Hair Flow

Alyssa Hoeni, owner of Hair Flow, advocates for sustainability and is known as a "Green Circle Salon", because she participates in a program where her waste is collected and recycled. She uses the Kevin Murphy product line. These products are packaged in ocean waste plastics and made from all-natural plant-based ingredients. She strives to continue learning about anything hair-related and make her clients happy.


We were tasked to redesign her business' website to attract new customers and for customer retention. From our available resources, we found our focus to be on improving the narrative and streamlining the appointment-booking process.

My Role

User interviews, Surveys, Ideation, Hi Fidelity Design (Wireframing)


Darrin Im, Software Engineer

Liz Mak, UX Designer

Barbara Wye, UX Designer


Figma, Google Drive

Design Process


Stakeholder Interview


Contextual Inquiry

Competitive Analysis

Feature Prioritization

Design Studio

High-Fidelity Wireframes

(Mobile & Desktop)

Live Site

Business Goals

From interviewing Alyssa to learn about her business and customers, we identified the following goals for the website:


Visual Design

Make Hair Flow's logo and users' ability to book an appointment prominent on the website.


Incorporate images of her work.


Promote Sustainability

Highlight Alyssa's dedication to sustainability solutions and her "Green Circle Salon".


Streamline Appointment-Booking Experience

Allow users to easily find information about the services offered and book an appointment through the website.

How might we engage new and existing customers through Hair Flow's website and content strategy to improve their experience in a way that will build trust?

Qualitative Surveys

To better understand current motivations for choosing Alyssa or a particular hair stylist, users' appointment-booking experience, and what users deem important to know when deciding on which hair salon to go to, we sent out two different surveys — one was specifically for Hair Flow's clients and the other was a general survey for hair salon clients.

From there, we received 29 responses and 14 responses, respectively.

Research Findings

Clients mainly found out about the hair salon that they go to through word of mouth.

Clients typically call or message their salon/stylist to book appointments, rather than use the website to do so (if they have one).

What clients like about their stylist are that he or she is personable, knowledgable, and provides quality service.

Users deemed images of the stylist's work, images of the salon's interior, reviews, and info about the products used as important in decision-making.

Contextual Inquiry

Thereafter, we performed an audit on the existing website with 5 participants to obtain information about the context of use. Users were asked a set of standard questions in order for us to learn about their current experiences with hair salons. Then, we observed and questioned them while they worked in their own environments.

With the questions we asked throughout the session, we sought to gain insight into user needs and pain points in regards to Hair Flow's current website.

Key Findings

Competitor Audit: Hair Salon

Home Page

Whiteroom Brooklyn


• They utilize large visuals once the user lands on the homepage to help users imagine what their experience would be like once they step in the hair salon.

• There is no call-to-action button upfront on the homepage to "Book an appointment", which is something Alyssa wants to highlight to users.

Services Page

Whiteroom Brooklyn


• Services are categorized, but there are no further details on specific services for users to understand what they are. 

• Images of the stylists at work or relevant images are included next to each category.

Design Principles


Bridge the gap between the user and Alyssa/Hair Flow


Build trust between the user and Alyssa


Allow users to seamlessly make an appointment for the service they want done

Hi Fidelity Design

Mobile Website

Desktop Website



It was interesting to work alongside a developer because I have mostly worked in teams of only designers. It gave me a different perspective to the product development process. Both sides have expertise on different topics, but we were able to come together to build a functional product. We shared our design ideas with the developer and we learned about what developers are capable of producing with code. I learned that communication (constant & open) between both sides is important to create something that encompasses the team's shared vision of the end product.

Next Steps

Currently, we are waiting for Alyssa to provide us with the content for the website, so that the software developer can complete the construction of the website, which will launch soon after.

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