PROJECT / 002
DIGITAL / UX / WEBSITE / CUSTOMER EXPERIENCE
PROJECT ROLE / DOMINIC HUTCHISON
CONCEPT / UX / WEBSITE PROTOTYPE / CUSTOMER EXPERIENCE / LOYALTY CONCEPT
HARFIELD VILLAGE / CAPE TOWN
2026 / PROPOSAL / NOT IMPLEMENTED
CONTEXT
Petra Men’s Barbershop already had many of the things a neighbourhood business needs: an established physical location, strong customer reviews and a service people were willing to return for.
What it didn’t have was a clear digital journey around that experience.
There was no dedicated website or booking flow, and much of the customer experience still relied on walk-ins, Google and direct contact.
THE OPPORTUNITY
The opportunity was not to overcomplicate Petra with unnecessary technology.
It was to create a simple digital layer around an already functioning barbershop — helping new customers understand the offer, find the shop and make contact, while giving existing customers another reason to return.
I developed the concept as a proposal for Petra to demonstrate what that experience could look like.
THE DIRECTION
The direction focused on clarity rather than adding features for the sake of it.
The website concept brought services, reviews, location and contact information into one straightforward experience, using Petra’s existing identity and imagery as the starting point.
Alongside it, I explored a lightweight loyalty system designed around the way the shop already operated.
01 / WEBSITE + UX
I designed and built a working website concept for Petra, structuring the experience around the information a potential customer would need most.
Services, social proof, location and contact were brought together in a simple mobile-first journey, with clear routes into WhatsApp and the physical store.
The concept was built as a functional demonstration rather than a static presentation, allowing the client to experience how the proposed site could actually work.
CONCEPT / UX / WEBSITE DESIGN / PROTOTYPE / CONTENT STRUCTURE
02 / CUSTOMER JOURNEY
The proposed experience considered how someone might first encounter Petra through Google, social media or word of mouth and what they would need before deciding to visit.
Rather than introducing a complicated booking system immediately, the concept prioritised useful information, location, services and direct communication.
The aim was to make the next step obvious without changing the way the business operated overnight.
UX / CUSTOMER JOURNEY / MOBILE EXPERIENCE / CONTACT STRATEGY
03 / LOYALTY CONCEPT
Alongside the website, I developed a lightweight loyalty concept based around repeat visits leading to a customer reward.
The system was deliberately designed to be simple enough for the front desk to manage using a customer’s phone number, without requiring a complicated new platform or customer app.
The proposal also explored how WhatsApp Business could support customer communication around the wider experience.
CONCEPT / CUSTOMER RETENTION / LOYALTY / BUSINESS DEVELOPMENT
FUNCTIONAL PROTOTYPE / PROPOSAL / NOT IMPLEMENTED
PROPOSAL STATUS
The website and loyalty system were presented to Petra Men’s Barbershop as a proposed direction.
The client responded positively to the concept, but the project was not commissioned and no paid implementation work took place.
The work shown here therefore represents the proposed strategy, design direction and functional prototype developed during the pitch process — not a live Petra customer experience.
ROLE / CREDITS
AM.STUDIO / Dominic Hutchison developed the concept, digital direction, UX, website prototype and loyalty proposal shown in this case study.
Existing Petra brand assets and business imagery were used to demonstrate the proposed experience.
This project remains a proposal and has not been implemented by Petra Men’s Barbershop.