UX/UI Designer
UX/UI Designer
Increasing Consultation Bookings on Mobile
Increasing Consultation Bookings on Mobile
Increasing Consultation Bookings on Mobile
Spain Less Traveled
Spain Less Traveled
Spain Less Traveled
Role
UX/UI Designer
UX/UI Designer
Collaboration
Founder & SEO Specialist
Founder & SEO Specialist
Timeline
Jun–Sep 2025
Jun — Sep 2025
Jun — Sep 2025
Project Type
Booking Flow Redesign
Booking Flow Redesign
Role
UX/UI Designer
Timeline
Jun — Sep 2025
Collaboration
Founder & SEO Specialist
Project Type
Booking Flow Redesign
Background & Context
Background & Context
Background & Context
Spain Less Traveled is a boutique travel consultancy that designs custom Spain itineraries and relies on a free 15-minute discovery call to generate clients. With 85% of callers upgrading to a paid consultation, improving this mobile booking flow is critical for conversion and business growth.
Spain Less Traveled is a boutique travel consultancy that designs custom Spain itineraries and relies on a free 15-minute discovery call to generate clients. With 85% of callers upgrading to a paid consultation, improving this mobile booking flow is critical for conversion and business growth.
Spain Less Traveled is a boutique travel consultancy that designs custom Spain itineraries and relies on a free 15-minute discovery call to generate clients. With 85% of callers upgrading to a paid consultation, improving this mobile booking flow is critical for conversion and business growth.
PROBLEM
PROBLEM
Users Dropped Off Before Booking a Discovery Call.
Users Dropped Off Before Booking a Discovery Call.
Users Dropped Off Before Booking a Discovery Call.
Analytics showed high exit rates on the booking pages, and usability feedback revealed confusion around form fields, next steps, and the value of the call.
Analytics showed high exit rates on the booking pages, and usability feedback revealed confusion around form fields, next steps, and the value of the call.
Analytics showed high exit rates on the booking pages, and usability feedback revealed confusion around form fields, next steps, and the value of the call.
SOLUTION
SOLUTION
A Streamlined Mobile Booking Journey Designed to Reduce Friction and Boost Discovery Call Completion Rates.
A Streamlined Mobile Booking Journey Designed to Reduce Friction and Boost Discovery Call Completion Rates.
A Streamlined Mobile Booking Journey Designed to Reduce Friction and Boost Discovery Call Completion Rates.
Reduce cognitive load by simplifying forms and field inputs
Reduce cognitive load by simplifying forms and field inputs
Reduce cognitive load by simplifying forms and field inputs
Create a clearer step-by-step path to complete the booking
Create a clearer step-by-step path to complete the booking
Create a clearer step-by-step path to complete the booking
Communicate the value of the free call more effectively
Communicate the value of the free call more effectively
Communicate the value of the free call more effectively
RESEARCH
Competitive Benchmarking
CTA Visibility
Form Usability
Booking Feedback
Spain Less Traveled
✕
✕
✓
CTA Visibility
Form Usability
Booking Feedback
Totally Spain
✓
✓
✕
CTA Visibility
Form Usability
Booking Feedback
Madrid & Beyond
✕
✕
✕
CTA Visibility
Form Usability
Booking Feedback
SPAINSAVVY
✕
✓
✕
Key Insights
Spain Less Traveled is the only competitor offering real-time booking with instant confirmation, creating a strong differentiator
Discovery call CTA needs better visual polish and earlier placement to drive engagement
Clearer value communication and simplified mobile forms would strengthen the overall user journey
RESEARCH
Competitive Benchmarking
Competitive Benchmarking
Criteria
Spain Less Traveled
Totally Spain
Madrid & Beyond
SPAINSAVVY
CTA Visibility
✕
✓
✕
✕
Form Usability
✕
✓
✕
✓
Booking Feedback
✓
✕
✕
✕
Key Insights
Key Insights
Spain Less Traveled is the only competitor offering real-time booking with instant confirmation, creating a strong differentiator
Spain Less Traveled is the only competitor offering real-time booking with instant confirmation, creating a strong differentiator
Discovery call CTA needs better visual polish and earlier placement to drive engagement
Discovery call CTA needs better visual polish and earlier placement to drive engagement
Clearer value communication and simplified mobile forms would strengthen the overall user journey
Clearer value communication and simplified mobile forms would strengthen the overall user journey
USABILITY TESTING
USABILITY TESTING
User Testing Insights
User Testing Insights
User Testing Insights
I conducted usability tests with seven users to evaluate the existing mobile booking flow, from landing on the homepage to scheduling the free 15-minute discovery call.
