Getting a tattoo isn't a decision to take lightly.
Tattoos are an incredibly popular form of artistic expression and individuality. Around one third of people in the United States have at least one.
But permanently inking your body doesn't come without ramifications. With so much to consider when getting a tattoo, people are faced with a number of questions and possible hurdles to overcome.
How might we go about identifying these problems and coming up with a viable solution?
Think Ink Tattoo App
Project Overview
What Problems Do Users Face?
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- Have no idea what kind of tattoo they want
- Need inspiration to fill out details of a general design concept
- Aren’t sure how a design will look on their body
- Fear regretting the decision
- Don’t know how to find the right artist
- Don’t know if they can afford it
- Are scared of needles or the pain involved
- Have hygiene concerns/are worried about infections
- Wonder if it will hinder their ability to get a job in a certain field
Problem Statement
Users need a way to explore design inspiration, find information on the tattoo process, and get connected to the right artist for the job because getting a tattoo is a time-consuming, emotional, and impactful experience.
We will know this to be true when we see that a user considering a tattoo is able to have their questions answered, decide on each aspect of a design, and find the right artist, all in a pleasant and efficient manner.
Before moving forward, it is useful to know what other solutions are already on the market. What do they do well and where are the gaps that provide an opportunity for your product to shine?
Competition
Tattoodo
A platform with tattoo design inspiration, artist booking and more.
Inkstinct
A platform that showcases tattoo trends in cities around the world.
To build the right solution, it is important to know how a user may interact with such a product.
User Stories
Account Creation
As a new user, I want to create a new account on the app, so that I can access the full set of available features.
Onboarding
As a new user, I want to experience a quick and easy onboarding flow, so that I understand the basic features and how to use the app.
Tattoo Gallery
As a user, I want to quickly scroll through a gallery of tattoo designs, so that I can see existing designs for enjoyment and inspiration.
Upload Tattoo Photos
As a user, I want to upload my own tattoo photos to the gallery, so that I can share my tattoo(s) with the world and provide inspiration to others.
Save Designs to Favorites
As a user, I want to favorite tattoo designs, so that I can easily access a curated list of those I like the most.
Tattoo Studios Map
As a user, I want to search an interactive map, so that I can easily see tattoo studio locations near me or any other location I may be interested in.
Submit Studio to Database
As a tattoo artist, I want to submit my tattoo studio to the app database, so that users can find it when searching for a studio.
View Tattoo Artists
As a user, I want to view profiles and portfolios of tattoo artists, so that I can learn more about them and see the quality of their work.
Gain a Following
As a tattoo artist, I want to link my profile and portfolio on the app, so that I gain exposure and allow users to review my work.
Contact Tattoo Artists
As a user, I want to contact a tattoo artist I find on the app, so that I can get to know more about them as I search for the right artist to do my tattoo.
Message With Clients
As a tattoo artist, I want the ability to message potential clients, so that I build trust and rapport and increase the likelihood of winning their business.
Rate and Review
As a user, I want to rate and review tattoo studios/artists, so that I can express my opinion to provide feedback for other users.
Augmented Reality
As a user, I want to use AR technology, so that I can see a visual representation of how a tattoo would look on my body before I make the commitment.
Tattoo Articles
As a user, I want to read informative blog articles, so that I can educate myself on the many aspects and implications of tattoos.
Tattoo Information
As a user, I want to read about how the tattooing process is done, so that I understand what is actually happening when I get one.
Tattoo Self-Care
As a user, I want to read info on tattoo self-care, so that I educate myself on the best way to heal my tattoo and keep it looking good long-term.
Community Features
As a user, I want to virtually interact with other tattoo enthusiasts, so that I can share and discuss my interest in tattoos within a community.
Personal Profile
As a user, I want to manage my personal profile, so that I have control over my information and how it is displayed.
Manage App Settings
As a user, I want to manage my app settings, so that I can customize my app experience to my preferences.
Manage Users
As an admin, I want to manage active users, so that I can maintain governance and ban any users who violate terms and conditions.
Moderate UGC
As an admin, I want to moderate user-generated content, so that I can remove any content that violates community guidelines.
In order to dive into the mind of the user, it is imperitive to hear a first-hand account of their experiences, needs, motivations, and frustrations.
Surveys and Interviews
A preliminary survey and three interviews were conducted to gather vital learning from real people in the target audience.
Research Goals
- Determine which elements of the tattoo process are most important to someone when they are considering a tattoo (design inspiration, artist, studio, body location, price, cleanliness/hygiene, potential regret, etc.)
