Perfecting the Reservation
Perfecting the Reservation
Perfecting the Reservation
Santo Wines is one of Greece’s top dining destinations, attracting over 32.6K monthly website visits.
Santo Wines is one of Greece’s top dining destinations, attracting over 32.6K monthly website visits.
However, by late 2024 its online reservation system was failing its guests. Slow performance, confusing steps, and poor mobile usability drove bounce rates up (+15.98%) and page visits down (-15.86%), with a performance score of just 44/100.
However, by late 2024 its online reservation system was failing its guests. Slow performance, confusing steps, and poor mobile usability drove bounce rates up (+15.98%) and page visits down (-15.86%), with a performance score of just 44/100.
This project set out to redesign the reservation flow with a user-centred approach, making it more intuitive and mobile-friendly.
This project set out to redesign the reservation flow with a user-centred approach, making it more intuitive and mobile-friendly.
THE PROBLEM
THE PROBLEM
Gaps in the Reservation Journey
Gaps in the Reservation Journey
Gaps in the Reservation Journey
Santo Wines attracts thousands of visitors each month, most from mobile. Yet its reservation system created barriers at the very moment guests tried to secure a table.
Santo Wines attracts thousands of visitors each month, most from mobile. Yet its reservation system created barriers at the very moment guests tried to secure a table.
Unclear Navigation
Unclear Navigation
The reservation entry point wasn’t obvious, leaving users frustrated and unsure where to begin.
The reservation entry point wasn’t obvious, leaving users frustrated and unsure where to begin.
Complex Process
Complex Process
Too many unnecessary steps made the booking flow cumbersome, increasing the risk of drop-offs.
Too many unnecessary steps made the booking flow cumbersome, increasing the risk of drop-offs.
Non-Mobile-Friendly Interface
Non-Mobile-Friendly Interface
With over 80% of traffic from mobile, the poorly optimised design limited accessibility for the majority of visitors.
With over 80% of traffic from mobile, the poorly optimised design limited accessibility for the majority of visitors.
These challenges showed a disconnect between the desire to book and the ability to complete a reservation. The question became: How might we make reserving a table simple, intuitive, and accessible on mobile?
These challenges showed a disconnect between the desire to book and the ability to complete a reservation. The question became: How might we make reserving a table simple, intuitive, and accessible on mobile?
MY ROLE
MY ROLE
MY ROLE
I led the UX research and design for this project between December 2024 and January 2025 as part of the User Experience Design course at the Institute of Art, Design + Technology (IADT, Ireland). I was responsible for the full design process, from uncovering user pain points to prototyping and refining a mobile-first reservation flow.
I led the UX research and design for this project between December 2024 and January 2025 as part of the User Experience Design course at the Institute of Art, Design + Technology (IADT, Ireland). I was responsible for the full design process, from uncovering user pain points to prototyping and refining a mobile-first reservation flow.
User Research & Insights
User Research & Insights
I ran surveys, interviews, usability tests, and competitor analysis to uncover where users struggled and why reservations often failed.
I ran surveys, interviews, usability tests, and competitor analysis to uncover where users struggled and why reservations often failed.
Ideation
Ideation
From these insights, I mapped information architecture, designed user flows, and sketched wireframes to explore simpler pathways.
From these insights, I mapped information architecture, designed user flows, and sketched wireframes to explore simpler pathways.
Design
Design
I built high-fidelity prototypes focused on a mobile-first, intuitive reservation flow tailored to Santo Wines’ global audience.
I built high-fidelity prototypes focused on a mobile-first, intuitive reservation flow tailored to Santo Wines’ global audience.
Testing & Iteration
Testing & Iteration
I tested the prototypes with users, applied feedback, and refined the flow to reduce friction and improve accessibility.
I tested the prototypes with users, applied feedback, and refined the flow to reduce friction and improve accessibility.
KICKOFF
KICKOFF
Uncovering Friction in the Flow
Uncovering Friction in the Flow
Uncovering Friction in the Flow
At the outset of the project, there were no clear goals or defined direction for improving Santo Wines’ reservation experience. Without any pre-existing insights, I began by observing how real guests interacted with the existing system to uncover how the booking flow actually worked and where it broke down.
