Portfolio

Problem

Solution

Sounds great. Why redesign it?

Old Home Page

The home page feels fragmented and lacks inspiration for parents to explore activities, resulting in low engagement.

Decision fatigue due to limited time and unstructured activity listings

Finding suitable activities is time-consuming and frustrating

For busy parents with high expectations for their kids, time is critical. They struggle with the existing slow, inefficient search experience that makes it hard to find suitable activities.

A bad experience ultimately affects children’s growth and wellbeing that depend on engaging in activities beyond school

Discover Page

The current platform is not mobile-first

Key information is unskimmable, creating cognitive overload and reducing conversions.

Client Brief

Client's goal was clear - improve DoDays discoverability and brand presence for parents, while also identifying opportunities for re-engagement to improve long-term retention. To achieve this, the project scope required a deep dive into the user experience with a fine-tooth comb to uncover key pain points, unmet user needs and barriers to engagement.

To ground our design, I dived into existing platform usage analytics to understand user behaviour and engagement patterns. The insights gave clear signals on booking patterns and discovery flows, shaping the key areas for UX and UI improvements.

Behaviour Insights

Listening to the Data

Mobile usage dominance

82% of users view the site primarily on mobile. Unskimmable design; too many clicks to get to key information leading to cognitive overload.

78% of bookings happen on weekdays

during lunch breaks or evenings when parents have small windows of time.

Peak booking windows - midday and evenings

Parents have small, discrete windows to book activities, often around work breaks or family routines.

High user churn

Low conversions

Fragmented discovery flow →

Friction leads to significant disengagement

Conversion drop-off before booking

UI/UX not optimised for mobile usage →

Discovery and booking involves too many clicks and input fields

User’s Behaviour & Mental Model

Imagine a parent opening DoDays to find an 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 lacks curated content and fails to meet this expectation, resulting in friction and a decline in user satisfaction at the very touchpoint.

Curated sections that show popular, age-appropriate, and nearby activities

Design mobile-first visual cards that make essential information scannable

Alternatively, imagine a parent who wants to search for a specific type of activity, let's say swimming, but has limited time to explore options. They expect fast, intuitive filtering and clear comparison between options. Current filters lack structure and categorisation of activities, and has poor visual hierarchy in activity cards, leading to drop offs.

Search filters that help to narrow down results efficiently and speed up decision making

Activity cards that enable quick and easy comparison

User Segments

…revealing two types of common traits

These insights uncovered two key segments of parents

Busy Opportunists

This audience acts fast or not at all. Even when looking for inspiration, they skim info and want the platform to help with decision-making.

Goal

Discovery and booking must be fast, clear and touch-optimised with big tap areas and minimal input fields. Prioritising urgency and context = higher engagement and conversions.

Booking patterns and behaviour

Spontaneous behaviour, often booking last-minute due to changing circumstances
Active during weekday mornings and lunch windows.
Prefer quick, low-friction booking experiences

Engagement Hooks

Quick look at "what's happening in the week"
One-tap "Activities near me"
"Book again" quick links and similar recommendations based on past behaviour
Trusted reviews for confidence

High-intent Planners

These parents book in advance, motivated to plan kids’ schedule around their family life.

Goal
Discovery must feel curated and inspiring, with activities reflecting schedule, themes, interests, and ages.

Booking patterns and behaviour

Act during work breaks when the moment allows or late evenings after dinner or family time
Often plan and book activities few days in advance. Depending on their kids’ age, they may already have a specific activity in mind, or they are exploring and may need inspiration to feel confident in their choice.

Engagement Hooks

Recurring activity packages for routine assurance
Curated or personalised recommendations
Saved or wish list
Category-specific discovery flows
Trusted reviews for confidence

👉🏻 Defining the problem

Home Page Experience

How might we inspire and engage parents to begin a discovery journey?

Discover Experience

How might we support parents to find relevant activities quickly?

👉🏻 Business Goal

Long term engagement →

How might we encourage parents to browse more and book multiple events?

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 inspire and delight both opportunists and 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, vital for parents booking children’s activities, where confidence and trustworthiness of venues and providers drives decisions, and ultimately supports higher retention, and long-term engagement.

We rapidly explored the challenges, prototyped experiences, and validated them with real users before committing to development. This approach allowed us to:

Align stakeholders quickly - Ensuring we tackled the right problems
Test desirability early - Validating what busy parents actually needed
Fail fast, refine faster- Only the most promising concepts moved forward

Problem

Solution

Sounds great. Why redesign it?

Old Home Page

The home page feels fragmented and lacks inspiration for parents to explore activities, resulting in low engagement.

Decision fatigue due to limited time and unstructured activity listings

Finding suitable activities is time-consuming and frustrating

For busy parents with high expectations for their kids, time is critical. They struggle with the existing slow, inefficient search experience that makes it hard to find suitable activities.

