Objective

The client for this project is a local tattoo artist. I conducted interviews with her and other potential users to identify the pain points experienced by artists and to understand the typical process individuals follow when seeking a tattoo artist. Research participants shared:

• They find it difficult to find the right tattoo artist for their project because they aren’t sure what criteria to look for.

• The booking process becomes frustrating and extensive when having to integrate third-party apps and websites. They are not always intuitive and users tend to have difficulty navigating them.

• Tattoo artists often specialize in specific styles but struggle to effectively communicate this to potential clients. As a result, they frequently receive inquiries for projects that fall outside their area of expertise.

I conducted a competitive analysis focusing on two primary competitors: Instagram and Creatively. Instagram was identified by most users as their initial platform for searching for a tattoo artist. Creatively, on the other hand, is a portfolio website catering to creatives across various disciplines, offering portfolio tools and networking features to showcase their work. From this analysis, I identified the following opportunities:

• Develop a comprehensive profile display that clearly and immediately addresses users' criteria.

• Streamline the booking process through a user-friendly interface.

• Enable users to save profiles of tattoo artists they are interested in for future reference.

Ideate

1. Decide you’re interested in getting a tattoo

2. Look up inspiration

3. Decide the body placement of the tattoo

Research

1. Look up tattoo artist on social media and local shop websites

2. Ask friends for tattoo artist recommendations

3. Find tattoo artist’s personal profile

4. Check the tattoo artist’s bio and post

5. Message tattoo artist for questions

6. Wait for response

7. Get an estimate for the project

Decide

1. Decide if the artist is a good fit

Repeat (if no)

1. Find artist personal profiles

2. Check the tattoo artist’s bio and post

3. Message tattoo artist for questions

4. Wait for response

5. Get an estimate for the project

Book (if yes)

1. Ask tattoo artist for availability

2. Check calendar for any prescheduled engagements

3. Confirm appointment date, time and location

Receive

1. Go to tattoo appointment

   Get a new tattoo

I conducted usability testing utilizing Maze and Zoom to gather additional qualitative data. Participants were tasked with completing three predetermined objectives, which were identified as the primary priorities of the mobile application. The aim was to analyze user feedback meticulously to inform further iterations of the low-fidelity prototype previously developed.

Iterations included:

• Relocating the scheduling CTA for visibility as well as adding a tooltip for clarity.

• Relocating the saved icon so that it is more closely associated with the tattoo artist name and profile photo

• Added a location services interface within onboarding.

• Sizing fields added to estimation criteria for users to provide the most clear information and get accurate estimates.

Iterating early and often was the key to this project. I consistently matched that I learned from research, competitive analysis and user testing to make updates to the interface and reconsider visual hierarchy. I also was sure to evaluate the app for accessibility issues.