Booking Optimization for Brand Activation Marketplace

Location Live is a platform designed to connect brands and businesses with unique physical spaces for events, pop-ups, and experiential marketing. While the platform successfully attracted users looking for distinctive venues, it became evident that the booking process was not as seamless as it could be. Users were experiencing friction when navigating from discovering a space to completing a booking, leading to lower engagement, decreased traffic, and a reduced number of completed bookings.

Recognizing the critical need for a smoother user experience, I led a project aimed at optimizing the booking page to address these challenges. The objective was to streamline the entire user journey, from the moment a space was discovered to the final booking confirmation. By focusing on reducing friction points and simplifying the process, we aimed to significantly enhance user satisfaction. 

• Industry: Experiential Marketing & Event Space Booking
• Product: Digital platform for discovering and booking unique event spaces
• Feature Focus: Booking page and user engagement optimization

This portfolio highlights my role in optimizing the booking page for Location Live, focusing on enhancing user engagement and increasing booking conversions. Through data-driven decision-making, cross-functional collaboration, and strategic A/B testing, we achieved significant improvements in user interaction and booking rates.  

1. User Data Investigation

• Data Analysis: Analyzed user data to identify friction points and drop-offs on the booking page.
• Heatmap Analysis: Conducted heatmap analysis to understand user behavior, focusing on how users interacted with elements on the booking page.

2. Hypothesis Development and Design Planning

• Hypothesis Creation: Developed hypotheses for potential design improvements aimed at reducing friction and enhancing the user experience.
• Wireframes & Design: Created wireframes using Whimsical, collaborating with designers to develop alternative designs that addressed identified issues.

3. A/B Testing Strategy

• A/B Testing Plan: Designed a detailed A/B testing plan, defining key metrics such as conversion rates and user engagement, along with success criteria.
• Variant Development: Worked closely with frontend and backend teams to implement the new design elements, set up the A/B tests, and ensure accurate user segmentation and tracking.

4. Collaboration with Cross-Functional Teams

• Frontend Team: Collaborated on implementing design changes, setting up A/B tests, and ensuring browser compatibility.
• Backend Team: Coordinated with backend developers to make necessary API updates and data structure changes to support new features.
• Quality Assurance: Partnered with QA teams to conduct thorough testing of new designs, ensuring functionality and usability across all devices and browsers.
• Marketing Team: Worked on optimizing booking pages for SEO, improving search engine visibility and rankings.

5. Implementation and Testing

• Design Implementation: Collaborated with engineers to develop and launch design changes.
• A/B Testing: Conducted A/B tests, comparing the control (existing design) with variants (new designs) to measure effectiveness.

6. Performance Monitoring and Analytics

• Real-Time Monitoring: Developed SQL queries and a Metabase dashboard for real-time tracking of key metrics, such as page views and user interactions.
• Continuous Monitoring: Monitored the performance of both variants and control, providing regular updates and insights to stakeholders.

7. Post-Launch Analysis

• Impact Assessment: Monitored key metrics and gathered user feedback post-launch to assess the impact of design changes and guide further improvements.
• Stakeholder Communication: Regularly communicated performance metrics and project progress to stakeholders, ensuring alignment and transparency.

• Improved Clickthrough Rate: Achieved a 20% increase in the clickthrough rate on the booking page, demonstrating a significant rise in user engagement.
• Increased User Engagement: User engagement on the booking page increased by 15%, with users spending more time exploring options and interacting with the content.
• Page View Count: The number of page views increased by 30%, indicating a substantial rise in interest and activity on the booking page.
• Booking Conversion Rate: The booking conversion rate improved by 1.5% in the first month post-implementation, leading to more successful bookings.

• Challenge: During the initial deployment of the new design, we encountered compatibility issues with a lesser-known browser, affecting a small segment of users.
• Solution: Paused the A/B experiments to resolve the compatibility problems. Collaborated with the frontend team to diagnose and fix the issues, ensuring the design functioned correctly across all browsers. QA teams conducted thorough testing to confirm the fixes.