Company
Company
Company
Freshly
Freshly
Freshly
My Contribution
My Contribution
My Contribution
Product Design
Product Design
Product Design
Prototype
Prototype
Prototype
Team
Team
Team
1 x Product Designer
1 x Product Designer
1 x Product Designer
1 x Product Manager
1 x Product Manager
1 x Product Manager
2 x Engineers
2 x Engineers
2 x Engineers
Year
Year
Year
2020
2020
2020
Transforming Beauty Appointments: Designing an Intuitive Online Booking Flow for Freshly
Transforming Beauty Appointments: Designing an Intuitive Online Booking Flow for Freshly
Transforming Beauty Appointments: Designing an Intuitive Online Booking Flow for Freshly
Freshly, a SaaS platform for beauty professionals, needed an online booking experience that aligned with modern customer expectations. A manual appointment system for service providers led to:
Lost revenue from missed bookings -> Users couldn’t book instantly.
Operational inefficiencies -> Service providers manually scheduled appointments, reducing productivity.
Customer frustration -> Lack of a digital process meant clients struggled to access appointment details.
As the Product Designer, I led the UX strategy, designed the online booking flow, and worked closely with engineers and the product manager to ensure a seamless implementation. Through research, competitive analysis, and iterative testing, I helped Freshly launch a scalable booking system that improved both user experience and business efficiency.
Freshly, a SaaS platform for beauty professionals, needed an online booking experience that aligned with modern customer expectations. A manual appointment system for service providers led to:
Lost revenue from missed bookings -> Users couldn’t book instantly.
Operational inefficiencies -> Service providers manually scheduled appointments, reducing productivity.
Customer frustration -> Lack of a digital process meant clients struggled to access appointment details.
As the Product Designer, I led the UX strategy, designed the online booking flow, and worked closely with engineers and the product manager to ensure a seamless implementation. Through research, competitive analysis, and iterative testing, I helped Freshly launch a scalable booking system that improved both user experience and business efficiency.
Freshly, a SaaS platform for beauty professionals, needed an online booking experience that aligned with modern customer expectations. A manual appointment system for service providers led to:
Lost revenue from missed bookings -> Users couldn’t book instantly.
Operational inefficiencies -> Service providers manually scheduled appointments, reducing productivity.
Customer frustration -> Lack of a digital process meant clients struggled to access appointment details.
As the Product Designer, I led the UX strategy, designed the online booking flow, and worked closely with engineers and the product manager to ensure a seamless implementation. Through research, competitive analysis, and iterative testing, I helped Freshly launch a scalable booking system that improved both user experience and business efficiency.
My Solution
My Solution
My Solution
✅
✅
✅
Online booking process for customers.
Online booking process for customers.
Online booking process for customers.
✅
✅
✅
Enable customers to select services and favourite staff.
Enable customers to select services and favourite staff.
Enable customers to select services and favourite staff.
✅
✅
✅
Provide a way for customers to pay through the app.
Provide a way for customers to pay through the app.
Provide a way for customers to pay through the app.
✅
✅
✅
Let customer add their appointment to their calendars.
Let customer add their appointment to their calendars.
Let customer add their appointment to their calendars.
Research
Research
Research
Desk research
Desk research
Desk research
I looked at existing examples on online booking processes to identify patterns and elements that were common. I later shared this with the client to gather feedback of elements they liked and disliked to guide the direction of the project.
I looked at existing examples on online booking processes to identify patterns and elements that were common. I later shared this with the client to gather feedback of elements they liked and disliked to guide the direction of the project.
I looked at existing examples on online booking processes to identify patterns and elements that were common. I later shared this with the client to gather feedback of elements they liked and disliked to guide the direction of the project.
Userflow
Userflow
Userflow
I looked at existing examples on online booking processes to identify patterns and elements that were common. I later shared this with the client to gather feedback of elements they liked and disliked to guide the direction of the project.
I looked at existing examples on online booking processes to identify patterns and elements that were common. I later shared this with the client to gather feedback of elements they liked and disliked to guide the direction of the project.
I looked at existing examples on online booking processes to identify patterns and elements that were common. I later shared this with the client to gather feedback of elements they liked and disliked to guide the direction of the project.
Design Process
Design Process
Design Process
UX Strategy
UX Strategy
UX Strategy
I designed the online booking flow using a user-centered approach, focusing on:
✔ Reducing decision fatigue: Introduced a guided step-by-step flow, surfacing relevant choices at each stage.
✔ Enhancing provider trust: Added bios, ratings, and portfolio images to help customers make informed decisions.
✔ Minimising scheduling conflicts: Built real-time staff availability syncing into the booking interface.
I designed the online booking flow using a user-centered approach, focusing on:
✔ Reducing decision fatigue: Introduced a guided step-by-step flow, surfacing relevant choices at each stage.
✔ Enhancing provider trust: Added bios, ratings, and portfolio images to help customers make informed decisions.
✔ Minimising scheduling conflicts: Built real-time staff availability syncing into the booking interface.
I designed the online booking flow using a user-centered approach, focusing on:
✔ Reducing decision fatigue: Introduced a guided step-by-step flow, surfacing relevant choices at each stage.
✔ Enhancing provider trust: Added bios, ratings, and portfolio images to help customers make informed decisions.
✔ Minimising scheduling conflicts: Built real-time staff availability syncing into the booking interface.
Key UI Optimisations
Key UI Optimisations
Key UI Optimisations
Instant booking confirmation -> Increase booking rates.
Service and staff filtering -> Simplified appointment selection.
Integrated payments -> Allowed users to pay at the time of booking, reducing no-shows
Challenges
Challenges
Challenges
Deciding on the correct order of steps, some users may prefer selecting staff members first while others may want to select a service first.
Deciding on the correct order of steps, some users may prefer selecting staff members first while others may want to select a service first.
Deciding on the correct order of steps, some users may prefer selecting staff members first while others may want to select a service first.
Accommodating for cases where the user just wants the earliest slot available.
Accommodating for cases where the user just wants the earliest slot available.
Accommodating for cases where the user just wants the earliest slot available.
Making user aware how a staff member’s availability can impact which time slot is the earliest available and enabling the user to change a staff member for an earlier appointment.
Making user aware how a staff member’s availability can impact which time slot is the earliest available and enabling the user to change a staff member for an earlier appointment.
Making user aware how a staff member’s availability can impact which time slot is the earliest available and enabling the user to change a staff member for an earlier appointment.
Next steps
Next steps
Next steps
Due to the tight deadline, some of the fast followers to implement after launch would include:
Emails flows for reminders
Considering whether telephone numbers are necessary to include in sign up process to allow for SMS communication
Flows for cancelling and rescheduling appointments
Service provider dashboard
Due to the tight deadline, some of the fast followers to implement after launch would include:
Emails flows for reminders
Considering whether telephone numbers are necessary to include in sign up process to allow for SMS communication
Flows for cancelling and rescheduling appointments
Service provider dashboard
Due to the tight deadline, some of the fast followers to implement after launch would include:
Emails flows for reminders
Considering whether telephone numbers are necessary to include in sign up process to allow for SMS communication
Flows for cancelling and rescheduling appointments
Service provider dashboard