I led the full UX/UI redesign for Ayurveda Clinic Sofia (and its seasonal Bansko retreat), transforming a content-heavy, 200+ page website into a calm, intuitive digital experience that drives real bookings. Working from a detailed client brief highlighting low engagement, high bounce rates, complex navigation, and friction in the booking flow, I restructured the information architecture to make services easy to discover, clearly differentiated clinic locations (Sofia clinic vs. Bansko detox retreats), and streamlined the path from informational blog content to conversions.

The Ayurveda Clinic Sofia website faced significant hurdles that hindered user engagement and conversions, despite strong incoming traffic from SEO and paid ads:

Low engagement & high bounce rates: With only 0.70 engaged sessions per user, visitors landed on the site (often via blog articles) but quickly left without exploring services or booking.

Complex navigation & overwhelming structure: Over 200 pages created a confusing hierarchy, making it hard for users to find relevant treatments, understand available packages, or discover the seasonal Bansko retreat location.

Friction in the booking process: New visitors were required to start with an initial consultation, yet the flow lacked clear guidance on what to expect, progress indicators, or answers to common questions—leading many to call the clinic instead of booking online.

I redesigned the site's structure into a simple, scalable hierarchy with clear global navigation, prominent therapy categories, and dedicated sections for education/promotions to eliminate confusion across 200+ pages. Key enhancements included location switching (Sofia vs. Bansko), filtered services, and consistent "Get a Consultation" CTAs throughout header, homepage, and footer. The new 5-step booking funnel—Select Method → Time → Details → Confirmation → Reminder—streamlines conversions with progress indicators and clear instructions to reduce drop-offs.

The redesigned booking funnel and UX improvements transformed user behavior and business results for Ayurveda Clinic Sofia. By streamlining the 5-step progressive flow with clear progress indicators, method selection (in-person/online/call), and upfront guidance, we significantly reduced friction—making online bookings feel simple

Customers can send voucher gifts to others through the platform