UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I worked with a local yoga teacher to design her first proper website and brand identity. Until then, she was handling all class bookings through Instagram messages, which caused confusion for students and wasted her time. My goal was to give her a professional site that students could trust, book through easily, and that she could update herself.
UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I worked with a local yoga teacher to design her first proper website and brand identity. Until then, she was handling all class bookings through Instagram messages, which caused confusion for students and wasted her time. My goal was to give her a professional site that students could trust, book through easily, and that she could update herself.
UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I worked with a local yoga teacher to design her first proper website and brand identity. Until then, she was handling all class bookings through Instagram messages, which caused confusion for students and wasted her time. My goal was to give her a professional site that students could trust, book through easily, and that she could update herself.
UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I worked with a local yoga teacher to design her first proper website and brand identity. Until then, she was handling all class bookings through Instagram messages, which caused confusion for students and wasted her time. My goal was to give her a professional site that students could trust, book through easily, and that she could update herself.
UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I worked with a local yoga teacher to design her first proper website and brand identity. Until then, she was handling all class bookings through Instagram messages, which caused confusion for students and wasted her time. My goal was to give her a professional site that students could trust, book through easily, and that she could update herself.
The Problem
Students were booking yoga classes through Instagram DMs. This was messy for new people, created unnecessary admin for the teacher, and made the business look less professional. There was no clear way to see schedules, class types, or prices, so some people gave up before booking.
The Problem
Students were booking yoga classes through Instagram DMs. This was messy for new people, created unnecessary admin for the teacher, and made the business look less professional. There was no clear way to see schedules, class types, or prices, so some people gave up before booking.
The Problem
Students were booking yoga classes through Instagram DMs. This was messy for new people, created unnecessary admin for the teacher, and made the business look less professional. There was no clear way to see schedules, class types, or prices, so some people gave up before booking.
The Problem
Students were booking yoga classes through Instagram DMs. This was messy for new people, created unnecessary admin for the teacher, and made the business look less professional. There was no clear way to see schedules, class types, or prices, so some people gave up before booking.
The Problem
Students were booking yoga classes through Instagram DMs. This was messy for new people, created unnecessary admin for the teacher, and made the business look less professional. There was no clear way to see schedules, class types, or prices, so some people gave up before booking.
Project Scope
I had four weeks to design a mobile-first website and brand identity. The site needed to make booking quick, show clear class information, and let the teacher update her own timetable. Alongside this, I created a logo, colour palette, and typography system to make the brand feel calm and welcoming.
Project Scope
I had four weeks to design a mobile-first website and brand identity. The site needed to make booking quick, show clear class information, and let the teacher update her own timetable. Alongside this, I created a logo, colour palette, and typography system to make the brand feel calm and welcoming.
Project Scope
I had four weeks to design a mobile-first website and brand identity. The site needed to make booking quick, show clear class information, and let the teacher update her own timetable. Alongside this, I created a logo, colour palette, and typography system to make the brand feel calm and welcoming.
Project Scope
I had four weeks to design a mobile-first website and brand identity. The site needed to make booking quick, show clear class information, and let the teacher update her own timetable. Alongside this, I created a logo, colour palette, and typography system to make the brand feel calm and welcoming.
Project Scope
I had four weeks to design a mobile-first website and brand identity. The site needed to make booking quick, show clear class information, and let the teacher update her own timetable. Alongside this, I created a logo, colour palette, and typography system to make the brand feel calm and welcoming.
