Overview :

Develop a new CRM booking flow to allow customers to easily schedule services through our platform.

The Problem :

This was our first endeavor into enabling bookings for service businesses within our platform. We needed to create a CRM feature that allowed customers to easily customize and integrate booking workflows into their websites. It required an intuitive booking process that guided users through selecting services, times, locations while collecting details.

My Role :

As the lead UX designer, I conducted extensive competitive analysis on direct competitors, indirect competitors, and analyzed industry booking flows to understand pain points and requirements. I synthesized research insights into user personas, journey maps, and usage scenarios to inform the information architecture and interaction design. I was responsible for conceptualizing and iterating on user flows, wireframes, interactive prototypes across desktop and mobile. Throughout the project, I collaborated closely with stakeholders, developers, QA, and customer service agents to refine the designs.

Process :

Conducted user research and stakeholder interviews to understand needs

Mapped out new information architecture and flows

Designed low-fidelity wireframes focused on content structure and priority

Developed high-fidelity visual mockups applying whitebranding to make it easier for customers to customize branding

Conducted usability testing on prototypes

Iterated on designs based on user testing results and stakeholder input

The Solution :

Allows businesses to customize booking flows within our platform

Modal interface for frictionless booking

Step-by-step wizard with pre-filled info

Intuitive calendar view for selecting times

Simple account creation and login

Results :

Successful handoff to development team for implementation according to project timeline

Effective integration with broader enterprise app features and workflows

Positive feedback from user testing and stakeholders

Challenges and Lessons Learned :
Balancing complexity and simplicity was tricky with so many configurable options. Limiting choices and using clear defaults streamlined the process. I learned the importance of advocating for users during technical discussions.

Booking Now CRM