The primary goal for Airportr was to enhance their website to better align with customer needs and expectations. As a luggage delivery service, they sought to simplify the user journey for booking and managing deliveries while reinforcing trust and reliability.

Our role

After analyzing user feedback and performance metrics from the initial website, the need for improved conversion rates and a more seamless user experience became clear.

Our role required a redesign that not only optimized the booking process but also showcased the unique value of their service, ensuring customers could easily understand and engage with their offering.

A detailed research process was undertaken to identify key challenges and opportunities for improving the platform. This research provided valuable insights into user behavior, preferences, and pain points, forming the basis for informed design decisions.

User Interviews

The user interviews were conducted as part of a broader effort to analyze various aspects of user behavior and identify areas for improvement. This particular stage focused on understanding the key reasons behind customer dissatisfaction and drop-off rates. Participants revealed the following insights:

• 48% of users selected “Something else,” suggesting a need for further clarity and education about the service.
• 22% of users reported difficulties in finding or understanding the information they needed on the website.
• Additional reasons included concerns about baggage safety (7%), unclear service functionality (7%), and pricing being perceived as too expensive (7%).

What we’ve done

These findings provided valuable input for refining the platform. Based on this data, we:

• Improved the clarity of content to make essential information more accessible and user-friendly.
• Addressed trust-related concerns by emphasizing safety measures and the reliability of drivers.
• Reworked the communication of pricing and service details to ensure greater transparency.

This was just one of several parameters analyzed, each contributing to a comprehensive understanding of how to enhance the platform’s usability and effectiveness.

Heatmap Analysis

Heatmap analysis was conducted to observe user interaction patterns and identify key areas of engagement and friction on the platform. This provided insights into how users navigated the site and which elements captured their attention the most.
Key findings included:

• High interaction with testimonials located at the bottom of the page, emphasizing the importance of building trust through social proof.
• Users frequently engaged with pricing and service calculators, showcasing the need for clear and accessible information about costs.
• Less interaction was observed with certain call-to-action buttons, indicating opportunities to improve visibility and placement.

What we’ve done

Based on these observations, adjustments were made to optimize user experience:

• Enhanced the visibility and placement of testimonials to leverage their trust-building potential.
• Refined the design and functionality of pricing calculators to make them even more user-friendly.
• Improved the prominence of key call-to-action elements to guide users more effectively toward completing their desired actions.

Scroll behaviour

Scroll behavior analysis revealed that many users did not explore the entire page, leading to missed key information.

We restructured the page layout to prioritize critical information higher up, ensuring key content is accessible without requiring excessive scrolling. This adjustment improved user engagement and reduced the risk of important details being overlooked.

CJM

The CJM stage focused on understanding and addressing user pain points throughout their interaction with the service. Key concerns included trust in drivers, clarity about service coverage, pricing transparency, and handling unforeseen issues.

By mapping these challenges, the goal was to ensure the redesigned platform directly addressed user doubts, improved confidence, and provided a seamless, reassuring experience at every stage of the customer journey.

Building on the foundation established during the first version of the site, we streamlined the process by skipping redundant steps, ensuring consistency with the existing visual style while optimizing the platform for new goals.

Wireframes

The wireframing stage focused on structuring the content and features identified during the research phase. We prioritized clarity and user flow, ensuring all essential information was easily accessible. This step allowed us to outline the functional layout of the platform while addressing key pain points discovered earlier, such as the placement of trust-building elements and improved visibility of critical services.

UI Design

Given that the visual style was established during the development of the first version of the site, we skipped the moodboarding stage and adhered to the previously defined design guidelines. This approach ensured consistency with the brand identity while streamlining the concept phase. Adjustments were made to reflect the new priorities, including optimized layouts and a refreshed content hierarchy.