Product Design
UX Audit
Travel Website
Usability Testing
Collaboration
Ninaform's Website Audit
Redesigned a travel site to help people discover things to do in Kenya.
15%
Projected conversion rate
TIME LINE
6 Months
COLLABORATION
NinaForm Team
MY ROLE
UX Designer
SEGMENTS
Traveling Blog
Background
Ninaform is a travel platform that showcases authentic Kenyan and African experiences. The website highlights safaris, cultural gems, and local stories, serving as a guide for travelers seeking more than the typical tourist path.
PROBLEM DEFINITION
Defining the challenge
What is the problem?
Based on Google Analytics data provided by the client, Ninaform is experiencing a 70% bounce rate, with many users leaving shortly after arriving. The high drop-off was driven by poor user experience, site bugs that caused key features to malfunction, and a lack of clear navigation or guidance to help users understand what to do next.
What did NinaForm want to achieve?
Ninaform engaged me to enhance the usability and overall user experience of their website. The primary goal was to redesign the existing site to reduce bounce rates and create a more intuitive, engaging experience that encourages visitors to explore further.
Image of the old Ninaform Website
SOLUTION
Final design — Ninaform Website
The final design modernized the website that encourage visitor to check out the blogs and also the youtube channel.
OUTCOME & REFLECTION
Measurable impact
With the redesign complete and validated through usability testing with 12 participants, the next step is to implement the proposed designs into NinaForm’s existing website.
Based on the usability findings and improvements to the site’s navigation, content clarity, and overall experience, the redesign is projected to increase conversion by at least 15% while reducing bounce rates by 60%.
15%
Projected Increase in conversion rate
60%
Projected reduce in bounce rate
Reflections
This project was a rewarding experience that allowed me to grow as a designer. Beyond improving the usability of a small business’s website, I pushed myself by trying something new: incorporating Figma Make as a prototyping tool. Experimenting with it gave me fresh perspectives on testing ideas and gathering feedback, which I’ll carry into future projects.
Next steps
After passing my design solution to the developer, we concluded that we would continue to iterate on the solution over time, improving it with new interactions informed by ongoing employee feedback.
Next Work
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20%
Ticket Numbers Decreased
25%
Increase in Cost Saving