At the outset of the project, there were no clear goals or defined direction for improving Santo Wines’ reservation experience. Without any pre-existing insights, I began by observing how real guests interacted with the existing system to uncover how the booking flow actually worked and where it broke down.
Early Insights from Usability Testing
Early Insights from Usability Testing
Early Insights from Usability Testing
I tested the existing Santo Wines reservation flow with 6 participants. The goal was to understand the challenges guests faced while booking online, their points of hesitation, confusion, and the workarounds they used to complete or abandon the process.
I tested the existing Santo Wines reservation flow with 6 participants. The goal was to understand the challenges guests faced while booking online, their points of hesitation, confusion, and the workarounds they used to complete or abandon the process.
Heatmaps and click tracking revealed how users moved through each page, where they misclicked, and how long they spent completing tasks. These sessions revealed more than just clicks, they showed hesitation, confusion, and frustration at key moments in the process.
Heatmaps and click tracking revealed how users moved through each page, where they misclicked, and how long they spent completing tasks. These sessions revealed more than just clicks, they showed hesitation, confusion, and frustration at key moments in the process.
On average, guests took 14 steps and 168 seconds to complete a reservation flow, with nearly 50% of clicks misdirected. But the data went deeper. The interaction patterns revealed three main causes behind the slow, error-prone journey.
On average, guests took 14 steps and 168 seconds to complete a reservation flow, with nearly 50% of clicks misdirected. But the data went deeper. The interaction patterns revealed three main causes behind the slow, error-prone journey.
Hard to Find Where to Start
Hard to Find Where to Start
The booking option was hidden in subpages, and no clear call-to-action guided users from the homepage.
The booking option was hidden in subpages, and no clear call-to-action guided users from the homepage.
Unclear Information and Process
Unclear Information and Process
Inconsistent labels and lack of feedback left users unsure where they were or whether the booking was complete.
Inconsistent labels and lack of feedback left users unsure where they were or whether the booking was complete.
Repetitive Scrolling on Mobile
Repetitive Scrolling on Mobile
Long pages and repeated input fields made completing the process especially frustrating on small screens.
Long pages and repeated input fields made completing the process especially frustrating on small screens.
THE DISCOVERY
THE DISCOVERY
Guests Wanted Clarity and Speed
Guests Wanted Clarity and Speed
Guests Wanted Clarity and Speed
I was struck by how much effort it took for guests to complete a simple reservation. 14 steps, nearly 3 minutes, and almost half of all clicks misdirected. These weren’t minor usability issues, they revealed a deeper mismatch between what guests expected and what the system delivered.
I was struck by how much effort it took for guests to complete a simple reservation. 14 steps, nearly 3 minutes, and almost half of all clicks misdirected. These weren’t minor usability issues, they revealed a deeper mismatch between what guests expected and what the system delivered.
Guests didn’t want a feature-rich system. They wanted a process that was clear, fast, and reliable. For many, this wasn’t just a table booking, it was the start of the dining experience.
Guests didn’t want a feature-rich system. They wanted a process that was clear, fast, and reliable. For many, this wasn’t just a table booking, it was the start of the dining experience.
"Guests didn’t want to learn the system, they expected it to guide effortlessly."
"Guests didn’t want to learn the system, they expected it to guide effortlessly."
"Guests didn’t want to learn the system, they expected it to guide effortlessly."
I launched an online survey to capture broader behavioural data and expectations. Most respondents valued speed (88%) and clarity (82%) above all else. When asked what frustrated them most, guests mentioned "complex booking process", "unclear navigation", and "not knowing if my booking went through".
I launched an online survey to capture broader behavioural data and expectations. Most respondents valued speed (88%) and clarity (82%) above all else. When asked what frustrated them most, guests mentioned "complex booking process", "unclear navigation", and "not knowing if my booking went through".
To go deeper, I conducted interviews. Their feedback revealed a common emotional thread, frustration from complexity and uncertainty. Guests wanted to book quickly and confidently, without second-guessing if they did something wrong.
To go deeper, I conducted interviews. Their feedback revealed a common emotional thread, frustration from complexity and uncertainty. Guests wanted to book quickly and confidently, without second-guessing if they did something wrong.
