Creating an effective reservation system for event planners
I. Project overview
timeline
April 2023 - July 2023
Role
UX/UI Designer, UX Researcher
tools
Figma, Figjam, Adobe Photoshop, Webflow, Google Forms, Zoom
What's the problem I tried to solve?
Problem
Event planners expressed a demand for a more efficient reservation and service inquiry process concerning Cruisin' California's bartending services.
goal
The goal is to create a website that functions as a platform for capturing reservation inquiries and offering comprehensive information about the services provided by my client.
Solution: Informative and effective reservation system
inform
The cost is evenly split among guests, and the reservation is secured once all payments are collected. Users can opt to pay for guests who can't contribute, ensuring the reservation's confirmation.
inquire
If users have any questions about the services offered, they can navigate to the FAQs page to find answers to frequently asked questions. For more specific inquiries, users can reach out directly to my client via the provided email address on the same page.
reserve
Users have the option to request customized service quotes by completing a form. If they require more information or feel unprepared, they can access relevant links to educate themselves about the services before submitting their inquiry.
The Cruisin' California website informs users about services and facilitates reservation inquiries for events
II. Research
Recognizing event planners' service reservation challenges
Client interview
In close collaboration with my client, I conducted a thorough interview to comprehend his business requirements and future goals, establishing key project focus areas. The objective was to create a website that efficiently captured inquiries and presented comprehensive information for customer decision-making. Additionally, we aimed to craft a distinct brand identity.
competitor analysis
I conducted an analysis of the current competitive landscape to gain valuable insights into best practices and areas of improvement for enhancing the customer experience on my client's website. This involved a comprehensive examination of various bartending service websites, spanning different sizes and specialties. I drew inspiration from some of these platforms while also identifying pitfalls to avoid.
Survey
My client primarily utilized his Instagram page as the primary digital interface for his business, serving both as a means to interact with customers and capture reservation inquiries. To gain a deeper understanding of user motivations, pain points, and priorities, I opted to distribute a survey via my client's Instagram story.
wrap up insights
With a comprehensive grasp of both my client's requirements and the needs of his users, I concluded my insights and translated them into a service blueprint.
Delving into service design
Service blueprint
I constructed a service blueprint to highlight challenges and potential obstacles in the delivery of my client's services. I then presented this service blueprint to my client, enabling him to understand his users' needs, uncover vulnerabilities, pinpoint opportunities for enhancement, and refine interactions between his customers and his business.
The main insight is that we can enhance the initial point of contact by offering users sufficient information about my client's services prior to their reservation inquiry. This approach reduces the need for extensive correspondence between both parties.
Event planners' needs and design principles
Need: "What sort of services are provided?"
I want to understand the range of services offered by the owner in order to plan accordingly. I want to determine whether there are any specific requirements or limitations that might impact my planning process.
Principle: Design should provide information about the services.
Need: "I've never purchased bartending services, how does this work?
I want to understand the process of this particular service. I want to contact the owner to address any queries or concerns related to the service offerings.
Principle: Design should explain service methods and facilitate the submission of inquiries.
Need: "Okay, I want to purchase bartending services"
I want to reserve bartending services for an upcoming event that I am organizing. I want to minimize extensive communication between myself and the owner.
Principle: Design should include a form that captures all essential event information.
III. Design
Addressing the needs of event planners
sitemap
Following user surveys and thorough review of client feedback aimed at identifying pain points and areas for enhancement, I identified crucial sections and content to be incorporated into the website.
user flow
Incorporating research insights, I streamlined the user flow from the landing page through key sections, focusing on efficiency and simplicity. This visualization aids in understanding user interactions and page connections.
crazy 8s
Building on the previous work, I created screen sketches to visually represent my initial concepts. The goal was to assess the layout and feasibility of these solutions in meeting user requirements.
mood board
With my client's emphasis on creating a unique identity and brand, I saw the need to compile a mood board as a visual representation of my design vision. This served as a means to effectively convey design concepts, color schemes, and overall moods, thus defining a cohesive design direction.
Establishing a design system
strengthening a brand
Although my client had an existing brand, there was a shared desire to enhance its visual appeal. Collaboratively, we created a color scheme, defined a style, and selected appropriate typefaces for the website's application.
color scheme
Drawing inspiration from various California themes, such as redwoods and the gold rush, I presented my client with several color schemes. Ultimately, we selected five colors that best encapsulated the desired California aesthetic for the project.
Typography details
We incorporated two distinct typefaces, Fjalla One and Helvetica, each assigned a specific role within our design. The following graphic outlines their intended utilization, encompassing a variety of sizes and weights to effectively indicate information hierarchy.
logo redesign
My client initially created his logo using Canva. While it served as a strong starting point, it did not align well with the website's usage. I created several logo variations, considering my client's requirements, and we ultimately settled on the final logo. The logo features the California state flower, the poppy, along with the business name in Rage Italic typeface, reflecting the mobile bar aspect, as Rage Italic is seen on all California license plates.
Crafting the reservation system
design exploration
Employing the insights from the survey results, sitemap, user flow, and service blueprint, I crafted high-fidelity designs with a focus on addressing the identified issues. During this process, I frequently referenced my earlier deliverables and design principles aimed at resolving the challenges experienced by current users and the client.
IV. Evaluate
Testing with event planners
results
During the task-based usability testing, participants smoothly navigated the website and readily comprehended the reservation process. Subsequently, they filled out a quantitative questionnaire aligned with the three established design principles. Here are the average scores from the twelve participants, rated on a scale from 1 to 7.
4.88
Services
How helpful is the website in informing you about services offered?
6.19
Methods and inquiries
How helpful is the website in explaining service methods and allowing for inquiries?
5.3
Form
How helpful is the form in capturing all essential information?
Iterations
detailed services
Initially, the client intended to provide minimal information on the services pages, offering only a general overview of the events covered, with the expectation that users would initiate further inquiries. Curious about the user response, I proceeded as per the client's directive. However, the approach yielded unsatisfactory results, prompting me to communicate these critical findings to the client. I recommended enhancing the service and quote pages to address the identified issues. Acknowledging the feedback, the client provided additional details to enrich the services page and provide users with a comprehensive understanding of the offerings.
a more comprehensive form
The findings indicated that users perceived the form as inadequate for recording all essential details. To address this, I incorporated additional input fields to capture a comprehensive range of information required for obtaining a quote. This adjustment aimed to reduce potential confusion and the need for extensive correspondence between the client and his customers.
Findings of second usability testing
results
I sought to evaluate the efficacy of the redesigns in addressing the identified issues from the initial testing phase. Five new participants engaged in the task-based usability testing, followed by the completion of the same qualitative questionnaire. These are the results, with ratings on a scale of 1 to 7.
6.3
Services
How helpful is the website in informing you about services offered?
6.24
Methods and inquiries
How helpful is the website in explaining service methods and allowing for inquiries?
6.27
Form
How helpful is the form in capturing all essential information?
V. Final designs
landing page
My aim in crafting the Home page was to prominently display images of my client's cocktails and simultaneously provide users with the information they emphasized in the survey. Additionally, I sought to highlight photographs from my client's past events, showcasing the lively ambiance his services create and ultimately boosting user conversion rates.
Services
Following multiple iterations, the Services page now clearly outlines the various services offered by my client, providing a comprehensive breakdown of pricing and the contents of three distinct packages.
faqs
I collaborated closely with my client to identify common customer queries and created content for the FAQ page accordingly. Contact options were also provided for users with queries beyond the scope of the FAQ section.
get a quote
The Get a Quote page underwent several iterations to accommodate evolving business and user requirements. Ultimately, the comprehensive form successfully captures all vital event information and and provide users with tools to estimate the required quantity of drinks for their events.
Responsiveness and development
Mobile version and webflow development
I created a mobile-responsive website for easy access to information on Cruisin' California's services and submission of service inquiries. I built the website using Webflow, a platform my client utilizes for capturing bookings. Visit the live website below to explore!
Utilizing thorough research and analysis of the existing service blueprint, I successfully aligned user and business requirements within my designs. It is gratifying to see my client actively employing the solution to manage his operations.
Furthermore, I recognized the significance of iterations to resolve concerns identified during usability testing. It was rewarding to identify areas for enhancement, implement iterations, and validate the improvements through subsequent rounds of usability testing.
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