From Friction to Flow

Scaling Bee Humble Wellness Through an Automated, User-Centric Booking Ecosystem

Bee Humble Wellness, a high-energy local studio, was struggling with an outdated, manual booking process. Relying on phone calls and back-and-forth emails created a significant bottleneck, leading to missed appointments and administrative fatigue. This friction made it difficult for the studio to scale and prevented potential clients from easily accessing their services.

Deliverables

Custom Online Booking System

Responsive Website Design

Customer Dashboard

Service Catalog Optimization

Brand Identity Refresh

Role

UX/UI Designer

Timeline

12 weeks

Year

2025

RESEARCH

1. Understand

Understand how and why customers are currently booking appointments with Bee Humble to pinpoint any friction points, confusing steps, or technical difficulties that might lead to frustration.

2. Discover

Discover the motivations of users who book wellness appointments both online and offline to understand why users choose a particular booking method.

3. Identify

Identify alternative websites and applications utilized by customers for booking wellness appointments to gain insights into users’ preferences.

4. Assess

Assess the obstacles and frustrations staff experience, and identify opportunities to cultivate a more seamless and supportive process.

Contextual Inquiry & Observation

Competitive Analysis

User Survey

Secondary Research – Market Trends

DEFINE

1. Friction in the Manual Booking Flow

Finding:
The current process is a “multi-step barrier” involving phone calls, emails, and manual data entry.

Impact:
• Causes staff burnout and inefficiency due to the “manual hustle.”
• Creates user frustration and acts as a deterrent to completing a booking.

2. High Demand for 24/7 Accessibility

Finding:
Users overwhelmingly prefer online booking to match their digital lifestyles, desiring the freedom to book outside of standard business hours.

Impact:
• Missing out on potential revenue from after-hours bookings.
• Limits users’ ability to engage with the brand on their own schedule, leading to a lack of convenience.

3. Desire for Transparency and Autonomy

Finding:
Users want clear pricing, detailed practitioner info, and the ability to manage their own appointments (rescheduling/canceling) without intervention.

Impact:
• Reduces administrative overhead by offloading appointment management to the client.
• Increases users’ trust and confidence in the service before they even arrive.

4. Expectation for Technical Integration

Finding:
Users expect modern features like mobile optimization, calendar syncing, and personalized suggestions.

Impact:
• Creates opportunities for higher retention through personalized marketing and reminders.
• Provides users with a “connected” experience that fits effortlessly into their existing digital habits.

5. Concerns Regarding Trust and Security

Finding:
Market research highlights significant user worries regarding data privacy, verification, and the potential loss of personal touch in a digital system.

Impact:
• Requires investment in secure infrastructure and a strategy to maintain a “zen” brand personality through a digital interface.
• If not addressed, security fears or a “cold” digital experience may prevent users from transitioning to the new system.

The “Busy Bee” Professional (Mia, 32)

Background: A high-achieving marketing manager with a packed schedule. She values her wellness but struggles to find time to call businesses during work hours.

The Problem: She realizes at 10:00 PM that she needs a massage. Currently, she has to wait until the next morning to call, but by then, she’s in back-to-back meetings.
faq

Impact of New System:
• 24/7 Access: She can book from her couch at night.
• Calendar Sync: The appointment automatically appears in her work calendar, ensuring she doesn’t double-book.
• “Zen” Factor: She feels in control of her time without the “manual hustle.”

The “Anxious Planner” (Scott, 45)

Background: New to holistic wellness and a bit nervous about trying new treatments. He is very budget-conscious and detail-oriented.

The Problem: He hates calling to ask about prices or practitioner qualifications. If he can’t see the info upfront, he assumes it’s too expensive or not for him.

Impact of New System:
• Transparency: Clear pricing and practitioner bios build immediate trust.
• Data Security: Seeing a secure, professional booking portal eases his privacy concerns.
• “Zen” Factor: He feels informed and respected, reducing the “barrier to entry” for a new client.

