Engrave your faith.

Project Overview

Redesigning the branding and creation of a responsive website for a local tattoo shop.


Responsive site, Branding


UX/UI Designer


4 Weeks


Blindreason Tattoo is a shop located in the lower east side of Manhattan. The shop has been open since June of 2018; it is a collaboration between a fashion brand based in South Korea, BLINDREASON, and a tattoo community.

While I chose to redesign BLINDREASON in part because of my own attachment to art and tattoos, I was also influenced by other factors as well. Their current site wasn’t very responsive and some of the design choices are a bit out dated. I wanted to give BLINDREASON some modern functionality and a brand refresh so I decided to make it into a case study piece.

01 Research

Empathize with users through research and observation

02 Define

Using our data to define our goals and create potential features.

03 Ideate

Gaining a POV perspective of our users and creating the base of our design.

04 Design

Bringing our work to life.

05 Test

Follow ups and updates.


We begin the project by gathering some insight on the tattoo process. I wanted to find out if there were ways to improve it, what user expectations are, and what other shops were implementing. Luckily, NYC is home to countless tattoo shops so I didn’t have to look very hard. I was able to come up with a list of research goals and performed a competitive analysis complimented with a handful of user interviews.


- What is the tattoo process like?
- What can be improved upon the process?
- What clients expect from their tattoo experience?
- How can I make an artist’s job easier?

Competitive Analysis

I started by conducting a competitive analysis with some of the more popular shops and followed it up with some user interviews. There are tons of tattoo shops in NYC so I started to do a little digging. I narrowed down my selections to 4 based on popularity and personal experience. I then thoroughly examined each of their websites and took note of their strengths and weaknesses.


The next part of my research included interviewing some friends and family members who have either gotten tattoos or are artists themselves. I wanted to understand the booking experience from both artist and client POV and find the needs and pain points of both groups.


- Overwhelming majority say Instagram is their starting point
- The majority say their tattoos are inspired by life events or appreciation for good design/art


- View artist’s portfolio
- Find artists that specializes in certain styles
- Communicative and accomodating artists
- Easy booking experience

Pain points:

- Being pressured by an artist
- When both the artist and client’s vision do not align
- When artists take longer than expected to answer inquiries.
- Being rescheduled multiple times


Based on the research, I created a persona, Kim, that would reflect the target market of BLINDREASON. The persona helped guide me through the entire design process by keeping the user's needs, goals, motivations, and pains in mind.


From our research we discovered that all users are visually motivated when it comes to selecting an artist or choosing a tattoo. They start on Instagram and make the decision to book and appointment or consultation. So when we created the roadmap and site map, we made sure that artist pages would be filled with content.


By reviewing our research findings, we created a checklist of features that the website will have. We’ve also ranked them in their order of importance.


I created a sitemap to visualize the page structure of the website and to ensure that it is organized best to meet user needs when navigating the site.



I used the same elements as the original webpage and made some minor adjustments. Instead of having both "about us" and "contact" as separate elements like they do now, I combined them into one. This allows new users to discover/read about the tattoo shop and get in contact without being directed to another page.

The current site uses images as a backdrop, followed by a semi transparent black box, and then text on top of it. This kind of style is a bit out dated and unorganized so when creating the wireframes, I wanted to keep text and imagery separate so it's easier for users to view and read content. As for images, I wanted to create a feed similar to Instagram since the majority of users start from there. It brings in somewhat of a familiarity and comfortability for users.



After creating my wireframes, I needed to start the visual direction of the website. I created a style tile which held the original logo, color palette, style, and content from the original website. I then made some additional features and elements to the style tile to create a well rounded UI kit.


We brought the wireframes to life by combining it with the UI kit.



The prototype testing was conducted with 3 participants through Discord. They were given 2 scenarios with 2 different tasks. The focus here was the team page, artist page, and the booking form. Users were able to successfully select which artist they liked based the art style and connect with the artist on their respective pages.

The rest of the feedback was directed to the booking form. A majority of the users wanted prompts to assist them with filling out the form. They believed it would be especially helpful in the tattoo description box as it would assist them with describing their vision.

Test Objectives:

- Observe usability and flow
- Identify points of confusion
- Document length of time for tasks
- Observe how quickly users can complete given tasks


- 3 participants
- Ages 26 - 28
- Tattoo artists and tattoo enthusiast



This project taught me a lot about the difficulty of balancing design with redesign. I was able to provide a revamp of the site while maintaining some familiarity. I also learned that an overwhelming majority of user start their journey on Instagram. They can get in contact with the artist directly or be redirected to a booking form. Their Instagram page is essentially their portfolio and contact all in one. So one of the pages I wanted to focus on was the booking form. Since all the traffic was going through there, I wanted to provide a updated and better booking process for new and existing clients. This would be beneficial to the artist as well since it would provide them with a better understanding of the clients vision as well as other important details. I also updated the artist page to provide a more well robust feel as well as the team page where users can filter by art style.