Redesign of a web app for WOB Summer Camp.

Redesign the online experience for Campus WOB—from detailed campus information and participant profiles to an end-to-end shopping and registration process that handles everything online (including secure medical data submission and digital authorization).

Campus WOB is a renowned summer camp organization with over 20 years of history, offering a creative and holistic approach to camp experiences. Their programs range from specialized basketball and football to other programs called “Experience,” which focus on arts, creativity, and emotional intelligence development.

The objective was to create a digital solution that enhances usability, engages both teenagers and their families, and streamlines the registration and booking process.

Client: Campus WOB

My role: UX/UI Design
Lead Art Direction
Digital Product Design
Conception
Branding
Creative Direction
User research
User-Centered Design
Information Architecture

Solution

Project Goals

1. Enhance Usability:
Improve the overall digital experience by making campus information, participant details, and camp highlights easily accessible and engaging.

2. Streamline the Registration Process:
Simplify the enrollment process for both parents and camp administrators, integrating secure data handling (medical information and digital signatures) within the online platform.

3. Improve Conversion Rates:
Optimize the shopping experience from selecting a camp package to completing payment, ensuring a smooth, intuitive process that reduces drop-offs.

4. Create a Brand Identity and Design System:
Develop a visual design that captures the creative, energetic, and supportive atmosphere of Campus WOB, appealing to teenagers and their families while conveying professionalism.

The process

User Research

The first part of the research was to create the User Personas, who represent our target audience. The Personas were: local Families looking for a good experience for their kids nearby, European families looking for a camp to improve Basketball technique, National families looking for a great sport experience for their kids and Monoparental families looking for camps to improve the relationship with their kids.

Personas

User Interviews & Usability testing

I´ve conducted 6 interviews and usability testing on the actual site to define the pain points and needs of the actual and potential users.
The interviews were based on different blocks like consumer habits, brand perception and Services.
The Usability testing was on the actual realized to define the actual pain points and opportunities.

User insights

User Interviews
Key Learnings

The key learnings of the user research were:
– Bringing basketball stars to the campus is attractive for most of the families
– Digitalize all the registration processes for kids, from the medical data to the parents’ authorization.
– The installations of the campus were important things to decide on when booking a campus.
– Visual identity of the website that captures Campus WOB’s creative, Sporty, energetic, and supportive atmosphere.
– Practicing English on the campus is imprinted by parents when deciding.
– New payment methods.

Customer Journey Map
Customer Journey Maps were created from the main objectives to be achieved by users on the APP website: Finding and Booking a Campus, the full Registration process of a kid in the campus (from the medical data to parents’ authorization) and modifying data of the kid in the profile.

Wireframes and Concept

All the inputs were applied to the functionality of the website to achieve the most optimal functionality possible for the user. It was designed to determine what content to display and how to do it. For this, based on the sitemap, both wireframes and prototypes were created.

Wireframes

Solution

Create a web application focused on the needs of users and the creation of a good experience to inform about the different Campus, create an easy purchasing reserve and digitize the entire registration process.

Techniques used

As the UX/UI Designer for this project, my responsibilities included:

User Research:
Conducting user interviews and surveys to understand the needs of the main users (the kids) from the parents (the buyers). Analyzing the existing user flows to identify pain points and areas for improvement in the current digital experience.
Information Architecture & Interaction Design:
Reorganizing content into a clear hierarchy—from general campus information to detailed pages featuring camp “stars” (highlighting participant achievements and camp culture). Designing intuitive navigation and micro-interactions that guide users seamlessly through the site.

UI Design & Visual Branding:
Creating a cohesive, vibrant design that reflects Campus WOB’s creative and energetic spirit. This included custom illustrations and high-quality imagery to evoke emotions and highlight the human side of the camp experience.
Responsive Design:
Ensuring the entire experience was optimized for both desktop and mobile, guaranteeing ease of access and a seamless experience across all devices.

End-to-End Shopping & Registration Flow:
Designing a complete digital shopping experience for the camp—including a product page, cart, checkout, and secure payment process. In addition, I developed a robust registration flow that allowed parents to register their children online, submit medical data securely, and complete a digital signature for parental authorization.

Booking and Registration

After the interviews, the creation of personas, and the customer journey maps, I was able to design a full website, including a more efficient Booking a campus and registration of a kid process.

Registration of a kid on the campus.
Digitizing the process

After the purchase and pre-registration on a campus, users can complete the registration process of the kids on the campus.

This process includes all the medical data of the kid, uploading documents like the identity card or the health insurance card, the signature of the authorization of the parents or registering other important data like allergies or food intolerances of the participant.

After all this process, a QR code will be generated for each kid with all that information provided, so this will make it easier for the campus staff when the kid arrives.

Reserve and payment process of a campus

I have created a reserve a campus process optimal for users to pre-register on the campus for parents and kids and select the shopping option for the final payment. I did this booking process as short as possible so users cannot get lost in the shopping process.