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

Designing a Digital Home for Human Touch

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

Client

Omni Massage of CT

Service

Friction Finder

Timeline

2-3 weeks

Method

Interviews

Participants

30+

Outputs

Slidedeck

work with us explore outcomes

This Might be relevant to you if...

Your Leads apply too early

customers need education before converting

sales/service teams are triaging the same questions repeatedly

your CRM isn't segmented by real customer needs

What Changed?

and how we measured it

improved qualification

+230^%

Increase in prospects reaching "ready-to-apply" stage

Less wasted effort

-64^%

reduction in staff time spent on unqualified applications

higher completion

+230^%

increase in completion of key readiness steps

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The funnel broke at the moment of application

high effort triage

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borrower uncertainty

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inconsistent nurturing

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drop-off / abandonement

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key insights

that informed the plan

INSIGHT #1

readiness confusion-not intent- was the biggest driver of premature applications

evidence