Creating a Seamless Booking Experience Across Two Distinct Brands
Aura spa and Bang Salon had evolved into two successful brands with overlapping audiences, but their digital experiences felt disconnected. The challenge wasn't simply redesigning a website. It was about creating a booking experience that felt cohesive while preserving each brand's personality.
Role
Art Direction
UX/UI Design
Information Architecture
Design System
Developer Collaboration
Team
Marketing
Development
Leadership
Overview
Bang Salon and Aura spa share customers, locations, and services, yet each brand serves a distinct purpose. The existing websites had grown independently over time, making it difficult for users to understand the relationship between the two brands or navigate between them.
Rather than treating this as two separate redesigns, I approached it as one connected customer journey. The goal was to create a digital experience that reduced friction, simplified decision making, and reinforced the premium experience customers expect from both brands.
UX Problem
Although Bang Salon and Aura spa served many of the same customers, their websites treated them as completely separate experiences.
That meant missed opportunities. A salon client looking for a haircut might never discover massage therapy or skincare, while a spa client might not realize they could schedule a color appointment during the same visit.
The digital experience wasn't reflecting how the business wanted customers to engage with the brands.
The goal wasn't to merge the brands. It was to create a connected experience that helped customers discover everything available to them while preserving the identity of each brand.
Solution
Rather than treating the salon and spa as two isolated experiences, the redesign focused on helping customers naturally discover services across both brands.
Navigation, service organization, and cross-promotion were designed to make moving between the salon and spa feel seamless, encouraging customers to explore the full range of services without losing the distinct personality of either brand.
Throughout the redesign, every decision balanced three priorities:
Preserve the premium identity of both brands
Encourage cross-discovery between salon and spa services
Build a scalable system that could evolve alongside future services and locations
Design System
One of the primary goals was creating consistency across every digital touchpoint.
Shared components, typography, spacing, and interaction patterns established a system that allows both brands to feel connected without losing their individual identities.
Rather than designing individual pages, the focus shifted toward building reusable components that improve consistency, simplify future updates, and create a more cohesive customer experience.
Thinking beyond launch
Rather than designing individual pages, I focused on building reusable components that could scale across future campaigns, services, and content updates.
Simplifying Complex Information
Salon and spa pricing can quickly become overwhelming.
Instead of presenting long, text-heavy service lists, the redesign organizes information into clear categories with consistent hierarchy and predictable layouts. This makes it easier for users to compare options while keeping the experience visually calm and approachable.
Brand Evolution
This project wasn't intended to reinvent either brand.
It was an opportunity to refine and modernize the digital experience while strengthening the relationship between Bang Salon and Aura spa.
By establishing shared design principles instead of simply matching visual styles, the experience feels unified while allowing each brand to retain its own personality.
A balancing act
The goal wasn't to make Aura and Bang look identical.
It was to create a connected experience while preserving what made each brand distinct.
Outcome
The redesign created a stronger foundation for future growth by unifying the customer experience across both brands.
More importantly, it established a scalable design system that makes future improvements easier to implement while maintaining consistency across websites, campaigns, and new digital initiatives.
The project demonstrates what I enjoy most: solving complex UX problems through thoughtful systems that connect brand, business goals, and customer experience.
The bigger picture
A successful redesign isn't just one that looks better today.
It's one that's easier to maintain, easier to evolve, and creates a stronger foundation for what's next.