Challenge
Improve conversion due to end-user
expectations.
Improve conversion due to end-user expectations.
Improve conversion due to end-user expectations.
Outdated flows and layered processes were reducing conversion and user satisfaction. The goal was to simplify
the experience, improve clarity, and deliver consistent patterns for hundreds
of thousands of monthly bookings.
Outdated flows and layered processes were reducing conversion and user satisfaction. The goal was to simplify the experience, improve clarity, and deliver consistent patterns for hundreds of thousands of monthly bookings.
Outdated flows and layered processes were reducing conversion and user satisfaction. The goal was to simplify the experience, improve clarity, and deliver consistent patterns for hundreds
of thousands of monthly bookings.
Background. Delivering
increased conversion.
Background. Delivering increased conversion.
Background. Delivering increased conversion.
Rescue mission. Stepped in after another designer to fix UX bottlenecks across a platform handling 10M+ appointments. The mandate: drive booking increases on desktop & mobile, elevate end-user experience, and unlock revenue for businesses. Delivered a scalable solution that turned design into a measurable growth lever, all within an out-of-the-box deployment model.
Rescue mission. Stepped in after another designer to fix UX bottlenecks across a platform handling 10M+ appointments. The mandate: drive booking increases on desktop & mobile, elevate end-user experience, and unlock revenue for businesses. Delivered a scalable solution that turned design into a measurable growth lever, all within an out-of-the-box deployment model.
Role
Lead Product Designer.
Led 3 designers & cooperating with
devs & DS team.
Responsibilites
Stakeholder Management
Team Management
Product Design
Leadership
Research
Date
2024
Timeframe
Total: 6 months
This process: 1 month
Tough beginnings.
How did I start?
Tough beginnings.
How did I start?
25%
25%
BP conversion
BP conversion
42k
42k
bookings on 19 august
bookings on 19 august
1.7M
1.7M
Appointments per month
Appointments per month
~80%
~80%
Mobile traffic
Mobile traffic
Hypothesis 1
Users weren’t used to the new booking flow, so they had to learn it.
Hypothesis 2
The Booking Flow and environemnt weren’t 1-to-1 match with legacy version.
Hypothesis 3
We had calendar and performance issues affecting conversion.
Hypothesis 4
We made some wrong UX/UI decisions.
Gaps.Identified and addressed.
Gaps.Identified
and addressed.
Gaps.
Identified and addressed.
Identified the most drop off moments in the user journey.
Redesigned the booking widget with a prominent CTA replacing mobile-unfriendly chevrons. Added a floating action button for mobile users. Rebuilt the slot selection flow with micro-interactions and animations to reduce drop-off at the critical conversion moment.
Identified the most drop off moments in the user journey. Redesigned the booking widget with a prominent CTA replacing mobile-unfriendly chevrons. Added a floating action button for mobile users. Rebuilt the slot selection flow
with micro-interactions and animations to reduce
drop-off at the critical conversion moment.
Identified the most drop off moments in the user journey. Redesigned the booking widget with a prominent CTA replacing mobile-unfriendly chevrons. Added a floating action button for mobile users. Rebuilt the slot selection flow with micro-interactions and animations to reduce drop-off at the critical conversion moment.
Impact. Same traffic. More appointments.
Impact. Same traffic.
More appointments.
44%
44%
mobile floating button conversion
mobile floating button conversion
36%
36%
overall mobile conversion
overall mobile conversion
31%
31%
desktop + mobile conversion
desktop + mobile conversion
+5%
+5%
conversion uplift caused by my changes
conversion uplift caused by my changes
Jillian, Director of Growth & Experience at Setmore
“Michu truly elevated our projects in many ways. His passion for building great products was evident in every design decision - always thoughtful, customer focused and driven by impact.”
Jillian, Director of Growth & Experience at Setmore
“Michu truly elevated our projects
in many ways. His passion for building
great products was evident in every
design decision - always thoughtful, customer focused and driven by impact.”
“Michu truly elevated our projects in many ways.
His passion for building great products was evident
in every design decision - always thoughtful,
customer focused and driven by impact.”
“Michu truly elevated our projects in many ways. His passion for building great products was evident
in every design decision - always thoughtful, customer focused and driven by impact.”
Next Case Study
Next Case Study
Stop thinking.
Start shipping.
Stop thinking.
Start shipping.
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