AnewVista Community Services · Website
Designing a booking flow seniors can finish without calling for help
AnewVista Community Services teaches technology to seniors in the SF Bay Area. I redesigned how users discover, book, and join a class on its website.
- UX research
- Accessibility
- Information architecture
The redesigned AnewVista home page on a laptop, scrolling from the people section to How it works, four numbered steps: sign up, book a class, get your link, join the class; then the paths for retirement communities and individuals.
- Role
- UX designer
- Timeline
- Sept 2024 to March 2025
- Team
- 2 UX designers (including me), 1 UX researcher, 1 developer, CEO
- Result
- Shipped. Grant money +100%, stakeholder-reported
Context
Seniors couldn't tell how to book a class, then couldn't find the Zoom link
Situation
AnewVista Community Services is a nonprofit that runs free online and in-person tech classes for seniors. Its main goal is to get people to book a class, but class videos sat buried in the blog, and some members had free Premium without knowing it.
Users
Seniors, most often aged 70 and over, according to the team's accessibility survey (n=19).
Core problem
The landing page did not show users how to book a class, and after booking they could not find the Zoom link.
Google Analytics backs the booking problem: in May 2024, 149 of 832 sessions ended in a booking, and 56.4% of sessions bounced. The Zoom link problem is stakeholder-reported: support calls rose after people booked.
Role and approach
I designed the landing page and booking flow, and set the accessibility standards
What I owned: the landing page and booking flow design, and the accessibility standards: 16px minimum text, 20px body text, 44px touch targets, 4.5:1 contrast and WCAG 2.1 AA. The UX researcher led the research; I designed from the team's findings.
The journey
01
Research synthesis.
Data from analytics and two surveys, and a persona from a user interview.
02
Design decisions.
Four decisions, each tied to a finding.
03
Final design.
One flow from the landing page to the Zoom link.
04
Impact.
What the stakeholder reported, and what I can and can't credit to the design.
05
Lessons learned.
One thing I would change about readable type.
Research
First-time website visitors did not understand how to book classes
The team triangulated website analytics, an annual satisfaction survey (n=71) and an accessibility survey of mostly 70+ members (n=19), to decide what the redesign had to fix first.
What we learned
01
First-time visitors did not understand how to book classes.
02
Mostly 70+ members hit the same wall: finding things.
03
Lead the redesign with navigation, readable type and clearer instructions, before adding features.
| Month | Value |
|---|---|
| Jan | 45.6% |
| Feb | 49.1% |
| Mar | 51.8% |
| Apr | 50.1% |
| May | 56.4% |
Bounce rate, % of sessions. Google Analytics, AnewVista site. Sessions peaked in March (1,136), but bounce rose overall. In May, 149 of 832 sessions ended in a booking (17.9%).
Accessibility survey (n=19)
- 70+ is the most common age group
- 42% use mobile at least monthly
- 50% visit weekly or more
- Top challenges: unclear navigation, small font size, complicated instructions
- Hardest to find: membership status, class videos, tech support, class summaries
Where the sources converged
- Analytics: bounce rate reached 56.4% in May
- Annual survey (n=71): high satisfaction, but from members willing to answer a survey
- Accessibility survey (n=19): unclear navigation named as the main challenge
“Starting out is difficult for those who are just beginning and not using technology regularly.”
Persona, based on a user interview
- A retired software quality engineer in his late 80s, in the Bay Area
- Uses the website regularly and loves learning new technology
Challenges
- Weak central vision after surgeries
- Can't use a mobile phone except for calls; small buttons are hard to press
- Uses a 27-inch monitor, a magnifying glass, 120% zoom and a control wheel to enlarge content
Motivations
- Understand the instructions to sign up and register for classes
- Read the site without the magnifying glass
Design decisions
Four decisions, each tied to a finding
Decision 1
Fewer competing actions, a clearer path to register
On the class page, a feedback request, a survey and a QR code competed with Register, and several button styles hid the main action. I made one clear primary action per screen and added a four-step guide to joining a class.
Trade-off. Removing the feedback and survey block moves it off the top of the page.
Evidence. Unclear navigation was the top challenge in the accessibility survey (n=19, directional).
Why it matters
A hesitant senior sees one thing to do.
Decision 2
Four steps replace a wall of text and a video
The landing page explained booking in a text-heavy "How does this work?" list next to a YouTube video. I replaced both with four numbered step cards: sign up, book a class, get your link, join the class.
Trade-off. The steps take more vertical space, so the hero copy is shorter.
Evidence. Complicated instructions were a top challenge in the accessibility survey (n=19, directional).
Why it matters
Seniors learn how to book without watching a video.
Decision 3
A shorter sign-up that also identifies who needs Premium
The old sign-up stacked nine fields and two consents in a grey box with small labels. I cut the required fields, added a plain heading and a friendly photo, and asked whether the member is affiliated with a center.
Trade-off. One extra field, but fewer required fields overall and clearer labels.
Evidence. Membership status was among the hardest things to find in the accessibility survey (n=19, directional).
Why it matters
Independent members see Premium at the right moment. The stakeholder found that some members had free Premium without knowing it.
Decision 4
A confirmation page that says what happens next and where the Zoom link will appear
No confirmation step existed before, and booking included a payment step even though classes are free. People did not know the Zoom link was emailed, and support calls rose (stakeholder-reported).
The new confirmation page shows the booking receipt and a "What happens next" timeline. The Zoom link and passcode appear on this page 15 minutes before class and are also emailed. "No email yet?" offers to send it again, use a different email, or call.
Why it matters
Fewer support calls, as reported by the stakeholder, with no count. It is also where the whole flow's booking intent lands.
Impact
The stakeholder reported grantor funding up 100% for 2024
Stakeholder-reported, not measured by me. The stakeholder informed that they have seen a 100% increase in the amount of money from their grantors for the year 2024. The redesign shipped.
I credit two parts of the design: the landing page, and replacing the previous YouTube video placement so users understand how class booking works. I can't credit the funding increase to the design alone.
The booking flow was designed to raise the share of visits that end in a booking, from the May 2024 baseline of 17.9% (149 of 832 sessions, Google Analytics). This is unmeasured: I have no data from after launch.
Reflection
I learned that a 16px base for body text is not legible for users with limited vision, so I scaled it to 20px.
Final design
From the landing page to the Zoom link, in one flow
Walkthrough of the redesigned booking flow in five labelled steps. 1: the home page lists four steps, book, check email, check calendar, join. 2: the student picks Shop Securely Online and presses Confirm. 3: a three-step tracker, and Book on the 10:30 AM time. 4: a review screen with date, time, teacher and cost, then Register. 5: the confirmation page explains what happens next and where the Zoom link will appear. It ends on the goal: before the redesign, 149 of 832 sessions ended in a booking (17.9%, Google Analytics, May 2024), not measured after launch.
Step 1
The home page lists four steps: book, check email, check calendar, join.
Step 2
Pick Shop Securely Online and press Confirm.
Step 3
A three-step tracker, then book the 10:30 AM time.
Step 4
A review screen with date, time, teacher and cost, then Register.
Step 5
The confirmation page explains what happens next and where the Zoom link will appear.
Before the redesign, 149 of 832 sessions ended in a booking (17.9%, Google Analytics, May 2024). Not measured after launch.