Increase customers reservations

Overview

Full redesign and booking integration

Folwark Bródno is an educational farm in Warsaw. School groups, birthday parties, botanical workshops, holiday camps and a garden centre, all sold through one website that could not explain any of it. I rebuilt the navigation and designed the reservation experience.

The problem

Plenty to offer, no way to find it

The farm sells experiences, not products. A parent looking for a birthday party, a teacher planning a class trip and a neighbour buying plants all landed on the same page and got the same flat list of links.

Nothing was broken in a way you could screenshot. It was worse than that: everything was one level deep, the offer names did not match what people call these things, and the only booking path was a phone number.

The audit

What the audit turned up

I went through the site page by page against usability, consistency and accessibility, then sorted the findings by how much they cost a visitor.

• Five audiences, one undifferentiated menu. Schools, families and garden customers all had to self-sort with no help.
• Activity pages described the farm, not the activity. No duration, no age range, no price, no next step.
• No reservation path on the site. Every booking went through a call or a message, which the team answered by hand.
• The English version was a partial translation, so switching language dropped you into dead ends.
• Contrast, focus states and link labels failed basic accessibility checks in several places.

Structure

Fixing the map before the pixels

I regrouped the whole offer around what people come to do, then gave it a mega-menu so the depth is visible without a click.

The flow

Registration, drawn before it was designed

I mapped the registration journey first: entry points, decision points, what the farm needs to collect, and where a group booking differs from a single family.

Then low fidelity wireframes for the homepage and the activity page, so the structure could be argued about while it was still cheap to change.

UI direction

Green, but not a leaflet

The farm is genuinely green and genuinely rural, so the palette had an obvious starting point. The risk was ending up with a village noticeboard.

I built the board, picked a deep forest green as the structural colour, kept photography large and warm, and used cards with real hierarchy so the pages carry a lot of offer without shouting.

The screens

Where it landed

Every activity page now carries the practical facts first, then the story, then one call to action. Copy was written with neuromarketing principles in mind, which mostly means removing hesitation rather than adding pressure.

Outcome

What changed