Plan

My research plan combined benchmarking, surveys, and usability tests to assess existing products. Using a triangulation approach, I reduced bias and strengthened credibility. Benchmarking identified competitors’ strengths and weaknesses, surveys captured user preferences, and usability tests explored real user experiences. This multi-method strategy provided well-rounded insights to guide and validate design improvements.

Competitive Benchmarking

To understand industry standards and identify improvement opportunities, I conducted a competitive analysis of three websites: Aspire Van Hire, Enterprise, and Ace Car & Van Hire. I focused on how each addressed user needs, what worked well, what didn’t, and whether design conventions were established.Findings:
Enterprise offered the most seamless experience with a clear, step-by-step online booking process. In contrast, Aspire and Ace required users to contact the company directly to complete bookings, suggesting less emphasis on online usability. While all sites provided upfront pricing, the smaller companies lacked detailed vehicle information and clear navigation, reducing user trust and accessibility. Overall, Enterprise’s approach best demonstrated how to simplify the booking experience for users.

Surveys

To better understand users’ context, goals, and behaviors, I conducted a short survey with four multiple-choice questions and optional open fields for additional comments. The survey gathered 15+ responses from recent car renters, including friends, family, and community members.Findings showed that most users visited car rental sites to compare prices or complete bookings, often for moving or travel purposes. Many expressed frustration with cluttered interfaces—specifically, excessive links and buttons that made navigation confusing. These insights provided a strong foundation for the next stage of analysis and design direction.

Usability Testing

To deepen my understanding of industry standards and user expectations, I analysed two usability tests on popular car rental websites, focusing on user goals, behaviors, and context. I also conducted my own usability test, replicating key tasks to gain first-hand experience in designing test scenarios, engaging participants, and drawing actionable insights.The research revealed several key findings for improving the booking experience. Users valued intuitive navigation with clear search bars and filters for refining results, as well as transparent pricing with detailed cost breakdowns for extras like additional drivers. They preferred visually clear layouts that build trust by avoiding misleading information, and emphasized the need for clarity around industry-specific terms such as “unlimited miles.” Interest in contactless rental options also emerged, highlighting a growing expectation for convenience and safety.

Affinity Diagram

At the end of the research phase, I consolidated my findings using an affinity diagram. I began by reviewing all raw research materials and taking detailed notes, which I then organised in Miro by grouping related insights into clear categories.This process provided a comprehensive overview of the data, revealing key patterns and helping me define the core project requirements with greater clarity and focus.

Project Requirements

Based on the findings of my research regarding the users, behaviours, and actions, I set out the fundamental objectives for my design.1. Intuitive navigation and clear booking path: Ensure users can navigate the booking process easily without clutter or ambiguity, guiding them seamlessly from start to finish.2. Transparency in pricing and information: Provide clear, detailed breakdowns of pricing and features to enhance user trust and understanding.3. Prioritise pricing display for easy comparison and booking: Make pricing information readily accessible and easy to compare, facilitating quick decision-making and action.

Customer Journey Map

At the end of the research phase, I consolidated my findings using an affinity diagram. I reviewed all raw research materials, captured key notes, and organised them in Miro, grouping related insights into clear categories.This process offered a holistic view of the data, revealing patterns and themes that helped define the core project requirements with greater clarity and focus.

Flow Diagram

With a clearer understanding of the user journey, I took a closer look to define the detailed user flow within the application. This step was crucial in breaking down the process into clear and user-friendly sections, aligning with one of our primary objectives.Having thoroughly defined each essential screen and identified key user experience priorities, I was now ready to transition into the design phase.

Sketches

To initiate the design phase, I began by sketching out initial ideas, drawing from the insights gathered in the previous phase. Once I felt confident in the direction of the design to address the identified problem and meet the project goals, I transitioned to creating comprehensive sketches of the website.These sketches included detailed layouts of the site's elements and functionality, establishing the groundwork for the initial prototype. This process ensured a solid foundation for further development and refinement.

