Category
SaaS B2C
What I worked on
Product Strategy, Product Design, User Experience, Design System
Team
Project Manager, Sales, Marketing, Developers, Testers
Tools
Figma, Usertesting.com, Maze.co
Challenge
Unveiling User Frustrations: The Need for Change
The outdated platform caused frustration due to poor responsiveness, a complex booking process, and accessibility barriers. These issues left users dissatisfied and support teams overwhelmed.
Non-Responsive Design:
Mobile users abandoned tasks due to unusable layouts.
Complex Navigation:
Convoluted flows made bookings cumbersome.
Outdated Search Filters:
Users struggled to locate desired campsites efficiently.
Inaccessible Platform:
Lack of WCAG compliance excluded disabled users.
Uninspiring Visuals:
Static designs failed to evoke trust or engagement.
High Support Calls:
Frustrated users required frequent assistance.
Research and Discovery
Listening and Learning: Insights that Drove Innovation
Through user surveys, interviews, and competitor analysis, we uncovered pain points and identified opportunities to simplify booking processes, improve mobile experiences, and enhance accessibility.
How Personas Guided Decisions
We developed personas like Emma (Family Planner), who sought group-friendly amenities and quick booking flows, and Jake (Solo Explorer), who valued responsive maps for spontaneous trips. These personas highlighted diverse user needs and shaped design priorities.
How Might We
Ideation & Strategy
Designing Solutions: From Ideas to Reality
We used Brainstorming, Crazy 8s, and SCAMPER techniques to generate innovative solutions. Ideas addressed user pain points and aligned with personas to create impactful features.
Proposed Features
Design
Crafting Experiences: The Art of Redesign
I led the design process, creating wireframes, prototypes, and a scalable design system. Rigorous user testing refined the platform for accessibility, usability, and consistency across devices.
Wireframing and Prototyping
Using Figma, I iteratively developed:
Low-Fidelity Wireframes:
Focused on restructuring the homepage with a prominent search bar and clean navigation.
Interactive Prototypes:
Enabled early user feedback, leading to iterative refinements.
Evaluation
Delivering Results: Transforming the Booking Experience
The redesigned platform transformed user experiences, increasing satisfaction and engagement. Real-time map updates, streamlined workflows, and responsive design simplified campsite bookings across devices.
The Takeaway
This project emphasized the value of user-centered design and iterative testing. I learned to balance aesthetics with functionality, ensuring inclusivity and seamless usability across platforms. Future opportunities include integrating AI-driven recommendations for further personalization.
Disclaimer
The project displayed here represent ongoing work and concepts developed during my tenure at Aspira. All rights to these projects are owned by Aspira, and the designs are shared here with respect for confidentiality. Please do not share or distribute these materials.