Launching the New Online Booking Tool at Groundworks for Homeowners

Designed a scalable online booking experience for 25+ brand websites under Groundworks to streamline scheduling, reduce manual follow-ups, and increase lead conversion through a clear, step-by-step interface.

Role - UX/UI Designer

Timeline - Q4, 2022

Project Type - Responsive UX, Conversion Optimization

Tools - Figma, Microsoft Excel, UserTesting, WordPress

Impacting Areas - Brand Trust, Scheduling Efficiency, Lead Conversions, Internal Operations

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 The original workflow relied on outdated booking links and manual scheduling follow-ups, creating friction and drop-offs.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  • Relied on outdated or static calendar links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:

  1. Select their service type

  2. Enter location details

  3. Choose an available date/time

  4. Enter their contact information

  5. 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

Booking Drop-offs

Before

  • High, due to unclear or broken calendar links

After

  • Reduced with a step-by-step guided flow

User Confidence

Before

  • Low, unclear if appointments were confirmed

After

  • Higher trust via confirmation screen; The confirmation page helped increase confidence and reduce uncertainty around whether the appointment was successfully submitted.

Lead Follow-up Volume

Before

  • High manual effort required

After

  • Decreased due to complete self-service

UX Consistency

Before

  • Inconsistent per brand site

After

  • Unified, scalable booking experience

Click to View Prototype

  • Select a service, enter zip code

  • Select a date

  • Select a time

  • Provide contact information

  • Confirmation

  • Next steps checklist

  • Application on the webpage

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

  1. Add optional feedback collection post-booking

  2. Explore real-time availability syncing or waitlist logic (if necessary); Discussed with developers, but difficult to implement.

  3. Integrate automated reminders via SMS or email to the user’s scheduled appointment