Designing a Digital Home for Human Touch

Simplifying the online booking journey to improve conversion rates and create a smoother, more scalable customer pipeline.

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The Challenge

A website that wasn't driving sales and a lack of data on why the infrared sauna wasn't selling as well as expected.

8.6%

Increase in site traffic following redesign

10%

Decrease in bounce rate within 30 days

50%

Faster booking flow: reduced from 8 clicks to 4

Context & Constraints

For over a decade, Omni has been a highly-rated provider of therapeutic relief and relaxation.

But Omni’s original website didn’t reflect the relaxing atmosphere or professionalism of its in-studio experience. Evan, the owner, wanted to simplify online booking for all core services and learn why the sauna wasn't selling as well as expected.

For customers, unclear navigation, missing pricing info, and dense service descriptions made booking confusing and time-consuming.

For Omni, constant calls/emails and manual scheduling led to inconsistent records and extra administrative work.

The Deliverable

Omni engaged affinityUX for a Friction Finder, Website Redesign, and Customer Feedback Survey, with the following results:

Highlight

affinityUX rebuilt Omni's digital touchpoints to clearly communicate its services, streamline booking, and enable online product sales.

Designed and launched an e-Commerce store — enabling online sales for Health Products and Gift Cards

Redesigned a fresh, mobile-friendly website — with transparent pricing and simplified navigation that reduced booking steps by 50%

Built a customer feedback system with automated post-session surveys — to capture customer satisfaction data and insights that increased sauna sales.

Improvements Identified

100%

Are Easy to Fix

Research Method

Friction Finder

Evaluated navigation, service clarity, and booking flows to identify high-impact friction points.

Competitive Analysis

Benchmarked Omni’s site against regional spas and wellness brands to inform layout, content practices, and booking flows.

Customer Survey

Deployed a 24-hour post-session Typeform survey combining quantitative ratings with open-ended feedback to keep fresh customer data in front of Omni.

Study Sampling

Before

Unclear navigation and hidden submenus that slowed bookings
Missing service info such as price and duration
Long scrolls and dense text that made it hard to compare offerings at a glance
No online product sales or integrated feedback system
Customer feedback collected manually on paper after sessions

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After

Simple service menus with direct access to all offerings
Service cards with clear pricing, duration, and “Book Now” CTAs
Streamlined content layout with concise, scannable copy for faster decisions
E-commerce integration with a shopping cart sidebar
Automated 24-hour post-session surveys capturing ongoing feedback

Don't Take Our Word For It

"I not only feel proud when customers see and navigate my website now, but I feel like the affinityUX team have acted as expert navigators and helped me plot a data-backed course for my business to grow."

Evan Piaseki

Owner

"I went from hating my website to being proud to present it. I was amazed at how affinityUX distilled my ideas as they elevated them and made it way simpler for my customers to get what they need."

Evan Piacsecki

Owner