When choosing methods and tools to assess the product and project, my goal was to empathize and understand its flaws from both user and business perspectives.

This B2B2C strategy focuses on providing a seamless solution for organizations to streamline scheduling. Setmore offers a user-friendly platform to enhance client productivity and improve customer experience.

The strategy focuses on customization, allowing businesses to tailor the scheduling system to their specific needs. Setmore aims to become a valuable partner for businesses seeking to optimize operations and client interactions.

The strategy focuses on customization, allowing businesses to tailor the scheduling system to their specific needs. Setmore aims to become a valuable partner for businesses seeking to optimize operations and client interactions.

In conducting user research for the project, I used a multifaceted approach to fully understand user needs and stakeholder requirements.

The core of this research was in-depth user interviews, which allowed direct engagement with our user base. These interviews offered qualitative insights into user experiences, pain points, and expectations, forming a basis for decision-making.

I recognized the importance of stakeholder perspectives and conducted interviews to align the project with organizational goals. Insights from internal stakeholders helped create a strategy that met user needs and aligned with business objectives.

By grouping recurring insights from various sources (Feedbear, interviews, customer support, TrustPilot), I identified themes and patterns. This allowed me to prioritise key factors users consider when dealing with the booking page issue.

The previous version suffered from dense layouts and competing visual weights. I reduced cognitive load by introducing more breathing room, simplifying typography, and clarifying action flows. In the booking experience, for example, I prioritized upcoming appointments and user actions over account-level detail — creating a cleaner, task-focused experience.

Edit mode

Before and after

The previous booking pages had strong fundamentals but suffered from outdated UX patterns and unclear transitions — especially on mobile, where over 80% of our traffic originates. Information architecture was inconsistent, key actions lacked visibility, and core flows (like starting a booking) created friction and user hesitation.

Through a comprehensive redesign, I restructured the booking experience with a mobile-first lens and a more modular, scalable component system. Key improvements included:

These updates not only improved usability and perceived quality, but laid the groundwork for future customization — including brandable booking page templates and user-controlled visual styling. With optimized front-end logic, Setmore can now ship new themes in days, not weeks — a foundational shift in how the platform evolves.

Templates

Through interviews, user feedback submitted via our Feedbear platform, and competitive analysis, we discovered that many customers wanted ready-to-use booking page templates. This need was especially clear among users without design expertise, and stood out as a missed opportunity — since only a few competitors currently offer any meaningful customization support.

Settings

Developers handoff

I believe the difference between good and great lies in the details. That's why I prefer close collaboration with developers, ensuring they fully understand my intentions.

In addition to Figma designs, I also provided:

• Annotations (before they became a native Figma’s feature),
• Flows,
• States,
• Specs (if more detailed are needed),
• Video animations (supported with After Effects).

Design system

I also played a role in developing the company's design system, named the Earth Design System. The project I led was the first in the company to fully integrate the design system, pioneering its usage.