Booking funnel research.

The EMEA course booking funnel had never been formally studied. The assumption was that drop-off was a traffic problem: not enough quality leads going in at the top.

The data said otherwise. A significant share of motivated buyers were abandoning mid-funnel. The problem was the experience, not the traffic.

24 user interviews across five markets, a heuristic evaluation of every screen in the booking flow, and moderated usability testing sessions.

We mapped the whole path from first ad impression to course start, marking each friction point, missing trust signal and moment of unnecessary complexity. The output was a prioritised redesign roadmap with projected conversion impact attached to every recommendation.

Seven critical bottlenecks identified and documented with video evidence, and a roadmap projecting a 45% conversion increase if implemented in full. The findings went to the Berlitz global product team and became the foundation of a twelve-month product redesign programme.