Goals & Success Metrics
Goals & Success Metrics
Goals & Success Metrics
Goals & Success Metrics
Goals
Goals
◆
Make booking fast and straightforward
◆
Reduce manual admin for the teacher
◆
Build trust through a clear, calm brand
Goals
◆
Make booking fast and straightforward
◆
Reduce manual admin for the teacher
◆
Build trust through a clear, calm brand
Goals
◆
Make booking fast and straightforward
◆
Reduce manual admin for the teacher
◆
Build trust through a clear, calm brand
Goals
◆
Make booking fast and straightforward
◆
Reduce manual admin for the teacher
◆
Build trust through a clear, calm brand
Goals
◆
Make booking fast and straightforward
◆
Reduce manual admin for the teacher
◆
Build trust through a clear, calm brand
Success Metrics
◆
Students can complete a booking in under 2 minutes
◆
DM booking requests noticeably reduce
◆
Teacher can update schedule independently
Success Metrics
◆
Students can complete a booking in under 2 minutes
◆
DM booking requests noticeably reduce
◆
Teacher can update schedule independently
Success Metrics
◆
Students can complete a booking in under 2 minutes
◆
DM booking requests noticeably reduce
◆
Teacher can update schedule independently
Success Metrics
◆
Students can complete a booking in under 2 minutes
◆
DM booking requests noticeably reduce
◆
Teacher can update schedule independently
Success Metrics
◆
Students can complete a booking in under 2 minutes
◆
DM booking requests noticeably reduce
◆
Teacher can update schedule independently
Research
Research
Research
Research
Research
Goals
◆
Understand what students needed before booking
◆
Spot pain points for beginners and regulars
◆
Review best practices from other yoga websites
Goals
◆
Understand what students needed before booking
◆
Spot pain points for beginners and regulars
◆
Review best practices from other yoga websites
Goals
◆
Understand what students needed before booking
◆
Spot pain points for beginners and regulars
◆
Review best practices from other yoga websites
Goals
◆
Understand what students needed before booking
◆
Spot pain points for beginners and regulars
◆
Review best practices from other yoga websites
Goals
◆
Understand what students needed before booking
◆
Spot pain points for beginners and regulars
◆
Review best practices from other yoga websites
Methods
◆
Interview with the teacher
◆
Informal chats with students after class
◆
Competitor review of 6 yoga studios
◆
Maze testing with 8 participants
Methods
◆
Interview with the teacher
◆
Informal chats with students after class
◆
Competitor review of 6 yoga studios
◆
Maze testing with 8 participants
Methods
◆
Interview with the teacher
◆
Informal chats with students after class
◆
Competitor review of 6 yoga studios
◆
Maze testing with 8 participants
Methods
◆
Interview with the teacher
◆
Informal chats with students after class
◆
Competitor review of 6 yoga studios
◆
Maze testing with 8 participants
Methods
◆
Interview with the teacher
◆
Informal chats with students after class
◆
Competitor review of 6 yoga studios
◆
Maze testing with 8 participants
Insights
◆
Beginners wanted prices, reviews, and reassurance about difficulty
◆
Regulars cared most about seeing the timetable quickly
◆
Both groups trusted the site more when photos were included
Insights
◆
Beginners wanted prices, reviews, and reassurance about difficulty
◆
Regulars cared most about seeing the timetable quickly
◆
Both groups trusted the site more when photos were included
Insights
◆
Beginners wanted prices, reviews, and reassurance about difficulty
◆
Regulars cared most about seeing the timetable quickly
◆
Both groups trusted the site more when photos were included
Insights
◆
Beginners wanted prices, reviews, and reassurance about difficulty
◆
Regulars cared most about seeing the timetable quickly
◆
Both groups trusted the site more when photos were included
Insights
◆
Beginners wanted prices, reviews, and reassurance about difficulty
◆
Regulars cared most about seeing the timetable quickly
◆
Both groups trusted the site more when photos were included
Users & Pain Points
Users & Pain Points
Users & Pain Points
Users & Pain Points
Users & Pain Points
Beginners
◆
Unsure about class levels
◆
Couldn’t find prices easily
◆
Needed reassurance before committing
Beginners
◆
Unsure about class levels
◆
Couldn’t find prices easily
◆
Needed reassurance before committing
Beginners
◆
Unsure about class levels
◆
Couldn’t find prices easily
◆
Needed reassurance before committing
Beginners
◆
Unsure about class levels
◆
Couldn’t find prices easily
◆
Needed reassurance before committing
Beginners
◆
Unsure about class levels
◆
Couldn’t find prices easily
◆
Needed reassurance before committing
Regular Practitioners
◆
Wanted the timetable quickly
◆
Frustrated by too many booking steps
◆
Booking should be easily accessible
Regular Practitioners
◆
Wanted the timetable quickly
◆
Frustrated by too many booking steps
◆
Booking should be easily accessible
Regular Practitioners
◆
Wanted the timetable quickly
◆
Frustrated by too many booking steps
◆
Booking should be easily accessible
Regular Practitioners
◆
Wanted the timetable quickly
◆
Frustrated by too many booking steps
◆
Booking should be easily accessible
Regular Practitioners
◆
Wanted the timetable quickly
◆
Frustrated by too many booking steps
◆
Booking should be easily accessible
Teacher
◆
Too much time replying to DMs
◆
Couldn’t update timetable independently
◆
Needed a professional look
Teacher
◆
Too much time replying to DMs
◆
Couldn’t update timetable independently
◆
Needed a professional look
Teacher
◆
Too much time replying to DMs
◆
Couldn’t update timetable independently
◆
Needed a professional look
Teacher
◆
Too much time replying to DMs
◆
Couldn’t update timetable independently
◆
Needed a professional look
Teacher
◆
Too much time replying to DMs
◆
Couldn’t update timetable independently
◆
Needed a professional look
Process
Process
Process
Process
Process
1.
