Hue Are You
Designed and built a mobile‑first responsive Framer website for a POC woman owned personal colour analysis studio, optimizing the end‑to‑end user journey to bookings with clear visuals, intuitive flow, and brand warmth.
Tools
Team - 2
Role
Project Duration
UX Designer
2 months
Myself, UX Designer
Figma
Framer
Founder & Colour Curator of Hue are You
Google Docs
Discovery
Hue Are You is a woman of colour owned small business, offering a personal colour analysis service to clients in the Calgary and surrounding area. It was created on the foundation of being confident in your own skin and reducing impulse purchases, and the first to specialize in the Korean Colour Analysis System.
Client’s Ask
Hue Are You was looking to design a website that presented the user with the notion that Hue Are You is a luxury service, exuding elegance, cohesiveness, and lead the user to book.
Convert visits to the site with a personal colour consult booking
Ensure seamless user experience with clean responsiveness across devices
Make website scalable for future growth
Strengthen brand identity, emphasizing elegance, luxurious, and playful tone
Research - Key Takeaways
Clients typically want a breakdown of what the service will include - an element other colour analysis studio’s include to make bookings efficient
Little to no local competition with initial business plan highlighting Hue Are You being the first of it’s kind in it’s locality
Booking Policies should be clear and concise
CTA leading to bookings should be easily and readily accessible, inviting the user to end there journey with a booking
Defining
Target Audience & User Journeys
Based on research presented by the Colour Curator of Hue Are You, majority of the clients would come across Hue Are You through either through Instagram or word of mouth.
A quick survey also revealed that this service is primarily sought by women.
How might we create an elegant website that reinforces Hue Are You’s brand, and makes clients feel confident with the quality of the service to book a session?
Development
Brand
Hue Are You already had the brand identity finalized, with a focus on elegance, luxurious, clean, and service focused.
Blue Haze - primary CTA
Cool Slate - logo, headings
Charcoal - subheadings
Muted Apricot - secondary CTA
Information Architecture
With one of the primary goals being visit to booking conversion, it was essential every page contained a Book Now cta.
Low-Fidelity Wireframes
Homepage
option 1: educating user about the benefits of personal colour analysis
option 2: have an icon correlate to each copy, allowing for easy breaks
option 3: hero layout options - classy or playful
After breaking down pain points, we went with the second version to allow for easy picture-copy correlation and to remove the sense of the user being overwhelmed.
With the use of white space, the content is easier for the user to digest while focusing on the Why and What.
Personal Colour Services
educate users in what a personal colour service includes
chart is a drop down menu to allow to seamless mobile integration and reduce overload of content
charts lets users know specifically which services are included in which of the four packages
Delivery
The Homepage and Service Breakdown pages were the ones that went through the most iterations.
The integration of cards was used to help segregate the large amounts of copy, and group certain topics/services together.
The homepage’s hero was having issues with accesability, and the message of what Hue Are You is was getting lost. We decided to simplify it, and incorporate the service package’s icons to tie it back to the services offered.
After a lot of back and forth, we decided to remove the chart and utilize the cards to provide the user with a brief explanation on what each service is.
each service package has it’s own icon
the cards in the Personal Colour Process includes the service package icons, indicating what package it’s included in
user is provided with CTAs to contact Hue Are You regarding the Colour Twins package via email and Instagram.
Run Through
What’s Next?
With the site and Hue Are You’s services now live, we’ve scheduled an audit in one months time to review visit’s and successfully convert into bookings.