Retention Focused &
Minimal Site
Site: Classy Dogs Grooming Studio >
This site was initially created at the time of business inception then re-worked after several years as the business expanded.
Project Goal
- Develop a homepage for a Tokyo-based dog grooming salon
- Refine the existing website structure and content
- Redesign and modernize the salon’s logo
- Focus on improving customer retention among the existing client base
- Apply an elegant, mature visual theme to align with the target audience
The project involved close communication with the client to incorporate a range of detailed requests. The desired visual tone was simple, comfortable, mature, and friendly, reflecting the salon’s brand and clientele.
With a strong existing customer base, acquiring new clients was not a priority. Instead, the focus was on retention, supporting long-term relationships with returning customers.
The client emphasized minimizing operational burden — especially simplifying the booking process and reducing the need for back-and-forth via the contact form. As the salon operates at over-capacity, the new site was designed to streamline communication and make repeat bookings effortless.
Design Process
Initial site (select views)
- Current Problems & Client’s Requests
- Slideshow was causing slow initial page load — needed removal or replacement
- Text content needed to be reduced and simplified for quicker reading
- Store logo required refinement to appear more elegant and sophisticated
- Analytics showed high interest in the gallery section — shift focus to visual content
- Shift focus in retention of existing customers
- Client preferred not to post updates or promotions due to overcapacity
- Site theme needed to better reflect the primary target audience: women in their 30s to 50s living near a luxury shopping district
Hi-Fidelity Prototype
Hi-fidelity prototype reflects refined and simplified theme
- Removed the hero image to improve initial page load speed
- Applied an earthy, rich, and elegant color scheme with subtle gradients
- Added a carousel gallery on the homepage to showcase past works, responding to strong customer interest in visuals
- Integrated social media for gallery updates, reducing duplicate content management while ensuring easy access for customers
- Eliminated the contact form, as all inquiries and bookings are now handled through the external LINE app
- Simplified the global navigation for a cleaner, more user-friendly interface
Retention Strategy
- With simplified web content and a focus on minimizing site maintenance, we shifted to brochure-based updates displayed at the storefront. This approach, along with in-store promotions, proved to be an effective strategy for retaining existing customers
- The gallery is linked directly to Instagram, allowing timely and effortless access to new content. This approach keeps customers engaged without requiring manual updates on the website.
- Improved load times — especially on mobile devices — ensure customers can easily access the site while on the go, enhancing usability and reinforcing long-term engagement.
Responsive Website Design
The designs for screen size variation included mobile, tablet, and desktop. Designs are considered based upon specific user needs.
Thank you for checking out my work!
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