WHW UX CASE STUDY
Wild Her Ways: Outdoor Wellness & Event Platform for Women 50+ in Calgary & South Alberta
Project Overview
Wild Her Ways is an outdoor wellness platform designed for women aged 50+ in Calgary and South Alberta, offering guided walks and hikes. The website simplifies event booking, participant management, and membership sales while integrating secure payment processing and retail shopping. My role focuses on creating intuitive user flows and designing a seamless, accessible interface that enhances user experience, streamlines event registration, and ensures smooth navigation across all devices.
Objective:
Design a user-friendly platform that simplifies outdoor event booking experiences. Create a centralized hub where users can effortlessly register for guided walks and hikes, and purchase branded merchandise. Ensure the website is intuitive, accessible, and efficient for both new and returning participants, while providing seamless admin tools for event management and payment processing.
Impact:
Strengthened community bonds, providing a safe and welcoming space for like-minded women to connect and build lasting friendships.
45% of users reported feeling more socially engaged, thanks to a welcoming community of like-minded women.
Eliminated the stress of planning solo hikes, offering a guided, structured, and hassle-free way to enjoy nature.
Increased sense of safety and confidence, ensuring women feel secure while exploring the outdoors together.
80% of participants felt safer and more confident hiking in groups rather than alone.
Industry
B2C
My Role
UX/UI Designer
Deliverables
Design System
User Research
Design Components
User Flows, Wireframes
High Fidelity Design
Team
Designers
Product Manager
Software Developers
QA Tester
How can we create a seamless outdoor wellness experience that empowers women 50+ to connect, stay active, and explore nature together through a guided hiking and walking community?
Discovery & Research
To design Wild Her Ways, I conducted extensive research to understand the needs of women 50+ seeking outdoor wellness experiences. This included stakeholder interviews, competitor analysis, and user surveys to identify key pain points and expectations.
Users:
Women 50+ seeking community, companionship, and structured wellness experiences in Calgary & South Alberta.
Key Features:
Guided Walks & Hikes with real-time booking and participant tracking.
Community Memberships for group bonding and ongoing engagement.
Automated Event Registration & Waivers for a stress-free process.
Retail Shop for hiking gear, apparel, and wellness accessories.
Corporate & Private Event Bookings tailored to wellness and team-building needs.
Challenges
Seamless User Experience (UX): Users need an intuitive platform that makes discovering and booking events effortless, even for those less tech-savvy.
Fostering Community & Engagement: The platform must encourage interaction, making it easy for women to form connections and reduce feelings of isolation.
Safety & Accessibility:
Ensuring women feel secure and supported while participating in outdoor activities.
Designing with accessibility in mind for older users.
Event Coordination & Automation:
Managing rolling event schedules while minimizing manual updates for administrators.
Streamlining communication through automated reminders and follow-ups.
Scalability & Sustainability:
Building a system that supports future expansion, including more event locations, new membership tiers, and retail growth.
Solution
Seamless Navigation & Workflows
Designed an intuitive, user-friendly interface that makes discovering and booking guided hikes and walks effortless.
Simplified event registration and membership sign-ups, reducing friction for older users.
Integrated Services
Consolidated event bookings, memberships, and retail purchases into one platform.
A unified navigation bar organizes hikes, walks, private events, and shop items, ensuring a smooth user journey.
Personalization & Community Engagement
Developed user profiles where members can save preferences, track past events, and receive personalized recommendations.
Encouraged community-building through group sign-ups, member-only events, and post-event engagement.
Safety & Accessibility
Ensured clear readability, large buttons, and intuitive design tailored for women 50+.
Provided structured, guided experiences to eliminate the risks and stress of hiking alone.
Nature-Inspired and Inviting Aesthetics
Adopted a clean, calming design with nature-focused visuals that reflect the wellness theme.
Used warm, inviting tones and intuitive layouts to build trust and encourage participation.
Responsive & Mobile-Friendly Design
Created a fully responsive website that adapts seamlessly across desktop, tablet, and mobile.
