GAZEBO
Gazebo is an event management platform where camps can create events, manage tickets, rsvps, cabins, and rentals.
YEAR
2022
ROLE
UI & UX
PROBLEM
Poor conversion rates and confusing flows were holding the app back from it's true earning potential. Users struggled to access important information in an intutive manner and the visual design didn't feel trustworthy.
TEAM
Project Manager - Anna Jay
Senior Software Engineer - Kraig Hallgren
Software Engineer - Mary Carrigan
TOOLS
Figma
Miro
PROJECT GOALS
I focused intently on usability and modern aesthetics to increase the trustworthness and usability. For the business, our click through rate, conversion rate, and overall engagement were important metrics we sought to improve.
RESEARCH
I began this project by identifying our target audience leveraging surveys, interviews, Google Analytics, and Datadog. Stakeholders identified key performance indicators we intended to measure and test. Then I conceptualized new userflows referencing our user pain points and UI/UX best practices.
USER GOALS
- Get rewards fast
- Browse offers
- Find highest + easiest offers
- Interact with started offers
- Easily get support
BUSINESS GOALS
- Increase conversion rate
- Decrease bounce rate
- Reduce support tickets
- Increase click-through rate
- Promote exclusive offers
FEELINGS TO EVOKE
- Trustworthy
- Exciting
- Easy to Use
- Fun
- Satisfying
QUESTIONS TO ANSWER
- What is this?
- How do I use this?
- Where do I find..?
- What do I do if I am having issues?
- What are the highest or easiest offers?
IDEATION
After finishing the research phase, I created wireframes and quick prototypes to test different concepts and user flows. I reviewed these designs with the PM, engineers, and stakeholders to identify an initial direction.
Through several reviews I iterated and improved the design until we felt we had a solid V1 to start testing.
A/B TESTING
Next we presented the new experience to a small audience and began a/b testing different elements. We used specific KPI’s to determine their effectiveness and after a handful of tests we were able to increase our engagement and conversion rates.
CREATING THE DESIGN SYSTEM
Throughout the design process I created a style guide, components, and design system to establish a consistent visual experience. Doing so helped the developers create a library of components and rapidly develop new features.
OUTCOMES
Overall this project was a major success and helped us record our highest day of revenue ever. Through this project I learned to collaborate with the developers to make sure we are aligned. I also learned how vital it is to have data being recorded properly to make informed design decisions.
Conversion Rate
+ 5%
Avg. Session Duration
+ 10%
Click Through Rate
+ 45%
Bounce Rate