Key Design Choices

Booking Path
My initial design was based on the established booking path outlined in the initial project requirements. I chose to incorporate a prominent timeline at the top of each page in order to guide users through their journey, ensuring clarity and enhancing trust in the process. By limiting the amount of links and buttons, I aimed to create a clear sense of direction for the user to follow. Linking back to the research findings, this was a pain point users had experienced on similar websites.Information Presentation
I focused on presenting all necessary details in a readable format, structured by importance in order to help guide users through the information available. Progressive disclosure techniques were also implemented to reduce cognitive overload for sections requiring user inputs.Priority on Pricing and Transparency
To fulfill the second project requirement identified during research, pricing is prominently displayed throughout the design. This strategic placement aims to convey transparency and establish the brand as trustworthy and upfront with users.Summary Page for Enhanced User Experience:
At the conclusion of the booking process, I included a summary page summarising the user’s selected package. This feature allows users to quickly review all relevant information, saving time navigating back through the process to find details.

Prototype

During the prototyping phase, I created the prototype in Figma, marking my first in-depth experience with the tool. Leveraging prior experience with similar software, I quickly adapted to Figma’s workflow and explored advanced features such as components to streamline the design process.I developed a mid-fidelity prototype, which provided richer insights than a low-fidelity version while requiring fewer resources than a high-fidelity one. Its moderate level of detail enabled a realistic representation of the final product, allowing for accurate user testing and feedback. By simulating key interactions and visual elements, the prototype offered a strong foundation for evaluating how effectively the design met user needs and project goals.View prototype

Usability Testing

With a fully developed prototype, the next step was to conduct real-world usability testing. I selected a participant with frequent experience using car rental websites and created a custom usability test script covering key user journeys across the site. This process strengthened my skills in designing precise tasks, facilitating sessions, and asking context-specific questions to capture meaningful insights.The test revealed several areas for improvement, including the need for clearer pickup location instructions and confusion between numbered navigation circles and text labels. Recommendations included adding a package details option, enlarging clickable calendar areas, and adjusting oversized text that caused dropdowns to extend off the page.Overall, the usability test validated the design’s effectiveness, showing that users experienced fewer issues with price transparency, navigation, and information clarity. While the educational context of this project limited further iterations, the insights gathered provide a strong foundation for future refinement and development.

Annotations

With the design finalised, the subsequent phase involved transitioning it to the development team. Using the comments feature in Figma, I annotated the prototype file with essential information for the developers. This included detailing the expected behaviors and functionality of each element, specifying formatting and expected values for input fields, and outlining instances where the site should offer user feedback. This handover aimed to facilitate a seamless translation of the design into a functional, user-centric product during the development stage.

Research Strategy

Before beginning my research, I set clear goals to guide what I needed to learn and keep the project grounded in its design context. My research objectives were:1. Organisational Context: Understand how social media platforms design interactions to maximise revenue, engagement, and retention.
2. User Context: Examine the cognitive and physical effects of these design choices, including addiction, mental, and overall well-being.
3. Activities & Environment Context: Identify the behaviours, habits, and motivations behind excessive use.
4. Solutions: Explore how designers can create interfaces that support healthier engagement.To investigate these objectives, I used three methods: information searching, indirect observation, and focus groups. Together, they provided both high-level context and firsthand user insight.Information Searching
I researched how platforms design for engagement, the resulting cognitive and physical impacts, and existing approaches that promote healthier use. This included a range of online sources, books, and academic articles, forming a strong theoretical foundation.Indirect Observations
I observed four young adults who felt they used social media more than they wanted to. Over one week, they logged each session’s purpose, duration, platform, and post-use mood. This revealed recurring patterns, motivations, and emotional reactions tied to daily use.Focus Groups
To deepen these findings, I held a 30-minute open discussion with the same participants. We explored their habits, health impacts, and reasons behind excessive use. This qualitative session provided richer insight into their experiences and attitudes toward social media.