- Determine the level of interest with using a tattoo app — has the person used one in the past, and did they enjoy it? If they have not used one, does the idea of a tattoo app interest them?
- Determine the level of importance with the community aspect of tattoos — do people desire to have discussions, ask questions, and share their tattoo enthusiasm with others, or is it a more personal and solitary experience?
Observations
The preliminary survey allowed for learning some of the high-level needs and desires of the intended audience. The results also helped refine the interview questions. The survey provided useful information that validated previous hypotheses, while also revealing some unexpected findings.
Two females and one male were interviewed, ranging from early 30’s to early 40’s and each a full-time working professional within unique fields. One has no tattoos but has long considered getting one, one has over a dozen in various locations, and one has a concentration of them in the form of a full arm sleeve.
Summary of Findings
Survey
- Respondents represented a diverse range of ages, but were primarily female (76.6%).
- Of 47 survey respondents, almost half (46.8%) did not currently have a tattoo, but were interested in them or considering getting one.
- The majority of people (almost 75%) consider a tattoo for 6 months to a year, or longer, before getting one.
- The cleanliness of a tattoo studio and the artist doing the job are very important; the price and pain level are lesser considerations.
- Tattoo regret is indeed a concern for the majority of people (66% in the survey).
- Even among tattoo enthusiasts, many don’t and have never used a tattoo app — only one person responded that they had used one in the past. However, almost 70% indicated interest in using a tattoo app.
- Interest in an online tattoo community was almost evenly split.
Interviews
- There isn’t a clear consensus on where to look for tattoo designs and inspiration, and there’s a lack of knowledge of what options exist.
- Deciding on a design can be difficult given that someone might have the general idea in mind, but may have trouble describing it to the artist.
- Having a dedicated tattoo artist is likely the norm for most regular tattoo customers who are established in an area.
- When trying to find a new tattoo artist or studio, asking friends and using word-of-mouth for recommendations is common.
- Carefully thinking through all of the ramifications of a tattoo is something people do take seriously.
- Where tattoos go on the body is primarily chosen based on the desired level of visibility, as well as the available surface area of skin.
- The financial cost of tattoos plays a factor, but is likely more a temporary deterrent rather than a dealbreaker.
- There are many other reasons why someone may be deterred from getting a tattoo, including — inability to settle on a design, having doubts about the commitment, inability to book with the preferred artist, and health concerns such as potential infections or the impact of pregnancy.
- It very much depends on the person for whether tattoos are personal and private versus more casual and open — for some, it is a mixture of both.
- Even among people with tattoos, many haven’t used tattoo apps, possibly because they aren’t aware of the apps on the market, or just aren’t motivated enough to look into them.
- Sharing in an online community with tattoo enthusiasts isn’t necessarily a huge draw — there’s some interest, but even for a tattoo fan, it may be more of an occasional diversion rather than a dedicated hobby.
User Research Analysis
Affinity mapping sample:
Download the full user research analysis, including interview data synthesis, affinity mapping, and key insights.
With the research phase complete, we now have a better idea of who our ideal users would be.
But the “ideal user” can't be an abstract concept. We need a more personal representation to best empathize with and design for.
Personas
Personas help to cultivate empathy with target users, prioritize design functionality, and keep the designer motivated and focused by putting a face and personality to the results of their research.
Three personas were developed for this project: Kiara, Travis, and Amber. Each represents a unique type of individual who may use a tattoo app.
Relationship with tattoos:
“Pensive and profound”
Number of tattoos: 0
Kiara's Story
Kiara is a 21-year-old full-time student at the University of Georgia, a junior majoring in Human Development and Family Science. She leads a busy life, juggling school, work, and an active social calendar. She’s always been intrigued with tattoos, but lacks industry knowledge and has never been invested enough to take the plunge to get one. The loss of a family member has motivated her to get a tattoo in memoriam.
Device & Social Media Usage
- Laptop
- Mobile
- Social Media
Quotes
“For years I’ve wanted a tattoo to honor my cousin’s memory, but I’ve never been able to find just the right design — I also keep changing my mind on some of the details, so sometimes it feels impossible to make a decision.”
“I don’t take the decision to get a tattoo lightly — to permanently mark yourself is a big step. I also want it to be really meaningful since the one I want is to honor my cousin. So it’s definitely very personal.”
Activities
- Attends college classes five days a week.
- Spends several nights a week in the library studying and working on projects.
- Works part time on weekends as a barista at a local coffee shop.
- Enjoys hanging out with her boyfriend and friends, jogging, dancing, drawing, shopping, and trying out the latest new flavor of coffee.
