Ever heard of a UX case study where user data throws you a curveball? Spoiler alert: this is one of those. We embarked on a design journey, only to discover our initial path led us straight to a dead end. Find out how we navigated this unexpected detour, ultimately redefining the product and business model.
My role
I spearheaded the product team through a centralized design process. We weren't just talking central, we became design superheroes stationed in Central Design, ready to deliver a distributed yet unified Design System. Buckle up! We used Design Sprints to map out our plan, define everyone's superpowers (roles & responsibilities), and establish how we'd work together as a team.
Product Description
Evnto stands as the premier online hub for booking venues, offering an extensive selection across Egypt, KSA, and the UAE. Our mission at Evnto is to seamlessly link customers with their perfect event spaces, tailoring each search to their specific needs. We understand that online venue booking should feel just as personalized as its offline counterpart, only easier. Our aim is to deliver a stress-free experience from start to finish, simplifying every step from browsing and shortlisting to securing the ideal venue.
Our Strategy
Starting Simple, Delivering Big: The Saver App Case Study
We took a streamlined approach to designing Saver's app. Market research, business goals, and customer journeys formed the foundation for our wireframes. High-fidelity mockups aligned with their new branding, and successful prototyping convinced them to partner with us for their MVP launch in Egypt.
In just 6 months, we delivered:
Mobile apps (iOS & Android)
Responsive website
Vendor portal
Backend dashboard (vendor management)
Understanding both user and vendor needs (through personas) empowered us to optimize the app flow and boost conversion rates.
Research Findings
Our journey began with a deep dive into user research. We wanted to understand what services were most important to our users. We conducted in-depth user interviews and surveys, listening carefully to their needs and expectations.
Through this research, a clear picture emerged. Here's what users told us they absolutely needed:
Data-Driven Service Prioritization
Leveraging user research, we identified Venues and Catering as the most desired functionalities for our initial product launch (Minimum Viable Product or MVP). This data-driven approach ensures we prioritize the services that will deliver the most immediate value to our users.
Visualizing Ideas
Prioritizing Simplicity for Launch
To ensure a successful MVP, we took a user-centered approach. After exploring various design concepts and layouts, we collaborated with stakeholders to identify the most optimal direction for the business.
Focusing on Core Needs:
Based on user research, we prioritized a streamlined search flow to help users find event venues effortlessly. Our initial MVP will focus on the most desired features: venue booking and catering services. This streamlined approach allows for a quicker launch and future iterations based on user feedback.
Users have the option to include provided add-ons in their booking requests before proceeding to checkout.
Visual Design
Prioritizing Ease and Efficiency for Venue Selection...
We designed a modern, minimalist interface for this project. This decluttered approach highlights the quality of services and simplifies venue browsing for our target audience.
Location Matters...
Understanding the impact of Cairo's traffic, we prioritized location-based search. Users can browse condos through a dynamic map interface. Search filters in a left sidebar update the map view instantly, allowing efficient navigation and quick comparisons. This eliminates the need to switch between map and list views, saving users valuable time.
Mobile prototype
While designing the desktop version, we also developed the mobile version. Below are just some of the main mobile screens we designed for this project.
Exploring the services on the homepage.
Search results are based on filters.
Searching via date’s availability
Exploring packages and favoriting
Web Interface
Incorporating the map into the search results page was essential, considering its significance to the user persona. Moreover, given the notorious traffic congestion in Cairo, providing clear venue locations was imperative for users navigating the city's bustling streets.
Service Provider Platform
Another key persona for this website is the "Service Provider." Evnto enables individuals to register on their platform, empowering them to list their venues. This expansive database offers users access to a wide array of venues across Egypt. Each venue submission undergoes review by an Evnto agent before being approved and listed on the website. Additionally, Evnto provides complimentary professional photography services to all property owners, ensuring high-quality images are showcased on its platform.
And there comes the Surprise!
User’s behaviors on the platform
Our platform analytics identified a high user drop-off rate during the checkout process, despite healthy overall user engagement. To understand this issue, we conducted user interviews.
Key Findings:
Payment limitations: Users encountered limitations with credit card payments, potentially due to insufficient funds or regional restrictions.
Emotional disconnect during venue booking: While users appreciated the platform's comparison and availability features for wedding venues, they expressed a desire for in-person venue visits to solidify their emotional connection before booking.
Addressing the Challenges:
These findings highlight the need for:
Exploring alternative payment methods: Investigating alternative payment options to cater to a wider user base.
Enhancing virtual venue experiences: Considering features like 360° virtual tours or high-quality videos to provide a more immersive experience and bridge the gap between online browsing and physical visits.
Our Solution
Despite considering potential solutions such as exploring alternative payment methods and enhancing virtual venue experiences, we ultimately decided to pursue a different direction due to various limitations. This shift necessitated a change in the entire business model.
We’ve made the user book the meeting with the service provider through the platform.
By implementing this approach, it will simplify the process for users, as evidenced in the "wedding" scenario where individuals preferred to visualize the event firsthand. Additionally, it will eliminate the need for users to utilize credit cards on the platform, while our revenue stream primarily derives from vendors listing their services. Overall, this method proves to be significantly more effective.
Conclusion: A User-Centered Event Experience
This event planning platform started as a straightforward solution, but user research revealed the emotional connection people have with event spaces. We embraced the dynamic nature of UX design, rapidly iterating through exploration, user discovery, and course corrections. This back-and-forth between research, prototyping, and testing allowed us to refine the platform for a user-centric experience.
The final product goes beyond logistics. It caters to the emotional journey of planning a dream event, whether it's a wedding, a birthday bash, or a corporate gathering.