Research Findings

I summarised the findings from my research methods according to the four initial research objectives:Organisational Context
Social media platforms use persuasive design strategies, such as infinite scroll, auto-play, gamification, and personalised algorithms, to maximise engagement and retention. Features like social validation loops and “slot-machine” refresh patterns exploit dopamine-driven reward mechanisms, increasing dependency. While regulations like the Online Safety Act aim to address these tactics, enforcement remains inconsistent.User Context
Social media’s impact on users is largely negative, with 82% of observed sessions linked to worsened mood or productivity. Reported effects included fatigue, procrastination, social comparison, anxiety, and disrupted sleep. Passive, boredom-driven scrolling proved more harmful than purposeful use.Activities & Environment Context
Social media often fills idle moments or accompanies multitasking. Boredom, procrastination, and FOMO were common triggers, with spikes in use during events or algorithmic recommendations. While short, intentional sessions were viewed positively, prolonged use tended to become passive and harmful.Solutions
Self-imposed limits, app deletions, and tools like Screen Time or TikTok’s daily caps showed mixed effectiveness, often undermined by persuasive design patterns. Participants emphasised that effective solutions must encourage intentional, self-aware engagement rather than impose restrictions.

Identifying Requirements

Based on my research analysis, I justified the following design requirements:1. Give users control over their usage
Strong control mechanisms are needed because simple tracking tools don’t effectively prevent overuse. Clear limits and prompts help users regulate their own behaviour.2. Encourage productivity
Social media was often used as a form of procrastination, leading to reduced focus and increased fatigue. The design should help users return to their original tasks instead of slipping into unproductive scrolling.3. Promote intentional over mindless interaction
Many participants engaged in passive scrolling, which contributed to eye strain, poor sleep, and reduced wellbeing. The design should discourage frictionless, automatic behaviour and encourage deliberate engagement.4. Break habitual, idle-moment use
Frequent checking during boredom or downtime showed a strong habitual pattern. The design should interrupt these automatic cycles and reduce addictive use.5. Focus on connecting people
Despite the negative effects, users valued staying connected to friends and family. The design should prioritise meaningful social connection over passive content consumption.

Initial Concept

After completing my research and defining clear project requirements, I focused on finding a way to shift social media from a source of distraction to a tool for support. A key insight was that many people use social platforms to procrastinate, which reduces productivity. This inspired Complete & Connect, a productivity-first social media app that rewards task completion with access to social features and time-based rewards. The concept addresses the core problem by prioritising productivity over passive scrolling and helping young adults break addictive usage patterns.

Concept Development

I first explored different approaches for how the app’s core functionality could work. This early ideation helped shape the key behaviours, interactions, and logic behind the concept.From there, I moved on to sketching layout options and user flows to see how these ideas could translate across different screens. This rapid sketching helped map how users would move through the system, what inputs were required at each step, and how the app should respond.The process also clarified how interdependent features, such as task completion, post creation, and content unlocking, would need to connect smoothly. Focusing on structure rather than visuals allowed me to identify relationships, dependencies, and potential friction points early on.

Conceptual Model

Once the idea was developed further, I created a conceptual model to summarise the social media application concept:Idea: Complete & Connect is a productivity-first social media app that rewards task completion with access to social features and time-based rewards, prioritising productivity over passive scrolling.
Error: Young adults face reduced productivity, low motivation, and poor mental health due to addictive social media designs.
Metaphor: The app functions like a gym for social media habits, At the gym, you exercise first (complete tasks) before enjoying the feel-good result (social media interactions) after. If you skip workouts (tasks), you don't get the reward of feeling good afterward (social media interactions). Over time, you build a stronger and healthier body (habits and mental state).
Scenario:

Model: Users will perceive the app as a productivity-first social media platform where they need to complete specific tasks before accessing social features.
The system operates on an earning time allowance where social media is only accessible after users accomplish predefined tasks (e.g., work-related, personal, or hobby-related goals).
Users will understand that time on social media is earned through productivity, and that interacting with content or socialising is tied directly to completing their to-do list or projects.

