FREELANCE WEB & MOBILE REDESIGN
Dawson’s Detailing
Dawson’s Detailing
Dawson’s Detailing
Dawson’s Detailing
ROLE
ROLE
Sole Product Designer
TOOLS
TOOLS
Figma, Webflow
DURATION
DURATION
May 2023 - March 2024
Breathing new life to a car detailing business, developing its brand and driving customer engagement through designing new web and mobile experience
Breathing new life to a car detailing business, developing its brand and driving customer engagement through designing new web and mobile experience
Project highlights and purpose
How can we revitalize and drive customer engagement for Dawson’s Detailing, an established car detailing business, making it easier for current and potential customers to book and browse services?
How can we revitalize and drive customer engagement for Dawson’s Detailing, an established car detailing business, making it easier for current and potential customers to book and browse services?
Outcome
Outcome
Outcome
Does this story have a happy ending? Okay fine! I'll spoil it!
Customer engagement rose 773% from 409 to 3,572 visitors 30 days post-launch
Customer engagement rose 773% from 409 to 3,572 visitors 30 days post-launch
Look below or click around and see for yourself: https://www.dawsonsdetailing.com/
Before
Before
After
After
UNDERSTAND
What are we currently working with?
What are we currently working with?
What are we currently working with?
At the start of the project, I analyzed the existing site and talked with the client about their wants for this project. During this process, I very much placed myself in the shoes of the user. What confused me as I navigated the site? What actions left me confused? As someone who has never gotten their car detailed, how much am I able to still understand?
At the start of the project, I analyzed the existing site and talked with the client about their wants for this project. During this process, I very much placed myself in the shoes of the user. What confused me as I navigated the site? What actions left me confused? As someone who has never gotten their car detailed, how much am I able to still understand?
UNDERSTAND
Current Pain Points
Current Pain Points
Current Pain Points
In addition to just my current understanding of the experience, I spent time understanding the behavior of current customers while talking to my client.
In addition to just my current understanding of the experience, I spent time understanding the behavior of current customers while talking to my client.
When consulting with the client, I learned:
“The majority of my customers are older and they tend to call me to make appointments rather than visit my website”
“The majority of my customers are older and they tend to call me to make appointments rather than visit my website”
“The majority of my customers are older and they tend to call me to make appointments rather than visit my website”
The site evaluation, my specific questions, and talking to my client exposed a number of weak points that I was eager to address.
The site evaluation, my specific questions, and talking to my client exposed a number of weak points that I was eager to address.
When evaluating the current site, I came across 3 main pain points:
1
Navigation (what services are being offered and for how much $?)
Navigation (what services are being offered and for how much $?)
2
Lack of solid brand identity (why should I choose this business?)
Lack of solid brand identity (why should I choose this business?)
3
Contact information is hidden (how can I easily book?)
Contact information is hidden (how can I easily book?)
User Journey
User Journey
User Journey
Trying to explore car detailing services offered with current site
Trying to explore car detailing services offered with current site
Optimism
1) Optimism
1) Optimism
The client is in high spirits and is ready to book a service.
“Time to schedule my car detailing appointment!”
Curiousity
2) Curiousity
2) Curiousity
The client starts to explore the website and gather relevant information
“Now where can I find the different services they offer?”
Confusion
3) Confusion
3) Confusion
Unable to find service options or a contact option easily, frustration begins
“Hmm I am seriously unable to locate what I am here to find...”
Failure
4) Failure
4) Failure
Due to this poor experience, the client begins to look elsewhere
“Honestly I guess I will just try another detailer in the area”
IDEATE
Generating Solutions
Generating Solutions
Generating Solutions
After considering common pain points, empathizing with a potential user, and developing strategies to address them, my solution centered heavily on the following:
After considering common pain points, empathizing with a potential user, and developing strategies to address them, my solution centered heavily on the following:
1
Layout and characterize the various and different packages you can purchase
Layout and characterize the various and different packages you can purchase
2
Refine brand by finalizing core values and expanding color palette for more visual interest
Refine brand by finalizing core values and expanding color palette for more visual interest
3
Add Contact CTA on front page hero section
Add Contact CTA on front page hero section
IDEATE
Moodboard & Branding
Moodboard & Branding
Moodboard & Branding
One of my favorite parts of this project was ideating the branding. Creating this mood board was only the beginning of defining the brand. We were heavily inspired by vintage car shop and garages from the 50s & 60s due to the values their brands carried (see below) . We chose to build off the existing red color of the brand.
One of my favorite parts of this project was ideating the branding. Creating this mood board was only the beginning of defining the brand. We were heavily inspired by vintage car shop and garages from the 50s & 60s due to the values their brands carried (see below) . We chose to build off the existing red color of the brand.
