Redesigning a Parks Booking Platform
Users abandoned bookings. Agencies reported rising support tickets. This redesign solved both—modernizing workflows, boosting mobile performance, and enabling rebranding across 19+ provincial clients.
50%
more bookings
35%
faster search
90%
mobile satisfaction
20%
fewer support tickets
Industry
Public Sector Platform
My Role
Product Design, UX, UI, Design System
Team
Project Manager, Sales, Marketing, Developers, Testers
Tools
Figma, Usertesting.com, Maze.co
highlights
A Quick Look at the Impact
Search Made Simple
A unified, 4-field smart form replaced 8+ inputs to reduce friction.
Interactive Map View
Real-time availability with clustering and hover states for better exploration.
Mobile-First Filtering
Persistent vertical filters designed for thumb use and accessibility.
Brandable UI System
Modular components that support fast rebranding across 19+ provincial clients.
the problem
Unveiling User Frustrations and Business Risks
Beyond poor usability, the outdated platform resulted in high user churn, decreased mobile conversions, and increased customer support burden. These issues negatively affected bottom-line revenue and eroded trust with partner agencies.
What We Were Up Against
Note: While the project began with stakeholder-diagnosed issues, we validated and reframed the problem through research in the next phase.
Non-Responsive Design: Led to mobile abandonment and reduced mobile revenue.
Complex Navigation: Increased friction, especially for new users.
Inefficient Search Filters: Hurt discovery and conversions.
Accessibility Gaps: Alienated users, raised legal and ethical concerns.
Visual Stagnation: Diminished trust and brand perception.
Operational Costs: Surged due to higher support volume.
We had a direction, but no clarity. To shape the right product, we needed to deeply understand where users were getting stuck—and why.
Research-Driven Product Direction
Listening to Users, Steering the Product
I led user surveys, 20 one-on-one interviews, and a 10-platform competitive analysis to understand behavioral patterns and uncover friction. This discovery process helped us define MVP priorities and align features with user and business value.
Key Findings
60% of users accessed via mobile but had a 2x abandonment rate.
Filters were disconnected and underutilized.
Map view lacked actionable details.
Accessibility violations impacted trust and reach.
Visual hierarchy failed to guide or convert.
How Might We
How might we reduce time-to-booking while supporting user flexibility?
How might we balance responsive design with accessibility and speed?
How might we support diverse user goals (family trips, solo adventures, RV stays)?
How Personas Guided Decisions
One camper told us, “I gave up—it was easier to call than use the site.” This kind of frustration informed personas like Emma (Family Planner) and Jake (Solo Explorer), who shaped how we prioritized features, structured navigation, and approached mobile-first design.
“I gave up—it was easier to call than use the site.”
Ideation to MVP Definition
Turning Research into a Strategic MVP
I collaborated with PMs in brainstorming sessions (Crazy 8s, SCAMPER, and impact-effort mapping) to convert insights into features. We narrowed 40+ ideas down to 12 MVP-ready features based on user needs, technical feasibility, and business value.
Key Features
Integrated Search Bar: Unified filters for location, dates, and guests.
Dynamic Map View: Real-time availability, clustering, hover interaction.
Vertical Filter Panel: Simplified access to amenities and activities.
Personalized Recommendations: Data-driven suggestions based on user behavior.
Accessible Interface: WCAG-compliant with screen reader support.
Streamlined Checkout: Clear cost breakdown and simplified form entry.
Execution & Validation
Crafting an Experience That Scales
I led the end-to-end design process—wireframing, prototyping, testing, and systematizing UI components for reuse across clients. Visual design was guided by trust, clarity, and brand adaptability.
Process
Wireframes: Focused on restructuring homepage, search, and mobile-first flows.
High-Fidelity Prototypes: Interactive and validated through moderated testing.
Design System: Scalable typography, color, and components for faster builds.
Responsive Layouts: Adaptable across breakpoints, with flexible modules.
Accessibility: Passed WCAG 2.0 audit; supported keyboard and screen readers.
Selected Screens from Final Design
Below are selected visuals including wireframes and UI designs, showcasing improvements across functionality, layout, accessibility, and design scalability.
Outcomes & Lessons
Measuring Success in Business and User Terms
The redesign boosted key metrics, enhanced accessibility, and decreased support needs. It also laid a scalable foundation for onboarding new agency clients.
Business & UX Outcomes
50%
more bookings: Simpler workflows reduced drop-offs.
35%
faster searches: Integrated filters improved discovery.
90%
mobile satisfaction: Responsive-first design paid off.
20%
fewer support tickets: Frictionless UX reduced help requests.
Takeaway 1
Takeaway 2
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.