Wireframe

I next created a high-fidelity wireframe using Figma to establish the exact layout, positioning, and scale of each interface element. This stage was essential for preparing a fully functional prototype.The Figma wireframe file is available here.

Prototype

With the detailed wireframe complete, I moved into prototyping to demonstrate functionality and prepare for interactive usability testing in Figma. I began by building a component library of buttons, headers, inputs, and layout groups to establish consistent styling and structure across the prototype.Using Figma’s advanced prototyping tools (conditional logic, variables, and complex interaction triggers), I then implemented the core interactions to simulate realistic app behaviours. This created a highly functional prototype that closely mirrors real user flows. The final version included 37 screens and 27 interactive components, all designed to accurately reflect real-world use.

Figma File
View prototype

Testing

Thanks to the advanced prototyping features implemented into the prototype, I was able to conduct usability tests that yielded significantly deeper insights than would have been possible with a less interactive prototype. The high level of realism in the prototype enabled participants to engage with the interface in a way that closely mirrored real-world use, resulting in more valid and actionable feedback.Before conducting the usability tests, I defined clear research objectives and desired outcomes to ensure the sessions were focused and aligned with the overall design goals. These objectives guided the structure of the test and informed the types of insights I aimed to gather from participants. The primary research objectives for the usability testing were to evaluate the following:• Is the process of unlocking the feed clear, discoverable, and intuitive to users?
• Is the overall navigation of the app simple and logical for first-time users?
• Are the system feedback and visual cues (e.g., progress indicators, confirmations) clear and helpful?
• Does the design make users feel in control of their usage?
• Does the feed design discourage mindless scrolling and promote intentional interaction?
• Is the app’s social component clear, and do users feel it supports meaningful connections?The usability testing aimed to achieve the following outcomes:• Understand how users interpret and interact with the feed unlocking process
• Identify navigation issues and areas where users struggle to find key features
• Gather feedback on overall usability, clarity, and satisfaction across key user journeys
• Assess if control features genuinely help users manage their time and usage habits
• Uncover opportunities to improve the clarity and flow of the design
• Identify areas where the app could better facilitate meaningful social connection
• Understand whether the design supports users in staying focused and returning to productive tasks
• Learn if the design would effectively interrupt habitual driven social media useTo prepare for the participants, I developed a structured test script to guide me through the test.

The test consisted of the following stages:1. Introductory questions:
Participants were asked about themselves and their social media usage, focusing on relevance to the target demographic. This ensured participant validity and contextualised their feedback.
2. Task completion:
Each participant was asked to complete three core tasks using the prototype. During this process, they were encouraged to think aloud, explaining their thoughts and actions while I observed their behaviour, interaction paths, and any pain points.
3. Post-test interview:
Finally, participants were asked follow-up questions about their experience. This stage allowed for deeper reflection on observed behaviours and further insights into how effectively the prototype met the design goals and user requirements identified earlier in the process.To conduct the usability testing, I selected three participants who aligned closely with the target audience defined earlier in the project. The testing took place in the week of 23rd June 2025. Two of the sessions were conducted remotely via video calling software, while one was carried out in person. All sessions were recorded with participants' informed consent, and detailed observational notes were taken throughout.