The “Tech-Savvy Regular” (Alexis, 26)

Background: A freelance designer who lives on her phone. She visits Bee Humble twice a month and expects her digital interactions to be as smooth as her Spotify or Uber app.

The Problem: She finds emails and phone tag “old school” and annoying. She often forgets her appointment time if she doesn’t get a text reminder.

Impact of New System:
• Personalization: The system suggests her favorite practitioner or “rebook” options based on her history.
• Mobile-First Design: She can manage her booking entirely through a mobile browser with two taps.
• “Zen” Factor: The seamless integration makes her feel “connected” to the brand, keeping her “buzzing back for more.”

Users need an intuitive, self-service online booking system because the current multi-step process involving calls and emails is time-consuming and inconvenient, leading to frustration for both clients and staff, and ultimately hindering the company’s ability to efficiently serve clients who expect 24/7 digital accessibility.

IDEATE

By aligning user insights with core business objectives, I was able to transform technical solutions into a foundation for long-term growth and vitality. Prioritizing a seamless experience not only alleviates user frustration but also cultivates the loyalty and engagement necessary to drive organic conversions. Ultimately, this strategic alignment ensured that every initiative delivers sustainable value, creating a thriving ecosystem where both Bee Humble and its clients can flourish.

Streamlined digital booking system

Responsive / intuitive website navigation

Transparent and informative presence

Calendar synchronization / integration

Automated confirmations and reminders

User-friendly booking management

Security, privacy and consent controls

With a clear understanding of user pain points and business objectives established brainstorming was dedicated to bridging the gap between current manual inefficiencies and a future-state “zen” experience. By prioritizing features that balance user autonomy with operational simplicity, the goal was to transform raw research data into a cohesive, digital ecosystem that nurtures growth for both Bee Humble and its clients.

This visual journey charts the essential steps a client takes, from discovering offerings to confirming their appointment, focusing on clarity and ease.

Bee Humble’s initial website sitemap focuses on the essential spaces visitors need to discover offerings, feel their resonance, and seamlessly book their wellness journey.

WIREFRAMES

I initially adopted a Minimum Viable Product (MVP) strategy, allowing me to prioritize core functionality while maintaining a strictly user-centered focus. By launching with essential features first, I could deliver immediate value to users and establish a feedback loop with early adopters. This iterative approach ensured that the platform’s evolution remains purposeful and responsive, allowing the booking experience to grow in direct alignment with user needs and business goals.

Homepage: Hero Section

Homepage: Hero Section – Iteration

Homepage: Services List

Homepage: Services List – Iteration

Homepage: Practitioner Section

Homepage: Practitioner Section – Iteration

Homepage: Studio / Location Section

Homepage: Studio / Location Section – Iteration

Booking Form: Select Service

Booking Form: Select Service – Iteration

Booking Form: Availability

Booking Form: Availability – Iteration

Booking Form: Contact Details

Booking Form: Contact Details – Iteration

Booking Form: Booking Summary

Booking Form: Booking Summary – Iteration

Booking Form: Payment Details

Booking Form: Payment Details – Iteration

Booking Form: Booking Confirmation

Booking Form: Booking Confirmation – Iteration

PROTOTYPE

My design philosophy for the Bee Humble platform is rooted in Empathic Minimalism: the belief that a digital interface should mirror the therapeutic qualities of the physical service. By prioritizing clarity over complexity, the prototype serves as a calming bridge between user intent and wellness realization.

Figma Prototype

TESTING

I conducted a series of “think aloud” moderated remote usability tests to observe user behavior firsthand and gather qualitative feedback on the booking website’s core functionalities.

7 individuals were recruited based on characteristics aligning with Bee Humble’s target and or current clientele: active wellness seekers (yoga, meditation, massage, etc.), individuals comfortable with online booking, and a mix of ages (25-60) to ensure diverse perspectives.

