Body by Er Website Redesign

Case Study

Overview

Website redesign for a virtual personal training business.

Role

UX/UI Designer

User Research

Timeline

12 weeks

Logo Design

Branding

Prototyping

Wireframing

Problem

Erin Rosenberg is a personal trainer based in South Florida. Her website, Body by Er, serves as secondary online presence after her Instagram, for attracting new in-person, or virtual clients. Her typical demographic of clients include beginners, and older folks focusing on mobility and strength training.

Her website lacks sufficient information on her pricing and availability, which erodes trust. Her site also doesn’t offer any in-app booking which may impede prospective clients from booking her services.

Research

Methodologies included:

  • Competitive Analysis (SWOT)

  • User Interviews

  • POV & HMWs

  • Feature Prioritization

  • Sitemap

Competitive Analysis

None of the competitors currently offer deep, native group planning tools (like collaborative itinerary building, shared wishlists, polling for options, etc.).

By introducing a group trip planning feature, Airbnb can:

  • Capture market share from Vrbo’s family/group travelers.

  • Compete with Booking.com's frictionless booking by layering in social decision-making.

  • Diminish Tripadvisor’s role in the inspiration phase by housing planning, vetting, and booking all in one place.

Key Takeaways:

User Interviews

Overview

Key Insights

Six people were interviewed between the ages of 24-30.

The interviews focused on their experience planning group travel, and what websites or apps they used to coordinate logistics.

  • To split costs, users tracked their spending on apps like Splitwise and Venmo.

  • To manage trip planning, users collaborated via group iMessage.

  • Users also showed an interest in in-app recommendations for local restaurants and activities.

Research Synthesis

POV

I’d like to explore ways to support overwhelmed trip planners managing logistics, aligning group preferences, and tracking expenses.

HMW

  • Reduce app-switching to make it easier to track expenses, manage logistics, and collaborate on activities in one centralized place? 

  • Reduce the stress of organizing by enabling collaborative tools like task-sharing or planning delegation?

POV

HMW

As a traveler who values where I stay and what activities I do during a trip, I find it inconvenient to have to locate local recs through outside sources like Reddit instead of having curated suggestions in-app (like TripAdvisor offers).

  • Pull users from our competitors by enticing them with a more robust collection of exclusive booking functionality?

  • Combine the emotional connection of Airbnb stays with the convenience of an all-in-one trip planner?

Design

The design stage started with mapping user flows, followed by creating low- and high-fidelity wireframes. Each iteration was informed by usability testing and feedback to address pain points and improve clarity.

User Flows

This user flow illustrates the Airbnb Group Travel Companion.

This all-in-one feature would offer group chat capabilities, and built-in cost-splitting, making it easy to plan and coordinate without leaving the app.

Low Fidelity Wireframes

High Fidelity Wireframes

Usability Testing & Revisions

Usability testing was completed with 5 participants. Users were asked to reserve a stay being discussed in the group message, and split the cost amongst the group members.

Results showed high task completion for navigation (100%) but lower success rates for booking (60%) and cost-splitting (60%), due to unclear flows and confusion.

Users struggled with system feedback after sending auto-generated replies, navigating back to the listing, and confirming how costs would be split—indicating a need for stronger CTAs, clearer affordances, and better labeling.

This feedback guided iterations which included integrating the cost-splitting process within the payment screen, renaming ambiguous buttons, and improving clarity around total pricing and booking confirmation steps.

Final Iterations

Final Thoughts

To ensure users could complete key tasks without distraction, I revised the initial high-fidelity wireframes. This was to avoid cognitive overload and help break up content across multiple screens. This ensured a more focused and user-friendly experience. In addition, it aligned more with Airbnb’s generous use of white space which balances clarity with efficiency.

This project also taught me about the importance of managing scope. By sticking to the recommended timelines, I was able to stay focused and prioritize screens based on functionality and importance.