The project
A new brand. A complex range. A clear direction.
Iconic Locks needed a custom ecommerce website that could turn an extensive hair extension range into an effortless shopping experience.
With five extension methods, more than 22 colours and multiple lengths, the challenge went beyond visual design. We needed to organise the range, explain the options and connect online purchases with salon fitting bookings—all within a distinctive, premium brand experience.
Key objectives
Make every choice feel simple.
- 01Translate the brand’s identity into a premium website.
- 02Make a detailed product range easy to navigate on mobile.
- 03Help customers select extensions by method, colour and length.
- 04Provide educational content to support confident buying decisions.
- 05Integrate online card payments and salon fitting bookings.
- 06Create a clear customer journey that supports repeat visits.
The solution
Complex behind the scenes. Simple on the surface.
We began by mapping the product structure and customer journey: how the different options connect, what customers need to understand and how to guide them towards their selection.
That planning shaped a custom-built website with clear navigation and responsive product filters. Customers can narrow the range without working through every product individually, making a detailed catalogue feel manageable.
We brought shopping, educational content, fitting bookings and Stripe payments into one consistent mobile-first experience.
How it works
Find your method. Choose your shade. Make it yours.
- 0101 Explore
Discover the extension methods and use educational content to understand the available options. |
- 0202 Select
Narrow the range by method, colour and length, with available options responding to each selection. |
- 0303 Purchase
Add the chosen combination to the basket and pay online through Stripe. |
- 0404 Book
Arrange a professional fitting at HF&Co directly through the website. |
The result
A complete shopping experience. Ready for launch.
A launch-ready ecommerce website that turns a detailed product range into a straightforward buying journey.
The finished build connects product discovery, education, purchasing and fitting bookings in one place. Iconic Locks now has a platform to serve online shoppers beyond Leeds alongside local salon clients, with a consistent experience across mobile and desktop.