Yuup
Context
Yuup is a marketplace for booking unique local experiences, like wild foraging or pottery classes. They connect people with passionate locals who host these activities.
Business Goals
In close collaboration with Yuup, we embarked on a journey to translate their user research into tangible design solutions. Yuup's insights into user frustrations provided the foundation for our design thinking process.
Target Audience
Experience seekers
Experience hosts
Team
Ryan (Designer)
Tom (Creative director)
Research
- Yuup identified a UX opportunity to leverage positive reviews and ratings. By strategically highlighting these on their website, they aimed to build user trust and confidence in the Yuup platform.
- Yuup’s user data revealed a critical issue: users were encountering difficulties understanding their event tickets upon arrival. This led to frustration and delays during event entry.
Success Criteria
To ensure efficient data collection within our time and budget constraints, we opted for live user testing during events. This approach provided valuable real-world feedback and allowed for rapid iteration on the design.
Design process
To optimize our time and budget, we prioritized wireframing and website design, directly addressing user pain points identified in the research.
Why?
Given our existing functional product and the scope of the changes, we streamlined the process by focusing on wireframing and design. This enabled us to address user needs effectively without a full UX audit.
Improved tickets email
Our design changes are live, and user feedback indicates a clear improvement! Users can now easily navigate all their tickets, streamlining the event entry process.
Usability Findings
We implemented a best-practice review section as a smaller-scale change. While the impact on user acquisition remains under evaluation, it’s encouraging to see no negative effect on bookings.
Feedback and Results
The Yuup team went ahead with the design solutions, implemented and tested them in live events. The tickets were now intuitive to figure out and display.Â
The reviews section on the home page, while we don’t have a metric to track if users interaction with it, we did not see and reduction in users visiting the website.
