The Challenge

Gingerbugs is an indoor play space and party venue for children, but its outdated website lacked the clarity, responsiveness, and visual charm that would appeal to modern parents. Key issues included:

• Unclear booking process

• Outdated visuals and inconsistent branding

• Difficult navigation on mobile

• Lack of clear value communication for busy caregivers

These pain points risked lost bookings and missed engagement with their core audience: parents looking for safe, fun, and organized activities.

 

Objectives

• Redesign the website to better reflect Gingerbugs’ playful, trusted brand personality

• Simplify navigation and make party booking and open play schedules easier to find

• Improve usability across devices (especially mobile)

• Align the design with parental decision-making priorities: clarity, safety, and ease

 

Research & Discovery

I conducted informal user interviews with 3 moms of young children to understand how they assess event spaces online. Key insights:

• Parents want fast access to hours, pricing, and availability

• Mobile-first design is essential since most are browsing while multitasking

• Visuals should quickly communicate cleanliness, fun, and structure

I also analyzed 3 competitor sites to evaluate:

• Party booking UX

• Visual identity

• Content prioritization (e.g., FAQs, age guidelines, rules)

UX Design Strategy

Information Architecture

• Reorganized content to highlight: Book a Party, Open Play, Hours & Pricing, and FAQs

• Reduced cognitive load by simplifying menu labels and link hierarchy

UI Redesign

• Created a new homepage and booking pages in Figma using brand-aligned visuals

• Added prominent CTAs with playful but readable typography

• Used pastel tones and whimsical shapes to reflect the brand while maintaining legibility

Mobile Optimization

• Designed responsive layouts to prioritize thumb-friendly navigation

• Ensured quick access to play hours and booking on mobile devices

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Outcomes

• Created a redesigned website that supports faster bookings and better clarity

• Delivered a responsive Figma prototype with homepage, party booking, and schedule view

• Improved task completion confidence in informal testing with three parents (fewer questions about pricing and availability)

• Built a design system to scale the brand’s aesthetic consistently across pages

 

Reflection

This project helped me practice designing with empathy for caregiver time constraints while maintaining brand delight. I learned how to combine emotional resonance (fun + safety) with practical UX flows that support decision-making. The result is a cleaner, more approachable.