P-INK
Designing a solution to improve the tattoo experience for LGBTQ+ people and artists
— ROLE
UX/UI Designer
— BRIEF
A mobile web app that explores the area of finding tattoo inspiration and artists
— TOOLS
Figma, Miro, LucidChart, OptimalSort, UsabilityHub, Keynote
— TYPE
End-to-end web app concept
— DATE
2020-2021
Injecting Inclusion into the Tattoo Industry
The tattoo industry has exploded over the last 10 years. While it has become more mainstream and acceptable, the whole tattoo experience, from finding an artist to receiving your tattoo, remains a challenge and is not inclusive to minority groups, including LGBTQ+ and BIPOC individuals.
I wanted to design a solution for this problem that would help LGBTQ+ tattoo enthusiasts and artists while at the same time filling a gap in the market.
This is the story of P-INK, a tattoo platform that I designed to connect people with LGBTQ+ tattoo artists, making the tattoo process easier, more comfortable, and inclusive for all.
Skip ahead to: The Problem | The Challenge | The Process | The Solution
Initial Problem Discovery
What problem am I trying to solve?
LGBTQ+ tattoo clients do not have a single dedicated platform to find a tattoo artist they identify with. On top of that, finding and booking an artist online is a convoluted and confusing process.
For LGBTQ+ people, there exists a strong demand for people to find better ways to connect with artists that represent them, but so far there are no easy ways to make that happen. At the same time LGBTQ+ artists are struggling to stand out and find clients who they can best serve.
Getting a tattoo can be intimidating and scary. For queer people, tattoos are a chance to build their identity in a way they can control. Often the theme of the tattoo is not as important as it is “to have it done by somebody you have a common experience with, someone who has gone through similar paths.”
“Despite having history in non-Western cultures around the world, the current tattoo industry feels dominated by toxic masculinity, heteronormative ‘toughness’, and is mostly white. Studios can feel unwelcoming and aggressive: a byproduct of the ‘bro’ culture that tattooing has become.”
— Dani Leever
Dani’s tattoo by Allie. 📷 : @stickaroundtattoo
Initial Research + Problem Validation
Why is this a problem?
The traditional tattoo world is not inclusive.
The traditional tattoo process can be intimidating and uncomfortable ⛔️
Thousands of negative reviews online reveal that tattoo parlours often are uncomfortable environments and inadvertently cause painful memories on a permanent basis- literally etched into a person’s skin.
In an Archer Magazine article, the author recounts their personal story of enduring an aggressive and unpleasant tattoo experience in stereotypical parlour. “The pain of the tattoo was made more unbearable by his judgemental comments. As much as I loved it, its stain on my skin reminded me of the unpleasantries. I covered it up a year later.”
Tattoo parlours can be unsafe and homophobic environments ❌
Tattoo artist Dave Davenport explains in a 2018 Playboy article on the world of queer tattooing “your average and stereotypical tattoo shop is full of machismo, and even plain old homophobia a good deal of the time.” In response, LGBTQ+ tattoo artists have risen to carve more inclusive spaces and to change the industry’s culture. Queer shops, where they exist, provide a comfortable safe environment for everyone.
A lack of digital options creates barriers to finding the right artist you identity with 🏳️🌈 🏳️⚧️
Even though social media provides the platform for leading queer tattoo artists to make a name for themselves, as a minority finding a wider range of artists you identify with remains a struggle.
Problem Statement
People are struggling to find and connect with LGBTQ+ tattoo artists as they want to ensure their tattoo experience reflects their identity as part of as a distinct community and to confirm that the entire tattoo experience happens in a safe and inclusive environment.
The Challenge
Develop a tattoo artist discovery and booking process that meets the needs of the LGBTQ+ community and is inclusive and easy to use
The challenge for this process was two-fold:
To define the requirements and create a supportive, inclusive, and safe environment for LGBTQ+ people looking for tattoos.
To provide a usable and easy tattoo booking experience that improves upon existing methods and tattoo booking products, to engage the customer before, during and after the tattoo experience.
As someone who doesn’t have any tattoos, I knew I would have to immerse myself in an unfamiliar world to understand the problem firsthand and to identify with the issues across the entire process from the eyes of a diverse community.