IDEATE
Cohesive Style Guide
Cohesive Style Guide
Cohesive Style Guide
Brand is the story and design is the storytelling. We wanted Dawson’s Detailing to embody a sleek and luxurious look, emulating how one would feel after they had their detailing service done. We wanted it to feel like the equivalent of a luxury car brand. We played with color theory and typography to achieve this and create a cohesive and sleek visual identity.
Brand is the story and design is the storytelling. We wanted Dawson’s Detailing to embody a sleek and luxurious look, emulating how one would feel after they had their detailing service done. We wanted it to feel like the equivalent of a luxury car brand. We played with color theory and typography to achieve this and create a cohesive and sleek visual identity.
DESIGN
Low Fidelity Mockups
Low Fidelity Mockups
Low Fidelity Mockups
Surfacing what Dawson’s Detailing offers was a large priority. I wanted to make sure that even someone who wasn’t an existing detailing customer could fully understand the work and be enticed to make an appointment or learn more. The early stages of design focused on solidifying key features such as a portfolio space to showcase previous projects, a scheduling portal, testimonials, packages information, and key traits of the business and the owner himself.
Surfacing what Dawson’s Detailing offers was a large priority. I wanted to make sure that even someone who wasn’t an existing detailing customer could fully understand the work and be enticed to make an appointment or learn more. The early stages of design focused on solidifying key features such as a portfolio space to showcase previous projects, a scheduling portal, testimonials, packages information, and key traits of the business and the owner himself.
DESIGN
Mid Fidelity Mockups
Mid Fidelity Mockups
Mid Fidelity Mockups
As we moved into mid fidelity mockups, responsive design became a major facet and included translating the designs into various breakpoint frames. From an accessibility perspective, headings were crucial to convey clear meanings of sections as well as assist with navigation.
As we moved into mid fidelity mockups, responsive design became a major facet and included translating the designs into various breakpoint frames. From an accessibility perspective, headings were crucial to convey clear meanings of sections as well as assist with navigation.
DESIGN
Refinement Through Development
Refinement Through Development
Refinement Through Development
From Figma to Webflow - the site grew into itself, expanding through animation and scroll effects. At this part in the process is where the designs started to include changes as they moved to live product, balancing the wants of my client with the original design. One of the largest changes came in the form of the font of the main brand “Dawson’s Detailing” featured on the navigation bar.
From Figma to Webflow - the site grew into itself, expanding through animation and scroll effects. At this part in the process is where the designs started to include changes as they moved to live product, balancing the wants of my client with the original design. One of the largest changes came in the form of the font of the main brand “Dawson’s Detailing” featured on the navigation bar.
As we moved to higher fidelities, my client and I conducted user testing on a few potential users. Some users were familiar with detailing and others were unaware. We wanted to learn about their current experience, understanding, and impression of the product. This allowed us to gather feedback that we could implement before launch. The main conclusions we came to after this include:
As we moved to higher fidelities, my client and I conducted user testing on a few potential users. Some users were familiar with detailing and others were unaware. We wanted to learn about their current experience, understanding, and impression of the product. This allowed us to gather feedback that we could implement before launch. The main conclusions we came to after this include:
1
Users comment heavily on the photos and cars displayed in the images (emphasizing a potential avenue to keep users engaged and interested)
Users comment heavily on the photos and cars displayed in the images (emphasizing a potential avenue to keep users engaged and interested)
2
Confusing CTAs on multiple pages/unsure how to toggle
Confusing CTAs on multiple pages/unsure how to toggle
DESIGN
Final Live Product
Final Live Product
Final Live Product
The following pages reflect my contribution to this website in terms of design. The entire project was made in collaboration with my client, James Dawson.
The following pages reflect my contribution to this website in terms of design. The entire project was made in collaboration with my client, James Dawson.
REFLECTION
Metrics & Thoughts Post Project
Metrics & Thoughts Post Project
Metrics & Thoughts Post Project
This was a unique project for me, interacting with a client and balancing real-life business needs. All of this has taught me how important it is to understand your client’s wants and their brand. These both may be evolving so having frequent meetings, making multiple versions of mockups, and asking questions can all help to make the process easier. This project allowed me to work on clean design techniques like developing a design system, responsive design, and writing content for SEO.
This was a unique project for me, interacting with a client and balancing real-life business needs. All of this has taught me how important it is to understand your client’s wants and their brand. These both may be evolving so having frequent meetings, making multiple versions of mockups, and asking questions can all help to make the process easier. This project allowed me to work on clean design techniques like developing a design system, responsive design, and writing content for SEO.
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