I analyzed booking flows from leading restaurants and wineries across Europe. Through a SWOT analysis, I benchmarked Santo Wines’ experience against these leaders, revealing clear opportunities to simplify the flow and modernize its mobile design.
I analyzed booking flows from leading restaurants and wineries across Europe. Through a SWOT analysis, I benchmarked Santo Wines’ experience against these leaders, revealing clear opportunities to simplify the flow and modernize its mobile design.
I created a representative persona of Santo Wines' typical guest, an international traveller seeking an authentic local experience, like wine tasting and regional cuisine.
I created a representative persona of Santo Wines' typical guest, an international traveller seeking an authentic local experience, like wine tasting and regional cuisine.
Using a user journey map, I visualised the emotional highs and lows across the booking process, from initial curiosity to confirmation. The map highlighted three critical drop-off moments.
Using a user journey map, I visualised the emotional highs and lows across the booking process, from initial curiosity to confirmation. The map highlighted three critical drop-off moments.
The Missed Starting Point
The Missed Starting Point
Many visitors overlooked where to begin their booking. The call to reserve wasn’t immediately visible, causing hesitation and early exits before the journey even began.
Many visitors overlooked where to begin their booking. The call to reserve wasn’t immediately visible, causing hesitation and early exits before the journey even began.
The Uncertain Middle
The Uncertain Middle
As guests moved through the flow, ambiguous wording and missing cues left them unsure of what came next. Without clear feedback, they often paused or retraced steps, breaking the sense of progress.
As guests moved through the flow, ambiguous wording and missing cues left them unsure of what came next. Without clear feedback, they often paused or retraced steps, breaking the sense of progress.
The Mobile Struggle
The Mobile Struggle
On smaller screens, long scrolling and repeated inputs disrupted focus. The process demanded too much effort for a simple task, leading mobile users to abandon the flow midway.
On smaller screens, long scrolling and repeated inputs disrupted focus. The process demanded too much effort for a simple task, leading mobile users to abandon the flow midway.
"The journey demanded effort at every step, turning what should have felt simple and confident into doubt."
"The journey demanded effort at every step, turning what should have felt simple and confident into doubt."
"The journey demanded effort at every step, turning what should have felt simple and confident into doubt."
REFRAMING THE PROBLEM
REFRAMING THE PROBLEM
When Complexity Undermined Guest Confidence
When Complexity Undermined Guest Confidence
When Complexity Undermined Guest Confidence
Santo Wines’ reservation system turned a simple task into a tedious process. Guests spent too much time navigating unclear steps, second-guessing their actions, and struggling through lengthy forms on mobile devices. The lack of clear entry points, feedback, and flow didn’t just slow users down, it left them uncertain about whether their booking even worked.
Santo Wines’ reservation system turned a simple task into a tedious process. Guests spent too much time navigating unclear steps, second-guessing their actions, and struggling through lengthy forms on mobile devices. The lack of clear entry points, feedback, and flow didn’t just slow users down, it left them uncertain about whether their booking even worked.
The problem wasn’t that guests lacked patience or digital skill, it was that the system demanded too much of both. What should have been a quick, reassuring action became a moment of doubt, undermining trust in the brand’s premium dining experience.
The problem wasn’t that guests lacked patience or digital skill, it was that the system demanded too much of both. What should have been a quick, reassuring action became a moment of doubt, undermining trust in the brand’s premium dining experience.
"How might we design a fast and intuitive reservation experience that gives guests confidence from the first click to confirmation?"
"How might we design a fast and intuitive reservation experience that gives guests confidence from the first click to confirmation?"
"How might we design a fast and intuitive reservation experience that gives guests confidence from the first click to confirmation?"
THE REDESIGN
THE REDESIGN
Designing a Confident Reservation Experience
Designing a Confident Reservation Experience
Designing a Confident Reservation Experience
In a setting where every moment should feel effortless, the new Santo Wines reservation experience removes friction and uncertainty from the journey. The redesigned flow makes booking fast, intuitive, and reassuring, guiding guests with clarity from the first tap to confirmation. Every decision was made to restore confidence, reduce effort, and let guests focus on what truly matters.
