The current version of the Fresh Looks Services website does not reflect the company’s values and hinders customer acquisition. A new interface is needed to provide clarity, convenience, and trust, serving as an effective entry point for online booking, cost estimation, and accessing service information.
Fresh Looks Services is a local Austin-based company specializing in fence installation, light repairs, and yard maintenance. The main objective of the project is to create a modern and user-friendly website that inspires trust, is easy to navigate, and works seamlessly across both desktop and mobile devices.
About the Project
Problem Statement
I acted as the UX/UI designer and researcher, responsible for the entire process. I led every key stage:
- Research & strategy
- Defining user needs
- Building structure & flows
- User-centric features
- Visual design
My Role
The current version of the Fresh Looks ATX website does not meet modern web design standards: it lacks mobile and tablet responsiveness, the layout is chaotic without using a grid system, typography is inconsistent with varying font sizes and no clear hierarchy, colors are used unsystematically, and there is no unified visual style.
Audit of the existing website
These are key takeaways from the UX/UI audit of the entire Fresh Looks ATX website. To view the full detailed analysis, including annotated visuals and recommendations for improving the site, please follow the link below:
Competitor analysis
Most Austin competitors have outdated designs, confusing structures, text-heavy pages, no visible pricing, weak portfolios, and hidden or unconvincing reviews. Their colors often clash and typography is hard to read.
FreshLooks can stand out with clear pricing, a clean structure, modern design, strong portfolios, authentic photo reviews, and a seamless mobile experience.
The user stories for introverts and extroverts were created to ensure the website meets the needs of different personality types while focusing on shared values: clarity, trust, and simplicity. Whether a user prefers minimal interaction or more visual engagement, the design supports both.
User stories
Both introverts and extroverts need clarity, trust, and ease of use on the FreshLooks site. A strong headline with real project photos shows who you are. A simple contact form and clear CTA make reaching out easy. Before/after images prove quality, and reviews with names and photos build credibility.
Prototyping
Based on the UX/UI audit, a desktop prototype of the updated Fresh Looks ATX website was created. It addresses the main issues of the current version—lack of structure, visual clutter, and an inconvenient user flow. The new concept offers a clear content hierarchy, intuitive navigation, and a visually balanced layout.
Additional ideas were developed to enhance the user experience, including a price calculator, an easy-to-use quote form, an interactive portfolio, and a reviews section. These elements aim to improve user engagement and increase conversion rates.
I designed a clean, intuitive, and visually light interface.
- Core colors: white, light blue, and black, evoking cleanliness and reliability
- Google Fonts for simple, accessible typography
UI and Visual Style
The redesign makes the website modern and easy to navigate. Each section serves its purpose and guides the user towards placing an order. As a result, the site looks professional and builds trust.
New design
New features
Three minimalistic service cards with icons, brief descriptions, and price ranges to quickly show the company’s specialization and keep the user informed.
Contact information and a callback form make it easy and fast to connect with the company, with a guaranteed call back within the same day.
A gallery with smooth “before/after” transitions showcasing real work results and quality levels, adding interactivity through scrolling.
A minimalist application form with a few fields that motivates users to leave their contact information for a quote.
An interactive calculator with a visual site map makes price estimation easier without calling a manager.
I conducted a thorough audit of the company’s current website and identified numerous usability and design issues that created barriers for users. To address these problems, I analyzed competitors and developed two detailed user stories to understand the target audience’s needs and pain points.
Based on this research, I created a new website redesign, including building a clear prototype and developing a comprehensive UI kit to ensure consistency across all elements. The result is a modern, user-friendly website that improves navigation, builds trust, and helps the company effectively solve their clients’ problems while increasing conversion rates.
Results
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