Needs & Goals
- Wants a small and private tattoo on her thigh, dedicated to the memory of her cousin.
- Needs to find out the best way to view tattoo design inspiration.
- Wants to learn more about how getting a tattoo works and what to expect.
- Needs a high level of trust and confidence in knowing that getting her tattoo is safe, sanitary, professional, and something she won’t regret.
- Needs apps that are quick and easy to use amidst her busy schedule.
Concerns & Frustrations
- As a student her finances are limited, so she can’t spend too much on tattoos.
- She has never gotten a tattoo, and feels a bit intimidated and overwhelmed with how to go about the process.
- She’s concerned about the safety and cleanliness of getting a tattoo.
- She’s thought about a tattoo for years but can’t seem to find just the right design that she wants.
- Her time is limited, so apps and websites that are confusing or require too much of a time investment aren’t useful.
Relationship with tattoos:
“Casual and cautious”
Number of tattoos: 2
Travis’ Story
Travis is a 33-year-old full-time professional, working as a product manager for a tech company. He keeps busy at home with his wife and two children, and enjoys working out and playing sports in his free time. He developed an interest in tattoos as a teenager, seeing them as a unique and exciting way to express individual passions. He got his first one in his early 20’s, and a second several years later. He’s very strategic with what he gets tattooed and where they go on his body.
Device & Social Media Usage
- Laptop
- Mobile
- Social Media
Quotes
“There are so many things I’d love to get tattooed, but I want to carefully choose the ones I get. I don’t want to become so obsessed that I cover myself in them.”
“I love the versatility of being able to show off my tattoos when I want to, but also hide them when I need to. It’s the best of both worlds.”
Activities
- Works out in the morning before work at least three days per week.
- Has a 30-minute commute to work and likes to listen to podcasts.
- Works an 8:00 – 5:00 schedule doing product management for a mid-size tech company.
- Spends most evenings at home with his wife and two children.
- Enjoys sports, exercise, hiking, traveling, and keeping up with the latest technology.
Needs & Goals
- Wants several more tattoos in addition to the two he has but wants to take his time and not force a decision.
- Wants his tattoos to have flexible visibility — when desired he loves to show them off, but at work and other formal situations he most often wants them hidden.
- Needs to spend a significant amount of time deciding on a tattoo idea and design before getting it done.
- Needs to find a good local tattoo artist since he is fairly new to the area.
- Wants platform options for either mobile or desktop since he uses his laptop as much or more than his smartphone.
Concerns & Frustrations
- His previous tattoos were done in his hometown, and he and his family now live in a new area. Without recommendations from friends he isn’t sure how to find the best tattoo artist in town.
- He changes his mind a lot about potential tattoo ideas which leads to hesitation about the next one he should get.
- He isn’t sure whether getting a tattoo in a more visible body location might be problematic for his job or limit future opportunities.
Relationship with tattoos:
“Social and stylish”
Number of tattoos: 18
Amber's Story
Amber is a 29-year-old full-time professional, working as a fashion designer for a nationally known women’s apparel company. Often described as the “life of the party,” she leads a bustling social life and loves going out with friends after work and on weekends. A tattoo enthusiast, she has amassed almost 20 of them since the time she was 18. She sees tattoos as an outward and public expression of who she is, and relishes their ability to spark interesting conversations.
Device & Social Media Usage
- Laptop
- Mobile
- Social Media
Quotes
“I don’t worry so much about whether or not I should get a certain tattoo; my bigger problem is figuring out where to put it and making sure it goes well with the ones I already have.”
“Tattoos are a huge social experience for me. I love talking about mine, telling the stories behind them, and hearing from others on the stories behind theirs.”
Activities
- Begins most mornings with yoga and a cup of coffee.
- Works 40 hours per week for an apparel company.
- Goes out with friends several nights a week and doesn’t spend much time at home.
- Enjoys going out for various social activities, wine tasting, blogging on fashion and design trends, and chatting with other tattoo enthusiasts.
- Looks for opportunities to show off her tattoos and enjoys discussing the stories behind them with others.
Needs & Goals
- Wants to continue getting tattoos as often as a good idea comes along.
- Wants to complete a tattoo sleeve with interconnected designs.
- Wants her tattoos to adhere to a certain style and not deviate from it.
- Needs the reliability of a dedicated tattoo artist who she trusts.
- Needs an active community to engage with in order to be fulfilled socially.
- Wants to be a resource for others looking for tattoo advice and inspiration.
Concerns & Frustrations
- Financial constraints often delay the next big tattoo idea she has.
