— PROJECT NAME

BaseUp Widget

— ROLE

Usability Testing

Interviewing

Wireframing

Mockups

— DATE

08/2018

BaseUp Widget: Streamlining Appointment Booking for Barbershops and Salons

BaseUp, a SaaS company providing appointment booking widgets and software for barbershops and salons, faced challenges with high call volumes due to friction in their booking process. Collaborating with BaseUp’s Development, Engineering, and Marketing teams, I aimed to identify and address these friction points to enhance the user experience and reduce dependency on phone bookings.

My Role and Contributions

As part of the team improving BaseUp’s appointment booking widget, I conducted usability testing and user interviews to uncover key pain points, such as mandatory account creation causing drop-offs. By analyzing user behavior data and collaborating with the analytics team, we identified high-churn points in the booking flow.

• Guest Checkout Flow
• Mandatory account creation led to user drop-offs, as many customers were reluctant to sign up. We introduced a guest checkout option as the default, allowing users to book appointments without creating an account, thereby reducing friction and improving conversion rates.
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• Package Booking Feature
• Business clients offered package discounts to foster customer loyalty but lacked functionality for customers to book services by packages. We enabled a feature allowing users to book multiple services as a package, aligning with business offerings and enhancing the user experience.
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Implementing these design changes streamlined the appointment booking process, leading to a decrease in call volumes and an increase in online bookings. The guest checkout option and package booking feature aligned the widget’s functionality with both user expectations and business objectives, resulting in improved client satisfaction and operational efficiency.