I conducted usability tests with seven users to evaluate the existing mobile booking flow, from landing on the homepage to scheduling the free 15-minute discovery call.
I conducted usability tests with seven users to evaluate the existing mobile booking flow, from landing on the homepage to scheduling the free 15-minute discovery call.
What Worked Well
What Worked Well
What Worked Well
✓
The site’s title, tagline, and imagery clearly conveyed the service focus — travel planning in Spain
The site’s title, tagline, and imagery clearly conveyed the service focus — travel planning in Spain
The site’s title, tagline, and imagery clearly conveyed the service focus — travel planning in Spain
✓
Book a free discovery call CTA was visible and intuitive, encouraging users to proceed confidently
Book a free discovery call CTA was visible and intuitive, encouraging users to proceed confidently
Book a free discovery call CTA was visible and intuitive, encouraging users to proceed confidently
✓
Open-ended form questions were appreciated, allowing users to add personal travel details
Open-ended form questions were appreciated, allowing users to add personal travel details
Key Friction Points
Key Friction Points
Key Friction Points
✕
The main CTA button appeared visually unbalanced, with inconsistent padding and text alignment
The main CTA button appeared visually unbalanced, with inconsistent padding and text alignment
The main CTA button appeared visually unbalanced, with inconsistent padding and text alignment
✕
The homepage text felt too long and verbose
The homepage text felt too long and verbose
The homepage text felt too long and verbose
✕
The log in / sign up prompt caused confusion — users didn’t realize they could continue as guests
The log in / sign up prompt caused confusion — users didn’t realize they could continue as guests
The log in / sign up prompt caused confusion — users didn’t realize they could continue as guests
✕
Repetitive input fields and checkboxes made the form feel lengthy and redundant
Repetitive input fields and checkboxes made the form feel lengthy and redundant
Repetitive input fields and checkboxes made the form feel lengthy and redundant
✕
The budget field lacked clarity; users were unsure what costs it referred to
The budget field lacked clarity; users were unsure what costs it referred to
The budget field lacked clarity; users were unsure what costs it referred to
✕
The value of the free consultation wasn’t clear, leaving users uncertain about its purpose
The value of the free consultation wasn’t clear, leaving users uncertain about its purpose
The value of the free consultation wasn’t clear, leaving users uncertain about its purpose
I grouped user observations into an affinity map to reveal patterns, pain points, and opportunities for improvement.
Wireframes
Key wireframes for the improved booking flow, highlighting the most impactful changes.
CTA Homepage
Scannable service list
Refined CTA with consistent padding
Scheduling Page
Clear “Continue as guest” CTA
“Log in” / “Sign up” visually de-emphasized
Confirm Appointment
Key information clarified
Added “what’s included/not included” tick box
I grouped user observations into an affinity map to reveal patterns, pain points, and opportunities for improvement.
I grouped user observations into an affinity map to reveal patterns, pain points, and opportunities for improvement.
Customer Journey Snapshot
Customer Journey Snapshot
A snapshot of the user journey, showing emotional highs, friction points, and key moments during the booking flow.
A snapshot of the user journey, showing emotional highs, friction points, and key moments during the booking flow.
Wireframes
Key wireframes for the improved booking flow, highlighting the most impactful changes.
CTA Homepage
Scannable service list
Refined CTA with consistent padding
Scheduling Page
Clear “Continue as guest” CTA
“Log in” / “Sign up” visually de-emphasized
Confirm Appointment
Key information clarified
Added “what’s included/not included” tick box
Wireframes
Key wireframes for the improved booking flow, highlighting the most impactful changes.
