In this freelance project, I redesigned the entire website for a driving school based in Vancouver.
Timeline: 4 weeks, Winter 2024 Tools: Figma & Wix Studio
1. Discovery Phase
Problem
Through 2 user interviews, I identified key issues, especially confusion around pricing plans and a lack of clear answers to students' questions about driving lessons.
Many students struggled to determine which lesson package suited them best. Additionally, key questions regarding pick-up and drop-off options, the type of car used for lessons, which license types the lessons covered, and what would be taught during the lessons remained unanswered. As a result, many users either abandoned the site or looked elsewhere for information.
Goals
1. Simplify navigation to make the booking process clearer and easier for users.
2. Provide easily accessible information about pricing plans and the licensing process.
3. Improve the overall design and booking completion rates, reduce site abandonment.​
Before diving into my design process, here's a direct comparison of the redesign: a user-friendly interface with a more intuitive booking system and easy access to key informations.
Before
After
1.1 Market Research
I analyzed key industry trends, identified the main competitors, examined Google Reviews of our driving school, and created a detailed market segmentation. What I took away here is that:
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1. Flexible, customizable lesson packages boost satisfaction and bookings.
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2. Customer testimonials can raise conversions by 34%.
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3. Highlighting our unique benefits helps us stand out from competitors.
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4. Students want regular practice at their test location, mock tests, and to pass the exam on their first try.
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5. Their main concerns are affordability, passing the test, and managing stress and time.​​
1.2 Competitive Analysis
I identified four competitor driving schools in the area, performed a task analysis, and then conducted SWOT analyses. ​​
2. Ideation Phase
Based on my research in the 1. Discovery Phase and the user pain points identified, I used the 'How Might We' approach to reframe these challenges into questions that help brainstorm ideas and potential solutions.
2.1 User Flows, IA and Wireframes
After brainstorming ideas using the "How might we" approach, I created new user flows for booking a trial lesson, checking out testimonials, and accessing information about the road test. After receiving approval from the owners, I proceeded to create wireframes. Some Examples:
Reflection
Key Takeaways:
This was one of my first freelance projects, and the most valuable lesson I learned was that the discovery and research phase is the most critical and time-intensive part of the process. Without analyzing competitors, understanding industry trends, and engaging with users to identify their needs and pain points, completing this project would not have been possible.
Post-Launch Results:
Over a 30-day period, I monitored activity through the Wix dashboard and observed a 71% increase in website sessions and a 15% increase in driving lesson bookings. While there is always room for improvement, these results indicate that the project has been successful in the short term.