Gourmaze is one of London’s most distinctive experience brands — a food-adventure treasure hunt that takes groups through the city’s best neighbourhoods. The concept sells itself. But the website wasn’t keeping pace with the interest it was generating.

Traffic was coming in from campaigns and organic search. People were clearly intrigued. But too many of them were spending too long on the page without booking. They were scrolling, re-reading, going back. All classic signs of a journey that wasn’t giving visitors what they needed, quickly enough, to feel confident hitting “book.”

The challenge wasn’t awareness. It was reducing the effort between “I’m interested” and “I’m booked.”

The redesign was built around one question: what does a visitor need to see, and in what order, to feel ready to book? That meant rethinking both the above-the-fold experience and the supporting content below it — not as separate sections, but as a single persuasive flow.

After launch, behavioural data showed a clear shift in how visitors were moving through the page. The numbers told a story that’s easy to misread — engagement time went down — but in context, that’s exactly what good UX looks like.

Gourmaze had a significant sales campaign running at the same time as the redesign went live. That made clean attribution difficult, and the client rightly flagged it. Rather than claim the numbers wholesale, we worked through the behavioural data together — and Gourmaze agreed: the redesigned journey was measurably reducing friction and helping users convert with less effort. The campaign brought people to the door. The redesign made it easier to walk through it.

That kind of honest conversation is how we work. We’re not in the business of claiming credit for every uplift because we can’t — but we can always show you, in the data, exactly what the UX changes did and didn’t do.