason Taylor needed a way to easily onboard potential tattoo clients and to streamline communication with existing clients as well as to sell his art online.
About the Project
With a 6- to 12-month waiting list for new tattoo clients plus a family at home, Jason needed an online solution to onboard potential tattoo clients efficiently, streamline communication with existing clients, and simplify the process of selling his original oil paintings online.
Understanding Jason’s Clients
Based on conversations I had with a couple of Jason’s existing clients—along with my own experience going to him for a couple of multi-session tattoos—as well as talking with friends who were considering having Jason tattoo them, I created two personas to cover most of the expected audience for his website: the existing client and the potential client.
The first persona was a potential client—someone who was still familiarizing herself with Jason’s work and trying to understand if he was the right artist for her. Scarlett has plenty of questions at this stage.
Since Jason also has a large and loyal existing client base, I created a second persona to address the needs of those who had fewer questions but were trying to streamline the process of getting their tattoos finished.
Crafting Jason’s Online Brand
As a visual artist, Jason already had a strong, defined aesthetic. However, we still needed to translate this into a color palette and font pairing that would work online and complement his artwork.
The stylistic direction used a classic, dark black-and-red palette, adding a pop of golden tan to match the natural skin tones in the tattoo photographs that would be showcased throughout the site.
Wireframing the Site Structure
We experimented with a few different designs, both multi-page and single-page websites. Ultimately, we landed on a single-page solution, which would allow visitors to quickly view what they needed to know without needing to navigate deep into the site.
Before applying the visual brand, it was important to get the layout in place and nailed down. This ensured that the structure of the site worked well before we shifted our focus to making it look good.
Designing for Web and Mobile
In applying the visual brand, I used pops of red to highlight the two main calls to action. I have also collapsed sections of the site in different ways for the mobile view to optimize each based on its unique function.
At its core, Jason’s website is a tool for communication and during the design process, I found additional opportunities to streamline his communication with clients, allowing him to work more efficiently.
The Cancellation Notification List
Like every tattoo artist, Jason deals with cancellations, which result in lost profits. As a way to remedy this, I included an automated sign-up form in the web design to allow existing clients like Heather to opt-in to receiving emails when last-minute time slots become available. I also created an email template in MailChimp to make sending these emails as simple as updating the date and time and then clicking a button to send.
I created a GIF with a touch of motion to draw attention to the most crucial part of the email: the headline announcing the available appointment.
Making Referrals Easier
Lastly, as a way to help Jason book his time when he’s tattooing in other cities, I created postcards that he could give to clients interested in participating in his referral program by mailing them to friends in the places he’ll be traveling.
This postcard also works as more general marketing material and could develop into a collection for his potential clients to collect over time.
This set of online and print solutions includes not only Jason’s visual assets and marketing materials, but it has also created a streamlined system for client communication, onboarding, and referrals.