My high level goals were to:
Create an environment that is inclusive, safe, and supportive.
Make the process of finding an artist and booking a tattoo session easy and smooth.
Develop value and usefulness for artists so they are incentivized to join.
The Approach
Inking LGBTQ+ audiences through Human-Centred Design
P-INK was created using the Design Thinking process and the double-diamond model.
Discovery
I knew I needed to understand the problem myself, so I interacted at length with members of the LGBTQ+ community with tattoos and leading LGBTQ+ tattoo artists to understand the industry, process, challenges, and opportunities.
Definition
Although I am part of the LGBTQ+ community, my perspective represents just one of the letters of the anagram. To understand all perspectives, I engaged with all types of members of the community to define needs and priorities based on sexuality and gender considerations appropriate to the process.
Design + Test
With the combined needs of the LGBTQ+ community in mind, I worked with people with tattoos and artists to iteratively refine a design in the form of a mobile prototype. Following completion, I conducted user testing across a wide audience to evaluate and improve on the prototype from both the user and the artists perspective.
Refine + Deliver
I interpreted the feedback to gently refine the design, user experience and overall branding of the service, putting it together as a finished mock-up, ready to handoff to developers for implementation.
The Process // Phase 1
Discovery
Understanding the Market
Competitive Analysis + Market Research
To start the discovery phase I needed to understand the market, what types of tattoo products already existed, and how the current digital tattoo process works.
I completed market research, a competitive analysis and a SWOT Analysis to find out what was already on offer. I identified what was being done well and potential areas for improvement.
I also conducted a Usability Heuristic Evaluation to determine key usability issues that I could avoid with when creating P-INK.
I focused on two products: Tattoodo and Inksquad.
From this analysis I discovered that:
Creating a sense of tattoo community and strong brand positioning is key.
Providing a simple and easy to use interface with a focus on the tattoo images is imperative.
There is a lack of focus in existing products on what to do once you log in- it can be confusing when it’s not providing tailored recommendations or location-specific options upfront.
Since the tattoo process is complicated and varies by artist and studio, there needs to be more explanation (or a tutorial) of how the app works and what the expected tattoo booking process is.
Filtering is very important and needs to be organized and presented well to assist with tattoo searching.
Exploring the Problem
User research and interviews
To properly understand the problem and find possible solutions, I had to speak to real tattoo clients and artists to find out what they truly needed and what the tattoo world was like from their perspective.
I set up and conducted 5 user interviews with a variety of tattoo clients as well as a tattoo artist. I also sent out a survey to gather more qualitative data
Since I personally have no tattoo experience I used this opportunity to practice empathy and to fully listen to my participants.
The result of this listening was a set of rich qualitative data I incorporated into the design process.
I used affinity mapping to draw out important themes and concepts that appeared across multiple participants. This helped me to review all of the findings and to understand some key pain points across the board.
Findings organized by participant
Insights grouped into clusters with central themes
Here are some of the key insights I discovered:
From this research and spending time with users I further refined my problem statements:
LGBTQ+ tattoo clients need a way to find and book a tattoo artist they identify with because they are looking to get new tattoos, want to ensure a safe space and would like to support artists of their community.
LGBTQ+ tattoo artists, especially those who manage their own business, need a simple and effective way to manage and book clients so that they can stay efficient and focus on their art.
At this point, I also developed a Business Requirements Document that would lay out the goals, scope and minimum functional requirements that our potential final solution would need. I was designing P-INK from a user standpoint, but I wanted to make sure I still kept designing for business goals in mind too.
The Process // Phase 2
Define
Building empathy with the target audience
User Personas
To further define the problem areas and potential solutions, I had to put the focus onto my users.
As someone with no tattoo experience I made sure that I was committed to listening to their needs and desires.
In order to take as much bias out as possible, I took the data from my user research and distilled them into three user personas based on three clear types of users.
Meet Jessie, Eduardo and Jos! Hey folks! 👋
They helped to humanize the research and supported me in always designing with empathy.
Every decision I made going forward was with these 3 people at the centre.
