Boosting Bookings | Koimitchell

Boosting Bookings: Usability Research for a Luxury Photo Booth Website

OVERVIEW

Context: Top Pic Photo Booth Co. is a luxury photo booth business. The website is the primary channel for converting visitors into quote requests and bookings.
Goal: Redesign the site to feel more luxury-aligned and increase conversions by improving clarity, navigation, and the path to inquiry.
Challenge: The previous site had strong visuals, but key information was harder to scan, and the next step (“Get a Quote”) wasn’t consistently clear across the browsing experience.
My Role: UX Research + UX Design (information architecture, content restructuring, usability testing, and implementation in Wix).
Team: Solo project for Apple Developer Academy (stakeholder: business owner/operations) + Apple Inc. Mentorship
Tools: Wix, Canva, Wix Analytics
Outcome Snapshot: After launch, inquiry form submissions increased by 525% a month after the new design launched.

UX audit, heuristic review, informal usability testing, content restructuring, and conversion-focused design updates.

Informal usability test with 5 participants (targeting people similar to potential customers).
Website performance signals + inquiry patterns (and analytics if available).

Audited the current site for friction (scanability, missing decision-support info, unclear conversion path).
Restructured booth info to reduce cognitive load and support quick comparison.
Asked participants to complete tasks that are common for potential customers.
Added clear buttons and routing from booth pages to “Get a Quote.”
Built supporting pages that answer common customer questions (events served, add-ons, backdrops, contact).
Implemented and launched the redesigned experience in Wix.

Visitors wanted to quickly confirm what’s included in packages.
Users were more confident when CTAs clearly moved them from exploring → requesting a quote.
Decision-support content (events served, add-ons, backdrops, contact info) helped reduce uncertainty and supported premium positioning.
Navigation clarity mattered most for high-intent tasks (finding packages, locating backdrops, submitting inquiries).

When asked to find inclusions by booth/package, participants scanned for structured lists and headings.
When submitting an inquiry, participants looked for clear next steps and reassurance about what happens after submission.
Locating the backdrop page validated the need for a dedicated page and/or stronger navigation label.

Converted booth descriptions from photos only to a checklist format.
Added buttons that clearly route users from booth descriptions to “Get a Quote”.
Reduced friction and created a consistent conversion path.
Added an “Events We Service” section to help visitors confirm fit quickly (weddings, corporate, private parties, etc.).
Created a dedicated Contact page to increase trust and provide an alternate path for clients who prefer direct outreach.
Built an Add-Ons page to make premium upgrades easier to understand and supported higher-value bookings.
Built a Backdrop page to improve customization clarity and reduce back-and-forth questions before inquiry.

One month after the redesign launched:
- Inquiry forms submitted increased by 525%.
- Inquiry forms started increased by 200%.
- Inquiry forms views increased by 223%.

Adding checklists made it easier for users to compare options and move forward without second-guessing.
CTAs need to appear at “high-intent moments.” Users were most likely to request a quote right after reading the booth details, and clear buttons reduced friction.
Decision-support pages reduce hesitation. Dedicated Add-Ons and Backdrops pages answered “what are my options?” before users had to ask, supporting luxury positioning.