UI/UX Design Services

Context & Challenge

About NewJersey.rentals

Newjersey.rentals is New Jersey’s own community-powered platform where local hosts list their properties with 0% host fees, lower guest prices, and real support from real locals—making every stay more affordable, authentic, and supported by the people who know New Jersey best.

Requirements

For NewJersey.rentals, we had the opportunity to lead the UI/UX design from the ground up. Given the client’s vision for a highly customized platform—one that moves far beyond Sharetribe’s default look and feel toward a more modern experience inspired by major marketplace platforms—we recognized the importance of not rushing into design. Instead, we took a thoughtful approach, dedicating time to explore and clarify key aspects of the client’s requirements before moving forward.

Approach

Process proposal

To ensure we fully understood and aligned on the client’s requirements before diving into execution, we proposed a structured, step-by-step process. Each stage was designed to build a solid foundation for the next, allowing us to iterate thoughtfully and maintain momentum.The process included:

• Wireframing
• Feedback loop
• High-fidelity design
• Feedback loop
• Developer handoff
• Development support
• Marketing pages design
• Feedback loop
• Marketing pages development (Webflow)
• Feedback loop
• Guidance videos
• Ongoing support

Throughout the entire journey, feedback and refinement were woven into every phase. This approach allowed us to continuously improve the platform’s quality while staying on track for a timely launch.

Main platform design

As with our other Sharetribe-based projects, we had to carefully balance time constraints, budget limitations, and Sharetribe’s native capabilities at nearly every step. Our goal was to deliver a refined, modern platform—without compromising the timeline or development stability. This meant ensuring there was enough buffer for thorough development and testing, minimizing bugs and post-launch issues.

We began by creating detailed wireframes to map out all the platform’s features and functionalities. With close collaboration from the development team, we tailored these wireframes to fit within Sharetribe’s framework—striking a careful balance between the client’s expectations and what could be realistically implemented by developers.

Once the feature set was defined, we transitioned to high-fidelity design. Thanks to the client’s timely content delivery, this phase progressed smoothly. Throughout this stage, both the development team and the client remained actively involved—reviewing, refining, and providing feedback on design elements, features, functionality, and user behavior.

To ensure clarity and alignment, we annotated our high-fidelity designs with detailed notes and behavioral descriptions. This helped the client understand exactly how elements would function post-development, reducing surprises and misunderstandings—an area we’ve found is often overlooked by other design teams.

Marketing pages

In addition to the core marketplace platform, NewJersey.rentals aimed to strengthen its marketing presence through a refined system of SEO-optimized blog posts and targeted landing pages with well-crafted content and keywords.

To support this initiative, we selected Webflow as the platform of choice, thanks to its flexible and user-friendly CMS. Once the designs were finalized, we moved swiftly into development within Webflow.

We implemented several custom features to enhance both user experience and SEO performance, including:

• A savings calculator to show how much host can save with NewJersey.rentals from their earning, compared with other platforms.
• A dynamic table of contents for improved content navigation
• Social sharing tools integrated into each blog post
• Dynamic schema markup per blog page to support rich search engine results

With Webflow’s powerful CMS, the client now has a scalable and easy-to-manage content system, empowering them to create, publish, and optimize blog content independently—driving long-term traffic and visibility for the platform.

Outcome

Thanks to a well-structured process and continuous feedback loops, NewJersey.rentals successfully launched on time and is now running smoothly. While there are still opportunities for further improvement, certain trade-offs were necessary due to time and budget constraints. That said, enhancements are already underway, ensuring the platform continues to evolve and improve beyond its initial release.

Context & Challenge

About StatLiving

StatLiving is a well-established brand offering short- and long-term housing solutions for students and medical professionals across New York City’s five boroughs and Long Island.

With plans to scale nationwide—and eventually, globally—StatLiving has selected Sharetribe as its platform of choice and partnered with Journeyhorizon to lead the development and expansion of its next-generation marketplace.

Challenge

As development progressed, both the client and the dev team identified areas that could be improved to enhance the user experience. However, they faced challenges in visualizing what those improvements could look like and how to implement them effectively. That’s where our team stepped in—bringing clarity and direction by identifying opportunities for improvement across both UI and UX.

Approach

Requirement clarification

For a project like this, a key challenge is aligning our solutions with Sharetribe’s capabilities—ensuring they are technically feasible, cost-effective, and realistic within a tight timeline, especially with the upcoming launch.

To address this, we held collaborative sessions with the development team to gain a clear understanding of the current progress and identify pain points from their perspective. The insights gathered during these discussions played a crucial role in shaping the practical and effective solutions we proposed.

What to do

Key Improvements Identified and Proposed:

• Homepage Engagement: The existing homepage lacked engaging content and did not feature property listings—one of the primary elements users come to the platform for. We recommended surfacing listings prominently to capture user interest immediately.
• UI and Content Structure: The overall user interface suffered from poor contrast and layout, making content difficult to scan—especially on information-dense pages like the checkout flow. We proposed a cleaner visual hierarchy and improved readability across the site.
• Guest vs. Host Flow Separation: To streamline the user experience, we suggested creating distinct navigation flows for guests and hosts. This allows each user type to find relevant actions and information more quickly and intuitively.