CTA Homepage
Scannable service list
Refined CTA with consistent padding
Scheduling Page
Clear “Continue as guest” CTA
“Log in” / “Sign up” visually de-emphasized
Confirm Appointment
Key information clarified
Added “what’s included/not included” tick box
“It does exactly what it says on the tin!” — Patricia
“It does exactly what it says on the tin!” — Patricia
SECOND USABILITY TEST (5 USERS)
SECOND USABILITY TEST (5 USERS)
I tested the improved prototype with 5 users (2 returning, 3 new) to validate the design changes and uncover any remaining friction.
I tested the improved prototype with 5 users (2 returning, 3 new) to validate the design changes and uncover any remaining friction.
I tested the improved prototype with 5 users (2 returning, 3 new) to validate the design changes and uncover any remaining friction.
What Improved
What Improved
What Improved
Users moved through the booking flow smoothly with no confusion around form fields or next steps
Users moved through the booking flow smoothly with no confusion around form fields or next steps
Users moved through the booking flow smoothly with no confusion around form fields or next steps
Users fully understood what was included and not included in the call
Users fully understood what was included and not included in the call
Users fully understood what was included and not included in the call
What Still Needed Refinement
What Still Needed Refinement
What Still Needed Refinement
Users expected more than one time slot on the calendar and hesitated before tapping
Users expected more than one time slot on the calendar and hesitated before tapping
Users expected more than one time slot on the calendar and hesitated before tapping
3 users misunderstood the service and assumed Spain Less Traveled handled bookings, not just itinerary design
3 users misunderstood the service and assumed Spain Less Traveled handled bookings, not just itinerary design
3 users misunderstood the service and assumed Spain Less Traveled handled bookings, not just itinerary design
These insights informed final content adjustments, such as clearer service messaging at the start of the booking flow.
These insights informed final content adjustments, such as clearer service messaging at the start of the booking flow.
Design Trade-offs
Design Trade-offs
Design Trade-offs
22% Faster
22% Faster
Average booking completion time after introducing guest-first access.
Average booking completion time after introducing guest-first access.
Average booking completion time after introducing guest-first access.
I explored two approaches to account access: prioritising early login or allowing users to continue as guests. While early login supports long-term engagement, testing showed that mandatory login increased friction and drop-off.
I explored two approaches to account access: prioritising early login or allowing users to continue as guests. While early login supports long-term engagement, testing showed that mandatory login increased friction and drop-off.
I explored two approaches to account access: prioritising early login or allowing users to continue as guests. While early login supports long-term engagement, testing showed that mandatory login increased friction and drop-off.
Based on this, I prioritised guest access as the primary action, with “Log in” and “Sign up” available as secondary options, improving completion while still supporting account creation later.
Based on this, I prioritised guest access as the primary action, with “Log in” and “Sign up” available as secondary options, improving completion while still supporting account creation later.
Based on this, I prioritised guest access as the primary action, with “Log in” and “Sign up” available as secondary options, improving completion while still supporting account creation later.
Condensed Booking Window
Condensed Booking Window
Condensed Booking Window
Instead of showing a full monthly calendar, the interface displays the next 21 available booking days, beginning from the earliest possible appointment. Since consultations are offered on three fixed days per week, this rolling window encourages users to book within the current availability cycle rather than spreading them across multiple months.
Instead of showing a full monthly calendar, the interface displays the next 21 available booking days, beginning from the earliest possible appointment. Since consultations are offered on three fixed days per week, this rolling window encourages users to book within the current availability cycle rather than spreading them across multiple months.
Instead of showing a full monthly calendar, the interface displays the next 21 available booking days, beginning from the earliest possible appointment. Since consultations are offered on three fixed days per week, this rolling window encourages users to book within the current availability cycle rather than spreading them across multiple months.
Users can still navigate to future months using calendar controls, but the default view prioritises near-term availability, helping the founder cluster consultations more efficiently and reduce gaps between sessions.
Users can still navigate to future months using calendar controls, but the default view prioritises near-term availability, helping the founder cluster consultations more efficiently and reduce gaps between sessions.
Users can still navigate to future months using calendar controls, but the default view prioritises near-term availability, helping the founder cluster consultations more efficiently and reduce gaps between sessions.
