🪴 Client Work（Real World Project）

🎨 Role & Scope

Advertisement Consultant / Brand & UX Strategist

Project type: Local business branding and customer experience strategy

📍Context

A neighborhood hair salon was struggling with low customer acquisition and retention in a saturated market. They lacked a clear brand identity and compelling value proposition, which made it hard to attract new visitors and keep them coming back.

🔍 UX Focus

How can we design a brand story and customer journey that attracts new visitors while building loyalty and higher-value relationships?

🛠 Key UX Challenges

• Low new customer acquisition, especially via advertising
• High churn with few repeat visits
• Low revenue per customer
• No clear value proposition from the user’s perspective
• No mechanism for testing or refining marketing content over time

🚀 What I did

• Interviewed the salon owner, staff and regular customers to surface emotional drivers
• Built lightweight user segments based on lifestyle and expectation patterns
• Reframed the brand message and visual language to appeal to sophisticated, design-conscious women seeking self-expression and quality.
• Advised on revising service pricing as part of branding, shifting from discount-focused to value-based pricing that matched target users
• Held workshops with staff to share the new brand strategy and ensure consistent, trust-focused customer interactions