Designing a Digital Home for Human Touch

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

‍

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:

‍

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.

‍

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

‍

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

Outcomes

Improved Clarity

Visitors can now reach a booking page in half the clicks, with transparent pricing, simplified navigation, and clear service descriptions.

‍

Increased Conversion Opportunities

Streamlined CTAs and product visibility reduced friction while opening new revenue streams through e-commerce sales and gift-card purchases.

‍

Sustainable Customer Learning

A 24-hour post-session survey gathered 28 responses in the first month, representing one-quarter of Omni’s average client base.

Results revealed a 4.9 / 5 average satisfaction rating (93% five-star reviews), with 80% of respondents saying Omni offered a better experience than previous studios.
These insights pinpointed pricing perception and consistency as retention levers — and uncovered low awareness, not low interest, as the main barrier to sauna adoption.

‍

Continued Partnership

Following the relaunch, Omni partnered with affinityUX through a Flex Plan, co-creating new marketing assets, new team-member pages, and referral programs.