MoveYourBody.com
Before & After Redesign
Project Overview
MoveYourBody.com is a tour-booking website that promotes mastering a sport on a trip. The web aims to connect tourists and curators, promote a new lifestyle, and support local sports businesses.
Role: UX Designer & Researcher
Time: Aug. 2023 - Dec. 2023
Team: Designers, PM, Researchers
Tools: Figma
Skills: UX Design, Interaction Design, Design System, UX Research, Research Analysis
Problem Statement
My challenge was redesigning the website to improve engagement and retention rates:
Low clickthrough rate from the homepage & low purchase rate.
Short average stay (under 30 seconds).
Negative user feedback citing an untrustworthy ad banner and overwhelming information
SOLUTIONS
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SOLUTIONS ⋆
Home Page
Rebrand with cleaner and fewer colors to establish trust.
Clarify the site's purpose by presenting the primary business in a high visual hierarchy.
Introduce secondary services as smaller modules to be viewed at once. All the secondary services lead users to the primary feature—booking a sports trip.
Navigation
New navigation organizes tours, activities, shops, and discovery sections
All features are seamlessly integrated, guiding users to explore additional services throughout their journey.
Trip Page
Challenge: In the old version of the usability test, users express the preference of trip-searching process:
“I want to see the message that they will take good care of me and my family on the trip.”
“I wish there are more details of each day, other people’s rankings, and reviews.”
The new Tour Discover page displays more detailed information like a tour rating, curator, time duration, and other tourists’ profiles.
An “Apply” button prominently encourages users to consider joining the tour immediately.
A detailed daily itinerary is displayed to foster a sense of trust and safety.
The price is shown at the bottom, making the price seem more reasonable after seeing the value offered.
The “Apply” button is placed at both the top and bottom of the page as the only option, positioned for easy access according to Hick’s Law and Fitts’ Law.
“It’s important to see who is leading the trip and who is going on the trip”
Community & Discovery
Challenge: The original website featured influencers in the sports-tour field to attract their followers and build the trust of the brand.
However, after interviewing the stakeholders and founders, I discovered that the influencers hadn’t consented to the use of their images. While direct business collaboration is costly, the founder remains eager to engage influencers and gain their support.
My solution
My solution is to move the influencer list to the Discover page, transforming it into a community-driven media platform where tourists, curators, and merchants can share experiences, tours, and content from other media sources. Instead of a "featured celebrity list," there would be a "Star Member" recognition, honoring the members with the most followers on MoveYourBody.
Inviting influencers to join a platform that provides greater exposure and engagement can significantly reduce endorsement costs while still benefiting from the trust and influence these influencers bring.
If the community feature proves effective in boosting tour sales, paid posts, and SEO strategies could be introduced to add a new revenue stream.
Remove Ads Banner
Challenge: Adding an ad banner makes the platform seem untrustworthy. However, bannes are the necessary income to cover the basic cost of the startups. While banners conflict with users’ needs, it is necessary to find other income substitutes to fulfill business goals.
Solution1
Incorporating SEO (Search Engine Optimization) in the Discover page and tour page. The new income comes from curators or influencers paying for higher ranking of their posts or tours for larger exposes and better sales.
Solution2
Wear shops offer a profitable opportunity to sell sportswear and trip essentials, yet the current shop’s location in the navigation makes it less visible to visitors.
In the redesign, the shop is integrated with tours, encouraging users to purchase necessities for their trip. Based on the trips users sign up for, the shop recommends relevant clothing, essentials, and other accessories they may not have considered, enhancing convenience and boosting sales.
Evaluation Plan
This prototype is currently under development. Once the redesign is launched, several key evaluations will be conducted:
1. Monitor Tour Clickthrough Rate: Track how many visitors click to browse trips and view trip details. Calculate the increase in clickthrough rate as a measure of success.
2. Measure User Retention (30+ Seconds): Determine the percentage of users who stay on the site for more than 30 seconds. Since users often leave due to safety concerns, this metric will help assess the trustworthiness of the new design.
3. Evaluate Platform’s Financial Health: With the banner ads removed, it’s essential to assess if the new revenue model is effectively supporting the company. This evaluation will indicate whether the new income strategy is sustainable and profitable.