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

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