Execution

We collaborated closely with the development team in a live, iterative process. As we progressed with the design, the dev team actively reviewed our work, provided real-time feedback, and we made continuous updates accordingly. This approach significantly reduced back-and-forth communication and helped streamline the transition from design to implementation—saving both time and effort.

Outcome

As a result of our collaborative and iterative approach, the final design was seamlessly aligned with the current development progress. This not only ensured technical feasibility but also empowered the development team to move forward efficiently without major rework. By adapting the design to real-time constraints and feedback, we helped the team stay on track and confidently meet the project’s launch deadline.

Context

About TurtleCI

‍

TurtleCI is a developer-friendly platform designed to make Continuous Integration and Continuous Delivery (CI/CD) fast, affordable, and accessible to all.

At the heart of TurtleCI are four guiding values:

• Help others succeed
• Take pride in your work
• Deliver on your commitments
• Stewardship

These values inspire every solution we create—so developers can build, ship, and scale with confidence.

‍

Requirements

TurtleCI is preparing for launch and needs a website that effectively connects with its audience and supports upcoming marketing campaigns.

To achieve this, we’ll work in close collaboration with both the development and marketing teams to ensure the website reflects the right messaging, branding, and overall vision of the platform.

‍

What we do

Website design

Since TurtleCI already has an established brand foundation, we’re able to move directly into the design phase without a lengthy exploration process. Prior to this, we collaborated with the marketing team to develop a clear and effective content structure, ensuring that key messaging and relevant keywords are well-integrated.

The goal of TurtleCI’s website is to build upon its existing brand identity while maintaining a clean, straightforward design. Content will be concise and easy to scan, allowing developers to quickly access the information they need about the platform.

Mobile responsiveness is a top priority, as a significant portion of traffic is expected to come from mobile devices. The site must deliver a seamless experience across all screen sizes.

Webflow development

With the design finalized, we moved into the Webflow development phase. As experienced Webflow developers, our team delivered a fully responsive website with all features thoroughly tested and functioning seamlessly.

You can learn more about our Webflow development expertise by exploring our dedicated service page.

We also collaborated closely with the marketing team once again to ensure proper SEO implementation and campaign-ready configurations were in place from the start.

‍

Outcome

The result is a comprehensive, high-performing website that clearly communicates TurtleCI’s vision and message. Built with strong SEO foundations and optimized for performance, the site is fully equipped to support TurtleCI’s growth and help the platform reach new heights.

Context & Challenge

About Novabridge

Novabridge is a ServiceNow Elite Partner based in Australia, delivering enterprise-grade automation, consulting, and implementation services for government and private sectors. Known for their deep technical expertise and unique culture, Novabridge helps large organizations streamline internal operations through powerful digital solutions.

Challenge

Prior to the redesign, Novabridge’s website lacked a clear and scalable user flow. The information architecture was poorly structured, with limited visual hierarchy and contrast—making it difficult for users to navigate and understand the content. Additionally, the site was not mobile-friendly, which significantly impacted the overall user experience.

‍

Novabridge approached Journeyhorizon to completely reimagine the user experience and visual identity of their website while building a scalable development foundation. Their goal was to deliver a site that felt “nerdy, weird, impressive” yet still minimal and high contrast, staying true to their unconventional yet expert-driven brand personality.

Approach

Platform exploration & research

We began by auditing the existing site to identify strengths and pain points across user flows, structure, and usability. Simultaneously, we immersed ourselves in Novabridge’s brand guidelines and internal vision to align our direction with their distinctive style, balancing minimalism with eccentricity and boldness.

‍

Working closely with Novabridge’s Board of Directors throughout the process, we:

• Conducted a full UX and content audit
• Defined the core content structure and user journeys
• Delivered low-fidelity wireframes to validate structure and flow
• Developed high-fidelity UI designs expressing brand tone (nerdy, weird, high-contrast)
• Implemented the final website using Webflow and our internal development framework to ensure future scalability and fast build time

Identified problems

• Lack of clear user flow: The original site had no logical path for users to follow, leading to confusion and early drop-off.
• Limited scalability: The old structure wasn’t built for growth, making it difficult to add pages or new content without restructuring everything.
• Poor information hierarchy & contrast: Key messages were lost in the layout due to weak visual hierarchy and low contrast between content elements.
• Unfriendly mobile experience: The site was not responsive, causing frustration for users accessing via smartphones and tablets.

Solution

Based on our research and close collaboration with the client, we delivered a completely redesigned digital experience:

• Information Architecture Rebuild: We restructured the entire content flow, providing clear paths for users to explore services, values, and contact options—each supported by strong, clear CTAs.
• Visual Identity Execution: The UI design leveraged bold typography, high-contrast color schemes, minimalist layouts, and subtle eccentric details to reflect Novabridge’s “weird but expert” personality.
• Scalable Webflow Development: Using Journeyhorizon’s custom Webflow framework, we built a modular, CMS-powered site that allows the client to easily add case studies, blog posts, and job listings in the future—without needing developer support.
• Mobile-first Responsive Design: We ensured the experience was seamless across all devices, with unique optimizations for mobile to improve usability and readability.

