Get out on the water faster with sleek booking features!
Project Overview- A paddle rental business needed branding and a mobile-first way to reach customers.
Design Problem- Bookings relied on calls and walk-ins, creating friction and limiting discoverability.
The Goal- Build an intuitive, mobile-friendly experience with live availability, easy checkout, and a fun, memorable brand. The process spanned research, wireframing, prototyping, user testing, and brand development.
Result- A polished prototype, responsive design system, and “duck.duck.paddle!” identity ready to make booking fast and engaging.
Role- Lead Product & UX Designer
Status- Concept Work
Timeline- 8 weeks
Research: User Insights
User Interviews- Subjects viewed paddling as a relaxing escape, but frustrations finding rentals led them to choose other activities.
Empathy Maps– visualize user experiences and identify pain points.
User Personas- Represent key groups
User Journey Maps- Vincent
Site Maps & Lo-Fi Wireframes
Site Map- Information architecture for frictionless navigation.
Mobile-first Wireframes- Hand-drawn sketches rapidly explored options for the 85% of users who book on their phones.
Usability Studies: Prototypes & Branding
Home Screen Shortcut – Mobile testing confirmed returning users would choose to bypass listings, reducing booking steps by 50% and streamlining reservations.
Usability Study- Mobile testing confirmed smooth interactions and highlighted areas to improve.
Figma Prototypes and flow mapping– Enabled hands-on testing, gathering actionable stakeholder feedback.
Naming Strategy & Brand Development - A memorable name and strong visual brand was vital to create an instant connection.
Explore the naming process.
Hi-Fi Prototypes & Design Systems
Design System– A cohesive framework with consistent components reinforces the brand.
Accessibility– WebAIM guides ensure contrast aligns with WCAG standards.
Key screens- highlight design consistency across platforms.
Test drive the mobile Figma prototype.
Light/Dark Mode- Optimized contrast to enhance usability and brand consistency.
Responsive Design- ensures a consistent experience across devices.
The UX design process: research, ideate, prototype, test, iterate… wash and repeat.