- Her go-to tattoo artist is in high demand, so she may have to wait a long time for an appointment.
- A few of her earliest tattoos don’t match her current style.
- With a limited amount of unmarked skin remaining, she must choose wisely with the placement of each new tattoo.
- A lack of available friends on certain nights can mean a boring evening.
With realistic portrayals of our target audience in hand, we can start thinking about the specific tasks that Kiara, Travis, and Amber would be most likely to complete in a tattoo app.
User Flows
Kiara
21 • Female
Athens, GA
Objective
As a newcomer to the tattoo world, I want to learn details of the tattoo process, so that I can ease any concerns and understand what is actually happening when I get one.
Information Gathering
- What prompted Kiara to begin this task?
- She is seriously considering getting her first tattoo, but doesn’t know much about the process.
- How will she know when the task is finished?
- When she finds detailed information on the process of getting a tattoo, and feels educated and comfortable enough to take her next step.
- What information does she already know about the process?
- Kiara is very familiar with using apps and searching for information. However, she knows almost nothing about what it is like to get a tattoo, aside from bits of knowledge learned from friends.
- What additional information does she need to know to complete the task?
- She needs to know and prioritize the most pertinent tattoo information she is seeking so that she’ll know whether or not the app content is sufficient.
User Flow
Finding details on the tattoo process
Flow descriptions
Entry
Path
Decision
Success
[Entry point]
Download & open app
Kiara downloads the app to her phone and opens it for the first time.
↓
Launch screen
↓
Create account?
» NO «
OnboardingYES
New account
Kiara uses the guest option because it is quicker and provides less hassle to get to the content she needs.
↓
Onboarding
↓
Home screen
↓
Articles menu
↓
“New to Tattoos?” banner ad
↓
“Getting a Tattoo 101”
↓
Read now?
NO
Reading list» YES «
Read content
↓
[Success criteria]
Read guide “Getting a Tattoo 101”
Kiara found the content she needs and is ready to read!
Travis
33 • Male
Alexandria, VA
Objective
As a cautious and contemplative consumer, I want to know what a potential tattoo would look like on my body, so that I feel confident in the decision to make it a real tattoo.
Information Gathering
- What prompted Travis to begin this task?
- He is planning the next tattoo he wants and is conflicted about the current design and body placement that he is considering.
- How will he know when the task is finished?
- When he successfully sees the tattoo design simulation on his body and makes a decision on whether or not it looks good enough to continue pursuing the design.
- What information does he already know about the process?
- Travis is very comfortable with technology and likely has used some type of AR tech before. He also knows the basics of tattoos and what it is like to get one.
- What additional information does he need to know to complete the task?
- He needs to know the mock design he wants to try out, its basic size and colors, and where on his body he wants to simulate it.
User Flow
Using AR to simulate a tattoo design
Flow descriptions
Entry
Path
Decision
Success
[Entry point]
Download & open app
Travis downloads the app to his phone and opens it for the first time.
↓
Launch screen
↓
Create account?
» NO «
OnboardingYES
New account
Travis uses the guest option because it is quicker and provides less hassle to get to the feature he needs.
↓
Onboarding
↓
Home screen
↓
More Features menu
↓
AR tattoo display
↓
Photo or template?
» PHOTO «
Choose photoTEMPLATE
Choose template
Travis already has a photo saved of the design he is considering, so he will use that rather than an example template provided by the app.
↓
Choose photo from camera roll
↓
Draw mark on body location
↓
Point phone camera to activate
↓
[Success criteria]
View AR tattoo simulation
Travis can now see a representation of how his tattoo design might look!
Amber
29 • Female
San Bernardino, CA
Objective
As a tattoo enthusiast with limited finances, I want to find out a price estimate for my latest tattoo idea, so that I know whether or not I can afford it right now.
Information Gathering
- What prompted Amber to begin this task?
- She is planning a new, elaborate tattoo design, but is wary that it likely will cost more than she can currently afford to spend.
- How will she know when the task is finished?
- When she sees a price estimate for her desired tattoo, calculated based on the design and artist specs.
- What information does she already know about the process?
- Amber is proficient with using apps and mobile technology. She is also well-versed in tattoos, and knows the necessary criteria to get a rough cost estimate for most designs.
- What additional information does she need to know to complete the task?
- She needs to know which tattoo artist she wants, what size the tattoo will be, where it will be located on her body, the desired colors and the desired style.
User Flow
Finding a price estimate for a tattoo idea
Flow descriptions
Entry
Path
Decision
Success
[Entry point]
Download & open app
Amber downloads the app to her phone and opens it for the first time.