Redesign Improvements
Redesign Improvements
Before
Before
Primary CTA has inconsistent padding and misaligned text
Primary CTA has inconsistent padding and misaligned text
Sub-heading sits too low and blends into the photo background, making it hard to read
Sub-heading sits too low and blends into the photo background, making it hard to read
After
After
Key services displayed with tick points for quick scanning
Key services displayed with tick points for quick scanning
Primary CTA refined with consistent padding and centered text
Primary CTA refined with consistent padding and centered text
Before
Before
No “Continue as guest” option, forcing users to log in or sign up
No “Continue as guest” option, forcing users to log in or sign up
Calendar and time slots use outdated sharp corners and lack visual hierarchy
Calendar and time slots use outdated sharp corners and lack visual hierarchy
After
After
“Continue as guest” prioritised; “Log in” & “Sign up” moved to secondary
“Continue as guest” prioritised; “Log in” & “Sign up” moved to secondary
Calendar and time slots redesigned with soft, rounded corners
Calendar and time slots redesigned with soft, rounded corners
Before
Before
Multiple disclaimers and checkbox options overwhelm the user
Multiple disclaimers and checkbox options overwhelm the user
Long, unclear explanation of call value and outdated CTA styling
Long, unclear explanation of call value and outdated CTA styling
After
After
Concise explanation of what is and isn’t included in the call
Concise explanation of what is and isn’t included in the call
Single, simple disclaimer and modern CTA in brand colour
Single, simple disclaimer and modern CTA in brand colour
Redesign Improvements
Before
After
Primary CTA has inconsistent padding and misaligned text
Sub-heading sits too low and blends into the photo background, making it hard to read
Key services displayed with tick points for quick scanning
Primary CTA refined with consistent padding and centered text
No “Continue as guest” option, forcing users to log in or sign up
Calendar and time slots use outdated sharp corners and lack visual hierarchy
“Continue as guest” prioritised; “Log in” & “Sign up” moved to secondary
Calendar and time slots redesigned with soft, rounded corners
Multiple disclaimers and checkbox options overwhelm the user
Long, unclear explanation of call value and outdated CTA styling
Concise explanation of what is and isn’t included in the call
Single, simple disclaimer and modern CTA in brand colour
Interactive Prototype
Interactive Prototype
Interactive Prototype
Reflection
Reflection
Reflection
This project showed me how much clear communication and thoughtful UX patterns can shape user confidence. I especially enjoyed refining the content — rewriting the value statement for the consultation call, clarifying budget expectations, and simplifying form-field instructions based on what real users struggled with. It was a reminder that small language tweaks can have a big impact.
This project showed me how much clear communication and thoughtful UX patterns can shape user confidence. I especially enjoyed refining the content — rewriting the value statement for the consultation call, clarifying budget expectations, and simplifying form-field instructions based on what real users struggled with. It was a reminder that small language tweaks can have a big impact.
This project showed me how much clear communication and thoughtful UX patterns can shape user confidence. I especially enjoyed refining the content — rewriting the value statement for the consultation call, clarifying budget expectations, and simplifying form-field instructions based on what real users struggled with. It was a reminder that small language tweaks can have a big impact.
This work also strengthened my confidence in using research insights to make clean, user-centred design decisions. The A/B test results made that impact tangible: drop-offs decreased by 28%, and users completed the flow 35% faster than before.
This work also strengthened my confidence in using research insights to make clean, user-centred design decisions. The A/B test results made that impact tangible: drop-offs decreased by 28%, and users completed the flow 35% faster than before.
This work also strengthened my confidence in using research insights to make clean, user-centred design decisions. The A/B test results made that impact tangible: drop-offs decreased by 28%, and users completed the flow 35% faster than before.
I’m excited to carry these lessons into the next phase — redesigning the 45-minute paid consultation flow with the same iterative, research-led approach.
I’m excited to carry these lessons into the next phase — redesigning the 45-minute paid consultation flow with the same iterative, research-led approach.
I’m excited to carry these lessons into the next phase — redesigning the 45-minute paid consultation flow with the same iterative, research-led approach.