Stepping into the world of our users
Journey Maps + User Flows
At this point I had a lot of data about the tattoo process and what users needed, but I had to start to define how could this be translated into a solution.
What should P-INK offer and how?
How can it solve or improve what Jessie or Eduardo or Jos are already trying to do?
To answer these questions, I turned to a process of formulating journey maps for each of my personas. This allowed me to explore the steps required for each persona to achieve their goal and the context that they are doing it in.
This ensured I was creating a product that fully answered the users’ needs, goals and motivations.
Empathizing with the user by understanding their journey in context, especially their emotional states.
Jessie’s Journey
Jessie has a couple tattoos but hasn’t had the greatest experience. She wants to begin to look for new tattoo artists that she identifies and feels comfortable with.
After opening P-INK, she browses through different artists near her, saves some artists she likes, and then after looking more at their profiles, decides to message one that looks like a fit.
She’s a bit nervous about reaching out to this artist, but feels reassured when the artist comes back with a positive response. From here she goes ahead with booking process and setting up her session.
After making journey maps, I broke down the journeys into specific parts through writing user stories.
From this, I formed a set of user flows to breakdown all the practical steps required for each persona to real their goals.
This helped to specify all the elements I would need to lead my users through, in the most efficient way possible.
Turning research into a concept
Synthesizing and Defining
After understanding my users point of view and defining their possible journeys, I had to define what the main features of P-INK would be and what concept to pursue in the design phase.
In the existing world of digital tattoo products there’s a large focus on finding tattoo inspiration, and while some users did mention this issue, the larger problems I heard had more to do with:
Finding tattoo artists and establishing a fit
Communicating before the tattoo session
Managing the whole tattoo process
With this research, I decided to build P-INK around facilitating the connection with the artist.
Every element would help to address this pain point.
I decided P-INK needed to:
Have a strong way to explore and filter for artists
A robust artist profile page that allowed artists to share as much as possible
A process that tracks your tattoo projects and facilitates as much clear communication as possible with the artist, while still making getting a tattoo quick and easy
In addition, there would be a focus on fostering inclusivity, accessibility, and community.
The Process // Phase 3
Design
Designing the structure
Information Architecture + Site Maps
Once getting through the define phase (and many sticky notes later), I launched into the design phase by developing the information architecture: how the app is organized and structured.
I conducted two card sorting sessions virtually to research and plan the site categories.
Through these sessions I was able to create and grow the site maps which formed the skeleton of P-INK.
Visualizing the possible solutions
Design, validate, iterate, repeat:
Low, mid + high fidelity prototypes
Now was the time to take all of the work I had prepared up to this point and to make the product come to life. For an idea so big and from scratch this was overwhelming but also exciting.
To get this done I focused on creating a Minimum Viable Product for 3 core features through rapid prototyping and low-fidelity paper wireframes. This allowed me to work quickly, share my ideas with peers and not spend too much time and effort on development down the road.
After taking time to analyze my work from the low-fidelity level, I began to create mid-fidelity digital wireframes via Figma. I then took this level to iterate further and add more detail to create a fully clickable high-fidelity prototype that would be utilized for user testing.
Low-Fidelity Wireframes + Prototype
Mid-Fidelity Wireframes + Prototype
High-Fidelity Mockups and Prototype
The Process // Phase 4
Test
Putting the designs back in front of users
Usability testing
I ran 6 remote moderated usability tests with set tasks for the participants to accomplish. I used the success rate to complete these tasks, along with general observations of how users interacted with P-INK to collect as much data as possible.
These sessions were really exciting because I got to see how people responded to the solution I had made so far.
Along with testing the usability, the tests also functioned as a type of participatory design session. Through sharing their feedback and ideas I was able to collaborate with my target users and gain critical insights into how the product should function and improve.
Key issues from testing and how they were solved:
Booking and scheduling
Problem:
5/6 users expressed an issue over being able to pick a tattoo time and book all in one step. They told me that they wouldn’t know how long to book for based on their idea.
Tattoo artists told me it was important to hear the idea of the client first and then provide a realistic estimate after.
Issues with filtering
Problem:
4/6 test participants had confusion over the filtering screen. Some were unsure of how it worked and some thought clicking the back button would make the filters automatically apply.
