Upward Buzz
Miami Shuttle Van
Founded by Miami Locals, Miami Shuttle Van creates an experience for everyone. If you met the owner you’d know why.
Why you ask?
Because he can give you elegance or the rowdy Miami flavor we all know and love.
Overview
Miami Shuttle Van sought to revamp its party bus information center to balance elegance with high-energy excitement, creating a more intuitive and visually engaging platform. The redesign highlighted each bus’s unique personality, amenities, and offerings while improving user engagement.
As the UX Designer, I focused on user experience, visual communication, and information architecture. The result: a 12% increase in click-through rates and a 20% reduction in customer inquiries, streamlining the booking process while preserving the brand’s vibrant identity.
Client
Miami Shuttle Van
Dates
July 2023 – November 2023
My Role
UX Designer
Tools
Figma, WordPress, Jira, Slack, Figjam
Introduction
The User
Miami locals and visitors looking to book a party bus experience that aligns with their event—whether it’s a luxurious night out or a high-energy celebration. Many users struggled to find the right bus due to unclear information and a lack of distinct branding for each option.
The Product
The Miami Shuttle Van party bus information center is an online platform that helps users explore available buses, compare amenities, and confidently choose the best fit for their occasion. The redesigned experience needed to showcase each bus’s unique personality while improving navigation and accessibility
The Business Goal
We aimed to increase user engagement and reduce friction in the booking process by making key information clearer and more accessible. By improving the fleet’s online presence, the goal was to boost conversion rates, minimize customer inquiries, and enhance the overall user experience.
Miami is known for its vibrant mix of elegance and energy, and the new design needed to reflect that—ensuring users felt the Miami party vibe from the moment they visited the site.
"How might we make booking a Miami Shuttle Van party bus effortless while capturing both luxury and high-energy vibes?"
Bringing the Miami Party Vibe Online
User research found that customers struggled to find a party bus that matched their event’s tone. The website lacked clear differentiation between buses, making it difficult for users to decide between elegant, upscale options and bold, high-energy party experiences. Additionally, users frequently reached out with questions about amenities, indicating that essential details weren’t easy to find.
The Proposed Solution
To better align the digital experience with user needs, I redesigned the fleet information center to:
- Showcase each bus’s unique personality with dedicated pages featuring tailored visuals and descriptions.
- Highlight key amenities and features so users can easily compare options at a glance.
- Streamline navigation and layout to reduce friction in the decision-making process.
- Ensure mobile responsiveness, catering to users browsing on the go.
Enhancing discoverability for a seamless experience
To improve discoverability and ease of use, I incorporated:
- Dividing buses into a streamlined list, each with a brief description and capacity details for quick comparisons.
- Creating dedicated pages for each bus, showcasing its unique vibe, key features, and amenities in detail.
An Unexpected Issue
Bringing the Miami Party Vibe Online
User research found that customers struggled to find a party bus that matched their event’s tone. The website lacked clear differentiation between buses, making it difficult for users to decide between elegant, upscale options and bold, high-energy party experiences. Additionally, users frequently reached out with questions about amenities, indicating that essential details weren’t easy to find.
What didn’t work?
❌ Users found the initial list of buses too similar, making it hard to distinguish between options at a glance.
❌ Some users expected more event-specific guidance, rather than just browsing through vehicle names.
❌ While the detailed individual bus pages provided all necessary information, some users missed key details because they skimmed too quickly.
What did work?
✅ Users appreciated the quick-glance descriptions and found capacity details helpful for narrowing choices.
✅ Once on a dedicated bus page, users felt confident about their selection, enjoying the visuals and breakdown of features.
✅ Participants responded positively to the refined navigation, which made it easier to explore different options without feeling lost.
The Final Solution
Plan:
Enhance the party bus booking experience by making it easier for users to differentiate between buses and find the best option for their event.
Research:
Users struggled to compare buses beyond capacity and needed clearer event-specific guidance.
Solution:
- Organized buses into a structured list with clear descriptions and capacity details.
- Designed dedicated bus pages highlighting each vehicle’s unique vibe, amenities, and ideal event types.
Where Do We Go From Here?
Key Metrics to Track
- Are users spending less time searching for the right bus?
- Has the conversion rate improved now that details are easier to find?
- Have customer inquiries decreased regarding bus features and availability?
Other Possible Improvements
💡 If users still struggle to differentiate buses:
- Introduce an event-based filtering system to match users with the best option.
- Add side-by-side bus comparisons for quick decision-making.
💡 If users frequently return to the homepage before booking:
- Refine calls-to-action and explore a guided recommendation tool.
What I learned
📌 Balancing aesthetics with usability is key—users need engaging visuals but also clear, functional navigation.
📌 User behavior insights drive better business results—ensuring the right information is easy to find reduces friction and improves conversions.
Thank you for you interest in my work!
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