Results

Testing provided detailed results that highlighted areas where the prototype performed well, where it fell short, and how effectively it met the requirements set out earlier in the project.Positives:• Navigation and system feedback were clear and intuitive.
• Users understood and engaged with the concept of earning social time through task completion.
• The app encouraged intentional use, mindful scrolling, and productivity-focused behaviour.
• Core features like the to-do list, commenting, and social feed were easy to use and visually appealing.
• Time-limited access and minimalistic design supported focus and reduced stress.Areas for Improvement:
• Clarify task-to-reward and feed unlocking instructions.
• Simplify task and navigation flows (e.g., fewer taps, easier access to to-do list and user posts).
• Improve visibility and responsiveness of key elements (e.g., pop-ups, timers, reply buttons).
• Adjust labels and layouts to reduce confusion and enhance usability.Overall, testing confirmed the prototype’s concept while highlighting targeted refinements to improve clarity, efficiency, and user control.

Requirements Analysis

Requirement 1: Give users control:
Users understood that completing tasks earned feed access. Features like the countdown timer and end-of-time notifications supported awareness and self-regulation, effectively promoting control over usage.Requirement 2: Encourage productivity:
The task-reward structure and accessible to-do list motivated users, with feedback describing it as rewarding and “gamified.” The app’s purpose-driven design reinforced productive behaviour.Requirement 3: Encourage intentional engagement
Limited-time feed access, task prerequisites, and a clean layout reduced mindless scrolling. Smooth transitions and focused design supported deliberate, mindful interactions.Requirement 4: Discourage addictive behaviours
Time limits and structured access disrupted habitual checking, promoting mindful scrolling and preventing overstimulation, effectively reducing compulsive use.Requirement 5: Connect people
Commenting and social features were technically smooth and intuitive, but meaningful social connection was limited. The app guides users to interaction, but deeper emotional engagement may require further development.

Conclusion

Overall, the prototype demonstrated that, while it successfully addressed many of the project’s goals, there were also areas for improvement. By applying the solutions identified through analysis to these shortcomings, the project outcome better fulfils its aims to give users greater control over their usage, encourage productivity, support intentional rather than thoughtless engagement, discourage habitual use driven by boredom, and foster genuine social connection. In doing so, it more effectively meets the aims set out at the start of the project, to help young adults reduce unproductive and addictive social media use, while promoting healthier, more meaningful interaction that supports wellbeing and productivity.

Plan

With a clear target market, this section details the user research conducted, including the methods used and the key insights gathered about the audience’s needs and context.
I chose to use four methods of research to gain a well-rounded understanding of the target market and the services on offer. These were:1. Interviews
2. Customer Journey Mapping
3. Desk research
4. BenchmarkingThis four-way approach strengthens the justification for decision-making, allowing me to draw on insights from multiple sources to support well-informed choices.

Interviews

Purpose: To gather qualitative insights into the current use, opportunities, and challenges of the church facilities.Goal: To better understand the church’s needs, priorities, and aspirations in relation to both congregation growth and facility hires.Execution: I conducted thorough discussions with key stakeholders, including the church pastor and the conference centre manager, focusing on their perspectives on facility use, target markets, event ambitions, and operational challenges. This also included a detailed examination of the facilities on-site, walking through each space together to understand layouts, equipment, and practical limitations firsthand.Key Findings: From the interview with the church Pastor, he highlighted steady congregational growth and a need for facilities that better support larger gatherings. With upgrades, the main hall could operate as a high-capacity venue for both church and community use, aligning with the church’s mission. Leadership also expressed interest in hosting well-known Christian performers to strengthen the church’s identity as a hub for worship and outreach. Financial sustainability remains a key challenge, with venue hire viewed as the primary way to generate income that can be reinvested into long-term improvements.The conference manager outlined in his interview that the main hall can host 100-500 seated attendees (up to 800 standing) and is suited to concerts, productions, conferences, cultural events, and educational functions. Events involving alcohol or conflicting with church values are excluded, narrowing but clarifying the target market, which centres on corporate, production, community, and educational hires. Recent clients often supplemented or replaced the in-house sound system, which lacks the power and distribution needed for the room. Parking was also identified as a major constraint, with only 80 spaces available and limited potential for expansion.

