Justblo.com, justblo.me, blossomatblo.com
Blo, Raleigh, North Carolina
Owned by: Bryan Nunes

While Blo’s previous website was beautiful, several of its features, such as its Flash technology, were antiquated. But owner Nunes didn’t rush to redesign the site. He took his time, investigated every nuance and implemented many functions that were quite revolutionary for the beauty industry.

To create a clean landing page, Nunes chose imagery that had a wider appeal than beauty, which evoked an emotion and connected the user to the brand Blo. The site’s Appointment Consultantion Tool, or ACT, helps new clients book the right service and right length of time with the right stylist by entering information about the client’s needs and uploading a selfie and an inspiration look. A team of three master designers reviews the new client’s request and makes recommendations before she is booked for an appointment.

The salon also created an interactive community that harvests user-generated content from Blo’s social media vehicles instantaneously when it’s tagged with #justblo. That keeps the content fresh and always changing. “Since our designers post before/after images, this page also acts as a look book or consultation tool for many guests who visit and see something they like—it’s amazing,” Nunes says. “It’s our own little Blo community, and the best part is that the content is driven by the users!”