Club Canary
Upsell Page Redesign.

Cluttered layouts and lost sales opportunities.

Club Canary's upsell page felt cluttered and unclear. Text and activity descriptions were inconsistent, and the page wasn't mobile-friendly—leading to user drop-off and lost sales opportunities.

I was tasked with redesigning the page to simplify the user journey, keeping in mind strict technical constraints like outdated availability calendars for over 150 excursions, hidden post-booking states, and a heavy priority on page load speeds.

Understanding the European traveller.

To uncover the root issues, I ran a design analysis focusing on visual hierarchy and responsiveness, revealing massive text inconsistencies and a severe lack of information inside the activity boxes.

I backed this up with both qualitative and quantitative research:

• Interviews: Speaking with the CEO and colleagues revealed opportunities to target couples and families through personalized visuals and clear pricing.
• Post-Excursion Surveys: Feedback from European tourists aged 18-45 highlighted that confusing discounts and cluttered layouts were actively hindering bookings.

This data informed four distinct user personas (The Family Planner, The Adventure Seeker, The Relaxation Enthusiast, and The Spontaneous Persona) and an empathy map that clearly showed users were feeling frustrated by the lack of clear information and anxious about missing out on a good experience.

From Procreate sketches to high-fidelity logic.

Mapping the user journey revealed key insights: the page needed clear instructions, logical organization, modern design visuals like icons, and a highly visible discount process.

I started by sketching out ideas in Procreate to organize the layout visually, before moving into Figma to create high-fidelity wireframes that established strict categorization and component structures.

Based on user research and stakeholder feedback, I developed two distinct prototypes:

• Prototype A: A UX-focused design reflecting my interpretation of the best user experience.
• Prototype B: A design aligning strictly with the stakeholder's vision to maintain the existing website's look and feel.

Validating UX and pushing technical boundaries.

I ran an A/B usability test with 8 representative participants across both in-person and remote Zoom sessions. The results were definitive:

Moving into development, the stakeholder opted to stick with WordPress for ecosystem consistency. However, to address major concerns around scalability and speed, I proactively built a separate .NET API and React.js proof-of-concept. This highlighted how transitioning to a full-stack web application could drastically reduce page load times and enhance dynamic content management in the future.

04

Reflection

What I learned.

This internship project was an incredible deep dive into real-world product design, where the "ideal" UX solution isn't always the one that gets built right away. Here are my biggest takeaways:

• Balancing user needs with business goals: I learned how to navigate stakeholder pushback. By presenting Prototype A and Prototype B in user testing, I was able to use concrete data to prove that a cleaner, user-focused design actually converts faster than a text-heavy, stakeholder-preferred one.
• Designing within technical constraints: Working with an outdated WordPress ecosystem taught me how to compromise visually without sacrificing usability. It also pushed me to step outside pure UI design and build a .NET/React prototype to advocate for better long-term technical architecture.
• The power of clear typography and spacing: Sometimes, the biggest conversion drivers aren't flashy new features. Simply fixing the visual hierarchy and giving content room to breathe drastically reduced user anxiety and friction.