Immaculate Auto Detailing

Website Redesign for a Small Business

Project Overview

Creating a modern, accessible website for a local car detailing startup that wanted to connect more deeply with its community.

Overview:

For this project, I led the full redesign of Immaculate Auto Detailing, a small-town detailing service whose existing site was outdated and inaccessible. The new design focused on improving accessibility, simplifying navigation, and creating a seamless booking experience for a wide range of users, from retirees to busy parents. By emphasizing clarity and trust, the redesign aimed to better reflect the business’s community values while increasing customer engagement.

Key responsibilities:

  • Conducted an accessibility audit of the original site to identify usability gaps.
  • Created new information architecture with simplified navigation and transparent pricing flows.
  • Designed responsive high-fidelity prototypes for desktop, tablet, and mobile.
  • Facilitated usability walkthroughs with sample users and iterated on booking flows.
  • Delivered annotated design files, documentation, and handoff materials to the developer.

Outcome:

  • Delivered a redesigned, MVP-ready website that reflected the startup’s community-first identity.
  • Created a streamlined booking system with multiple scheduling options (phone, online, walk-in).
  • Improved accessibility with high-contrast visuals, larger typography, and WCAG-compliant interactions.
  • Projected impact: 30–40% increase in bookings, 25% fewer booking-related inquiries, and 50% higher mobile engagement.

Project Type:

Startup Collaboration (Product Concept):

Category:

UX Design, Web Design

Industry:

Automotive Services, Local Small Business

Responsibilities:

UX Design, UI Design, Design Strategy, Wireframing, Prototyping, Usability Testing, Accessibility Audit

My Role:

Lead Product Designer (end-to-end design ownership)

Team:

1 Product Designer (me), 2 Business Owner

Timeline:

3 months (Research, Design, Handoff)

Immaculate website before
Overview of Project approach

Problem Space

How might we design a website that is inclusive, easy to navigate, and reflects the values of a local, community-oriented business?

The original website was visually outdated and difficult to use. Small fonts, poor color contrast, and a cluttered layout created accessibility barriers, particularly for older users. Navigation was confusing, making it hard to find pricing or booking options.

The site wasn’t optimized for mobile, leaving out users who accessed it on phones or tablets. Most importantly, the brand’s community-first nature wasn’t represented online, leaving a gap between the business’s real-world reputation and its digital presence.

Existing Home page Audit

1. Inconsistent color theme

The site mixes red, black, and white without a clear hierarchy, making the experience visually fragmented.

2. Poor accessibility contrast

Buttons use #F50C0C with white text, which fails WCAG contrast standards and is harder to read for users with vision impairments.

3. Text hierarchy unclear

Headings (H1, H2, body text) are styled inconsistently, making it difficult to scan content. Similar sizes and weights make it hard to tell what’s most important.

4. Call to action infeasible

Only one CTA button (“Call Us”) on the entire hero section, which doesn’t match desktop browsing behavior. Users are more likely to expect a “Book Now” or “Get a Quote” button. Service “Book” buttons are red with inconsistent padding, while the hero CTA is styled differently, creating confusion.

5. layout inconsistency

Service cards, gallery, and reviews use different spacing and alignment, breaking visual flow. Uneven spacing reduces polish and makes clickable areas harder to predict.

6. Lack of proper navigation

Users scrolling down the long homepage lose easy access to booking actions. Click areas too small, buttons do not meet WCAG’s recommended 44x44px tap area, creating accessibility barriers.

7. Confusing Content & Messaging

Service descriptions too minimal. Each service has only time and price. Adding benefit-focused descriptions (e.g., “Restore your car’s showroom shine in just 1 hour”) would drive conversions.
Existing Home page Audit

1. Inconsistent color theme

The site mixes red, black, and white without a clear hierarchy, making the experience visually fragmented.

2. Poor accessibility contrast

Buttons use #F50C0C with white text, which fails WCAG contrast standards and is harder to read for users with vision impairments.

3. Text hierarchy unclear

Headings (H1, H2, body text) are styled inconsistently, making it difficult to scan content. Similar sizes and weights make it hard to tell what’s most important.

4. Call to action infeasible

Only one CTA button (“Call Us”) on the entire hero section, which doesn’t match desktop browsing behavior. Users are more likely to expect a “Book Now” or “Get a Quote” button. Service “Book” buttons are red with inconsistent padding, while the hero CTA is styled differently, creating confusion.

5. layout inconsistency

Service cards, gallery, and reviews use different spacing and alignment, breaking visual flow. Uneven spacing reduces polish and makes clickable areas harder to predict.

6. Lack of proper navigation

Users scrolling down the long homepage lose easy access to booking actions. Click areas too small, buttons do not meet WCAG’s recommended 44x44px tap area, creating accessibility barriers.

