Assisted Stretching Service
Overview
This assisted stretching service provider was seeing a downwards shift in online bookings and in-person showings. Leads were being generated, but users were confused on how to take the next step to book due to a confusing a frustrating booking process.
Our team was tasked with improving booking rates through strategic improvements to their national website, individual studio microsites, and online booking flow, as well as optimizing paid media landing pages. Our work saw an 8% increase in first time bookings.
Timeline
Oct 2025 - July 2026
My Role
Website Redesign Booking Flow Experience Design Paid Media Landing Page Optimization
Assisted Stretching Service
Overview
This assisted stretching service provider was seeing a downwards shift in online bookings and in-person showings. Leads were being generated, but users were confused on how to take the next step to book due to a confusing a frustrating booking process.
Our team was tasked with improving booking rates through strategic improvements to their national website, individual studio microsites, and online booking flow, as well as optimizing paid media landing pages. Our work saw an 8% increase in first time bookings.
Timeline
Oct 2025 - July 2026
My Role
Website Redesign Booking Flow Experience Design Paid Media Landing Page Optimization
Booking Flow Experience Design
We first identified the core problems leading to poor booking rates and the most glaring was the process for first timers. We started by researching and benchmarking flows of competitors as well as examples of great booking flows in general and use that as our launchpad getting into the design. Then, identified the key components needed in the new flow; multi-location selection and a condensed process with clear scheduling and pricing.
Users found the old flow to be full of friction. To simplify, I designed a dedicated booking flow that took into account the constraints of the platform and the needs of the user to get through the process in 3 easy steps. I collaborated closely with our site experience and data analytics lead to identify key areas of improvement and opportunities such as highlighting their first timer offer and allowing for multi-studio selection. The interface presented an interesting challenge as I had to show the most amount of information possible with multiple ways to select while keeping it to 3 steps.
Website Redesign
The national site and microsites also needed a facelift. The prior experience spoke to the core offering, but with a fragmented taxonomy that made finding information more work than needed. It also needed modernization to reflect the premium offering. Through partnering with internal branding teams, we were able to streamline educational content, driving confidence for the user while upgrading the look.
Paid Media Landing Pages
Another key area to capitalize on was the brands paid media landing pages. These were a significant generator of leads and revenue that could help increase bookings if optimized. By leading with the first timer offer we give incentive to those users who are interested and follow through with educational content to give them additional context if they need it. We then separated that content with multiple in’s to the booking flow.
Since users are coming to these pages from and ad, they are likely seeing this brand for the first time. Even so, we kept the navigation from the national site to give users another path so returners can log in, or new users can explore further.
Final Thoughts
The goal of this project was to increase booking rates, and through strategy centered around thoughtful consideration of user needs, leveraging data on where we can best optimize for those needs, we did so by 8%. This assisted stretching brand is now better positioned against their competition and has a platform ready to support users on their stretching journey and accelerate their business goals.
