The Background

Harley Ink is a premier tattoo studio known for its skilled artists, custom designs, and commitment to quality. However, its outdated website fails to capture the shop’s artistry, engage potential clients, or effectively showcase its portfolio. Visitors struggle with poor navigation, slow load times, and a lack of clear information about artists, booking, and services. In a competitive tattoo industry, Harley Ink needs a modern, visually striking, and user-friendly website that reflects its brand, enhances credibility, and converts visitors into loyal clients.

Problem Statement

Harley Ink’s current website is outdated, hard to navigate, and lacks clear calls to action, resulting in low client engagement and missed booking opportunities. Potential customers, especially those seeking custom tattoo work, struggle to find artist portfolios, pricing, and appointment details easily. Additionally, the lack of a mobile-friendly design makes it difficult for users to browse and book on the go. Without a strong online presence, Harley Ink risks losing potential clients to competitors with more engaging and user-friendly websites

Solution

To address these challenges, Harley Ink will undergo a full website redesign focused on usability, mobile responsiveness, and conversion-driven design. The new website will feature:

Seamless navigation & dedicated artist pages for easy access to portfolios, pricing, and booking details.
A visually striking tattoo gallery showcasing past work with high-quality images and client testimonials.
Fast-loading, mobile-optimized pages for effortless browsing and booking on any device.
Strong call-to-action (CTA) buttons to drive appointment requests and consultations.
SEO-friendly content to improve search rankings and attract more tattoo enthusiasts.

By implementing these enhancements, the new Harley Ink website will strengthen its online presence, improve user experience, and convert more visitors into loyal clients, solidifying its reputation as a top-tier tattoo studio.

User Persona: Emily Carter

Age: 28
Location: Austin, Texas
Occupation: Graphic Designer
Interests: Art, music, fashion, alternative culture, and personal expression
Tattoo Experience: Has a few small tattoos and is looking for a larger custom piece

Goals & Needs

Easily browse high-quality artist portfolios and tattoo styles.
Book a consultation online without needing to call or visit in person.
Learn about the shop’s pricing structure and how custom designs are priced.
Feel confident in the artist’s skill and professionalism before committing.

Pain Points

Difficult to find artist portfolios online – She wants to browse detailed examples of an artist’s work before committing.
Unclear booking process – Prefers an easy, straightforward way to request a consultation or book an appointment.
Lack of mobile-friendly design – Often browses tattoo shops on her phone and finds outdated websites frustrating.
Limited pricing transparency – Wants an idea of cost before reaching out.

Scenario

Emily has been thinking about getting a new tattoo to commemorate a big life change—she just landed her dream job at a design agency and wants something meaningful to mark the occasion. She's envisioning a custom floral and geometric design that flows from her shoulder to her forearm.One evening, while scrolling through Instagram, she comes across a striking piece shared by Harley Ink. Intrigued, she clicks the link in their bio to check out their website.

However, when she lands on the current site, she’s met with clunky navigation, slow load times, and very few clear examples of artist portfolios. There’s no easy way to request a consultation, and no information about pricing or how the process works. Frustrated, she bounces off the site and starts looking at other studios with better online experiences.

If Harley Ink had a modern, mobile-friendly website with artist profiles, an intuitive booking process, and clear service info, Emily would feel confident moving forward with a consultation—and likely become a long-term client.

Harley
Ink

Timeline:

2 Weeks

Tools Used:

Figma, Wix

Personal Fictitious Project

Harley Ink is a new tattoo studio in Springfield Georgia, known for its talented artists, custom work, and loyal local clientele. Despite their strong in-person reputation and a growing Instagram following, their website failed to reflect the quality and professionalism of their brand. It lacked the features and functionality users expect from modern service-based businesses, particularly in the tattoo industry where visual storytelling and trust are key

View Site

Harley Ink Website Redesign

Empathize

I started by understanding Harley Ink's audience—tattoo clients ranging from first-timers to heavily inked collectors. Through interviews, surveys, and staff feedback, we identified common frustrations:

Users couldn’t easily find artist portfolios.

Booking information was unclear or missing.

Mobile users had trouble navigating the site.

Most initial interest came from Instagram, but the transition to the website created friction.

Define

Harley Ink’s outdated website does not meet the expectations of mobile-first users who rely heavily on visuals, quick access to information, and a smooth booking process. As a result, the studio is losing potential clients who are unable to engage or convert online.

Ideate

I brainstormed and mapped out key features that would serve both the business and its users:

A modern, responsive website experience

Clear navigation based on user intent

Artist-centered design to showcase portfolios

Integrated booking and inquiry forms accessible on the home page

Mobile-first performance and fast load times

Prototype

Wireframes and mockups were developed to visualize:

Streamlined site architecture

Hero sections with immediate CTAs

Artist profile templates with galleries and bios

Optimized forms for mobile and desktop

Visual consistency with Harley Ink’s brand aesthetic

Desktop

Before

After

Mobile

Test

I conducted usability testing with both new and returning clients. Tasks included:

Finding an artist whose style they liked

Navigating to booking info

Accessing tattoo aftercare instructions

Browsing on both desktop and mobile

Findings were implemented in the final build, prioritizing simplicity, speed, and clarity.

Conclusion

The Harley Ink website redesign was not just a facelift—it was a strategic transformation grounded in the Design Thinking process. By focusing on real user needs, aligning design with the studio's brand, and optimizing for conversion, we built a digital experience that helps Harley Ink grow and thrive in a competitive market.