I’ve worked with Rootbar for over three years, leading their digital advertising and search engine optimization efforts. As the brand expands beyond Calgary, we took the opportunity to elevate the user experience and refresh the visual identity – ensuring it reflects Rootbar’s elevated yet approachable vibe.
The original Rootbar website lacked:
As a result, the user flow of the site really lacked the ability to enhance more conversions.
Target Segment: The Efficient Professional
Names: Sarah Tran
Age: 33
Location: Calgary, AB
Household Income: $95K/year
Occupation: Marketing Director at a tech startup
Family Status: Married, no kids (yet)
Sarah is career-focused and always on the go. Between work events, meetings, and gym classes, she doesn’t have time for a 3-hour salon appointment. She expects professionalism, quality, and efficiency – all wrapped in a luxurious experience.
Pain Points & Challenges:
Hates traditional salons that run behind schedule
Finds most luxury salons overpriced and time-consuming
Struggles to book appointments quickly from her phone
Needs
Easy online booking with flexible times
Fast, consistent results for root touch-ups and styling
Modern, elevated environment without the snob factor
Target Segment: The Modern Mom
Names: Jenna Williams
Age: 38
Location: Edmonton, AB
Household Income: $110K/year
Occupation: Freelance Interior Designer
Family Status: Married with 2 kids
Jenna juggles school drop-offs, client consultations, and family life. She wants to treat herself but doesn’t want it to be a whole ordeal. Her time is precious, and she’s looking for convenience that doesn’t compromise quality.
Pain Points & Challenges:
Limited windows for appointments
Hard to find salons that cater to busy moms
Doesn’t want to “wait around” or deal with high-maintenance services
Needs
Quick, quality services (root touch-ups, express blowouts)
Clear, honest pricing with no surprises
Warm, welcoming vibe with great customer service
I brought the wireframes to life by:
Using immersive photography and full-bleed sections
Creating sections for unique offerings like fishing add-ons and trails
Simplifying the text and emphasizing “Book Now” CTAs
While this project didn’t have the budget or timeline for a full end-to-end UX process, I focused on what would move the needle: clarifying the booking flow, simplifying navigation, and improving the mobile experience.
By honing in on the key action – booking an appointment – I was able to remove friction points that were slowing users down. Clearer CTAs, location-specific landing pages, and mobile-friendly layouts made it easier for users to take action quickly.
Since launching the updated site, Rootbar has seen a 3.5% increase in bookings compared to the same period last year- a strong indicator that small UX improvements can drive measurable results when rooted in real user needs.
If I had more time and budget, additional rounds of usability testing, deeper persona validation, and post-launch heatmapping would be next on the list. But even with these constraints, this project proves that targeted UX work can have real impact – and fast.