Head Designs

Learn, style, and embrace the full texture of hair.


Head Designs is a natural hair salon in Oakland, Ca. The project started as a site redesign in 2018 and has gone through multiple iterations to this present time. Sheila Head is the stylist and owner of the salon for over 40 years. She is very proud to be one of many black women business owners and is involved in her community.

My Role


Head Design Home Mobile

Home Page

The Challenge

Business requirements: Within the past ten years, there has been another natural hair movement. Given Sheila’s experience and history with natural hair, she would be one of the top hair salons to visit in the Bay Area. How to visually communicate and showcase Head Design’s knowledge and skill to increase clientele.

User Needs:
When searching for a natural hair salon, you want to learn as much as you can about their services and their credentials from other clients. The task is how to engage and convert clients from their experience on Head Designs website.

During COVID, a new strategy of operations for the salon and the website had to be implemented for Head Designs to survive. I am currently updating the user research and creating new strategies to keep the clientele engaged and create revenue. 


Combing Through

The natural hair community in Oakland is very competitive. I did a content inventory and competitive analysis of other top natural hair salon websites in order understanding Head Designs’ goals and challenges. 
Hair Salons
Love of hair artistry
Head Design
The Curl Lab
Hairapy Session
COVID 10 updates or protical
Only for hair extensions
Services list w/ description and time
Blogs / Articles
On site appointment scheduling


New User Research Study in Progress​
My natural hair Journey during the Covid 19
There is a natural hair movement that has been going on for over 20 years. Now in 2020, the natural hair movement is stronger than ever and has come a long way. For a time, natural hair on women of color, white women, and men have to carry a social stigma of having “nappy,” “kinky,” dry, frizzy, or even dirty hair because of its texture. While straight hair or long spiral curls are described as “good hair.” I am currently researching how women and men, white, and people of color have managed their natural textured hair?
The Pandemic has taken everyone on a new hair journey. I am curious to know the people’s experience and how they have couped with not getting their hair professionally done. And take those findings and create a strategy on how Head Design can continue to support you as we head into a hopeful New Year.
I will also compare my research study with “The good hair” study in 2017.  Below is a chart from the “The good hair” study showing the level of worry and anxiety they have about their hair. Their anxiety may be caused by the stigma of society, maintenance, or financial burden.


natural hair journey?

Primary Personas
Secondary Persona
tertiary Persona
“Empowering Themselves”
A Regular
40-60+ years old
Hair Education
Well educated about their hair. Knows how much time they want to spend on their hair.
Hair Care
Know how much time they want to spend on their hair. Aware of their hair boundries.
Persona 2
“Hair Attitude”
A Regular
30-40 years old
Hair Education
Willing to learn about their hair and how to take and manage their hair.
Hair Care
They know the least about natural hair care but are eager to learn.
“Embracing your texture”
A Regular
20-30 years old
Hair Education
They have never learned how to take care of their hair.
Hair Care

Wants quick fixes to their hair issues. Or has unrealistic haircare goals.

Iterate & Create

ReCreating the structure of design

After removing old or irrelevant pages from the Content Inventory in the discovery phase, uncovering user’s pain points, and problem-solving opportunities, we created a revised simple site map layout. This also helped define our redesign scope and strategy.

Head Design Site 2018
Head Design Today

Site Map

Wireframes & Mock ups

This is the first draft of wire frames. I then 

Home wireframe

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.


Are we going in the right direction?

I have done many iterations in updating the webpages from user feedback and user testing and user flow using Hotjar. Here are a few validations and implementation that I have done.
Heat Map
In the first design of the product page, I improved the design by adding a search and filter on the side. I also updated the product on mobile so that it featured the filter and search. It took some custom code, but I was able to work. I May have to do another iteration, but currently testing it ease with users.
Head Designs user survey showed that before users decide to book an appointment with a salon, they always look at a salon gallery. Many users made comments that before and after photos are beneficial. So I am trying a new before and after interactive feature. Currently, in the early testing phase, so we see how many users interact with it.

What I learned

The Website launched in 2018 and continues to grow and develop to this day. Building this website has challenged me to grow and learn about myself as a designer and developer. I am someone that keeps pushing myself to be better. Wearing two hats for this project, I quickly learned that it is a lot harder than I anticipated but also up for the challenge. If I had a designed concept, I would quit until I learned how to build it. The one thing that I love about this project is my client Sheila Head, Owner of Head Designs Salon. We’d come together and brainstorm on how to increase her clientele and new strategies. COVID-19 has caused us to step up and develop more creative approaches to stay engaged with her clientele and community. So in these coming months, I will be doing a couple of research projects that will help her business stay relevant during these times.

Creative charts

30 %
New Clients
90 %

Sharing interest

1 K

Monthly visits


New look! Who dis?