In a setting where every moment should feel effortless, the new Santo Wines reservation experience removes friction and uncertainty from the journey. The redesigned flow makes booking fast, intuitive, and reassuring, guiding guests with clarity from the first tap to confirmation. Every decision was made to restore confidence, reduce effort, and let guests focus on what truly matters.
Making the Starting Point Obvious
Making the Starting Point Obvious
Making the Starting Point Obvious
The redesign placed the “Book Now” button front and centre across all key pages, ensuring guests could start booking instantly without searching. By giving the call-to-action visual priority in both desktop and mobile layouts, drop-offs at the first step were nearly eliminated.
The redesign placed the “Book Now” button front and centre across all key pages, ensuring guests could start booking instantly without searching. By giving the call-to-action visual priority in both desktop and mobile layouts, drop-offs at the first step were nearly eliminated.
Clarifying the Process with Guided Flow
Clarifying the Process with Guided Flow
Clarifying the Process with Guided Flow
The entire journey was restructured into a clear, step-by-step process supported by progress indicators and immediate feedback. Guests always know where they are, what comes next, and when their booking is complete, transforming uncertainty into confidence.
The entire journey was restructured into a clear, step-by-step process supported by progress indicators and immediate feedback. Guests always know where they are, what comes next, and when their booking is complete, transforming uncertainty into confidence.
Simplifying the Process to Three Steps
Simplifying the Process to Three Steps
Simplifying the Process to Three Steps
The previous 14-step flow was condensed into just three. Each stage was streamlined with pre-filled defaults and intuitive form logic, reducing time and mental effort while keeping the experience focused and seamless.
The previous 14-step flow was condensed into just three. Each stage was streamlined with pre-filled defaults and intuitive form logic, reducing time and mental effort while keeping the experience focused and seamless.
Structuring Information for Clarity
Structuring Information for Clarity
Structuring Information for Clarity
Content and input fields were reorganized for readability. Concise language, grouped sections, and consistent visual hierarchy allow guests to scan quickly and make decisions without overthinking, reducing cognitive load throughout the process.
Content and input fields were reorganized for readability. Concise language, grouped sections, and consistent visual hierarchy allow guests to scan quickly and make decisions without overthinking, reducing cognitive load throughout the process.
Content and input fields were reorganized for readability. Concise language, grouped sections, and consistent visual hierarchy allow guests to scan quickly and make decisions without overthinking, reducing cognitive load throughout the process.
HOW I GOT THERE
HOW I GOT THERE
Building Confidence Into Every Click
Building Confidence Into Every Click
Building Confidence Into Every Click
Three guiding questions shaped my design strategy:
Three guiding questions shaped my design strategy:
How might we make booking feel effortless for every guest?
What moments cause hesitation and loss of confidence?
What does a truly seamless reservation experience look and feel like?
How might we make booking feel effortless for every guest?
What moments cause hesitation and loss of confidence?
What does a truly seamless reservation experience look and feel like?
The goal wasn’t just to fix usability flaws, it was to rebuild trust and confidence. Every design decision aimed to remove friction, help guests feel guided, and bring confidence back to the moment of booking.
The goal wasn’t just to fix usability flaws, it was to rebuild trust and confidence. Every design decision aimed to remove friction, help guests feel guided, and bring confidence back to the moment of booking.
Designing for Every Guest, Everywhere
Designing for Every Guest, Everywhere
The original booking experience reflected a narrow user assumption that guests had time, patience, and familiarity with the system. In reality, Santo Wines’ audience is diverse: international travellers, busy couples, and spontaneous visitors often booking from their phones.
The original booking experience reflected a narrow user assumption that guests had time, patience, and familiarity with the system. In reality, Santo Wines’ audience is diverse: international travellers, busy couples, and spontaneous visitors often booking from their phones.
To design inclusively, I mapped different user contexts and scenarios, from last-minute mobile bookings to planned wine-tasting reservations, and used them to guide design priorities. The experience needed to adapt to everyone, everywhere: simple, fast, and reliable, no matter who was booking or where they were.
To design inclusively, I mapped different user contexts and scenarios, from last-minute mobile bookings to planned wine-tasting reservations, and used them to guide design priorities. The experience needed to adapt to everyone, everywhere: simple, fast, and reliable, no matter who was booking or where they were.
