Hidden Gemz
Reducing Drop-Offs and Strengthening Brand Identity: Building Hidden Gemz’s Integrated Booking System
About Hidden Gemz
Hidden Gemz is a Canadian platform that helps people discover and book curated city experiences without the hassle of planning. The company offers a seamless way for users to explore new places, bundling activities, dining, and more into one ticket.
During this project, our team redesigned the checkout flow to replace Hidden Gemz’s reliance on Eventbrite. The previous system redirected users to an external platform, leading to a disjointed experience and higher drop-off rates. We created an integrated booking system that streamlined the purchase process, improved usability, and strengthened the brand’s identity.
Our approach focused on user research, iterative design, and usability testing to ensure a smoother, more intuitive checkout. The result was a simplified, in-platform booking experience that reduced friction and kept users engaged.
ROLE
UI/UX Designer
TIMELINE
Jul 2024 - Aug 2024
LOCATION
Remote
Designed using
challenge
Hidden Gemz needed to create a seamless booking experience that kept users engaged. The existing system relied on Eventbrite, redirecting users to an external platform that disrupted the flow and led to higher drop-off rates. This fragmented process made it harder for users to complete bookings and diluted Hidden Gemz’s brand presence.
The goal was to design an integrated checkout flow that felt effortless, intuitive, and consistent with the rest of the platform—ensuring users could smoothly explore, book, and enjoy their city experiences without unnecessary friction.
process
To redesign the Hidden Gemz checkout flow, our four-person team followed a user-centered design approach to create a seamless and intuitive booking experience.
1. Research & Discovery
I led the research and discovery phase, where we analyzed the existing checkout process, which relied on Eventbrite, and identified the pain points caused by redirecting users to an external platform. Through competitive research and user feedback, I uncovered the frustrations users faced with the disjointed experience and the lack of booking tracking within the platform.
2. Defining the Problem
With insights gathered from our research, we mapped out the user journey to pinpoint where drop-offs occurred and areas of friction. Our main goal was to create an integrated, intuitive checkout experience that kept users within the Hidden Gemz platform and reduced unnecessary steps.
3. Ideation & Wireframing
Our team brainstormed various layout structures and interactions. We focused on creating a clear progress indicator, simplifying input fields, and streamlining the payment process to make the experience more user-friendly.
4. Design & Prototyping
Using Figma, we translated our wireframes into high-fidelity designs that matched Hidden Gemz’s branding. The designs emphasized clarity and ease of use, ensuring the platform’s visual identity was consistent throughout the booking process.
5. Testing & Iteration
I led the usability testing with 3 individuals who matched the target user profiles. The testing revealed areas for improvement, such as button placement, form field clarity, and error handling. Based on feedback, I worked with the team to make adjustments, refine the flow, and enhance user confidence during the checkout process.
Through this iterative process, we transformed the checkout flow into a cohesive, in-platform experience that reduced friction and improved conversion rates.
Outcome
The outcome of our work on the Hidden Gemz checkout flow is a streamlined, user-friendly booking experience that strengthens the brand’s identity and enhances the customer journey. By eliminating the reliance on Eventbrite and integrating the booking system directly within the platform, we significantly reduced friction and kept users engaged throughout the process.
The simplified checkout flow now allows users to easily browse, select, and book curated city experiences without feeling overwhelmed. With a more cohesive design, users can confidently complete their purchases, leading to a smoother experience and fewer drop-offs.
Our focus on usability, user feedback, and iterative testing resulted in a booking process that is intuitive, efficient, and aligned with Hidden Gemz’s vision of providing seamless city exploration. This redesign not only improves user satisfaction but also supports the company's growth by offering a more cohesive, branded experience that drives conversions and builds trust with customers.
