Cullen  Booking system

Role: Product & UX/UI Designer (sole designer)
Duration: 2 weeks
Platform: Web (booking flow)
Tools: Figma Make · Figma · FigJam

Cullen booking system redesign

Approach

  • Analysed the booking experience to identify failure points, structural issues, and unclear communication

  • Reframed the experience into a decision-based journey aligned with user intent

  • Restructured service categories to reflect real user needs:

    • Showroom consultations (e.g. engagement rings, jewellery browsing)

    • Aftercare services (e.g. resizing, maintenance)

  • Refined UX writing to improve clarity and guide user decisions at each step

  • Introduced alternative pathways to maintain progression:

    • Next available showroom slot

    • Waitlist option

    • Virtual consultation

    • Live chat support

  • Developed structured flows and prototypes to communicate interaction logic

Improved booking system user flow

Cullen booking system redesign booking page

New booking system redesign

Overview

Redesigned a showroom booking experience to address critical drop-offs caused by unavailable appointment times, unclear service categorisation, and inconsistent UX communication.

The existing system led users into dead ends when preferred times were unavailable and grouped different service types (e.g. showroom consultations and aftercare services) within a single flow, creating confusion and friction.

The project restructured the booking journey into a clearer, decision-based system with improved categorisation, guided alternatives, and more intentional UX writing. The solution was presented to stakeholders, alongside scenarios and rationale, and received strong positive feedback.

Outcomes

  • Transformed a dead-end booking flow into a guided, recoverable journey

  • Improved clarity by separating distinct service types and booking intents

  • Reduced friction through clearer UX writing and decision guidance

  • Enabled continuous user progression with alternative pathways when availability fails

  • Established a scalable structure for future booking and service expansion

Key Issues

  • Users unable to find suitable time slots → immediate drop-off

  • No recovery mechanism when availability fails

  • Different service types (e.g. showroom vs aftercare) grouped under one flow

  • UX writing lacked clarity, making decisions harder for users

  • Linear flow forced a single path with no flexibility

Current booking system user flow

Key Contributions

  • Identified UX gaps across flow, information architecture, and communication

  • Designed a multi-path booking system that adapts to availability constraints

  • Improved information architecture by separating service intents

  • Strengthened UX writing to support clearer decision-making

  • Presented user scenarios, flows, and rationale to stakeholders

  • Facilitated discussions around user needs, booking behaviour, and experience design

Result

  • A more resilient booking experience that reduces drop-off and supports user intent

  • Clearer structure and communication improving overall usability

  • Strong stakeholder understanding of the proposed experience and design rationale

  • Positive feedback on both the solution and the clarity of presentation