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Kubili House

Redesigning a Luxury Safari Booking Experience to Reduce Hesitation & Increase Qualified Conversions

Website
Category :
My Role
Senior UX/ UI Designer
Timeline
8 weeks (Research → Validation)
71%
Booking initiation completion

Project Context

Kubili House is an exclusive, private luxury safari lodge located in the Greater Kruger National Park...

The client’s ask was clear:

  • Increase site conversions
  • Reduce booking hesitation
  • Improve confidence for high-value users

Brainstorm & Problem Framing

We started with a working session - not a presentation.

  • Users were emotionally inspired, but cognitively uncertain.

Initial hypothesis

  • The problem wasn’t lack of interest.
  • It was lack of confidence at the moment of commitment.

Research

Qualitative Research: 1:1 moderated interviews

  • Age 38–65
  • High discretionary travel spend

Key insights

  • What happens after clicking “Book”
  • Whether the enquiry was binding

Behavioral Testing

  • 5-second tests: Users remembered visuals but not the booking process.
  • First-click testing: Clicks scattered with no clear path.

Core Problem

  • Users hesitate because the site does not guide them through a confident, low-risk path.

Decision-First Information Architecture

Orient → Validate → Reassure → Act

  • “Book Today” replaced with “Plan My Safari”
  • Introduced “Is This Right for You?” qualification
  • Two booking paths: Guided (Low pressure) vs Availability Check (High control)

Validation & Testing

Primary Outcome Metrics

  • Booking initiation completion - 71%
  • Qualified enquiry rate - 79%

Confidence Indicators

  • Users who correctly understood “what happens next” - 83%

Results Summary

The redesign:

  • Reduced hesitation at the moment of commitment
  • Increased qualified enquiries
  • Turned inspiration into action