Project Overview
At Groundworks, I led the design of an Online Booking Tool to streamline appointment scheduling for foundation repair and waterproofing services across multiple national brands. The original workflow relied on outdated booking links and manual scheduling follow-ups, creating friction and drop-offs. I made a centralized, step-by-step interface that improved clarity, increased conversion, and reduced operational burden.
The Problem
Homeowners visiting brand websites were often confused or delayed when trying to schedule a free inspection. The booking experience:
Relied on outdated or static calendar links
Was inconsistent across 25+ brands
Required follow-up calls or emails from internal teams
Caused lost leads and decreased scheduling efficiency
Key issues included:
Frustrating or unclear user flows
Lack of real-time feedback or confirmations
Fragmented experience between selection and confirmation
Key Insights
A single, guided booking tool, embedded directly in brand websites to help homeowners confidently schedule appointments while reducing manual intervention from internal teams.
By designing a consistent and streamlined experience, we could eliminate confusion and increase booking success.
Solutions Implemented
Step-by-Step Booking Flow
I designed a 5-step user interface where visitors could:
Select their service type
Enter location details
Choose an available date/time
Enter their contact information
Confirm appointment — with a success message and follow-up
Simplified UX
Used Figma to design wireframes and flows
Built intuitive navigation using progressive disclosure
Ensured clear CTAs and language alignment across all steps
Internal Testing & Iteration
Collaborated with internal departments for input
Tested prototypes with internal users
Iterated based on feedback before the development handoff
Results
| Measure | Before | After |
|---|---|---|
| Booking drop-offs | High, with unclear or broken calendar links | Reduced through a guided flow |
| User confidence | Uncertainty about confirmation | Clear confirmation and next steps |
| Lead follow-up | High manual effort | Less effort through self-service |
| UX consistency | Varied across brand websites | Unified, scalable experience |
Reflection
Designing this tool revealed how small friction points in conversion funnels can lead to significant operational and brand-level issues. By streamlining and simplifying the appointment scheduling process, we implemented a solution that scales across brands and delivers value to both homeowners and internal teams.
What I'd do differently
Add optional feedback collection post-booking
Explore real-time availability syncing or waitlist logic (if necessary); Discussed with developers, but difficult to implement.
Integrate automated reminders via SMS or email to the user’s scheduled appointment