Manifesto Market
A mobile-first, data-informed redesign to 2x user conversion.
MY ROLE
UX Intern
TIMELINE
June - August 2025
TEAM
1 Designer
1 Developer
2 Supervisors
TOOLS
Figma
Wordpress
OVERVIEW
What is Manifesto Market?
Manifesto Market, located in the heart of Prague, is a company with the goal to create a physical space that brings together diverse culture, food, and community.
The goal of my internship at Manifesto was to redesign the website to transform traffic into revenue, and encourage users to make reservations. Manifesto's old website was built with aesthetics first, but usability was sacrificed for style. Users struggled to make reservations, view menus, or find location information.
RESEARCH
The drop-off that started everything...
I began with a deep dive into Google Analytics. Manifesto's software let me track the percentage of users who interacted with each step of the booking process. One chart stopped me in my tracks:
% of Reservation Widget Interactions by Step
Over a quarter of all site visitors landed on the reservation page. But of those, over 80% left immediately after entry, and only 1.36% made it to payment. The dropoff wasn't gradual, either. It happened at the very first step.
Reading between the data points
Users leaving the reservation flow immediately told me most of them never meant to be there in the first place. Ambiguous call-to-actions were funneling casual browsers onto the reservation widget unexpectedly.
And by that same reasoning, the inverse had to be true: if the paths into the reservation page were misleading, then users who genuinely wanted to book were likely struggling to find it at all.
Confirming the hypothesis
To validate my hypothesis, I performed a comprehensive website audit. The audit confirmed it: ambiguous CTAs, a convoluted reservation path, and a navigation structure that hid the pages users wanted most.
UNDERSTANDING USERS
Meeting users where they are
The reservation flow told me what was going wrong. Demographics told me who it was going wrong for, and reshaped how the fix needed to be built.
% of Active Users by Device Type
% of Active Users by Browser Language
Mobile-first isn't optional.
76.3% of active users accessed the site on mobile devices. Many were likely standing in Prague with a phone in hand, deciding where to eat. The old site's desktop-oriented block layout made this impossible.
Our users are international.
70.7% of users browsed in a language other than Czech, meaning tourism drives Manifesto's audience. For visitors navigating in a second language, clever or ambiguous wording becomes a real barrier, so every label and CTA needed to be literal and action-first.
DESIGN
Designing from the data
With the research pointing at specific, nameable problems, I moved into ideation, design, and prototyping. Every choice in the redesign addressed my goal: to lead users to the destination they intended, on the device they're actually holding.
CTAs that say what they do
The reservation flow showed users arriving at the reservation widget by accident. The fix: hero CTAs with intentional, actionable language, so that clicking "book" means you meant to book, and nothing else routes you there by surprise.
Navigation that surfaces intent
For the users who wanted to book but couldn't find the page, I reorganized the navigation menu by minimizing content obstruction and promoting the pages users actually came for: reservations, menus, and location info.
The journey, repaired
Together, the new CTAs and navigation restore a one-to-one match between what users want and where they end up:
EXECUTION
Doing more with less
Partway through the project, I learned that several of my proposals weren't possible within the constraints of the company's website builder. Large structural changes were off the table.
Rather than scaling down the project, the constraint sharpened it. My research had already told me that users were getting lost with the misleading button text at the reservation flow entry points. So I distilled the redesign into its most targeted form, by identifying each problematic CTA and rewriting around user intent.
Words alone, aimed at the exact confusion the data exposed, more than doubled reservation conversion.
IMPACT
Turning confusion into conversions
Reservation conversions increased by 2.21x.
Updating the primary hero CTA guided twice as many users to the reservation flow with clear intent.
The redesign lives on at Kalle Halle.
Martin Barry Group, the organization behind Manifesto, recently launched Kalle Halle. Many of my ideas involving CTAs and navigation will be utilized there.
A mobile-friendly experience for the majority.
By prioritizing users on smaller screens, the website now meets the needs of the 76.3% who browse on their phones.
REFLECTION
Key Takeaways
Data is everything.
- One line chart shaped this entire project. Using Google Analytics was pivotal in understanding how users were actually interacting with the site, and learning to reason from a single data point to a verifiable hypothesis is a skill I'll carry forward.
Constraints sharpen design.
- I couldn't rebuild the site, so I had to know precisely which words to change. Being limited to copy forced me to trust my research completely, and proved that a well-aimed small change can outperform a sweeping one.