Customer Journey Mapping

Purpose: This method was used to analyse the hire process from the customer’s perspective, helping to identify gaps and opportunities for improvement. The analysis focused on:
• Online communication – how the website presents the service to customers
• Facilities – how customers experience the spaces and their suitability
• Services offered – the support and resources available to customersGoal: To identify unmet needs and pain points in the services provided.Execution: I mapped out the key steps of the customer hiring journey, from initial research and discovery through to the event set down. At each stage of the process, I identified the customers goals, expectations, positives, pain points.Key Findings:

Desk Research

Purpose: Desk research allowed me to explore a wide range of existing sources to better understand the target market. This approach was essential because direct access to this group was limited, making methods involving direct customer contact difficult.Goal: To further understand the target market and their hiring needs.Execution: I conducted desk research by reviewing a variety of resources as well as analysing the existing clientele of the church.Key Findings:
• Conferences with 101–200 delegates represent around 10–12% of the UK market; events with 201–500 delegates make up around 4–6%.
• UK venue categories range from small (<350 capacity) to arenas (up to 20,000).
• Sound quality is a top priority for production hires, including acoustics and reliable equipment.
• Lighting significantly shapes ambience and creates immersive experiences.
• Venue size influences atmosphere, from intimate small events to large-scale performances.
• Comfort, accessibility, seating, parking, and transport links strongly affect hire decisions.
• Catering and refreshments enhance events, though lack of alcohol service may limit appeal for certain gigs.
• Reliable technical equipment and clear setups are essential for smooth events.
• Flexibility in room layout, lighting, and sound is highly valued.
• Venue reputation and reviews often influence final booking decisions.

Competitive Benchmarking

Purpose: The purpose of competitive benchmarking was to compare the venue’s facilities and services with those of similar or competing venues, to uncover best practices and opportunities for improvement that better meet the target market’s needs.Goal: To identify how other venues meet the needs of the target market.Execution: I reviewed two semi-comparable venues, evaluating their strengths, weaknesses, and unique features to understand how they meet the needs of the target market.Key Findings:

User Context

This section outlines the goals, behaviours, and context of both the church and external hires, as identified through user research.Church: The church aims to deliver high-quality worship services, accommodate a growing congregation, and host large Christian events that support spiritual growth and outreach. To achieve this, they regularly reconfigure the main hall for different service types, operate sound and visual systems in multiple formats, livestream and record key gatherings, and adjust lighting to suit everything from youth events to sermons. All of this operates within the broader context of supporting the church’s mission of fostering spiritual growth, community, and fellowship.Hires: Hirers are looking for a venue that suits their event type, audience size, and budget while delivering a smooth, professional experience and good value for money. They typically compare multiple venues before booking, configure the hall to match their event needs, and rely on staging, lighting, and AV to create the right atmosphere. During the event, they depend on staff support for setup, technical assistance, and efficient turnaround times, while making use of breakout spaces for catering, networking, or receptions. Their overall context is straightforward: they are there to run their own conferences, concerts, or community gatherings as effectively as possible.

Requirements

This section outlines the main hall’s requirements based on the goals, behaviours, and context of both the church and external hires. The requirements cover both the service and functional offerings of the space as well as the experience of using it.Based on the context of the church and external hirers, the main hall is required to provide:
1. High-quality sound and visual systems suitable for Sunday services, Christian performances, community events, and a variety of hired events.
2. Adaptable layouts, staging, lighting, and ambience to allow versatile setups for different types of services and events.
3. Appropriate space and seating for events up to 500 attendees, with additional breakout and foyer areas for gatherings, networking, and smaller group activities.
4. Full accessibility for all attendees, performers, organisers, and staff including parking and building access.
5. Dependable staff to provide assistance and technical support during services and events.
6. Catering support for external hires, including in-house options and the ability to accommodate external providers.
7. Transparent pricing and good value to support confident bookings.

