eola | 2021-2023

Designing a modern booking experience

User Research

Product Design

Along the way, eola decided to replace an ageing and unstable stack that hindered scalability. 
We had to greenfield an entire booking system.

685.000 +

Yearly users

Up to 85%

Conversion rate

1.000.000+

Yearly server requests

eola’s booking widget redesign proved to be a sizeable challenge for me:

A complex journey

The widget is composed of dozens of possible product types, complex configurations and decisions, a payment system and a legal post-checkout experience.

Not everything needs fixing

The product had gained traction by the time I joined. 
In my research, I identified both past successes to leverage and areas for improvement.

A complete overhaul

The entire tech stack was being refactored, which meant all the experience would need a redesign. This made prioritising tasks a challenge.

Jumping on the bandwagon

As the project was already underway (kickstarted by the engineering team), I had to learn about the audience while starting some tasks right off the bat.

Research strategy

Research strategy

Research strategy

Research strategy

Research strategy

Research strategy

Research strategy

Research strategy

Start-ups tend to be close to their users, but often lack in qualitative data. I leveraged multiple sources to kickstart the process.

In the company:

  • Stakeholders interviews

  • CX team members interviews

  • Sales calls recordings

Building empathy

  • Existing customers interviews

  • Potential customers interviews

  • Partners on-site observatory visits

Searching for available data

  • Most common screen resolutions

  • Current and past conversion rates

  • Average purchase value

I got closer to the people I was designing for. They could be categorised in three distinct groups:

It’s a passion

I am more likely to book spontaneously based on free time or weather conditions.

It’s an experience

I do not have an activity of choice so I will make my selection based on what I see online.

I am a parent

I want them to be safe, and be sure that I subscribe them to quality activities.

We knew our design should cater for returning experts, casual bookers, and attentive parents. This narrowed down routes during ideation.

Starting rough

We began by sketching initial ideas on paper, testing our first assumptions, and outlining the major components of upcoming workflows.

Quick prototyping

We initiated the process by building a quick black-and-white prototype, which facilitated testing. Engineers were shown each iterations to gauge the technical challenges posed by the design.

Collecting constant feedback

We structured our time accordingly and packed our week with feedback points: bi-weekly product team meetings, daily product updates, and weekly remote testing sessions.

As I made progress with the ideation, I started building increasingly more realistic prototypes.

Action-based testing

  • Users given scripted missions

  • Different path to tests

  • Role-playing

A vast prototype

  • Built to be as realistic as possible

  • Emulates reality and possible use cases

  • Clear design rules and guidelines

Collecting feedback

  • Feedback collected at the page level

  • Constant Notion documentation

  • Guide to task prioritisation

The widget will have with multiple entry points, 4 distinct experiences, multiple payment methods and a post-checkout experience.

Design

Design

Design

Design

Design

Design

Design

Design

The experience begins by clicking a customisable "Book now" button that hovers the bottom-right corner of a partner's website.

Allowing for great discovery

Users are presented with an image-based list that aims at inspiring as well as navigating products more efficiently. The layout adapts based on the number of items to be displayed.

Filtering

Filters are based on activity types, duration, and availability. This enhances the user experience for those seeking inspiration as well as those searching for specific items.

We displayed the widget in a sliding panel on desktop, understanding that both partners and customers preferred an integrated experience.

Configuring a time slot is a difficult task. Finding the right balance of space, visible controls and information density is key.

Designing for complex decisions

Certain controls are made easily accessible for quick and straightforward decisions, while more intricate components are tucked away behind an additional click.

Abstracting time

One of the main challenges we encountered when designing booking flows was making time intervals rentable. We had to consider overlapping bookings, availability constraints, and duration flexibility.

This journey needed a fast checkout experience that accommodates multiple payment methods and complex voucher mechanics.

Trust through transparency

Testing revealed user price expectations and concerns about hidden fees, leading to a clear breakdown at the top and the total price at the bottom of the screen.

Multiple ways to pay

The widget operated in four countries, each with unique payment needs. I designed a system with clear lists and consistent interaction points.

The flow does not end here. Users often have legal legal documents to sign, questionnaires to answer and people to invite before the day.

Giving flexibility

After having performed a fair amount of actions already, we are forced to present users with even more to do. The post-checkout experience is designed to feel fast and efficient.

Making signing easy

Disclaimers are a legal requirement. I designed a quick, user-friendly bottom-sliding modal system that allows easy signing while presenting optional content for those interested, ultimately minimising friction while meeting our legal obligations.

The widget has performed well over the course of two years. While it will always be a work in progress, it is heading in the right direction.

685.000 +

Yearly users

1.000.000+

Yearly server requests

Up to 85%

Conversion rate

£9.000.000+

Yearly revenue

Thanks for reading

Thanks for reading

Thanks for reading

Thanks for reading

Thanks for reading

Thanks for reading

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