As Art Director, I led the redesign of Elizabeth Arden's Red Door Salon website, working alongside the Director of UX and ACD to rebuild the home page, service pages, and booking flow. The new site booked faster, held visitors longer, and lost fewer of them along the way.

Goal: Redesign Red Door's website to make booking faster, navigation clearer, and services easier to compare while elevating the brand's premium feel.

What I made: Redesigned home page, service landing pages, booking flow, and responsive screens across devices.

How I approached it: Led art direction, UI/UX, and information architecture in close partnership with stakeholders. Every design decision prioritized speed to booking and clarity of service offerings while maintaining the premium brand equity Red Door had built over decades.

Results: After launch, the site showed measurable improvements in booking conversion, session time, and reduced bounce rate across key pages.

My Role: Led art direction, UI/UX design, and information architecture in close collaboration with the Director of UX and ACD.

Note: The business later closed due to COVID-era impacts. This case study reflects the work completed while the site was live.

Elizabeth Arden Red Door Salon | Website Redesign

Art Director

A century of luxury doesn't mean much if booking a facial takes ten clicks. Red Door's site had to feel as premium as the salon and move as fast as its clients. So we redesigned it around both.

Home Page

The homepage needed to feel like walking into Red Door, elevated and easy to navigate. I built a simple, tile-based layout so guests can get to the right service category fast, without hunting. Strong photography and clear hierarchy do the heavy lifting here. The goal was a homepage that feels premium, but works hard by getting people to booking faster.

Landing Page

The landing pages were designed for decision-making. Instead of making people read paragraphs, services are organized so you can compare options by time and price right away. From there, the experience moves into personalization (techniques and enhancements) while keeping the path to booking obvious. It’s guided, but not pushy, and it helps guests choose with confidence and schedule faster.