UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I helped a local yoga teacher create her first website and brand identity, replacing confusing Instagram bookings with a streamlined system.
UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I helped a local yoga teacher create her first website and brand identity, replacing confusing Instagram bookings with a streamlined system.
UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I helped a local yoga teacher create her first website and brand identity, replacing confusing Instagram bookings with a streamlined system.
UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I helped a local yoga teacher create her first website and brand identity, replacing confusing Instagram bookings with a streamlined system.
UX Case Study
Freelance (B2C Client)
Solo
Product Designer (Web)
Figma, Framer, Illustrator
2025
I helped a local yoga teacher create her first website and brand identity, replacing confusing Instagram bookings with a streamlined system.
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
Over four weeks I designed a mobile-first website and a simple brand identity. I delivered a logo, colour palette, and typography system. The website needed to link out to Eventbrite and PureGym for bookings, show a class timetable, and be easy for the teacher to update with a CMS.
Project Scope
Over four weeks I designed a mobile-first website and a simple brand identity. I delivered a logo, colour palette, and typography system. The website needed to link out to Eventbrite and PureGym for bookings, show a class timetable, and be easy for the teacher to update with a CMS.
Project Scope
Over four weeks I designed a mobile-first website and a simple brand identity. I delivered a logo, colour palette, and typography system. The website needed to link out to Eventbrite and PureGym for bookings, show a class timetable, and be easy for the teacher to update with a CMS.
Project Scope
Over four weeks I designed a mobile-first website and a simple brand identity. I delivered a logo, colour palette, and typography system. The website needed to link out to Eventbrite and PureGym for bookings, show a class timetable, and be easy for the teacher to update with a CMS.
Project Scope
Over four weeks I designed a mobile-first website and a simple brand identity. I delivered a logo, colour palette, and typography system. The website needed to link out to Eventbrite and PureGym for bookings, show a class timetable, and be easy for the teacher to update with a CMS.
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
Impact & Results
Impact & Results
Impact & Results
Impact & Results
Impact & Results
◆
Students completed bookings in under 2 minutes during testing
◆
Teacher reported a 70% reduction in booking requests via DMs
◆
Client successfully updated timetable within the first week of launch
◆
Students completed bookings in under 2 minutes during testing
◆
Teacher reported a 70% reduction in booking requests via DMs
◆
Client successfully updated timetable within the first week of launch
◆
Students completed bookings in under 2 minutes during testing
◆
Teacher reported a 70% reduction in booking requests via DMs
◆
Client successfully updated timetable within the first week of launch
◆
Students completed bookings in under 2 minutes during testing
◆
Teacher reported a 70% reduction in booking requests via DMs
◆
Client successfully updated timetable within the first week of launch
◆
Students completed bookings in under 2 minutes during testing
◆
Teacher reported a 70% reduction in booking requests via DMs
◆
Client successfully updated timetable within the first week of launch
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
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
My Process
My Process
My Process
My Process
My Process
1.
Started with research notes and sketched a mobile-first wireframe for the home/class page on paper, focusing on a quick path to booking.
2.
Moved the sketches into Figma, cleaned up the layouts, and made a basic interactive prototype.
3.
Tested the prototype in Maze with students to check the booking flow.
4.
Learned that trust cues mattered (teacher photo/about) and the main “Book” button was below the fold on smaller phones.
5.
Updated the design: added reviews, class photos, a short FAQ, and moved the booking CTA higher so it’s visible on mobile.
6.
Created a simple brand look (cairn-stone mark, warm earthy colours, friendly type) and built the site in Framer with CMS so the teacher can manage classes.
1.
Started with research notes and sketched a mobile-first wireframe for the home/class page on paper, focusing on a quick path to booking.
2.
Moved the sketches into Figma, cleaned up the layouts, and made a basic interactive prototype.
3.
Tested the prototype in Maze with students to check the booking flow.
4.
Learned that trust cues mattered (teacher photo/about) and the main “Book” button was below the fold on smaller phones.
5.
Updated the design: added reviews, class photos, a short FAQ, and moved the booking CTA higher so it’s visible on mobile.
6.
Created a simple brand look (cairn-stone mark, warm earthy colours, friendly type) and built the site in Framer with CMS so the teacher can manage classes.
1.
Started with research notes and sketched a mobile-first wireframe for the home/class page on paper, focusing on a quick path to booking.
2.
Moved the sketches into Figma, cleaned up the layouts, and made a basic interactive prototype.
3.
Tested the prototype in Maze with students to check the booking flow.
4.
Learned that trust cues mattered (teacher photo/about) and the main “Book” button was below the fold on smaller phones.
5.
Updated the design: added reviews, class photos, a short FAQ, and moved the booking CTA higher so it’s visible on mobile.
6.
Created a simple brand look (cairn-stone mark, warm earthy colours, friendly type) and built the site in Framer with CMS so the teacher can manage classes.
1.
Started with research notes and sketched a mobile-first wireframe for the home/class page on paper, focusing on a quick path to booking.
2.
Moved the sketches into Figma, cleaned up the layouts, and made a basic interactive prototype.
3.
Tested the prototype in Maze with students to check the booking flow.
4.
Learned that trust cues mattered (teacher photo/about) and the main “Book” button was below the fold on smaller phones.
5.
Updated the design: added reviews, class photos, a short FAQ, and moved the booking CTA higher so it’s visible on mobile.
6.
Created a simple brand look (cairn-stone mark, warm earthy colours, friendly type) and built the site in Framer with CMS so the teacher can manage classes.
1.
Started with research notes and sketched a mobile-first wireframe for the home/class page on paper, focusing on a quick path to booking.
2.
Moved the sketches into Figma, cleaned up the layouts, and made a basic interactive prototype.
3.
Tested the prototype in Maze with students to check the booking flow.
4.
Learned that trust cues mattered (teacher photo/about) and the main “Book” button was below the fold on smaller phones.
5.
Updated the design: added reviews, class photos, a short FAQ, and moved the booking CTA higher so it’s visible on mobile.
6.
Created a simple brand look (cairn-stone mark, warm earthy colours, friendly type) and built the site in Framer with CMS so the teacher can manage classes.
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
Branding
◆
Logo - Cairn stones for balance
◆
Colours - Warm, calm palette
◆
Typography - Clean sans + friendly serif
Branding
◆
Logo - Cairn stones for balance
◆
Colours - Warm, calm palette
◆
Typography - Clean sans + friendly serif
Branding
◆
Logo - Cairn stones for balance
◆
Colours - Warm, calm palette
◆
Typography - Clean sans + friendly serif
Branding
◆
Logo - Cairn stones for balance
◆
Colours - Warm, calm palette
◆
Typography - Clean sans + friendly serif
Final Solution
◆
Mobile-first site with clear timetable, pricing, and booking links
◆
New brand identity with logo, colours, and typography
◆
CMS setup so the teacher could update the timetable independently
Final Solution
◆
Mobile-first site with clear timetable, pricing, and booking links
◆
New brand identity with logo, colours, and typography
◆
CMS setup so the teacher could update the timetable independently
Final Solution
◆
Mobile-first site with clear timetable, pricing, and booking links
◆
New brand identity with logo, colours, and typography
◆
CMS setup so the teacher could update the timetable independently
Final Solution
◆
Mobile-first site with clear timetable, pricing, and booking links
◆
New brand identity with logo, colours, and typography
◆
CMS setup so the teacher could update the timetable independently
Final Solution
◆
Mobile-first site with clear timetable, pricing, and booking links
◆
New brand identity with logo, colours, and typography
◆
CMS setup so the teacher could update the timetable independently
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?
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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.