A bad experience ultimately affects children’s growth and wellbeing that depend on engaging in activities beyond school

Discover Page

The current platform is not mobile-first

Key information is unskimmable, creating cognitive overload and reducing conversions.

Client Brief

Client's goal was clear - improve DoDays discoverability and brand presence for parents, while also identifying opportunities for re-engagement to improve long-term retention. To achieve this, the project scope required a deep dive into the user experience with a fine-tooth comb to uncover key pain points, unmet user needs and barriers to engagement.

To ground our design, I dived into existing platform usage analytics to understand user behaviour and engagement patterns. The insights gave clear signals on booking patterns and discovery flows, shaping the key areas for UX and UI improvements.

Behaviour Insights

Listening to the Data

Mobile usage dominance

82% of users view the site primarily on mobile. Unskimmable design; too many clicks to get to key information leading to cognitive overload.

78% of bookings happen on weekdays

during lunch breaks or evenings when parents have small windows of time.

Peak booking windows - midday and evenings

Parents have small, discrete windows to book activities, often around work breaks or family routines.

High user churn

Low conversions

Fragmented discovery flow →

Friction leads to significant disengagement

Conversion drop-off before booking

UI/UX not optimised for mobile usage →

Discovery and booking involves too many clicks and input fields

User’s Behaviour & Mental Model

Imagine a parent opening DoDays to find an 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 lacks curated content and fails to meet this expectation, resulting in friction and a decline in user satisfaction at the very touchpoint.

Curated sections that show popular, age-appropriate, and nearby activities

Design mobile-first visual cards that make essential information scannable

Alternatively, imagine a parent who wants to search for a specific type of activity, let's say swimming, but has limited time to explore options. They expect fast, intuitive filtering and clear comparison between options. Current filters lack structure and categorisation of activities, and has poor visual hierarchy in activity cards, leading to drop offs.

Search filters that help to narrow down results efficiently and speed up decision making

Activity cards that enable quick and easy comparison

User Segments

…revealing two types of common traits

These insights uncovered two key segments of parents

Busy Opportunists

This audience acts fast or not at all. Even when looking for inspiration, they skim info and want the platform to help with decision-making.

Goal

Discovery and booking must be fast, clear and touch-optimised with big tap areas and minimal input fields. Prioritising urgency and context = higher engagement and conversions.

Booking patterns and behaviour

Spontaneous behaviour, often booking last-minute due to changing circumstances
Active during weekday mornings and lunch windows.
Prefer quick, low-friction booking experiences

Engagement Hooks

Quick look at "what's happening in the week"
One-tap "Activities near me"
"Book again" quick links and similar recommendations based on past behaviour
Trusted reviews for confidence

High-intent Planners

These parents book in advance, motivated to plan kids’ schedule around their family life.

Goal
Discovery must feel curated and inspiring, with activities reflecting schedule, themes, interests, and ages.

Booking patterns and behaviour

Act during work breaks when the moment allows or late evenings after dinner or family time
Often plan and book activities few days in advance. Depending on their kids’ age, they may already have a specific activity in mind, or they are exploring and may need inspiration to feel confident in their choice.

Engagement Hooks

Recurring activity packages for routine assurance
Curated or personalised recommendations
Saved or wish list
Category-specific discovery flows
Trusted reviews for confidence

👉🏻 Defining the problem

Home Page Experience

How might we inspire and engage parents to begin a discovery journey?

Discover Experience

How might we support parents to find relevant activities quickly?

👉🏻 Business Goal

Long term engagement →

How might we encourage parents to browse more and book multiple events?

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 inspire and delight both opportunists and 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, vital for parents booking children’s activities, where confidence and trustworthiness of venues and providers drives decisions, and ultimately supports higher retention, and long-term engagement.

We rapidly explored the challenges, prototyped experiences, and validated them with real users before committing to development. This approach allowed us to:

Align stakeholders quickly - Ensuring we tackled the right problems
Test desirability early - Validating what busy parents actually needed
Fail fast, refine faster- Only the most promising concepts moved forward

Problem

Solution

Sounds great. Why redesign it?

Old Home Page

The home page feels fragmented and lacks inspiration for parents to explore activities, resulting in low engagement.

Decision fatigue due to limited time and unstructured activity listings

Finding suitable activities is time-consuming and frustrating

For busy parents with high expectations for their kids, time is critical. They struggle with the existing slow, inefficient search experience that makes it hard to find suitable activities.

A bad experience ultimately affects children’s growth and wellbeing that depend on engaging in activities beyond school

Discover Page

The current platform is not mobile-first

Key information is unskimmable, creating cognitive overload and reducing conversions.

Client Brief

Client's goal was clear - improve DoDays discoverability and brand presence for parents, while also identifying opportunities for re-engagement to improve long-term retention. To achieve this, the project scope required a deep dive into the user experience with a fine-tooth comb to uncover key pain points, unmet user needs and barriers to engagement.