Outcome

The redesigned website successfully captured Novabridge’s unconventional yet professional identity while greatly improving usability, performance, and scalability. Early results and feedback included:

• Significantly clearer navigation and user flows
• Strong positive feedback from internal stakeholders and clients
• Increased internal ownership: Novabridge’s team now manages and updates content independently
• Enhanced confidence in using the site as a business development tool

Context & Challenge

About HomeBakedNearby

HomeBakedNearby is a marketplace platform that connects customers across Texas with a wide network of home bakers. It empowers home-based bakers and stay-at-home parents to grow their business, reach more customers, and operate without the typical stress and inefficiencies of the home baking industry.

Challenge

After launch, HomeBakedNearby faced challenges with customer conversion. The client, together with their development team, reached out to us to identify opportunities for improvement—focusing primarily on the homepage and ordering flow, the two most critical areas impacting conversion.

Approach

Platform exploration & research

We conducted an in-depth exploration of the HomeBakedNearby website, testing its key features and interactions. To gain a deeper understanding and uncover pain points, we created a comprehensive user journey map from the perspective of a typical customer. This journey clearly revealed several issues affecting the overall user experience, stemming from both subjective (emotional/frustration-based) and objective (functional/usability-based) factors.

Identified problems

• Low engagement on the homepage: The homepage is overloaded with information but lacks immediate visibility of products—missing the core value customers are looking for.
• Confusing and inefficient ordering process: Limitations in the default Sharetribe setup cause delays and make the ordering flow unintuitive.
• Flawed logic in cart-to-baker matching: Customers must manually search for the right baker for products in their cart, leading to unnecessary backtracking and frustration.
• Weak connection between products and bakers: There’s a lack of contextual linkage, which reduces trust and user clarity.
• Copywriting opportunities: Several sections could be improved with more concise, engaging, and persuasive messaging.

Solution

Based on our research, combined with client feedback and technical input from the development team, we crafted a revised user journey map that addresses the key issues identified earlier. This was supported by a set of wireframes to visualize how the proposed improvements would take shape in the actual experience.

Outcome

In the end, we identified a full list of potential improvements. However, in development, discovering solutions is only part of the challenge—execution requires both time and budget. To ensure a practical path forward, we held alignment meetings with the client and development team to prioritize the improvements, making it easier for the client to make informed decisions and move ahead efficiently.

Context & Challenge

About Vennu

Vennu is a marketplace platform bringing together those with community assets and people seeking the perfect spaces for all kinds of activities and events (large and small). Founded with the vision to breathe new life into unique and unused spaces, Vennu is revolutionising the way communities engage with and utilise available spaces.

Challenge

Through their operation, Vennu team has been receiving many feedbacks and requests from hosts about a particular part of the platform: booking management.

Sharetribe’s default calendar is working but to be working is not enough with lots of host. Since many hosts have grown accustomed to managing their bookings on calendar platforms like Google Calendar, or other rental platform like Airbnb. They found it an important missing piece on Vennu, especially to biggest hosts on the platform, who manage a whole lots of bookings daily.

Approach

Platform exploration & research

First step for any established platform research is to explore and understand the platform. With the support of dev team, we went through not only booking management area, but other areas of the platform as well to have a broad understanding of Vennu’s users and the context of the problem.

‍

We then visit other rental platforms like Airbnb, Booking.com, and some Calendar platform like Calendly to research on different possible approaches.

Vennu’s needs

Aside from researching on competitors, other domain related platform, it’s important to listen to what Vennu’s host actually need. For this we asked the Vennu team to continuously collect more feedback from hosts on the platform while we start drafting, wireframing on the possibilities.

Solution

From the research, along with Vennu’s requirements and host feedbacks, we start going into designing a calendar / booking management feature that is tailored to Vennu.

‍

Due to development constraints, we only went as far as wireframe as development team will utilize the current branding setup on Sharetribe to save effort and time.

Some requirements and problem that this calendar tackled:

• Multi-purposes calendar: Managing booking, managing open day and hours, modifying individual bookings,...
• Conflicted bookings due to merging calendars from external calendars import
• Internal management with notes
• Week and Month calendar view
• Custom tag management
• Mobile responsive

And more...

Outcome

The result did not come easy but through various rounds of feedback and collaboration with the development team, we achieved a calendar/booking management concept which is right as what Vennu team envisioned and is feasible for development.

‍

For the final part of the process, we had a handoff meeting with the dev team and thanks to the closely collaboration through out, it was a breeze.

‍

Calendar is always one of the hardest part of a management platform as it varies greatly on goal, target, and the tech behind. It was a great experience for us to dive deep into this aspect through researching to final concept.