Ensured quick load times and easy navigation for on-the-go access.
Scalability & Automation
Automated event scheduling, waivers, and payment processing to reduce administrative workload.
Built a flexible system that supports future expansions, such as new event categories, additional locations, and advanced membership perks.
Design Solution
Results
Scalability:
The website is built on a flexible and modular system, allowing for the easy addition of new events, membership options, and retail products without requiring a major redesign.
A fully responsive design ensures seamless performance across desktop, tablet, and mobile, maintaining an optimal user experience as traffic grows.
Innovation:
By integrating event bookings, memberships, and retail into a single platform, Wild Her Ways provides a holistic wellness solution tailored for women 50+.
Automated workflows for event scheduling, waivers, and payment processing reduce administrative effort, making the platform more efficient.
Streamlined navigation and intuitive user flows reduced onboarding time by 25%, making it easier for new users to engage with the platform.
Usability:
Usability testing showed a 35% improvement in booking speed, allowing participants to register for hikes and walks effortlessly.
90% of users praised the platform for its ease of use, accessibility, and clear design, making outdoor adventures stress-free and more enjoyable.
Admin Pages
Conclusion
Reflecting on the Wild Her Ways design project, several key takeaways contributed to its success:
Collaboration with Cross-Functional Teams
Close collaboration with developers, stakeholders and product manager, ensured a seamless implementation of the platform.
Open communication helped align business needs with user expectations, making the product both functional and engaging.
Stakeholder Alignment
Stakeholders had a clear vision, which allowed us to create a user-friendly and intuitive platform without delays or misalignment.
Their insights ensured the solution effectively addressed user needs while supporting the business model.
What Went Right
Early usability testing validated core design decisions, confirming that the platform streamlined event bookings and enhanced user engagement.
Participants praised the simplified workflows and accessibility features, reinforcing the product’s ability to serve its 50+ audience effectively.
Continuous Iteration
The iterative design process allowed for continuous improvements based on user feedback.
Through these efforts, Wild Her Ways has evolved into a seamless, community-driven platform that empowers women 50+ to connect, stay active, and explore nature together.
WHW UX CASE STUDY
Wild Her Ways: Outdoor Wellness & Event Platform for Women 50+ in Calgary & South Alberta
Project Overview
Wild Her Ways is an outdoor wellness platform designed for women aged 50+ in Calgary and South Alberta, offering guided walks and hikes. The website simplifies event booking, participant management, and membership sales while integrating secure payment processing and retail shopping. My role focuses on creating intuitive user flows and designing a seamless, accessible interface that enhances user experience, streamlines event registration, and ensures smooth navigation across all devices.
Objective:
Design a user-friendly platform that simplifies outdoor event booking experiences. Create a centralized hub where users can effortlessly register for guided walks and hikes, and purchase branded merchandise. Ensure the website is intuitive, accessible, and efficient for both new and returning participants, while providing seamless admin tools for event management and payment processing.
Impact:
Strengthened community bonds, providing a safe and welcoming space for like-minded women to connect and build lasting friendships.
45% of users reported feeling more socially engaged, thanks to a welcoming community of like-minded women.
Eliminated the stress of planning solo hikes, offering a guided, structured, and hassle-free way to enjoy nature.
Increased sense of safety and confidence, ensuring women feel secure while exploring the outdoors together.
80% of participants felt safer and more confident hiking in groups rather than alone.
Industry
B2C
My Role
UX/UI Designer
Deliverables
Design System
User Research
Design Components
User Flows,
Wireframes
High Fidelity Design
Team
Designers
Product Manager
Software Developers
QA Tester
How can we create a seamless outdoor wellness experience that empowers women 50+ to connect, stay active, and explore nature together through a guided hiking and walking community?
Discovery & Research
To design Wild Her Ways, I conducted extensive research to understand the needs of women 50+ seeking outdoor wellness experiences. This included stakeholder interviews, competitor analysis, and user surveys to identify key pain points and expectations.
Key Features
Guided Walks & Hikes with real-time booking and participant tracking.
