The brief

Northbound runs guided cycling tours for groups of six to twelve. Most people found a trip on their phone, then gave up on the booking form and emailed instead.

The team wanted one booking flow that worked with one hand, on a train, with patchy signal.

What I did

I sat in on four booking calls, then mapped every question customers asked before paying. The answers became the flow: dates first, then the route, then who is coming, then payment.

I built the screens as a small component set and coded the flow in the browser so the team could test it on real phones after two weeks, not after two months.

What changed

Bookings finished on a phone went up by 31% over the first quarter. Emails asking what is included dropped by about half, because the answer now sits on the first screen.

The component set is still what the team uses for new trips. Their developer added a fourth route type without asking me a single question.