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[Case 02]

The Wellness of the Website and App

Wellness & Resort

The Wellness of the Website and App

Boosting Conversion Rates and App Usage for Wellness Resort

[Project Overview]

Faced with a 0.9% conversion rate on their website, I led stakeholder workshops, redesigned the user journey, and introduced personalized wellness packages to significantly improve user engagement and booking rates.

[Problem Statement]

Users faced a critical challenge with its website and app: a low conversion rate of 0.9%, indicating that users were struggling to navigate and complete bookings for wellness programs, spa treatments, and fitness classes.

[Industry]

Wellness & Resort

[My Role]

Lead Designer

[Platforms]

Desktop and Android

[Timeline]

October 2023 - May 2024

[Persona]

Emily Carter

Marketing Executive

I just want the checkout to be quick and painless—no surprises or unnecessary steps!

Age: 56

Location: New York City

Tech Proficiency: Low

Gender: Female

[Goal]

Find and book personalized wellness programs that fit her busy schedule

Easily navigate the website and app to explore spa treatments, fitness classes, and accommodations

Access information about wellness experts and program benefits to make informed decisions

[Frustrations]

The booking process is time-consuming and confusing, often requiring multiple steps to complete

The website and app are difficult to navigate, making it hard to find relevant information

Limited transparency in pricing and package inclusions, leading to uncertainty before booking

[Process]

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[01] User Research

Conducted user interviews with 15 participants to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

[03 Design Solution]

Simplified the checkout process into three steps: Cart Summary, Payment.

Added features like autofill suggestions and real-time error.

Added features like autofill suggestions and real-time error.

[Outcome]

25% increase in checkout completion rates.
30% reduction in cart abandonment on mobile devices.
40% improvement in perceived ease of use, as measured by post-launch surveys.

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

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