Sketched mobile wireframes to decide the order of info.
2.
Built a Maze prototype — users couldn’t find “Book Now,” so I moved it to the top.
3.
Added reviews, photos, and FAQ to reassure beginners.
4.
Designed brand identity (cairn logo, warm colours, type pair).
5.
Built site in Framer with CMS for timetable edits.
1.
Sketched mobile wireframes to decide the order of info.
2.
Built a Maze prototype — users couldn’t find “Book Now,” so I moved it to the top.
3.
Added reviews, photos, and FAQ to reassure beginners.
4.
Designed brand identity (cairn logo, warm colours, type pair).
5.
Built site in Framer with CMS for timetable edits.
1.
Sketched mobile wireframes to decide the order of info.
2.
Built a Maze prototype — users couldn’t find “Book Now,” so I moved it to the top.
3.
Added reviews, photos, and FAQ to reassure beginners.
4.
Designed brand identity (cairn logo, warm colours, type pair).
5.
Built site in Framer with CMS for timetable edits.
1.
Sketched mobile wireframes to decide the order of info.
2.
Built a Maze prototype — users couldn’t find “Book Now,” so I moved it to the top.
3.
Added reviews, photos, and FAQ to reassure beginners.
4.
Designed brand identity (cairn logo, warm colours, type pair).
5.
Built site in Framer with CMS for timetable edits.
1.
Sketched mobile wireframes to decide the order of info.
2.
Built a Maze prototype — users couldn’t find “Book Now,” so I moved it to the top.
3.
Added reviews, photos, and FAQ to reassure beginners.
4.
Designed brand identity (cairn logo, warm colours, type pair).
5.
Built site in Framer with CMS for timetable edits.
Initial Sketches
Low Fidelity Wireframe
Initial Sketches
Low Fidelity Wireframe
Initial Sketches
Low Fidelity Wireframe
Initial Sketches
Low Fidelity Wireframe
Initial Sketches
Low Fidelity Wireframe
Branding
◆
Logo — Cairn stones for balance
◆
Colours — Warm, calm palette
◆
Typography — Clean sans + friendly serif
◆
UI Kit — Buttons, forms, and components
Branding
◆
Logo — Cairn stones for balance
◆
Colours — Warm, calm palette
◆
Typography — Clean sans + friendly serif
◆
UI Kit — Buttons, forms, and components
Branding
◆
Logo — Cairn stones for balance
◆
Colours — Warm, calm palette
◆
Typography — Clean sans + friendly serif
◆
UI Kit — Buttons, forms, and components
Branding
◆
Logo — Cairn stones for balance
◆
Colours — Warm, calm palette
◆
Typography — Clean sans + friendly serif
◆
UI Kit — Buttons, forms, and components
Branding
◆
Logo — Cairn stones for balance
◆
Colours — Warm, calm palette
◆
Typography — Clean sans + friendly serif
◆
UI Kit — Buttons, forms, and components
Final Solution
◆
Mobile-first website with timetable, pricing, and clear “Book Now”
◆
Reassurance for beginners through reviews and photos
◆
New identity with logo, colour palette, and type system
Final Solution
◆
Mobile-first website with timetable, pricing, and clear “Book Now”
◆
Reassurance for beginners through reviews and photos
◆
New identity with logo, colour palette, and type system
Final Solution
◆
Mobile-first website with timetable, pricing, and clear “Book Now”
◆
Reassurance for beginners through reviews and photos
◆
New identity with logo, colour palette, and type system
Final Solution
◆
Mobile-first website with timetable, pricing, and clear “Book Now”
◆
Reassurance for beginners through reviews and photos
◆
New identity with logo, colour palette, and type system
Final Solution
◆
Mobile-first website with timetable, pricing, and clear “Book Now”
◆
Reassurance for beginners through reviews and photos
◆
New identity with logo, colour palette, and type system
Impact & Results
Impact & Results
Impact & Results
Impact & Results
Impact & Results
◆
92% of test users booked in under 2 minutes
◆
DM bookings dropped by ~70%
◆
Teacher now edits schedule in <10 minutes
◆
92% of test users booked in under 2 minutes
◆
DM bookings dropped by ~70%
◆
Teacher now edits schedule in <10 minutes
◆
92% of test users booked in under 2 minutes
◆
DM bookings dropped by ~70%
◆
Teacher now edits schedule in <10 minutes
◆
92% of test users booked in under 2 minutes
◆
DM bookings dropped by ~70%
◆
Teacher now edits schedule in <10 minutes
◆
92% of test users booked in under 2 minutes
◆
DM bookings dropped by ~70%
◆
Teacher now edits schedule in <10 minutes
Elizabeth
TulaZen Yoga (Founder)
