CASE STUDY
TLDR
BACKGROUND
My company is a small startup that builds booking software for adventure activities - ziplines, whale watching tours, ski resorts, theme parks, etc. Over the last several years, the customer facing booking product had acquired considerable tech debt, and new feature additions were becoming unwieldy and unscaleable. Meanwhile, modern UI trends had shifted, and we were getting left behind.
As lead designer, I was tasked with a redesign of the booking product on a team with one front-end dev and one product manager.
RESEARCH
The existing product had been designed by the initial startup team, and many decisions were made on the fly to keep up with rapid growth. I began with a robust audit of the existing product, noting all of the usability issues and opportunities for improvment. Next, I dug into user sessions in hotjar to locate recurring pain points.
I found that 70% of users were booking on mobile, and that’s also where a majority of the usability issues were found.
Rather than linear progression, the booking flow required users to make U-turns to the start page after completing selections. Interaction states are not clear or consistent. Calendar does not really feel interactive.
Usability issues were compounded in package bookings, where the sheer amount of information and options on one page became unnavigable.
DESIGN
Booking flows are similar to onboarding flows in that they often require lots of information, leading to user fatigue. Simplicity often requires a balance - between data structure, user needs, and business requirements. My main usability goal was to simplify the user journey by creating a sense of directionality and logical progression. I eliminated U-turns and inconsistent advancement controls.
I also made basic UI updates to reflect a more modern aesthetic, significantly expanding the product’s design system and paving the way for future updates.
The best results require frequent collaboration, and I established presentation and revision loops with stakeholders and developers that ended up having a lasting effect on the company's design process.
Desktop booking.
RESULTS
Redesign led to the acquisition of our largest client to date, increasing total product traffic by 300% and adding mid-six figure ARR.
New booking flow converts at 6.5%, outperforming the 2–4% industry average.
Decreased the bounce rate 2/3 (from 17.2%-7.2%) across devices.
Significant update and expansion of design system.
Positively impacted the company process by creating feedback loops and formalized design reviews.