01BRAND STRATEGY + DIGITAL EXPERIENCE
WAYFINDER
A local discovery platform that had grown into a wall of options. We rebuilt the story, the interface, and the path a first-time visitor actually takes.
- CLIENT
- Wayfinder
- YEAR
- 2025
- ROLE
- Strategy, UX/UI, Frontend
- TIMELINE
- 14 weeks, two phases
01
THE PROBLEM
Everything was visible. Nothing was findable.
Wayfinder had spent three years adding categories, filters, and editorial modules. Each addition made sense on its own. Together they turned a two-minute decision into a twenty-minute one, and most first-time visitors left before they ever saved a place.
02
THE APPROACH
One decision per screen.
We rewrote the positioning around a single promise, then rebuilt the interface so every screen asks for exactly one thing. Filters became a guided sequence instead of a control panel, and the card system collapsed from nine variants down to three.
03
THE OUTCOME
A calmer path from search to first visit.
The redesign shipped in two phases across fourteen weeks. The design system now lives in the team's own repository, documented closely enough that the next twelve features do not reopen the same argument.
MEASURED TWELVE WEEKS AFTER LAUNCH
TIME TO FIRST VISIT
−38%
Median time from first search to a saved place.
SAVED PLACES PER USER
2.4×
Across the first eight weeks after the second phase.
CARD VARIANTS
9 → 3
One system the team can extend without a meeting.
CLIENT NOTE
CASE 01 / WAYFINDER
“They arrived with the questions nobody on the team had thought to ask, and left us with a system we still use to make decisions.”
ELIN HARTVIG / HEAD OF PRODUCT, WAYFINDER
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COMMON GROUND