Northline Studios
Rebuilding a booking flow that lost half its users
A four-step booking journey was leaking users at every stage. We rebuilt it around one decision per screen and cut abandonment by more than half.
- Client
- Northline Studios
- Industry
- Hospitality
- Role
- Project lead
- Timeline
- 10 weeks
DiscoveryDelivery managementUXWeb build
-54%
Booking abandonment
+31%
Completed bookings
10 weeks
Brief to launch
The brief
Fix the funnel, do not redesign the brand
Traffic was healthy. Bookings were not.
Analytics showed a clean drop at step two, where the form asked for group size, dietary needs and a phone number before showing any availability. People were being asked to commit before they knew whether they could.
We inverted the order: availability first, details last, one decision per screen. Nothing about the visual identity changed, which kept the stakeholder conversation short.
We expected a redesign argument and got a delivery plan instead.