B2C SaaS
Mobile
Information Architecture
UX + UI Design
Design System
Brand Positioning
Usability Testing
Design Iterations
Redesigned a mobile-first discovery experience for DoDays, a children's activity marketplace, focusing on simplifying activity discovery, increasing engagement and retention, while supporting platform's long term growth with a new scalable design system. The new UX differentiates the brand from competitors while positioning it as an accessible, inclusive advocate for children's diverse needs.
Problem
Solution
Product Requirements
👉🏻Improve activity discovery and search efficiency to make the user experience more relevant for diverse user needs.
Business Goals
👉🏻Increase user engagement, retention, and ultimately, higher conversions.
👉🏻Position them as an inclusive brand that supports needs of all types of physical & sensory abilities.
Existing barriers
UX Audit
I started with the pre-requisites: Heuristics evaluation. 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.
(Old) Home Page
Home page fails to inspire and guide users into relevant journeys
The home page experience lacked inspiration and relied on basic categorisation to find relevant 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
Fragmented landing →
Lacks consistency & structure
Linear entry point
Time-consuming Discovery navigation
Drowning in options and starving for relevance
The discovery page presented long, unstructured filters caused repetitive listings. Weak visual hierarchy on activity cards made information hard to scan and compare, which led to slow decision making. Majority of the drop-offs were happening at this point if they couldn't find anything relevant quickly. in For busy parents, saving time is critical and this inefficient discovery made it hard to find relevant activities quickly.
Inefficient Discovery →
Weak visual hierarchy
Unstructured filters
Slow decision-making
(Old) Discover Page
A bad service ultimately affects children’s growth and wellbeing that depend on engaging in activities beyond school.
Next, I worked with the data analyst to review DoDays annual 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).
Quantitative Insights (Engagement Patterns & Behaviour)
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 a relevant activity.
78% of bookings happen on weekdays during midday
Parents have small windows of time to find & book activities, often around work breaks or family routines.
Planning ahead of time
Majority of booking patterns indicate advance bookings (atleast a week in advance).
High user churn
Low conversions
User Personas
Segmenting how users think and act
📌 Prioritising Core User Flows & Mental Models
The findings clearly signalled that the success of design isn't just about building a well-architected activity list; but the UX/UI design needs to support two core mental models: Open-ended discovery and intent-driven search.
Open-ended Discovery Flow
Imagine a parent entering the website with undefined or loosely defined activity in mind. This user group is relying on inspiration, recommendations and filters to guide them. The old home page fails to meet this expectation, resulting in friction and a decline in user satisfaction at that touchpoint.
Use Scenario example: A parent wants ideas for activities their child might enjoy but does not yet have a specific option in mind.
👉🏻Translating into Design Challenge
How might we inspire and guide parents to browse activities personalised to their interests?
Suggested Design enhancements
Browse curated activity collections that support personalisation.
Relevancy by age groups, interests, schedule & location, popularity
Clear visual hierarchy on activity cards to highlight and compare essential information
Intent-driven Search Flow
Imagine a parent entering the website with a specific activity or goal in mind, but typically have limited time to evaluate options. This user group relies on direct search and filtering to locate accurate results and quickly make a decision. Old search filters were less specific, and activity cards suffered from weak visual hierarchy and structure, making it harder for users to scan key information.
Use Scenario example: A parent knows they want swimming lessons for their child and uses the platform to find the best available option.
👉🏻Translating into Design Challenge
How might we enable parents with specific goals to quickly search, filter, and identify the most relevant activities?
Suggested Design enhancements
Emphasis on search, structured filtering and precise results
Activity cards prioritise decision making information (age, location, accessibility, price)
👉🏻Informing UX Strategy
I worked with Product Owner and developers to align strategic product goals with user needs. Then, I combined it to form the UX Strategy "Transition from the fragmented user experience to encourage active exploration. Reduce cognitive load by prioritising discovery entry points and time to relevance, to accommodate for diverse needs."
Brandwise, the strategy was to establish DoDays as a trusted, inclusive service that evolves with children and meets the needs of all levels and types of physical and sensory abilities.
👉🏻Defining Design Objectives
• Redesign a mobile-first experience that improves discoverability.
• Design an intuitive, inspiring home page that guides users through relevant entry points.
• Restructure activity database to make it effective for varied interests, ages and abilities.
• Enhance the visual hierarchy to optimise the mobile experience.
• Develop a scalable design system to support future growth and brand consistency across all touch points.
👉🏻Success metrics
• Increased engagement through 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.