"Working with Jimmi was a very positive experience. He quickly and professionally implemented changes and shared ideas to improve the design. He provided options tailored to how I wanted the logo to connect with my audience. The website he created was exactly what I envisioned, and has made my life so much easier"
Client Review
Elizabeth
TulaZen Yoga (Founder)
"Working with Jimmi was a very positive experience. He quickly and professionally implemented changes and shared ideas to improve the design. He provided options tailored to how I wanted the logo to connect with my audience. The website he created was exactly what I envisioned, and has made my life so much easier"
Client Review
Elizabeth
TulaZen Yoga (Founder)
"Working with Jimmi was a very positive experience. He quickly and professionally implemented changes and shared ideas to improve the design. He provided options tailored to how I wanted the logo to connect with my audience. The website he created was exactly what I envisioned, and has made my life so much easier"
Client Review
Elizabeth
TulaZen Yoga (Founder)
"Working with Jimmi was a very positive experience. He quickly and professionally implemented changes and shared ideas to improve the design. He provided options tailored to how I wanted the logo to connect with my audience. The website he created was exactly what I envisioned, and has made my life so much easier"
Client Review
Elizabeth
TulaZen Yoga (Founder)
"Working with Jimmi was a very positive experience. He quickly and professionally implemented changes and shared ideas to improve the design. He provided options tailored to how I wanted the logo to connect with my audience. The website he created was exactly what I envisioned, and has made my life so much easier"
Client Review
Reflection
Reviews and photos mattered more than I expected. The hardest part was balancing beginners’ reassurance with regulars’ need for speed, because they wanted almost opposite things. I also learned the value of testing early — small changes like moving the “Book Now” button had a big impact. Next time I’d add analytics to measure long-term booking behaviour and gather real post-launch feedback from students to see if their needs change over time.
Reflection
Reviews and photos mattered more than I expected. The hardest part was balancing beginners’ reassurance with regulars’ need for speed, because they wanted almost opposite things. I also learned the value of testing early — small changes like moving the “Book Now” button had a big impact. Next time I’d add analytics to measure long-term booking behaviour and gather real post-launch feedback from students to see if their needs change over time.
Reflection
Reviews and photos mattered more than I expected. The hardest part was balancing beginners’ reassurance with regulars’ need for speed, because they wanted almost opposite things. I also learned the value of testing early — small changes like moving the “Book Now” button had a big impact. Next time I’d add analytics to measure long-term booking behaviour and gather real post-launch feedback from students to see if their needs change over time.
Reflection
Reviews and photos mattered more than I expected. The hardest part was balancing beginners’ reassurance with regulars’ need for speed, because they wanted almost opposite things. I also learned the value of testing early — small changes like moving the “Book Now” button had a big impact. Next time I’d add analytics to measure long-term booking behaviour and gather real post-launch feedback from students to see if their needs change over time.
Reflection
Reviews and photos mattered more than I expected. The hardest part was balancing beginners’ reassurance with regulars’ need for speed, because they wanted almost opposite things. I also learned the value of testing early — small changes like moving the “Book Now” button had a big impact. Next time I’d add analytics to measure long-term booking behaviour and gather real post-launch feedback from students to see if their needs change over time.
Like What You See?
Enjoyed this case study? If you’d like to talk about your product, let’s chat.
Like What You See?
Enjoyed this case study? If you’d like to talk about your product, let’s chat.
Like What You See?
Enjoyed this case study? If you’d like to talk about your product, let’s chat.
Like What You See?
Enjoyed this case study? If you’d like to talk about your product, let’s chat.
Like What You See?
Enjoyed this case study? If you’d like to talk about your product, let’s chat.