Project Overview

Role
UX Consultant

Services

• UX Audit

• SEO Audit

• Information Architecture

• Content Strategy

• Conversion Optimization

• Brand Experience

Deliverable
Comprehensive 30+ page UX & SEO audit with prioritized implementation roadmap.

The Challenge

Rather than redesigning the website, Iowa City Tattoo wanted an outside perspective on how the digital experience could better support prospective clients and reduce administrative friction.

The website already reflected the studio’s personality and reputation, but important information—such as booking, pricing, policies, and deposits—was spread across multiple pages. My goal was to identify high-impact improvements that would make the experience easier for both visitors and the studio team.

My Approach

Instead of jumping into design, I evaluated the experience from multiple perspectives.

Research Areas

• User Experience

• Information Architecture

• Booking Workflow

• Local SEO

• Content Strategy

• Brand Consistency

• Conversion Opportunities

Key Insights

1. Booking Information Was Fragmented: Users needed to visit several pages before understanding how to book an appointment.

Recommendation: Create a dedicated booking journey explaining every step from inquiry through tattoo day.

2. Homepage Didn’t Speak to First-Time Visitors: The homepage assumed visitors already knew the studio.

I recommended introducing:

• Meet the Artist

• Tattoo Styles

• Booking Process

• Recent Work

• Testimonials

3. Local SEO Had Untapped Potential

The homepage messaging emphasized experience but didn’t clearly communicate what the business offered or where it was located.

Recommendations included:

• Improved homepage messaging

• Service-specific pages

• Image alt text

• Better keyword targeting

4. Gallery Could Work Harder

Rather than functioning as an archive, I proposed organizing artwork by tattoo style to help prospective clients determine whether the artist was the right fit.

5. Brand Experience Could Feel More Intentional

The website felt authentic, but I identified opportunities to strengthen visual hierarchy, typography, calls to action, and overall consistency to better communicate a premium studio experience.

Deliverables

📄 Executive Summary

📍 UX Findings

🔍 SEO Audit

🎨 Brand Review

⚡ Quick Wins

🗺 Implementation Roadmap

Proposed Roadmap

I created a phased implementation strategy.

Phase 1: Quick Wins

• Booking improvements

• Homepage messaging

• Gallery organization

• SEO foundations

Phase 2: Brand Experience

• Visual system

• Navigation improvements

• Portfolio enhancements

Phase 3: Long-term Website Evolution

• Homepage refresh

• Mobile improvements

• Conversion optimization

Outcome

The client chose to implement the recommendations internally rather than outsource the work. The audit served as a strategic roadmap, giving the studio a prioritized plan for improving the customer experience, search visibility, and booking journey at their own pace.

Reflection

This project reinforced an important lesson: many usability issues don’t require a redesign. Improving information architecture, reducing cognitive load, clarifying user journeys, and strengthening content often creates more value than changing the visual design alone.