Key Problems

1. Practicality: The venue has only 80 parking spaces, with no nearby public car parks and limited on-street options due to recent restrictions. As illustrated in the graph below, this limits the main hall’s practical capacity to around 240 attendees (assuming 3 people per car), well below its 500-person design. Sunday services already reach capacity, often requiring attendants to close entry, highlighting the ongoing strain on parking for larger events.

2. Size: Research shows that venue size, cost, and accessibility are critical considerations for event planners. Performance hires in particular value smaller, more intimate settings where the atmosphere feels engaging. The venue currently serves most small events (<100 attendees) and a small portion of large events (200–500 attendees), but misses the mid-sized segment (100–200 attendees).While the main hall is technically suited to large events, limited parking and accessibility make hosting audiences above 200 difficult. Conversely, events closer to 100-200 attendees find the hall too large and costly, creating a mismatch between space, price, and practical needs. Market distribution graphs illustrate this gap in hire size, and income analysis shows that up to 20% of potential revenue lies within the untapped mid-sized segment, highlighting a significant opportunity currently being missed.

3. Sound: The main hall’s current PA (as represented in the image below), comprising aged Nexo speakers and subwoofers, presents two key limitations. First, bass headroom is insufficient, subwoofers frequently peak during services, limiting volume flexibility and risking damage due to their age. Second, volume coverage is uneven, leaving back and side areas underpowered and reducing clarity for attendees.These issues affect both church services and external hires: poor sound impacts attendee experience, diminishes the hall’s reputation, and forces some hires to bring additional equipment. A reliable, high-quality audio system would better support full-capacity events, improve sound consistency, and increase the venue’s appeal to potential clients.

4. Online Representation: The venue currently presents its services and facilities online in a limited and unprofessional way, with low-quality media and insufficient detail on the hall’s capabilities and versatile setups. Since hires often form first impressions based on online information, this weak presentation fails to convey the hall’s suitability, reducing confidence and potentially driving clients to competitors with clearer, more engaging marketing.

Design Propositions

1. Expand Parking Capacity
This proposition involves adding 27 new parking spaces by utilising the property’s remaining unused land and removing the old, deteriorating deck. To optimise space, I prototyped multiple road and layout configurations to maximise the number of spaces while maintaining safe access and circulation.The venue’s current 80 spaces restrict practical event size and limit the hall’s capacity, while Sunday services already push parking to full capacity. Increasing total spaces to 107 raises the practical event capacity to around 320 attendees, making medium-to-large bookings more feasible and reducing parking pressure during church activities, enhancing the venue’s overall practicality and appeal.

2. Main Hall Divider / Tiered Pricing
To address the gap for mid-sized hires (100–200 attendees), I proposed installing a black curtain to divide the main hall into a 60/40 split as seen in the mockup below. This idea came from analysing event sizes, pricing, and the hall’s underutilisation for mid-sized bookings. Cycling through different ideas showed that a movable divider could be the best solution to creating a smaller, cost-effective section while maintaining full stage, AV, and production capabilities. The expected cost for this would be around £8,000 based on market research.

Offering a 2/3 section at a lower, relevant price provides an appropriately scaled space for mid-sized hires, filling the market gap without sacrificing functionality for full-hall eventConservative projections based on past hire income show this approach could nearly double total income, capturing untapped mid-sized hires while retaining full-hall bookings.To keep projections cautious, four conservative assumptions have been applied:1. It assumes the venue already captures the upper end of the estimated market share for large hires (6% out of the 4–6% range), making it harder to project additional growth, despite the parking limitations that restricts events above 200 attendees.
2. It assumes the missing market share for mid-sized hires is at the lower end of the 10–12% estimate, using 10% rather than the higher figure.
3. It assumes 20% of existing hire income already comes from the mid-sized market using the full facility, so the entire 10% potential is not treated as untapped.
4. It assumes a small portion of potential hires may not happen due to busier schedules. Around 5% of projected hires are expected not to take place because of possible scheduling overlaps.
5. It does not account for events that are near full capacity of the Pentland Room (70-100 attendees) who may opt to book a 2/3 portion of the main hall for additional space

