User testing showed a 40% increase in task completion rate during the booking flow — test participants found the new design much more intuitive and enjoyable to use.
CampEasy
CampEasy, a leader in Iceland’s camper rental industry, faced a critical challenge: their outdated website was frustrating users and slowing down conversions, the booking process was clunky, the navigation was unintuitive.
Website redesign
Client
CampEasy – Iceland’s largest camper rental company
Role
Lead UI/UX designer
Duration
15 months
Team
4 Designers, 6 Developers, 1 QA, 2 Project Managers
Methodology
Agile/Scrum
The 'Before' Snapshot: Key Issues
- Visual Noise: Overwhelming interface with no clear CTA (Call to Action) hierarchy.
- Complex Flow: The booking process lacked intuitive steps, leading to user drop-offs.
- Outdated Patterns: Non-responsive elements and interaction models that no longer met modern UX standards.
- Business Impact: Inefficient conversion funnel directly affecting revenue growth.
By analyzing user behavior, I identified that the existing design, while functional at the time, failed to support the growing needs of the business and the expectations of modern travelers. This provided a clear opportunity to rethink the platform's visual language and operational flow.
Role & contributions
As the lead designer, I spearheaded the end-to-end redesign, working closely with a multidisciplinary team of designers, developers, testers, and project managers.
My responsibilities included
- Conducting in-depth user research to uncover pain points and opportunities
- Creating a new information architecture for the booking experience
- Designing wireframes, user flows, and polished UI for responsive screens
- Established a design system to ensure consistency across the platform
- Collaborating with developers to ensure high-fidelity implementation
- Aligning design decisions with business goals and user needs
Process & approach
The project began with comprehensive research, including interviews and analytics reviews, to understand where users were struggling. We discovered that customers often got lost in the booking process, leading to frustration and abandoned reservations.
I led the conceptual phase and was responsible for the overhaul of the booking flow, collaborating with three designers to execute the vision while ensuring design consistency.
Our iterative approach included wireframing, prototyping, and multiple rounds of usability testing, with valuable feedback incorporated at each stage.
Developers played a crucial role in translating our designs into a fully functional website, while the tester ensured a smooth, bug-free launch. Project managers kept everything on track, aligning business needs with user experience improvements.
We all communicating seamlessly through tools like Slack and Jira, which enhanced productivity and client satisfaction by ensuring real-time updates and efficient task management.
See other projects
Product Tech Stack
AdobeCC
Jira
GoogleAnalytics
Figma
Miro
GoogleSearchConsole
Results & impact
Business performance improved significantly — after launching the new site, CampEasy saw a notable increase in orders and 170% low season monthly revenue.
Efficiency gains - reduced support tickets by 25% within the first 3 months post-launch due to improved self-service booking UI.
