Kidsincamp is the leading marketplace for kids camps in Eastern Europe and Asia.
Annual visitors — 2M+
Camps — 6,000
Verified reviews — 80,000
I led a full redesign of the platform to improve conversion and booking experience — from homepage to payment. Every change was data-validated through user research, A/B tests, and analytics.
The bottom line: within one year, we grew overall site efficiency by ×4.1 — exceeding the original ×3 target. Conversion to application increased ×3.15, traffic grew ×1.3, while application-to-payment conversion held steady.
Discovery & Research
I ran a structured customer development process — conducting interviews with parents to identify their key camp selection criteria, ranked by demand. This research became the foundation for every design decision: from what information appears on camp cards to how filters are structured and what content goes on camp pages.
We simplified the homepage by removing distracting elements and focused on quickly identifying user needs. The percentage of people who delved deeper into the homepage increased from 20% to 43%.
Based on user research, I prioritized key information in camp cards to make results easier to scan and compare.
I redesigned filters for geography, season, and camp type to make search faster and prevent empty results. Additional filters are displayed dynamically when relevant.
I implemented dynamic filters that automatically excluded unavailable options, preventing empty search results.
I redesigned camp cards for mobile-first experience, prioritizing key info: location, rating, reviews, dates, and photos. We tested multiple layouts to maximize quick decision-making.
The first screen of the camp page is the most important place for conversion. We have already tested 3 major versions of the first screen layout.
I restructured camp pages to highlight key program details, daily schedules, and pricing. We added infographics and enhanced content quality using AI. 30+ user tests were conducted to validate the structure.
I introduced online payments and installment plans — 12% of users now pay immediately.
As a result of the work done, within one year, we grew overall site efficiency by ×4.1 — exceeding the original ×3 target. Conversion to application increased ×3.15, traffic grew ×1.3, while application-to-payment conversion held steady.
And my personal pride: the junior designer who worked under my supervision landed a middle-level role at a Big Tech company.