Akimbo Circus School

Circus Akimbo first designed their online presence 3 years ago.


The first time we met with this client, she thought the main problem was in the booking system because it felt clunky.


The first problem is that a lack of direction can cause potential customers to abruptly end their journey out of not only frustration but lack of a general free-flowing path.


This subsequently leaves vital information about flexibility, environment and price.

The second problem lies with existing and returning customers are struggling to make another booking all down to the complex and rigid booking process.


This not only drives away customers due to difficulty but also shows a level of disdain for returning paying customers as if anything, it should be easier for them.

Customers need a simple way to access relevant information and book for a more confident and smoother end-to-end journey.

All customers deserve a simple way to access relevant information. The current website does not provide this service. Simplifying the booking process will make for a more confident and smoother end-to-end journey with everything easy to reach and complete.






Contextual Inquiry  

We went to Circus Akimbo to experience the end-to-end journey that a customer endures to discover possible pain points.


We went through every motion and step for research to see which parts of the customer journey could be improved. The suggested improvements were later confirmed and validated later with thorough research upon our own changes and improvements.


We experienced Circus Akimbo first hand and found it meant customer satisfaction quite well which confirmed what we thought.

Data Analysis

We utilised google analytics to provide a better insight of the issues at hand.

The analytical research showed us that the website's Homepage has a low drop off rate, sitting at 23.6% when they first arrive. However, the website's Classes page has a huge drop off rate, sitting at 60.4%.

We conducted 8 interviews with 50% of them being potential customers and the other 50% being existing customers. We did this to identify the main needs and what the specific user group pain points were.


Our interviews showed that generally, potential customers were unable to locate the relevant information they were looking for. This meant their journey on the website was not enjoyable, clear or direct and eventually, they were leaving the path or resorted to call Circus Akimbo directly for the information they needed.

For existing customers, the main pain-points were that there was an issue with the navigation as it was very unclear and there were often issues with the complexity of the booking system.



We conducted an online survey and our results indicated that the five most important factors when booking are:


Narration of classes








Skills Requirements

Affinity Mapping 

We used the affinity mapping method to synchronise our findings from interviews with our findings from surveys.

This method helped us to have a clear vision of customers needs and their pain points.


We created four personas. Two existing customers and two potential customers. These personas are a representation of the Circus Akimbo website users.

A/B Testing

Version B: We changed the actual name of the categories, based on the findings from the online card sorting surveys.

Version A: we ensured that the name of categories were consistent between the website and the Mindbody platform.

We designed and created two different versions of the website, with slightly different changes.

Usability Testing

We completed Usability Testing by conducting it upon 6 potential customers and 2 existing customers and gave them 2 different scenarios with different tasks to complete for both scenarios.

The results of the Usability Testing was that Version A was more successful than Version B, this was because of the new labels we used.

Final Version

Circus Akimbo took our work under consideration and implemented some changes. These changes have been reflected on their official website.