Professional Project

Mobile

Scrum

Startup

Wishlist 2.0: A streamlined campground booking experience

Proposed a wishlist redesign on a campground booking app to boost reservations and enhance efficiency.

My Role

1. Synthesized the data findings into a design update. 2. Led the entire design sprint with a front-end engineer. 3. Proposed the design update to C-level executives.

Timeline

July 2023 (2weeks)

team

2 SWE 1 PM

Tools

Figma

Professional Project

Mobile

Scrum

Startup

Wishlist 2.0: A streamlined campground booking experience

Proposed a wishlist redesign on a campground booking app to boost reservations and enhance efficiency.

My Role

1. Synthesized the data findings into a design update. 2. Led the entire design sprint with a front-end engineer. 3. Proposed the design update to C-level executives.

Timeline

July 2023 (2weeks)

team

2 SWE 1 PM

Tools

Figma

Overview

About Camfit

Camfit is one of the fastest-growing camping startups in Korea, catering to the growing trend of camping among young millennials. It provides a seamless booking experience for campgoers.

Business Context

With a fast-growing MAU reaching 0.9 million by the time I joined in July 2023, Camfit was seeking UX updates to maintain a competitive edge.

Mission

Find existing gaps in the current UX by identifying user's unmet needs.

Propose upgraded features to achieve business impact.

Task details

Find existing gaps in the current UX by identifying user's unmet needs.

Propose upgraded features to achieve business impact.

solution

An upgraded wishlist for a simpler booking

I identified key UX issues in the existing Campground Wishlist feature, noting the absence of key information and usability issues. I proposed a redesigned solution to improve the reservation rate, ultimately aiming to boost revenue.

solution

An upgraded wishlist for a simpler booking

01/ Main Updates

Solution 1- Improving usability

Easily track opening dates at a glance

Users can easily check the location and opening schedule of their saved places directly on the wishlist page, without needing to visit the detail page.

Solution 2-Business Impact

Segmented use cases with a focus on marketing impact and future updates

Most purchases took place through "wishlist" notifications. Understanding the importance of "the first 24 hours", I proposed a design that enabled more detailed marketing data collection.

02/ Problem

Where to investigate

Why Wishlist?

There wasn't any specific problem space determined before. By reading Google Analytics and internal dashboard data, I narrowed down the scope to "wishlist."

Importance of wishlist features

Popular campgrounds opened reservations within limited time windows, prompting users to save these on their wishlists for future bookings. The more users saved to their wishlist, the more likely they were to make purchases through our app.

Importance of wishlist features

Push notifications leading to high conversion

Based on the data, push notifications were the top channel for reservations, achieving the highest click-through and conversion rates.

Push notifications leading to high conversion

Identifying the issue

Can we simplify the user flow to just 1 step

With the current wishlist, even a simple task like "checking the reservation date" or "turning notification on/off" required 5+ steps. I suggested streamlining this.

03/ Challenges & Iterations

Challenge 1

Finding a feasible solution with the existing DB

Challenge 1

Finding a feasible solution with the existing DB

Users used wishlist as the primary tool to ensure they didn't miss reservation start dates. However, old wishlist lacked the information on location and opening schedules.

Leveraging existing system to optimize user experience

Users used wishlist as the primary tool to ensure they didn't miss reservation start dates.However, old wishlist lacked the information on location and opening schedules.

Lack of Information

The wishlist lacked crucial information such as location and opening dates, causing inconvenience for users.

Lack of Information

The wishlist lacked crucial information such as location and opening dates, causing inconvenience for users.

Opted-out buttons

Push notifications were disabled by default, conflicting with users' primary intention of maintaining a wishlist to stay informed about reservation openings.

Opted-out buttons

Push notifications were disabled by default, conflicting with users' primary intention of maintaining a wishlist to stay informed about reservation openings.

Lack of Usability

The modal was overly simplified, lacking key features like "see all" or "edit," which reduced its functionality.

Lack of Usability

The modal was overly simplified, lacking key features like "see all" or "edit," which reduced its functionality.

Resource-use inefficiency

We already had the relevant data organized for the Reservation Calendar page, meaning we weren't using our resources efficiently.

Resource-use inefficiency

We already had the relevant data organized for the Reservation Calendar page, meaning we weren't using our resources efficiently.

What was suggested

Toggle Switch

Used a toggle switch to view 'remaining hours' based on user's preferences.

Ordering

Sorting order changed based on the toggle state.

Information

Added location and opening dates, which were missing on the original wishlist.

What was suggested

Toggle Switch

Used a toggle switch to view 'remaining hours' based on user's preferences.

Ordering

Sorting order changed based on the toggle state.

Information

Added location and opening dates, which were missing on the original wishlist.

Why dropped

Feasibility

Reordering was not feasible due to database constraints and loading time issues.

Too many text

The remaining time and opening dates could create user confusion.

PM feedback

Push notifications had to be always displayed for business purpose.

Why dropped

Feasibility

Reordering was not feasible due to database constraints and loading time issues.

Too many text

The remaining time and opening dates could create user confusion.

PM feedback

Push notifications had to be always displayed for business purpose.

What was suggested

Effective colors

Using brand primary colors ensured the consistent look while effectively grabbing attention.

UX writing

This iteration led to the final design with UX writing variations to enhace user experience.

What was suggested

Effective colors

Using brand primary colors ensured the consistent look while effectively grabbing attention.

UX writing

This iteration led to the final design with UX writing variations to enhace user experience.

Why dropped

Feasibility

Reordering was not feasible due to database constraints and loading time issues.

Why dropped

Feasibility

Reordering was not feasible due to database constraints and loading time issues.

challenge 2

Increasing usability through UX writing

challenge 2

Increasing usability through UX writing

We iterated on UX writing to increase usability and visual clarity, aligning the time display with users' mental models. Collaborating with the back-end team, we also limited the time frame to a 30-day window and clearly communicated this to users.

Effective UX writing to enhance usability with the new feature

We iterated on UX writing to increase usability and visual clarity, aligning the time display with users' mental models.Collaborating with the back-end team, we also limited the time frame to a 30-day window and clearly communicated this to users.

04/ Impact

11.6%

Wishlist-to-purchase  
Conversion Rate

6%

Push Notification
Activation Rate

2 months after the initial launch, we saw a significant increase in KPIs, including the push notification click-through rate and the conversion rate for the wishlist feature.

05/ Takeaways

Working in an agile environment

In a startup environment, making updates through incremental changes was crucial. Focusing on intense two-week updates allowed me to continuously redefine priorities and adapt.

Working in an agile environment

UX as a team work

Even for seemingly minor feature changes, it was essential to consult both the back-end and front-end to ensure feasibility and server stability. This collaboration helped me learn the importance of teamwork.

UX as a team work

Rediscovering my love for data-driven design

After working outside the startup environment for so long, it was stimulating to directly track user behavior in real time. This project reignited my passion for designing with high business impact.

Rediscovering my love for data-driven design