To ground our design, I dived into existing platform usage analytics to understand user behaviour and engagement patterns. The insights gave clear signals on booking patterns and discovery flows, shaping the key areas for UX and UI improvements.

Behaviour Insights

Listening to the Data

Mobile usage dominance

82% of users view the site primarily on mobile. Unskimmable design; too many clicks to get to key information leading to cognitive overload.

78% of bookings happen on weekdays

during lunch breaks or evenings when parents have small windows of time.

Peak booking windows - midday and evenings

Parents have small, discrete windows to book activities, often around work breaks or family routines.

High user churn

Low conversions

Fragmented discovery flow →

Friction leads to significant disengagement

Conversion drop-off before booking

UI/UX not optimised for mobile usage →

Discovery and booking involves too many clicks and input fields

User’s Behaviour & Mental Model

Imagine a parent opening DoDays to find an 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 lacks curated content and fails to meet this expectation, resulting in friction and a decline in user satisfaction at the very touchpoint.

Curated sections that show popular, age-appropriate, and nearby activities

Design mobile-first visual cards that make essential information scannable

Alternatively, imagine a parent who wants to search for a specific type of activity, let's say swimming, but has limited time to explore options. They expect fast, intuitive filtering and clear comparison between options. Current filters lack structure and categorisation of activities, and has poor visual hierarchy in activity cards, leading to drop offs.

Search filters that help to narrow down results efficiently and speed up decision making

Activity cards that enable quick and easy comparison

User Segments

…revealing two types of common traits

These insights uncovered two key segments of parents

Busy Opportunists

This audience acts fast or not at all. Even when looking for inspiration, they skim info and want the platform to help with decision-making.

Goal

Discovery and booking must be fast, clear and touch-optimised with big tap areas and minimal input fields. Prioritising urgency and context = higher engagement and conversions.

Booking patterns and behaviour

Spontaneous behaviour, often booking last-minute due to changing circumstances
Active during weekday mornings and lunch windows.
Prefer quick, low-friction booking experiences

Engagement Hooks

Quick look at "what's happening in the week"
One-tap "Activities near me"
"Book again" quick links and similar recommendations based on past behaviour
Trusted reviews for confidence

High-intent Planners

These parents book in advance, motivated to plan kids’ schedule around their family life.

Goal
Discovery must feel curated and inspiring, with activities reflecting schedule, themes, interests, and ages.

Booking patterns and behaviour

Act during work breaks when the moment allows or late evenings after dinner or family time
Often plan and book activities few days in advance. Depending on their kids’ age, they may already have a specific activity in mind, or they are exploring and may need inspiration to feel confident in their choice.

Engagement Hooks

Recurring activity packages for routine assurance
Curated or personalised recommendations
Saved or wish list
Category-specific discovery flows
Trusted reviews for confidence

👉🏻 Defining the problem

Home Page Experience

How might we inspire and engage parents to begin a discovery journey?

Discover Experience

How might we support parents to find relevant activities quickly?

👉🏻 Business Goal

Long term engagement →

How might we encourage parents to browse more and book multiple events?

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 inspire and delight both opportunists and 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, vital for parents booking children’s activities, where confidence and trustworthiness of venues and providers drives decisions, and ultimately supports higher retention, and long-term engagement.

We rapidly explored the challenges, prototyped experiences, and validated them with real users before committing to development. This approach allowed us to:

Align stakeholders quickly - Ensuring we tackled the right problems
Test desirability early - Validating what busy parents actually needed
Fail fast, refine faster- Only the most promising concepts moved forward

for Kids Activites

for Kids Activites

Timeframe

Timeframe

Timeframe

Client/Industry

Client/Industry

Client/Industry

My Role

My Role

My Role

Team

Team

Team

Context

Context

Context

DoDays is a kids’ activity marketplace that streamlines discovery and booking, connecting parents with trusted providers to save time and keep kids active and engaged.

DoDays is a kids’ activity marketplace that streamlines discovery and booking, connecting parents with trusted providers to save time and keep kids active and engaged.

DoDays is a kids’ activity marketplace that streamlines discovery and booking, connecting parents with trusted providers to save time and keep kids active and engaged.

Problem

Solution

Client Brief

User’s Behaviour & Mental Model

Busy Opportunists

High-intent Planners

Home Page Experience

How might we inspire and engage parents to begin a discovery journey?

Discover Experience

How might we support parents to find relevant activities quickly?

UX Strategy

Problem

Solution

Client Brief

User’s Behaviour & Mental Model

Busy Opportunists

High-intent Planners

Home Page Experience

How might we inspire and engage parents to begin a discovery journey?

Discover Experience

How might we support parents to find relevant activities quickly?

UX Strategy

Problem

Solution

Client Brief

User’s Behaviour & Mental Model

Busy Opportunists

High-intent Planners

Home Page Experience

How might we inspire and engage parents to begin a discovery journey?

Discover Experience

How might we support parents to find relevant activities quickly?

UX Strategy