Aim of love

website.

Introducing Aim of Love website – a responsive platform for event planning, developed using Tilda.

Company

Aim of love

Role

UI/UX designer

Service

Website design and implementation

Year

2022

Challenge

In Sochi, with no similar services, Aim of Love faced unique challenges in site design. As a startup, unclear owner preferences added complexity. We aimed for a user-friendly, attractive design and launched the website without requiring a programmer.

Goal

Design an appealing, easy-to-use website that aligns with the company's concept to attract customers. We also focused on streamlining the booking process for picnics and other services, putting customer convenience first.

My role

As the sole designer, I handled user interviews, wireframing, prototyping, usability studies, accessibility considerations, design iterations, responsive design implementation, and contributed to impactful copywriting to ensure a seamless user experience.

( 01 ) Understanding users

User research guided adjustments to my solutions, shaping the defined main functions for the website:

Booking picnics

Users can check prices, detailed descriptions, and aesthetic photos of picnics, book them for different locations and styles, and use a messaging widget to contact owners for inquiries.

Booking event organization

Users can view pricing, detailed event descriptions, and book organizational services for events like weddings, birthdays, and gender reveal parties. They can also use a messaging widget to directly communicate with owners for inquiries.

Collaborating with Aim of love

Users can suggest collaboration ideas, including joint celebrations, photo projects, and creative activities. They can also send advertising requests directly to social media profiles.

Finding inspiration

Users can browse the website for inspiration and ideas on planning aesthetic dates, picnics, weddings, birthday parties, and more. They can also stay updated with a continuous stream of photos from Instagram.

Signing up for group events

Users can sign up for group events such as wine tasting, horse riding, and poetic evenings, promising exciting experiences.

User persona:

User journey map:

( 02 ) Starting design

During this stage, I created a site map, paper and digital wireframes, prototypes and conducted the first usability study:

Site map was extremely important for enhancing both search engine optimization and user experience.

Switching from paper to digital wireframes helped me address user issues and improve the experience by strategically placing key buttons and visuals on the home page.

I made a simple prototype by linking the main screens for adding items to the cart and checking out. After getting feedback on things like button placement and page layout, I tweaked the design to improve user experience.

Usability study and Identifying themes:

All five participants had trouble understanding "additional services." This shows we need to give a clear and detailed description of the extra options the company offers for organizing picnics.

Four out of five participants got confused seeing the ballpark prices. So, it's clear I need to break down the exact prices for all kinds of picnics, events, and cool extras.

Four out of five participants had a tough time picking a location since there were no pictures. So, it's pretty obvious I need to jazz things up by adding photos and detailed descriptions for each spot.

Three out of five participants got a bit lost trying to find the company's services other than picnics. That tells me I should shuffle things around and make the "services" section more noticeable and easy to find for users.

( 03 ) Refining design based on user testing

Two usability studies led to the following changes to the website:

As romantic picnics are a new concept in Russia, I've added many photos and detailed explanations for each type on the website to improve user understanding.

To improve navigation I included photos in the picnic booking process, showcasing various locations and picnic types to enhance user navigation and make the experience more straightforward

To help users in their journey, I've added a social media bar on tricky pages, allowing them to ask questions to the company directly.

To enhance user enjoyment, I've incorporated engaging phrases from owners and lively animations throughout the website.

To address confusion about service and product prices, I've provided precise pricing details in each section and on buttons.

I put our main services right on the homepage so users can quickly see what we do and book a picnic hassle-free.

( 04 ) Accessibility

I enhanced website accessibility for a more inclusive and user-friendly experience:

Created user experiences for smaller devices, ensuring they work well on screens as small as 320px;

Made sure all interactive elements are at least 48x48px for easy tapping;

Checked that everything looks good and works properly whether the device is held upright or sideways;

Paid special attention to making sure people can zoom in and see everything clearly;

Used layouts that adjust automatically to fit different screen sizes;

Built the design using a platform called Tilda, so people using screen readers can navigate easily;

Checked that the colors and contrasts on the website are easy to see for everyone;

Used simple language to make sure everyone can understand the content.

( 05 ) Takeaways

Usability testing played a crucial role in uncovering errors and gaining a fresh perspective:

Throughout my role as the sole designer, my focus switched from crafting wireframes to prioritizing user comfort during testing.


Although trendy designs may be appealing, usability studies emphasized the importance of aligning with user and business objectives. These studies uncovered errors and offered a new perspective, underscoring the importance of prioritizing user needs over personal preferences.


The site aims to offer comprehensive picnic information and a user-friendly booking experience, validated through two usability studies for simplicity and clarity.

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