Rebuilding a booking experience around a simpler user journey

This is a sample entry that shows how a project looks. It will be replaced by a real one.

Everything below shows the structure of a Work & Proof story. It does not describe a real client or a real project. A real story names and shows only what the client has agreed to.

The problem

Describe the situation as the client experienced it. For a booking experience, that might be: customers start booking but many do not finish, staff spend time taking bookings by phone that could have been made online, and nobody is sure where in the process people give up. State what was known at the start and what was only suspected.

My part

Say plainly what you did and what others did. For example: “I led the research and the redesign of the booking steps. A developer on the client’s team built it, and the owner decided on pricing and policies.” Keep your contribution and the team’s contribution apart, and do not claim decisions you did not make.

Choices made

This is the most useful section for a reader, because it shows judgement. Describe two or three decisions and why you made them, including the options you rejected. For a booking journey these might be:

• Reducing the number of steps by asking only for what is needed to confirm the booking, and collecting the rest later.
• Showing availability before asking for personal details, so people can see whether the booking is possible before investing effort.
• Keeping phone booking available for the customers who prefer it, rather than forcing everyone online.

What was delivered

List the actual deliverables: research notes, a journey map, wireframes, the live booking flow, a short guide for staff. Link to anything the client has approved for publication.

Outcomes

Separate what was measured from what was observed, and say which is which.

• Measured: none reported in this sample. A real story would give before and after figures only if they were measured, with the period and the sample size, and only with the client’s permission.
• Qualitative: what the client or staff said changed, quoted only with permission, or described in your own words if not.

If no reliable measurement exists, say so. A clear qualitative account is more credible than an invented number.