Overview

Completed a comprehensive UX and customer experience analysis for FuturaSpace, focusing on understanding user churn, low conversion and friction across the end-to-end journey. The project broadened beyond surface-level usability fixes to uncover deeper behavioural, pricing and onboarding issues affecting sign-ups and retention.

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What I did​

• Conducted UX research and analysed Hotjar heatmaps, scroll behaviour and click patterns to identify friction across key pages.

• Mapped the full customer journey to uncover issues beyond the website, including pricing confusion, poor onboarding pathways and weak support touchpoints.

• Updated personas and empathy maps to reflect user motivations, anxieties and tasks.

• Identified the root causes behind churn and low conversion, reframing the problem from a UI issue to a system-wide CX challenge.

• Delivered clear, evidence-based recommendations across pricing transparency, onboarding flows, support, and marketing-to-product alignment.

• Captured reflective learning on research scope, assumption-checking and deeper inquiry, supported by my formal reflection submission

 

Outcome

 A highly visual, research-driven analysis and set of improvements that repositioned conversion problems as part of a broader customer experience ecosystem earning a High Distinction.

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Tags: UX research / Hotjar analytics / Customer journey mapping / Service design / User psychology