01/The audit
The work started as a structured audit rather than a straight redesign brief. I went through the booking experience the way a customer actually does, so search, filter, choose a venue, choose a package, then book, and I documented every point where intent was leaking out of the funnel. The main culprits were unclear pricing, decision points stacked in the wrong order, and friction that showed up worst on mobile.
An audit is only useful if it is prioritized. I ranked every finding by impact on conversion against effort to fix, so the team could start on the highest-leverage problems first instead of trying to fix everything at once.
02/The redesign
Coming out of the audit, I led the design of a clearer path from browsing through to booked. The focus was on sequencing the decisions the way a customer actually makes them, getting price and availability legible earlier in the flow, and taking out the steps that were adding doubt instead of building confidence.
This was commercial UX through and through. Every change had a hypothesis behind it about how it would move the funnel, and we judged the design on whether the numbers actually moved rather than on how nice it looked in a portfolio.
03/The outcome
The redesign improved overall conversion on the core booking flow, and that stronger commercial performance was part of the story that led to the company being acquired later on. For me that is about the clearest proof you can get that the design work paid back.