Vendor Profile

Redesign to Drive Lead Growth

Summary: Redesigned The Bash’s vendor profile page to improve usability and boost lead generation, resulting in a 4% increase in conversions and higher user engagement.

ROLE

Senior Product Designer

TEAM

Product Manager, Front-end & Back-end Engineers, Content Strategist, SEO Manager

CONTRIBUTIONS

User Interviews, UX Flows, Wireframing, Prototyping, High-fidelity Design, User Tests, A/B Testing

Timeline

Q1-Q2 2022

Platform type

Web (Responsive)

Project Backgrounds

The vendor profile is one of the most business-critical pages on The Bash, driving a majority of vendor leads and bookings. However, the page had remained unchanged for over five years, using outdated layouts, colors, and UI components.

When the company initiated a full rebranding, I saw an opportunity to modernize the user experience—improving usability, aligning with the new brand colors and system, and ultimately increasing lead generation.

What is The Bash? The Bash is a leading online marketplace for event planning that helps more than 900K monthly users discover and book trusted vendors—from DJs and photographers to entertainers—for all types of celebrations. The Bash on Trustpilot: ⭐ 4.8 · 20K reviews

Key updates

I redesigned the vendor profile experience to improve gallery usability, information scanability, vendor availability clarity, and more.

• Introduced an enhanced gallery that allows users to browse multiple images and videos at once.

• Added an vendor availability feature to the vendor calendar based on user feedback.

• Improved layout readability and information hierarchy

• And more

Outcome 📈

• Lead generation rate*: ↑4% increase

• Number of monthly bookings: More than ↑3% increase

*Lead generation rate = % of monthly marketplace visitors who submitted a gig request.

These results are based on year-over-year (YoY) data, comparing performance metrics before and after the redesign.

User Interview & Problems

To better understand the challenges users faced on this page, my PM and I conducted user interviews and usabilty testing with The Bash users, and non Bash users in order to identify the following key issues. We also reviewed analytics and user feedback submitted through customer center, NPS feedback to identify friction points.

Problem #1

Gallery usability issues

The top gallery is one of the most important sections on the profile page, but the previous design only allowed users to view one image or video at a time, making it difficult to quickly browse and compare multiple visuals.

“I just want to glance through a few photos quickly…” - Sabrina

Problem #2

Misaligned user expectations for the calendar feature

The existing calendar showed which events vendors were booked for on specific dates. While this content helped drive page traffic from an SEO perspective, users themselves were not particularly interested in it. Instead, they were more focused on checking whether the vendor was available on their own event date.

“…I don’t care about their booked events — I just need to know if they’re free on my date…” - Ashley

Problem #3

Scanability & Readability issues

Users who spend more time on this page tend to generate more leads, highlighting the need for quick information scanning.
However, user interviews revealed that the dense layout, small font size (13px), and long text lines made it hard to find key information efficiently.

Research, Design Iteration, and User Tests

My PM and I researched competitor platforms to identify opportunities to improve the vendor experience, then iterated and validated solutions through user testing.

01. Competitive research & brainstorming workshops

Together with the PM, I conducted a competitive analysis and shared the findings with the team. We then hosted brainstorming and sketching workshops, inviting stakeholders from Product Management, Engineering, Marketing, and Account Services to generate ideas from diverse perspectives.

03.Redesigning the Calendar

The initial concept aimed to enhance the vendor calendar by displaying booked events in a timeline view, which would require about two months of development. However, during usability testing, we discovered that users weren’t interested in the vendor’s booked events—instead, 3 out of 5 participants wanted to know whether the vendor was available on their own date. This insight led us to pivot the direction and introduce a new “Vendor Availability” feature instead.

Final calendar version 👍

Based on the user feedback mentioned earlier, we decided to add a new feature that displays the vendor’s availability.
However, since the vendors’ booked events content still plays an important role from an SEO perspective, we chose to keep it on the page.

Impact & Outcome from the calendar update 📈

• Avoided ~2 months of development work (saving development costs).

• The new Availability feature contributed to a 1% increase in lead generation, out of the total 4% overall improvement. 

04. Optimizing Section Order through A/B Testing

To determine the optimal section order on the Vendor Profile page, I collaborated with my team to explore multiple layout options through card sorting. We then ran A/B tests using these variations and selected the version that achieved the highest lead generation rate.

Project Outcome 📈

The six-month project led to measurable results after launch: the lead generation rate rose from 4.7% to 4.9% (+4%), monthly bookings increased by over 3%, based on year-over-year data.

What I learned

Balancing User and Business Needs
Learned to turn user insights into measurable impact—translating feedback into design decisions that boosted leads and bookings.

Validating Early
Early usability testing helped us pivot fast, saving months of development and proving the value of quick validation.

Collaborating for Impact
Partnering with PMs, engineers, and content strategists ensured design intent aligned with feasibility—turning challenges into shared wins.