Sector(s)

Team Members

chrisfromredfin, pcorbett, leslieg, rishi kulshreshtha, hemangi.gokhale

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Organizations Involved

Redfin Solutions upgraded fantasticsams.com to make it effortless for guests to find a nearby salon, understand services, and book online. The new Drupal 10 site improves online bookings, lifts returning engagement, and strengthens stylist‑recruitment journeys across a 500+ location franchise.

Describe the project (goals, requirements and outcome)
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Project goals & requirements

Redfin Solutions redesigned fantasticsams.com to make it effortless for guests to find a nearby salon, understand services, and book online—while strengthening stylist-recruitment paths and improving editor efficiency. Requirements included a guest-first IA, a consistent, prominent Book Online call-to-action, plain-language FAQs to reduce support friction, accessible components, and governance that balances national brand standards with local franchise flexibility.

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Major milestones

  • Kickoff: In-depth discovery, user journey mapping, research

  • Wireframes & specs: Features and site architecture with user and website goals

  • Visual design: New, accessible look and feel

  • Development: Custom Drupal components and modules

  • QA & documentation: How-to manuals, client training

  • Launch: Homepage, Find a Salon, Salon Pages (incl. Salon Careers), Basic Page, Blog/News, Products, Region Page, and a component library for future phases.

  • Support: Ongoing security, 24/7/365 support, and regular monthly sprints for site and SEO enhancements

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What makes this project special

  • A booking-first experience for a 500+ location franchise, with a clear, repeatable handoff to an external platform (Zenoti).

  • Content and governance designed to keep brand consistency while allowing for local franchise nuance.

  • A focus on plain language and inclusive FAQs to normalize varied policies (walk-ins, pricing, services).

  • Launched alongside a Drupal 10 upgrade that improved editor workflows and set a stable foundation for iteration.

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Project management approach

Two-week Agile sprints with weekly stakeholder check-ins and sprint demos. “Definition of Done” established early; incremental testing throughout. Parallel tracks for IA/content and design/build kept momentum while protecting quality and accessibility.

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Outcomes & business problems solved

  • Reduced friction to booking: clearer paths from homepage → locator → salon → booking, with consistent CTA placement and copy.

  • Lower support load: consolidated FAQs set expectations on pricing variability and walk-ins across independently owned salons.

  • Better recruitment visibility: dedicated salon-level and brand-level entry points for stylist careers.

  • Faster publishing: structured content types and roles let editors update brand content quickly while preserving governance.

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Results achieved with Drupal

+86% returning users

+7% online bookings

  • Returning users: +86%

  • New users: +9%

  • Stylist-recruitment visits: +44%

  • Online bookings: +7%

  • SEO: Improved organic page rank

  • Performance: Increased page load speed and Core Web Vitals

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Why Drupal was chosen

Drupal’s flexible content modeling and editorial workflow enabled a clean separation between national brand standards and local franchise content. Accessibility‑first components and performance tuning with improved SEO and task completion, while governance controls kept finance, policy, and brand pages accurate and timely. Additionally, Drupal was the only platform that allowed for easy custom features that were key to the site's success including coupon/discount management and tracking and a store locator with online booking and that had AI capabilities we can use for future applications.

Technical Specifications

Drupal version: