Role: Art Director and Lead Graphic Designer
PROBLEM
Lost in Booking: How Poor UX and Confusing Locations Let Users Down
Product: Car essential oils diffuser Brand
Team: Playheads Creative Agency
Duration: 12 weeks
The fitness class booking system was previously integrated with WeChat, a messaging platform that served as a medium for users to book classes at the gym. However, this system had several shortcomings, which resulted in a suboptimal user experience. It lacked personalization, was unclear about location details, was not optimized for ease of use, and did not integrate with fitness tracking devices. This resulted in a fragmented, frustrating experience for users, which hindered their ability to effectively book and track their fitness progress.
SOLUTION
The goal is to design an intuitive, personalized, and seamless fitness class booking system
Implementation and Testing
Production: The final packaging used a material that mimicked wood for structural integrity and aligned with the natural theme. Worked with production companies to ensure quality and consistency.
Challenges:
Sourcing sustainable materials that met the aesthetic and functional requirements.
Ensuring that the packaging's ergonomic design supported usability and giftability.
Testing:
Conducted durability tests to ensure the packaging could withstand transportation and handling.
Usability testing showed positive reactions, with users appreciating the thoughtful design and premium feel.
Outcome and Impact
Results: The product successfully positioned itself as a premium, eco-friendly car accessory, garnering positive feedback from both the client and target users.
Client Feedback: The client praised the design for its harmony with the West Coast theme and alignment with their sustainability mission.
Audience Reaction:
Young consumers resonated with the design, appreciating its minimal environmental impact and high-quality materials.
Early adopters noted the packaging as a key differentiator, elevating the product's appeal in a competitive market.
Future Potential: The success of this project has paved the way for potential product line extensions using the same sustainable design principles.
RESEARCH
User Research a way to achieve goals with 90% success
We ran consumer surveys and questionnaires focusing on car experiences
(e.g., city stress, traffic). During dip dive we discovered that insights showed a strong preference among young consumers for sustainable materials like wood or glass over plastics, aligning with their aversion to consumerism and environmental harm.
Conducted competitor analysis of major essential oil brands.
DESIGN PROCESS
User Research a way to achieve goals with 90% success
2
1
As the Lead Designer and Art Director, I organized and facilitated brainstorming workshops and team meetings, ensuring all creative voices were heard while driving the project toward its objectives.
Collaborated with junior designers, project managers, and researchers to create a cohesive vision. Together, we built comprehensive mood boards, drawing inspiration from West Coast natural elements and sustainable design trends.
After initial brainstorming sessions, the team developed two distinct design directions that were presented to the client for feedback.
4
3
Following the client's selection, we moved forward with refining the chosen concept. I led the efforts to:
Design the logo, ensuring it aligned with the product's natural and premium identity.
Oversee the creation of a 3D model for the diffuser (bottle holder), guiding the design team in its development to ensure functionality and aesthetic harmony.
Together with the production manager, we explored material options to balance sustainability and practicality.
Throughout the process, team collaboration was key, with regular feedback loops and iterative refinement to ensure the best possible outcome.
How This Problem Affects the Business
User Retention: Frustrated users are more likely to stop using the app, which affects overall user retention and long-term engagement.
Brand Trust: Inconsistent and unclear booking systems create a negative perception of the brand, damaging trust and customer satisfaction.
Reduced Conversion: Users may abandon the booking process due to frustration, leading to fewer bookings and lower class attendance.
System that allows users to:
Easily find the right classes based on their preferences, fitness goals, and past behavior.
Identify the location of the classes to avoid confusion and ensure users book the correct gym.
Track their progress in real-time, syncing data with wearables like Apple Watch for a more holistic fitness experience.
Personalized Class AI-Driven Recommendations
Clear Location Details Solution:
Location Filters & Maps:
Location-Based Notifications
Integration with Fitness Tracking Devices
User-Friendly Interface:
Intuitive Booking Flow
Visual Class Listings
Design solution
To address the frustration, confusion, and lack of personalization in the previous fitness class booking system, we propose a new solution that focuses on the following key design principles: