CANOPY & STARS
Product Design | Web
Canopy and Stars needed a tech update to align their online booking experience with their high-end glamping offering, as users faced challenges that led to high abandonment rates.
Problem
The abandonment rates during the booking flow were high and we had an increasing amount of calls for over the phone bookings.
Beginning with qualitative user research, I gathered in-depth insights from real users to start building an understanding of their behaviours. After quantifying these insights, I created archetypes and user journeys to help build a picture of motivations, goals, feelings and frustrations.
These were mapped against the booking experience.
Solution
I identified several issues within the booking journey, including excessive input fields, lack of step visibility, no clear basket summary, and an outdated design that undermined trust.
These barriers were significant on desktop and even more problematic on mobile.
Delivery
I prototyped solutions and refined them through guerrilla usability testing before developing high-fidelity versions for build.
To evaluate user preferences, I created an A/B test comparing two booking page designs to assess the importance of progression through the flow.
