57hours
Revamping an outdoor adventures website for long-term growth.
OVERVIEW
57hours is an outdoor adventures booking platform. As a member of the early design team in 2017, I helped create the product from scratch. Five years later and 4x larger, the company recognised the need for a front-end redesign to address accumulated inconsistencies, reduce maintenance costs, and ensure scalability. I was hired for a redesign project.
Aligned with the company’s main goal of increasing the time people spend outdoors, we leveraged data analytics and existing user research to increase performance of the key pages and develop a design system that will support the company’s future growth.
OUTCOMES
Direct bookings conversion rose up from 45% to 67% (without sales assistance)- 30% increase in avg. time spent on homepage
- 135% increase in organic search visitors
Homepage
To reinforce brand values and offerings, we designed the homepage that felt more like an inspirational travel magazine than a standard eCommerce site. We leaned into video content, attractive visuals and interactions to leave a stronger impression on the users.
Search
The mobile-optimized search functionality highlights the popular queries and minimizes the clicks needed to reach a goal, quickly guiding users to pages where they can refine results without dead ends.
Adventure details
The adventure details page layout was optimized to use the screen space efficiently and improve the visibility of important information that often leads to support inquiries. The page’s responsiveness was enhanced to improve the low conversion rates on mobile experience.
Design system
Finally, a design system was established that enables 57hours to create and deploy a consistent digital experience for users across their product. This new system has also allowed them to consolidate different page types and develop aggregator pages more quickly. Accompanying this system is comprehensive documentation to facilitate its seamless integration by their in-house team.
TESTIMONIAL
I have worked with Mateo for nearly ten years. Over time, I have seen him transition from a UI designer to a comprehensive product designer with a deep understanding of various product strategies needed in different markets and applications. Working with him is smooth and always enjoyable. He is my top choice when it comes to building something from the ground up.
Viktor marohnić
Ceo & founder, 57hours
Designed in close collaboration with CEO & Founder, COO & Cofounder, Head of Product, Web Developer, and UX/UI Designer.
