During the first two months together with the marketing team on the client’s side, we’ve conducted research and developed the project vision. Understanding the target audience of the platform, we aimed to keep the conservative design. Therefore, the original muted color palette delivered in the first iteration promoted the image of a booking platform for business needs.
The first version of the design was tested with the opinion poll within the company. Whereas, next iterations were tested on special focus groups. The results of these experiments and extensive research allowed our designers to establish the bottlenecks in the customer journey and, ultimately, improve the user experience. Thus we minimized the number of clicks to make a user flow shorter. One of the challenges the UX designers faced was to place a number of the filters on the page without overloading the design. Also, we had to make sure it wouldn’t take a lot of time to set the search criteria. As a result, a user can book a venue staying on the same page.