FISHERWOOD FARM
Creating a stress-free booking journey through streamlined UX, clearer content and user-driven structure.
UX Case Study
THE PROBLEM
Fisherwood Farm, a private countryside animal farm, faced challenges with an inefficient website that made it difficult for users to book visits.
Users struggled to complete bookings due to a confusing process and unclear service information.
The website lacked a transparent booking system and did not provide a dedicated Q&A section, making it harder for users to find essential information.
Instead, answers were buried in long blocks of text on the homepage, leading to frustration.
Drop in completed bookings
Users abandoned the form before submitting inquiries
SOLUTION SUMMARY
To improve the booking experience and reduce frustration for visitors, the Fisherwood Farm website was redesigned with a focus on simplifying navigation,
enhancing the booking process and providing clearer service information.
Key improvements included:
HYPOTHESIS
By introducing a clearer navigation structure, a step-by-step booking process, and a dedicated FAQ section, users will experience:
1) Higher booking completion rates because they can easily find and submit their inquiry.
2) Reduced time spent searching for key information, making the process smoother.
3)Increased user confidence in booking their visit due to clearer messaging and confirmation.
THE RESULT
Improved SUS (System Usability Scale) Score,
indicating higher user satisfaction.
SUS SCORE- BEFORE
(Grade F - Worst Imaginable)
SUS SCORE - AFTER
(Grade A - Best Imaginable)
Task completion time reduced,
with users completing bookings faster than before.
TASK COMPLETION TIME - BEFORE
TASK COMPLETION TIME - AFTER
TASK COMPLETION RATE- BEFORE
TASK COMPLETION RATE- AFTER
Higher task success rate, as more users successfully completed key actions.
Lower error rate, reducing confusion and frustration during the booking process.
Enhanced overall usability, with clearer navigation, a structured booking flow, and improved readability.
THE APPROACH
User-Centered & Insight-Driven UX Design
The approach to improving Fisherwood Farm’s booking experience was deeply user-centered and driven by a combination of quantitative and qualitative research methods.
Using System Usability Scale (SUS) scores, I measured usability improvements over time, while usability testing revealed task completion rates, error reduction, and time-on-task insights. This data helped pinpoint friction points in the booking process, unclear navigation, and readability concerns.
Iterative & Collaborative Design Process
The project followed an iterative UX process, ensuring that design decisions were continuously tested and refined based on real user feedback.
I conducted card sorting to improve the information architecture, collaborated with stakeholders to align business and user needs, and used prototype testing to validate new designs.
The highly collaborative nature of this project ensured that both usability and operational efficiency were prioritised.
Validated & Tested for Usability
Multiple rounds of usability testing were conducted to measure the effectiveness of changes.
Users were observed completing key tasks, and success rates were compared before and after implementation.
A SUS assessment showed a measurable increase in usability, and task error rates were significantly reduced, leading to a more seamless booking experience.
The result? A clearer, more structured booking flow, improved content readability, and a higher success rate for users completing essential actions.