Work / Project Details
Shine Franchising
Overview
Shine Franchise is a multi-service home services franchise that helps entrepreneurs start and scale service-based businesses. The website plays a critical role in attracting potential franchise owners, communicating the value of the opportunity, and guiding users toward requesting more information or applying.
The goal of this project was to redesign the website with a stronger focus on usability, clarity, and conversion. Instead of functioning as a traditional marketing website, the new experience needed to guide users through a structured journey that builds trust and reduces uncertainty around franchise ownership.
Role & Duration
Visual design, Prototyping, Wireframes, Deliverables, Presentation
1 Month – December 2025
KPI Improvements
The Problem
User Experience
Although the brand itself was strong, the website did not clearly communicate the value of the franchise opportunity or guide users effectively through the decision-making process.
- Users struggled to understand the franchise opportunity quickly
- Visual hierarchy and information architecture were inefficient
- Important information was difficult to scan
- The website did not clearly guide users toward taking action
First Impressions & Insights
Analysis of the existing website revealed:
- Inefficient information architecture
- Unclear homepage messaging
- Lack of clear user flow
- Too much content presented without hierarchy
- Navigation that made it difficult to understand the franchise process
Competitive analysis also showed that modern franchise websites focus heavily on clarity, trust, and simplified decision-making.
Strategy & Approach
Understanding the Market
- Why: Understand how potential franchise owners evaluate opportunities
- How: Analyze competitor websites, improve information architecture, and simplify the user journey
- What: Design a website that clearly communicates the value of the franchise and guides users toward action
Wireframes &
Conceptual Design
- Homepage layout redesigned to improve first impressions
- Franchise information pages simplified for better readability
- Navigation structured to reduce cognitive load
- Content reorganized to guide users step-by-step through the opportunity
Visual Design
Informing Potential Investors
- Clean, modern typography focused on readability
- Updated layout with more white space
- Stronger visual hierarchy for easier scanning
- More professional and modern visual style
- Improved structure across all key pages
The Solution
The redesigned website provides:
- Clear communication of the franchise opportunity
- Simplified navigation and user flow
- Stronger visual hierarchy
- A modern and professional visual identity
- A clearer path from first visit to lead generation
Impact
Real Numbers Real Results
- Improved clarity and usability
- Stronger first impression and trust
- A clearer structure for potential franchise owners
- A more conversion-focused user experience
- A stronger foundation for future website growth
What I Learned
- Designing for conversion requires more than visual improvements
- Clear structure and hierarchy have a major impact on usability
- Trust and clarity are critical for high-commitment decisions
- Linking design decisions to business goals creates stronger results