The divider offers greater flexibility for full-hall hires, allowing semi-split layouts to suit different event types. The rear 1/3 of the hall can function as an additional hireable space or a dedicated catering area, maximising revenue potential. Smaller hires benefit from improved acoustics, while the controlled division provides a more effective method of restricting access to unused areas. This solution also adapts well to smaller church events, ensuring the space can be scaled appropriately without compromising functionality.Fire safety must be ensured through fire-retardant curtain materials and clear marking of emergency exits. AV setup may require wireless HDMI and audio extenders to manage the divided layout effectively, and stage blocks may need repositioning to optimise space usage. Signage and physical barriers should guide attendees around restricted areas, maintaining both safety and a smooth flow of movement during events.3. Reconfigure PA System
To optimise the main hall’s sound system, I proposed repositioning the existing speakers and upgrading key components. The PS8s at the rear would be rotated toward the back, the subs moved closer to the centre, the wide PS15s raised and angled slightly downward toward the congregation, and the central PS15 hung from the roof further down the hall, acting as a delay speaker to improve rear coverage. Additionally, the PS8s would be replaced with PS10s, and the LS1200 subs swapped for more powerful L18 subs, using existing amplification. These changes would cost approximately £4,000 and is visualised in the image below.Drawing on my background in audio technology, I applied knowledge of speaker placement, acoustics, and frequency distribution to ensure the adjustments would increase bass headroom, achieve balanced volume across the hall, and improve overall clarity. These changes provide a cost-effective, minimally disruptive solution that boosts rear fill, strengthens low-end response, and allows the system to support higher volume levels for both church services and hires, meeting practical requirements for coverage, clarity, and reliability.

4. Enhance Online Representation
To improve visibility and attractiveness to potential hires, I proposed restructuring the website to clearly convey all relevant information about the venue. This includes detailed specifications for each space, immersive guides, and practical visitor information such as parking, accessibility, transport links, and nearby accommodation.Professional photos and videos, covering full-capacity setups, partitioned configurations, and varied lighting, showcase the hall’s versatility, while a highlight video provides an engaging walkthrough to help users visualise the space. Listings on key third-party platforms further increase discoverability. These improvements address the current problem of low-quality, incomplete online media by demonstrating the venue’s capabilities, presenting information effectively, and encouraging bookings.

Implementation

1. Expand Parking Capacity
Plans for increasing parking by adding additional spaces on the property are scheduled for future implementation. Expansion requires careful planning and prioritisation alongside other financial commitments, so it will be addressed once resources allow.2. Main Hall Divider / Tiered Pricing
The installation of a movable curtain to create a 2/3 section of the main hall is planned for 2026. This timeline allows for preparation, compliance with safety considerations, and coordination with AV and staging requirements to ensure a smooth rollout.3. Reconfigure PA System
The PA system has been fully reconfigured, including repositioning existing speakers, upgrading rear fills, and swapping subs to improve bass headroom and achieve balanced coverage. Additionally, the stage and mixing desk have been redesigned for better usability, providing hires with an intuitive setup while maintaining high-quality audio performance.The implementation of the PA system upgrades has received highly positive feedback. Congregation members from the church have reported a significant improvement in sound clarity and atmosphere throughout the hall, making it easier to hear sermons and worship music from all seating areas. Overall, the changes have had a noticeable impact on both user experience and the perceived professionalism of the venue.

4. Enhance Online Representation
A complete redesign of the venue’s website has been carried out, with professional photos and videos captured to showcase all spaces, layouts, and lighting options. Content has been structured to clearly convey specifications, visitor information, and versatility, aligning with the target market’s needs and context. The improved online presence ensures potential hires can easily understand the venue’s capabilities and make informed booking decisions.

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