Project Type
UX Consultation
Methods
UX Audit
Heuristic Evaluation
Competitor Analysis
Wireframing
Tools
Adobe XD
Duration
1 week
BACKGROUND
The goal
This project aimed to enhance the website's overall user experience and improve conversion rates by optimizing the existing page and designing an intuitive postcode locator tool. This involved streamlining the user journey, improving the clarity of calls to action, and making it easier for users to find their nearest tub, ultimately leading to increased bookings.
PRODUCT OVERVIEW
RESEARCH
Competitor research
To get a better understanding of the competitive landscape, I looked at various businesses across the UK that rent out party equipment like hot tubs, with a particular focus on those in Bubble's local area. I compared their websites to Bubble's, paying close attention to how they presented their services, encouraged bookings, and guided users towards their call to action. This helped me identify trends and effective methods for increasing conversions in the luxury rental market.
UX Audit
To assess the website's current state, I conducted a thorough UX audit, carefully examining each element and applying heuristic principles and usability rules. This evaluation revealed several areas where the user experience could be improved, providing a clear roadmap for the redesign process.
01 Add 'Call to Action'
What?
Why?
The website lacked a clear call-to-action (CTA), leaving users without guidance on what to do next. There was no visual or textual push directing them toward a specific action. I suggested adding a well-placed, prominent CTA to streamline user flows and encourage engagement.
A website should guide users toward a goal rather than leaving them to navigate aimlessly. According to Jakob Nielsen’s heuristic "Visibility of System Status," users should always understand where they are and what action to take next. Without clear CTAs, users may feel lost, disengaged, or abandon the site altogether. By incorporating strategic, visible CTAs, we keep users on track and improve conversion rates.
02 Social Media Icons
What?
Why?
The social media icons were positioned near the top of their circular containers and appeared too small, making the design look unbalanced and visually unclean. I suggested resizing the icons and centering them within the circles to create a more polished and harmonious layout.
Consistent alignment and proportional design are essential for visual harmony. When elements appear misaligned or out of proportion, users may perceive the design as unpolished or unreliable. This follows Nielsen’s heuristic of Consistency and Standards, which emphasizes maintaining uniformity across design elements to enhance usability. A well-structured layout reassures users and improves the overall aesthetic, making the interface feel more professional and intentional.
03 The Navigation
What?
Why?
I recommended changes to the top navigation to improve usability and clarity. This included removing unnecessary words like "us" and eliminating duplicate tabs, such as "Home," since the logo already functions as a home button.
A clean and concise navigation bar enhances the user experience by preventing cognitive overload. Users should quickly understand where each link will take them without unnecessary distractions. Too many options can lead to confusion, potentially causing users to leave the site. This follows Nielsen’s heuristic of Aesthetic and Minimalist Design, which emphasizes removing irrelevant elements to improve usability. Since the top navigation is one of the first things users see, it must be well-structured and visually polished to create a professional and intuitive experience.
04 Clean Site Map
What?
Why?
I noticed that customer feedback appeared in multiple places across the site—at the bottom of each page and on a dedicated feedback page—which created confusion and clutter. To enhance clarity and usability, I suggested consolidating feedback into a single, designated section.
A website should have a clear structure that aligns with its primary goal, whether selling a product, introducing a business, or sharing a story. When the same element appears repeatedly across different areas, users may misinterpret its importance or become overwhelmed. This aligns with Nielsen’s heuristic of Recognition Rather Than Recall, ensuring users can easily locate key information without unnecessary repetition. While customer feedback is valuable, excessive repetition can dilute the site's primary objective and negatively impact the user experience. By streamlining the feedback section, we maintain clarity and improve navigability.
DESIGN
Wireframes
As part of this project, I created wireframes for the company, ensuring that all the above UX improvements—such as clear CTAs, a clean site map, and well-aligned social media icons—were effectively implemented from the early design stages.