Photos not featured enough
Problem:
3/6 users told me they wanted to see more of the photos on the artist profile page as well as a bigger focus on the tattoo photos overall.
“I need to be able to quickly see what the artist’s work is so I can make fast decisions while browsing.”
Solution:
Break up this process into two parts: a booking request to be approved and quotes by the artist followed by a link to follow through with scheduling, booking and payment.
Solution:
Improve the hierarchy and layout of the filter modal window and make sure that filters are applied right away, whether users click the back button or the done button.
Solution:
Place featured photos at the top of profile pages, highlight the artist’s portfolio, and focus on emphasizing photos on the home/explore pages.
The Process // Phase 5
Iterate + Refine
Refining the design
UI Design Progression
Using Gestalt laws, visual design principles and emotional design considerations I began to expand and develop the User Interface (UI) of P-INK.
I used mood boards and a branding exercise to flesh out the visual language.
I then developed the colour and typography scheme and standardized UI patterns such as buttons, forms and headers.
This helped to make P-INK feel like it’s own world.
A style guide was created to help communicate the language and elements of P-INK to developers and to provide consistency for future designs.
Inclusivity + Accessibility
I continued to iterate as the UI developed and used a series of peer feedback sessions to find areas of improvement.
I conducted an accessibility audit and made sure I was following all standard WCAG guidelines and UX best practices. It was here I fixed certain colour contrasts and form fields.
An original goal for P-INK was a focus on inclusivity. At this stage, I was trying to find ways to ensure this value was upheld.
This was definitely an added challenge since adding inclusive elements, like how to present and include pronouns does not have one standard solution.
Elements like this require a lot more research and testing with a diverse range of people to ensure it’s doing its job properly.
The iterative process to reach this point had been incredibly valuable. Each time it felt like I got more information and data to improve P-INK, from inclusive design to elements that would enhance usability.
This is a process that never ends and would continue even after the product is launched.
For this story though, the design is now ready for handoff to have it developed as its first version and get it going in the real world.
The Solution
Introducing…
Make your mark as unique as you are.
Explore, Connect and Book LGBTQ+ Tattoo Artists
P-INK is an inclusive community designed to help you find an artist who will make your next mark as unique as you are.
Join a community where your identity is respected. 🏳️🌈
Select and have your pronouns displayed, and have the flexibility to share anything else that’s important to you and your identity.
Explore and search for the right artist for you. 👀
Enjoy discovering all the tattoo artists around you or use filters to find exactly who you want anywhere in the world.
Connect with tattoo artists.🌟
Go from checking out detailed artist profiles to messaging artists seamlessly.
Book your tattoo session. 🙌
Send a request form and once an artist gets back to you, easily schedule and pay for your session in one place.
Track your tattoo project. 🥰
Keep track of your upcoming tattoo session and easily stay in touch with your artist.
Key Learnings
Reflection
What I learned…
When the problem is complicated focus on the research
It turned out to be a challenge to figure out and choose exactly what was the best tattoo process to build and what features to focus on. In my research, I realized that the tattoo world is complicated- it can be casual, informal and inconsistent, it changes by region, and each tattoo artist handles their business differently.
However, I learned that by sticking close to the research and keeping the attention on the users and their needs can help to focus the product.
Test sooner to get real feedback
It gave me the perspective of the entire product design process and it helped teach me the value of creating an MVP that be tested and iterated on, rather than striving for perfection right away.
Give even more time to inclusivity
As well intentioned as I was to make this an inclusive product, I realized that there’s a lot more work to do. I would incorporate more specific time to researching and testing inclusive features on top of the app’s core features.
Final Thoughts
My goal with P-INK was to create a product that would make it easier to get a tattoo and to solve the problems and challenges I was hearing about from the LGBTQ+ community. I felt empowered that at every stage I was designing with empathy and really trying to think about how each element would benefit a future community of P-INK users.
The design process is never finished and I feel excited at all the possibilities that P-INK could grow into
As I heard from users time and again, there is so much value in creating something for people in an industry where they are not well represented and in helping to promote the values of community, safety, and inclusivity, especially for something as meaningful and everlasting as tattoos.