Reorganising the Information Architecture
Reorganising the Information Architecture
The previous structure buried key actions and scattered content, leaving users unsure where to begin or what to click. Guests didn’t want to decode the system, they wanted it to guide them naturally.
The previous structure buried key actions and scattered content, leaving users unsure where to begin or what to click. Guests didn’t want to decode the system, they wanted it to guide them naturally.
To solve this, I restructured the information architecture around a clear, task-oriented hierarchy. This reorganisation aligned the site’s structure with user intent, transforming confusion into confidence and decision-making into action.
To solve this, I restructured the information architecture around a clear, task-oriented hierarchy. This reorganisation aligned the site’s structure with user intent, transforming confusion into confidence and decision-making into action.
Simplifying the Booking Flow
Simplifying the Booking Flow
The old booking journey required 14 steps, repeated inputs, and long scrolling. Guests spent more time managing the form than anticipating their visit.
The old booking journey required 14 steps, repeated inputs, and long scrolling. Guests spent more time managing the form than anticipating their visit.
I simplified the process, with each step optimised for clarity, reducing cognitive load with progressive disclosure, inline validation, and adaptive inputs. Progress indicators ensured guests always knew where they were, while confirmation screens immediately reassured them that their reservation was secure.
I simplified the process, with each step optimised for clarity, reducing cognitive load with progressive disclosure, inline validation, and adaptive inputs. Progress indicators ensured guests always knew where they were, while confirmation screens immediately reassured them that their reservation was secure.
From Effort to Ease
From Effort to Ease
To keep the design grounded in user goals, I defined a framework built around three experience principles of visibility, feedback, and flow.
To keep the design grounded in user goals, I defined a framework built around three experience principles of visibility, feedback, and flow.
This framework guided every iteration, from layout decisions to micro-interactions, ensuring the system supported human behavior, not the other way around.
This framework guided every iteration, from layout decisions to micro-interactions, ensuring the system supported human behavior, not the other way around.
Working Backwards from Effortless
Working Backwards from Effortless
Rather than refining pain points, I envisioned what a perfect reservation would feel like: intuitive, fast, and reassuring from the first click to confirmation. Four guiding questions helped reverse-engineer that ideal:
Rather than refining pain points, I envisioned what a perfect reservation would feel like: intuitive, fast, and reassuring from the first click to confirmation. Four guiding questions helped reverse-engineer that ideal:
How might we let guests start instantly without searching?
How might we show progress clearly across devices?
How might we minimise typing and scrolling on mobile?
How might we make confirmation calm, clear, and conclusive?
How might we let guests start instantly without searching?
How might we show progress clearly across devices?
How might we minimise typing and scrolling on mobile?
How might we make confirmation calm, clear, and conclusive?
By working backward from “effortless,” the redesign became not just an improvement, but a reinvention of how guests interact with Santo Wines online.
By working backward from “effortless,” the redesign became not just an improvement, but a reinvention of how guests interact with Santo Wines online.
Hidden → Visible
Hidden → Visible
Confusing → Guided
Confusing → Guided
Effortful → Assisted
Effortful → Assisted
THE IMPACT
THE IMPACT
Transforming Friction into Confidence
Transforming Friction into Confidence
Transforming Friction into Confidence
Usability testing of the redesigned Santo Wines reservation flow revealed measurable improvements in both efficiency and user confidence.
Usability testing of the redesigned Santo Wines reservation flow revealed measurable improvements in both efficiency and user confidence.
MISCLICK RATE DECREASED BY 89.1%
MISCLICK RATE DECREASED BY 89.1%
MISCLICK RATE DECREASED BY 89.1%
AVERAGE RESERVATION TIME REDUCED BY 71%
AVERAGE RESERVATION TIME REDUCED BY 71%
AVERAGE RESERVATION TIME REDUCED BY 71%
While the improvements were substantial, opportunities remain to further enhance accessibility for diverse user contexts, such as assistive technologies.
While the improvements were substantial, opportunities remain to further enhance accessibility for diverse user contexts, such as assistive technologies.
This project proved that small moments of clarity a visible button, clear progress, and reassuring feedback can meaningfully transform the entire guest experience.
This project proved that small moments of clarity, a visible button, clear progress, and reassuring feedback can meaningfully transform the entire guest experience.