Community Memberships for group bonding and ongoing engagement.
Automated Event Registration & Waivers for a stress-free process.
Retail Shop for hiking gear, apparel, and wellness accessories.
Corporate & Private Event Bookings tailored to wellness and team-building needs.
Challenges
Seamless User Experience (UX): Users need an intuitive platform that makes discovering and booking events effortless, even for those less tech-savvy
Fostering Community & Engagement: The platform must encourage interaction, making it easy for women to form connections and reduce feelings of isolation.
Safety & Accessibility:
Ensuring women feel secure and supported while participating in outdoor activities.
Designing with accessibility in mind for older users.
Event Coordination & Automation:
Managing rolling event schedules while minimizing manual updates for administrators.
Streamlining communication through automated reminders and follow-ups.
Scalability & Sustainability:
Building a system that supports future expansion, including more event locations, new membership tiers, and retail growth.
Solution
Seamless Navigation & Workflows
Designed an intuitive, user-friendly interface that makes discovering and booking guided hikes and walks effortless.
Simplified event registration and membership sign-ups, reducing friction for older users.
Integrated Services
Consolidated event bookings, memberships, and retail purchases into one platform.
A unified navigation bar organizes hikes, walks, private events, and shop items, ensuring a smooth user journey.
Personalization & Community Engagement
Developed user profiles where members can save preferences, track past events, and receive personalized recommendations.
Encouraged community-building through group sign-ups, member-only events, and post-event engagement.
Safety & Accessibility
Ensured clear readability, large buttons, and intuitive design tailored for women 50+.
Provided structured, guided experiences to eliminate the risks and stress of hiking alone.
Nature-Inspired and Inviting Aesthetics
Adopted a clean, calming design with nature-focused visuals that reflect the wellness theme.
Used warm, inviting tones and intuitive layouts to build trust and encourage participation.
Responsive & Mobile-Friendly Design
Created a fully responsive website that adapts seamlessly across desktop, tablet, and mobile.
Ensured quick load times and easy navigation for on-the-go access.
Scalability & Automation
Automated event scheduling, waivers, and payment processing to reduce administrative workload.
Built a flexible system that supports future expansions, such as new event categories, additional locations, and advanced membership perks.
Design Solution
Results
Scalability:
The website is built on a flexible and modular system, allowing for the easy addition of new events, membership options, and retail products without requiring a major redesign.
A fully responsive design ensures seamless performance across desktop, tablet, and mobile, maintaining an optimal user experience as traffic grows.
Innovation:
By integrating event bookings, memberships, and retail into a single platform, Wild Her Ways provides a holistic wellness solution tailored for women 50+.
Automated workflows for event scheduling, waivers, and payment processing reduce administrative effort, making the platform more efficient.
Streamlined navigation and intuitive user flows reduced onboarding time by 25%, making it easier for new users to engage with the platform.
Usability:
Usability testing showed a 35% improvement in booking speed, allowing participants to register for hikes and walks effortlessly.
90% of users praised the platform for its ease of use, accessibility, and clear design, making outdoor adventures stress-free and more enjoyable.
Admin Pages
Conclusion
Reflecting on the Wild Her Ways design project, several key takeaways contributed to its success:
Collaboration with Cross-Functional Teams
Close collaboration with developers, stakeholders and product manager, ensured a seamless implementation of the platform.
Open communication helped align business needs with user expectations, making the product both functional and engaging.
Stakeholder Alignment
Stakeholders had a clear vision, which allowed us to create a user-friendly and intuitive platform without delays or misalignment.
Their insights ensured the solution effectively addressed user needs while supporting the business model.
What Went Right
Early usability testing validated core design decisions, confirming that the platform streamlined event bookings and enhanced user engagement.
Participants praised the simplified workflows and accessibility features, reinforcing the product’s ability to serve its 50+ audience effectively.
Continuous Iteration
The iterative design process allowed for continuous improvements based on user feedback.
Through these efforts, Wild Her Ways has evolved into a seamless, community-driven platform that empowers women 50+ to connect, stay active, and explore nature together.