B2C
Information Architecture
UX + UI Design
Mobile
Branding & Storytelling
Usability Testing and A/B tests
Design Iterations
Redesigned the mobile-first experience for DoDays, a children's activity booking platform, to help busy parents discover activities more easily and stay engaged. The outcome resulted in a scalable design system that supports platform's growth, improves retention and strengthen its brand identity with a clear focus on accessibility and inclusivity.
Problem
Solution
Sounds great. Why redesign it?
(Old) Home Page
Home page - Limited guidance and inspiration at the start of journey
The home page experience lacked inspiration and relied solely on basic activity categories and age filters to find activities, which placed the full burden of discovery on user efforts. For parents who are unsure of which activity to book, this experience failed to set intent or highlight value, resulting in missed opportunities to guide users into relevant journeys.
High user effort, low value
Home page has fragmented experience →
Lack of inspiration
Too many clicks for minimal information
The fragmented home page →
Lack of inspiration
High user effort, low value
Discovery experience - decision fatigue and time consuming
The discovery page presented long, unstructured and visually repetitive listings. Weak visual hierarchy made information hard to scan and compare options. This slowed decision making and increased drop-offs. For busy parents, saving time is critical and this inefficient discovery made it hard to find suitable activities quickly.
Time consuming discovery page experience →
Weak Visual hierarchy
Slow decision making
(Old) Discover Page
A bad experience ultimately affects children’s growth and wellbeing that depend on engaging in activities beyond school.
Before conducting any further research, I started with the pre-requisites: I reviewed DoDays annual platform usage analytics to understand existing user behaviour and engagement patterns. Low user engagement, low conversions and high user churn were identified. The insights gave clear signals of a leaky bucket situation (where new users are signing up but retention is low due to unmet needs).
Behaviour Insights
Listening to the data
Mobile usage dominance
Despite 82% of DoDays users primarily using mobile, the design is not mobile optimised - unskimmable information and requires many clicks to find the right activity.
78% of bookings happen on weekdays during midday
Parents have small, discrete windows of time to book activities, often around work breaks or family routines.
Parents prefer planning ahead of time
Majority of booking patterns indicate advance bookings (at least a week in advance), with very few last-minute behaviour.
High user churn
Low conversions
Project Goal
Redesign the mobile-first experience to help busy parents discover and book children’s activities more easily, while improving engagement, retention, and brand perception.
Improve how parents discover activities and strengthen the brand perception. To achieve this, the project scope required a deep dive into the existing user experience with a fine-tooth comb to uncover key pain points, unmet user needs and barriers in discovery and engagement.
Design Objectives
Improve how parents discover activities and strengthen the brand perception. To achieve this, the project scope required a deep dive into the existing user experience with a fine-tooth comb to uncover key pain points, unmet user needs and barriers in discovery and engagement.
• Create an inspiring and intuitive home page that encourages active exploration and guides users toward relevant activities.
• Improve the discovery page experience with better categorisation, visual hierarchy and highlight key considerations for children of all ages and abilities.
• Develop a scalable design system to support future growth and brand consistency.
Overall, the design should be accessible, improve how parents discover activities and strengthen the brand perception.
Success metrics
• Increased engagement with home and discovery flows.
• Lower drop-off rates during activity search and booking.
• Improved user satisfaction and perceived ease of use.
• Positive feedback on accessibility and discoverability of activities.
To ground the design, two core user scenarios were considered.
User Behaviours & Mental Model
Imagine a parent finding a suitable activity for their child but doesn’t have anything specific in mind. They’re looking for inspiration and expect the home page to guide them. The old home page fails to meet this expectation, resulting in friction and a decline in user satisfaction at that touchpoint.
Design enhancements
Curated sections that show popular, age-appropriate and nearby activites
Improved visual hierarchy on activity cards to highlight essential information
Alternatively, imagine a parent who wants to search for a specific type of activity, let's say swimming, but typically have limited time to explore many options. They expect fast, intuitive filtering and easy comparison between options. Current search filters are less specific, and activity cards suffer from weak visual hierarchy and structure, making it harder to assess key information.
Design enhancements
Search filters that help to narrow results efficiently
Activity cards that enable quick comparison of age, accessibility & other relevant criteria.
User Segments
This reveals two types of user segments
👉🏻 Defining the problem
Home Page Experience
How might we inspire and engage parents to begin a discovery journey?
Discover Page Experience
How might we support parents to find relevant activities quickly?
👉🏻 Business Goal
Increase user engagement, reduce drop-offs and make activity discovery more intuitive and personalised.
UX Strategy
Based on all these insights, I led the UX Strategy with the goal to minimise friction, and create mobile-first user journeys that delight both busy opportunists and high-intent planner type parent segments, meaning:
Design for urgency + ease + context
Design for inspiration + confidence + structure
Brandwise, the goal was for DoDays to establish itself as a trusted, inclusive platform for finding children’s activities.
We rapidly explored challenges, prototyped experiences, and validated them with real users before committing to development. This approach enabled me to:
Align stakeholders quickly - Ensuring we tackled the right problems.
Test desirability early - Validating what parents actually needed.
Fail fast, refine faster- Only the most promising concepts moved forward.