Matthew Phillips


Site mapping

Contextual Interviews

Competitive Analysis




Axure RP





As a bit of freelance work, I took on a project to redesign an esthetician's website that was in need of a redesign. They were looking to start fresh and garner a better online presence to go along with their physical move to a new location. It was a chance to rebrand the website and business as a whole.


What we had to work with initially was something made by the owner themselves. They were not familiar with design and had used a basic web template editor to setup their own site. They had received feedback from various sources and wanted to change it as soon as possible. We were also in a race with their upcoming domain host renewal. We instructed the owner to not renew their web host nor their domain, as we had alternatives in the mix. In the mean time, we did throw together a quick site to stand in its place and recommended a new business name and url.

The first task we tackled was a new name for the business. We felt "Spa Complexions" was a bit misleading, as they were not a spa, and the name was a bit generic. They had explained the original name was a compromise with business partners combined with a difficulty finding an available name. We sat down with them and had a brainstorming session to generate a new name. After getting to know the owner as an individual, we felt the business needed to be a reflection of them. We presented the suggestion of "Lovely L" and they adored it. The word "Lovely" worked with what they were trying to do, make someone lovely, and "L" could stand for numerous things - ladies, lads, the owners name - make it personal yet also applicable to clients.


Without any good stock photos to go off of, we settle on a a shot of some flora that we felt resembled eye lashes. We went to a single page design. The navigation was rooted to anchors throughout the site. Instead of each service and price list living on an indivial page, we used a grid widget.

The owner was very pleased with our efforts, but we did not stop there. After getting past the first hurdle of needing a site an name immediately, we moved doing research by contacting her clientele that had agreed to provide feedback on their experiences with the business. We were able to identify that most of her new clients came from doing a Google search, and most accessed via their phone. With this knowledge, we made sure to build a responsive website.


Many clients also mentioned other service providers that allow them to schedule online without having to call. After doing a competitive analysis, we saw that many sites allow you to view a calendar, select a service, date and time, and confirm the appointment all online without having to contact the business directly. We then looked into what other services the business used to see if any of them could already had this feature and could be integrated. Luckily, their payment provider did have a plug-in for online scheduling, and we incorporated it into the site. Instead of just filling out a form and hitting submit (and it sending an email), appointments could now be generated in an automated process and both the business and client could be notified and reminded.


Our competitive analysis also helped us a great deal with the overall design. Building off of the quick design we came up with, we expanded on it with a more dynamic landing page, maintained the single page design, and designed a more appealing and intuitive service menu. We also incorporated a gallery that syncs from her instagram as clients noted they liked seeing examples of the business's work before being sure they wanted to schedule an appointment.


In the end our client was left with a beautiful website that they loved. They were no longer embarrassed by their website and were proud to display it on their advertising materials. Since implementation of the new site, they have received great feedback and noted an increase in new customers through google search as well as facebook ads they now run.



©2018 by Matthew Phillips.


13583 Chandler St.

Omaha, NE 68138