Rebuilding trust by simplifying a high risk booking journey
Life Saving First Aid is a leading training provider in Victoria, delivering nationally accredited first aid and CPR courses. The business had strong trust in its training, but the website no longer reflected that credibility or supported its pace of growth.
The goal was to redesign the site so it felt professional, trustworthy, and easy to book from, without disrupting a business that was already operating at full capacity.
The existing website had been built internally and had not evolved with the business. The layout felt cluttered, content lacked consistency, and the booking flow caused confusion.
Visitors trusted the courses but hesitated to complete payments online. Drop off during booking was high, not because of pricing or demand, but because the experience did not feel clear or reliable enough at the moment of payment.
Courses were running daily across multiple locations, which left little room for extended testing or disruption. The redesign had to be delivered alongside business as usual.
There were no internal development resources, so the site needed to be built externally but remain simple for staff to manage after handover. The solution also had to scale as new locations and courses were added.
Early illustration concepts were introduced to make the site feel friendlier and more approachable.
In testing, users described these visuals as generic and stock like. Instead of building trust, they weakened it. The illustrations did not reflect the authority or experience of the business and created a mismatch between the training quality and the website presentation.
We chose credibility over decoration.
Rather than prioritising speed by using off the shelf visuals, we invested time in creating custom illustrations that aligned with the brand’s tone and professionalism. This meant slowing down one part of the process to avoid undermining trust across the entire experience.
Once the visual direction shifted, the site began to feel more authentic. The illustrations supported the content instead of competing with it, and the overall experience felt more cohesive.
This made it easier for users to focus on course details, understand what they were booking, and feel confident completing payment.
The website was redesigned into a clean, professional platform focused on clarity and trust.
Course information was simplified and structured around user questions rather than internal terminology. The booking flow was streamlined to reduce friction, and the brand was positioned clearly as a reliable and established provider.
Custom illustrations were used carefully to add warmth without reducing authority, keeping the experience approachable while maintaining professionalism.
I led the project across UX, UI, and frontend delivery.
I mapped the visitor journey, designed wireframes, and created high fidelity UI in Figma. I worked closely with the graphic designer to develop custom illustrations that strengthened the brand rather than diluting it.
I built the website in WordPress with a simplified booking system that staff could easily manage. I collaborated with a copywriter to clarify course descriptions and booking steps, and worked with the project manager and subject matter experts to keep the project aligned with operational needs.
I also ran internal testing and iterative refinements to validate usability across desktop and mobile before launch.
Monthly website traffic increased from around 600 users to over 2,000.
Bookings increased significantly, enabling the business to expand from three to seven training locations. The website is now seen as a strength rather than a risk, supporting growth and positioning the company confidently alongside larger providers.
“The website redesign has transformed our business. Revenue has grown, bookings have soared, and we have expanded faster than expected.” Daniel P, Director
