[Case 05]
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]
Product Designer
[Platforms]
Desktop and Mobile
[Timeline]
October 2023 - May 2024
[Project Type]
Redesign
[Status]
Shipped
[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.
[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.
[Outcome]
25% increase in checkout completion rates.
30% reduction in cart abandonment on mobile devices.
[Key Learnings]
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.
