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Mooses Barber Shop
Rediscover the character and personality of a traditional barber shop.

+85%

web traffic
+1/2

star rating on yelp
1

new location opened
$1.00

increase on services

Part One
Introduction

In mid 2014 I was walking into my first interview to redesign the website for Mooses Barber Shop, I still remember the smell of wood, traditional barber chairs and a gentleman getting a straight razor shave right by the entrance. Walking towards the back, the owners and I took a seat and they told me the story of how special a place barber shops were when growing up. With that same love for traditional barbering holding strong many years later, the owners created a business where barbers, craftsmanship and tradition is celebrated.
Only three years after the first ribbon was cut, the owners now opened a third location and began planning for a franchising model. Though Mooses Barber Shop was unique in the area to begin with, the owners started seeing tougher competition popping up. This lead to less traction on social media, low web traffic, and less customers coming through their doors. Through an iterative design process that focused on understanding the underlying problem, we were able to design an experience that allowed customers to better empathize with Mooses Barber Shops brand. This resulted with doubling web traffic, highest rank on google, facebook and yelp and traffic and a successful launch of a new location.

BLVD 63 Location
Santee Location
Chula Vista Location

Part Two
Why a Website?

Understanding what problem you are looking to solve for your users allows you to design the right thing, rather than designing things right. It might be a bit of a cliche but its was an important lesson I learned in this project. When first meetings with the owners, we learned business goals, project scope and what solutions the owners were looking to implement. They explained how their current website was made by an old friends on a web building software called “wix” and looked “tacky”. The content that existed on the page was hours of operation, addresses, some pictures and an about me section. The original ask was to redesign the website to make it look a little “nicer and more presentable” in order to improve web visits. The requirements were actually simple, improve the layout, emphasize the hours and address, include social media links, and lastly improve SEO (search engine optimization). At this point we understood the purpose of the website was to bridge the gap from a web user to a customer at a barber shop.




Who Needs a Website when you have Google?

Only three years after the first ribbon was cut, the owners now opened a third location and began planning for a franchising model. Though Mooses Barber Shop was unique in the area to begin with, the owners started seeing tougher competition popping up. This lead to less traction on social media, low web traffic, and less customers coming through their doors. Through an iterative design process that focused on understanding the underlying problem, we were able to design an experience that allowed customers to better empathize with Mooses Barber Shops brand. This resulted with doubling web traffic, highest rank on google, facebook and yelp and traffic and a successful launch of a new location.

Understanding touchpoints and Mooses Barber Shop ecosystem.

What is the Purpose of a Website Anyways?

Going back to the drawing board, during we asked ourselves what is the purpose of having a website for Mooses Barbers Shops customers? If users already search Google and Yelp to call or get directions, is there a customer need that a website can best solve for?


For the new round of research we made sure to change our approach so we can better understand what situation or need arises that cause someone to visit Mooses website. Catering the research to answer these questions will help us understand what customer need this website can solve for our users. Using ethnographic studies and interviews we learned these important insights that helped us understand the problem space.


1

Many customer purchase a straight razor shave, or hot towel treatment as a gift to someone else. When shopping around online to see what present to buy their significant other, users visit Moose's Barber Shop to gauge how much they think their significant other will enjoy this gift..

2

Other customers have a special event coming up and want to be sure they look presentable. They are comfortable with the premium cost because this is seen also being part of the experience of the event they will attend soon.

3

The owners also had a job they need to get done with the website, that is they need to attract talent. When recruiting many potential employees look at Moose's Barber Shops website to see if the employee and company share the same values such as craftsmanship, and self expression.

Based on the insights we gained in the second round of research we ended up learning that the purpose of this website was not to bridge the gap between a website visitor and a customer by adding service hours or address, but instead the purpose of this website was to promote their brand and allow users/customers to empathize with Moose's Barber Shops brand values.

Notes from interviews with clients as well as the owners.
Understanding touchpoints and Mooses Barber Shop ecosystem, again...

Part Three
Creating a Brand

The first deliverable was to create a brand standards book. This would help possible franchisee understand the visual and emotional basis of Mooses. In order to create a brand that communicated the shared values, we defined 2 important steps.


1

Character Standards : this step allows us to define an emotion for Moose's Barber Shop. Creating a moodboard with songs, quotes, imagery or people that reflected the values of Mooses became what guided the visual communication.


2

Visual Communication : creating patterns that visually communicating the character standards

Only three years after the first ribbon was cut, the owners now opened a third location and began planning for a franchising model. Though Mooses Barber Shop was unique in the area to begin with, the owners started seeing tougher competition popping up. This lead to less traction on social media, low web traffic, and less customers coming through their doors. Through an iterative design process that focused on understanding the underlying problem, we were able to design an experience that allowed customers to better empathize with Mooses Barber Shops brand. This resulted with doubling web traffic, highest rank on google, facebook and yelp and traffic and a successful launch of a new location.

Business Cards, Barber Cards, and Promotional Material
Postcard for "Mooses Code".
Early prints and edits for the brand standards book.
Final book, character standards example.
Final book, character standards example.
Final book, visual communications section.

Part Four
Digital Experience

The first deliverable was to create a brand standards book. This would help possible franchisee understand the visual and emotional basis of Mooses. In order to create a brand that communicated the shared values, we defined 2 important steps. Only three years after the first ribbon was cut, the owners now opened a third location and began planning for a franchising model. Though Mooses Barber Shop was unique in the area to begin with, the owners started seeing tougher competition popping up. This lead to less traction on social media, low web traffic, and less customers coming through their doors. Through an iterative design process that focused on understanding the underlying problem, we were able to design an experience that allowed customers to better empathize with Mooses Barber Shops brand. This resulted with doubling web traffic, highest rank on google, facebook and yelp and traffic and a successful launch of a new location.

BLVD 63 Location
Designed & coded from scratch by Eduardo Hernandez