7. Confusing Content & Messaging

Service descriptions too minimal. Each service has only time and price. Adding benefit-focused descriptions (e.g., “Restore your car’s showroom shine in just 1 hour”) would drive conversions.
Existing Website Audit

1. Inconsistent color theme

The site mixes red, black, and white without a clear hierarchy, making the experience visually fragmented.

2. Poor accessibility contrast

Buttons use #F50C0C with white text, which fails WCAG contrast standards and is harder to read for users with vision impairments.

3. Text hierarchy unclear

Headings (H1, H2, body text) are styled inconsistently, making it difficult to scan content. Similar sizes and weights make it hard to tell what’s most important.

4. Call to action infeasible

Only one CTA button (“Call Us”) on the entire hero section, which doesn’t match desktop browsing behavior. Users are more likely to expect a “Book Now” or “Get a Quote” button. Service “Book” buttons are red with inconsistent padding, while the hero CTA is styled differently, creating confusion.

5. layout inconsistency

Service cards, gallery, and reviews use different spacing and alignment, breaking visual flow. Uneven spacing reduces polish and makes clickable areas harder to predict.

6. Lack of proper navigation

Users scrolling down the long homepage lose easy access to booking actions. Click areas too small, buttons do not meet WCAG’s recommended 44x44px tap area, creating accessibility barriers.

Project Approach

Over 12 weeks, I led the redesign process end-to-end, focusing on creating a clean, modern, and community-driven experience.

My process started with evaluating the old site, conducting surveys to understand local user needs, and performing competitive analysis on similar service providers. Based on these insights, I mapped user journeys, designed wireframes, and created high-fidelity responsive prototypes. Iteration was driven by accessibility testing and peer feedback to ensure the design worked across devices and comfort levels.

Timeline:

  • 2 Weeks: Research, surveys, accessibility audit
  • 3 Weeks: Wireframing and IA mapping
  • 4 Weeks: High-fidelity UI design and prototyping
  • 2 Weeks:Usability testing and iteration
  • 1 Week: Final delivery and documentation
Overview of Project approach

User Exploration

Surveyed locals to uncover frustrations with navigation, booking, and accessibility.

Problem Definition

Framed key issues: unclear pricing, poor contrast, and no mobile optimization.

Ideation + Design

Built wireframes for simpler booking, clear hierarchy, and responsive layouts.

User Testing

Validated prototypes; refined buttons, contrast, and booking confirmation.

Iteration + Delivery

Delivered accessible, improved high-fidelity designs.

Research

Exploring how small-town users engage with service websites and where frustration arises.

To ground the design in user needs, I surveyed local residents and audited the existing site against WCAG accessibility standards. I also reviewed competitor websites to identify best practices for service clarity, pricing, and booking flows. The findings reinforced the importance of mobile-first design, simple navigation, and transparent service descriptions.

This research aimed to validate my assumptions on:

  • Accessibility as a key factor for older users.
  • The role of mobile usability in driving bookings.
  • The importance of clear, transparent pricing for trust.
  • The need for flexibility in booking methods (online, phone, walk-in).
Owner and user meeting overview

Exploring Solutions

I focused on translating these needs into simple, accessible, and trustworthy solutions.

Solutions included:

  • Streamlined booking flow: Multiple options (online, phone, in-person) with clear CTAs.
  • Accessible design: High-contrast typography, simplified layout, and mobile optimization.
  • Transparent pricing: Clear service packages with upfront pricing.
  • Community-building: Testimonials and loyalty programs integrated into the homepage.
  • Scalable system: A modular design system for easy maintenance and updates.
user flow
Style Guide

Design Challenges

One of the main challenges was balancing modern design patterns with the needs of tech-averse users.

The site also had to look professional without the budget of a large marketing team, meaning every element had to serve a purpose. Ensuring consistency across devices and browsers was critical, as was aligning the business owner’s goals with users’ demand for clarity.

Key Challenges:

  • Balancing modern UI with low-tech familiarity.
  • Designing for accessibility and WCAG compliance.
  • Keeping the site professional on a lean budget.
  • Ensuring consistent responsiveness across platforms.
inquiry and services screens

Solution

The final solution was a community-focused, accessible website that balanced clarity with professionalism.

Key features included a multi-channel booking system, transparent service descriptions with pricing, and accessibility-first design choices. Testimonials and loyalty sections reinforced trust, while a clean, mobile-responsive layout ensured users could complete tasks effortlessly across devices.

Testimonials and services screens

Metrics + Learnings

While the startup did not launch the redesigned site, the project highlighted the potential for significant business and user impact.

Metrics & Engagement (projected):

  • 30–40% increase in online bookings.
  • 25% fewer booking-related inquiries.
  • 50% higher engagement from mobile users.

Future Development & Feasibility:

If launched, the MVP could expand to include a customer portal, appointment reminders, and loyalty rewards. The design system was scalable, offering a framework other small businesses could adapt to strengthen digital trust and accessibility.

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