↓
Launch screen
↓
Create account?
NO
Onboarding» YES «
New account
As an avid smartphone user and tattoo enthusiast, Amber decides to make an account, knowing she will likely want to fully engage.
↓
Create new account
↓
Onboarding
↓
Home screen
↓
More Features menu
↓
Search or navigate?
SEARCH
Enter query» NAVIGATE «
Select option
Amber sees a button for the price tool prominently placed and is able to select the option without needing to search.
↓
Price meter tool
↓
Select tattoo studio and artist
↓
Design specifications
↓
[Success criteria]
View price estimate for tattoo design
Amber found a price estimate for her tattoo design!
With competitive analysis and user research complete, user stories defined, personas to design for, and a general idea of task flows, we have enough info to start building the experience.
Wireframes:
Sketches to High-Fidelity
Hypotheses and research led to the creation of an initial prototype for Think Ink, a versatile app made for both newcomers and enthusiasts in the tattoo community.
The design process started with rough hand-drawn sketches, moving to more detailed sketches within a low-fidelity wireframe, to mid-fidelity wireframes, to high-fidelity, grayscale wireframes.
Gallery Screen
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Hand-drawn sketch
⟫
Low-fidelity wireframe
⟫
Mid-fidelity wireframe
⟫
High-fidelity wireframe
Artists Screen
⟫
Hand-drawn sketch
⟫
Low-fidelity wireframe
⟫
Mid-fidelity wireframe
⟫
High-fidelity wireframe
Articles Screen
⟫
Hand-drawn sketch
⟫
Low-fidelity wireframe
⟫
Mid-fidelity wireframe
⟫
High-fidelity wireframe
Design is only useful if it is usable. It is imperative to thoroughly test your prototype to make sure that real people can use it to complete tasks as an actual user would.
Usability Testing
Six usability tests were conducted for the Think Ink prototype. Participants completed five tasks related to various core functionality and features including account creation/log in, adjusting settings and filters on the tattoo design gallery, finding an artist, and searching for a specific tattoo article.
Test Objectives
- How smooth and intuitive is the sign-up and onboarding process?
- Is it clear what the app is about and what benefit the user will receive?
- How easy and enjoyable is it for users to browse/view images in the tattoo gallery?
- Can users search for a tattoo artist in a way that is effective and informative?
- Are users able to find article content about a tattoo topic of interest?
- Is the app overall easy-to-understand and navigate?
Methodology
The study was a mixture of moderated in-person (four tests) and moderated remote testing via Zoom (two tests). Participants used the Adobe XD interactive prototype to complete given tasks.
Test Script
View the complete test script with detailed info, including a list of questions asked and all tasks tested.
Download PDFUsability Test Results
View the affinity mapping and synthesis of each participant's testing behavior and reactions.
Download PDFUsability Test Report
View the test report breakdown of the most critical errors and issues discovered during usability testing.
Download PDFOnce the design is tested and the results are analyzed, we can fix usability issues and optimize the app in preparation for a final design package.
Final Design Mockups
Usability testing, peer review feedback, and accessibility improvements helped to shape the final design for Think Ink. The following screens showcase the result of the entire design process.
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Launch screen
⟫
Intro screen
⟫
Onboarding 1
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Onboarding 2
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Onboarding 3
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Create account
⟫
Create account (typing)
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Bad input
⟫
Create account (filled in)
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Tattoo gallery (2 wide)
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Image view
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Filters
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Filters (selected)
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Tattoo gallery (full width)
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Tattoo gallery (full width)
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Gallery search
⟫
Gallery search results
⟫
Tattoo artists
⟫
Artist name search
⟫
Artist portfolio search
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Artist profile
⟫
Tattoo articles
⟫
Article filters
⟫
Article search
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Article search results
⟫
Article content
Before a design is fully complete, it is necessary to define clear guidelines for branding, language, iconography and more.
Design Language System
A design language system is a group of rules and standards to help maintain consistency and govern the user experience of a product across multiple platforms and devices.
The design language system for Think Ink details the colors, UI elements, language, tone of voice, accessibility, grids/layouts, typography, and iconography that comprise the final product.
With each element of Think Ink now together, we can finalize the working protoype. All that remains is to take it for a spin...
Interactive Prototype
The interactive prototype for Think Ink provides the necessary UI design and user flow interaction to demonstrate a working product for the launch, sign up, and onboarding screens, as well as the tattoo gallery, artists, and articles sections.
(Note: not all buttons and features are functional.)