• Explore Studio Offerings: Navigate the services and learn more about practitioners.
• Book Individual Sessions: Schedule two 60-minute Reiki therapy sessions.
• Get Support: Find the answer to a common question about the studio’s cancellation policy, and then use the contact form to send a message.
• Manage an Existing Booking: Locate, view details of, and attempt to cancel an upcoming appointment.
• Locate event tickets: Find purchased tickets for an upcoming event.

1. Vague Service List

Observation:
Users found the list of services on the homepage had insufficient information. All users had to click “learn more” to get the information they desired.

Impact:
This redundant click added unnecessary friction to the user’s journey, delaying their access to essential details and potentially causing frustration for those quickly scanning for specific service information. It created an inefficient path to conversion and could deter users seeking immediate answers.

User Quote:
“I just want to see a little more about what each service is right here, without having to click into every single one to figure it out.”

2. Desire For Recurring Appointments

Observation:
A notable number of participants, particularly those who expressed interest in consistent wellness routines (e.g., weekly sound healing, bi-weekly Reiki), voiced a strong desire for an easier way to book multiple, recurring appointments without going through the booking process repeatedly.

Impact:
Friction for loyal clients seeking consistent wellness routines, potentially leading to drop-off or a less seamless experience.

User Quote:
“It would be great if I could just book my Tuesday Sound Healing for the next month all at once. That would save so much time.”

3. Opportunity For “Extras”

Observation:
Some users mentioned wishing they could add small, complementary items or services (e.g., oracle card reading, add aromatherapy, or crystal integration) directly during the booking flow, rather than having to remember to ask at the studio or book separately.

Impact:
Missed opportunities for enhancing the client’s session experience and potential for additional revenue for Bee Humble.

User Quote:
“It would be nice to just add aromatherapy here, instead of having to remember to ask when I get there.”

4. Inability to Self-Manage Bookings

Observation:
Participants expressed frustration when attempting to directly view, cancel or reschedule their bookings through the website. They expected to find these options readily available within a customer panel but instead encountered that they had to contact the studio directly or find information in the confirmation email.

Impact:
This limitation created friction and inconvenience for users seeking autonomy over their schedules. It also indicated a potential increase in administrative burden for Bee Humble staff, who would likely receive calls or emails for routine changes that users could otherwise handle themselves. This directly contradicted the goal of a seamless, empowering booking experience.

User Quote:
“I need to change my class, but I couldn’t find anywhere on the website to access or create an account. I guess I have to call or email. That feels very inefficient.”

ITERATION

Customer Panel

I created a dedicated customer panel accessible after a user logs in. This dashboard displays a clear list of all upcoming and past appointments as well as event tickets and customer profile. Each upcoming booking has a prominent, easy-to-use button for “Cancel” and “Reschedule,” accompanied by a link to the cancellation policy.

Rationale:
Empowering users to manage their own schedules provides a sense of control and significantly reduces the administrative burden on Bee Humble staff. This is a critical feature for a modern, user-friendly platform and directly addresses the high level of friction observed in the initial testing and directly addresses significant business goals.

Service Slider

After adding more information to each service on the list, it became too long and users needed to scroll excessively. Therefore, a service slider was created on the homepage to replace the original “list” style display. Each slide features a service with a brief description summary directly underneath the title along with duration, location and number of bookable participants. This text concisely explain the purpose or benefit of the service. This approach allows users to quickly scan and compare services without a cumbersome list or redundant clicks.

Rationale:
By providing immediate context within a compact, interactive slider, this change eliminates the redundant “learn more” click while also solving the issue of a long, scroll-heavy page. It allows users to quickly scan and compare services at a glance, creating a more efficient and intuitive path toward booking.

Recurring Feature

I designed a “Book Recurring” option within the session booking flow. This feature would allow users to select a session and then choose a frequency (e.g., weekly, bi-weekly) and a duration (e.g., for the next 4 weeks). The system would then automatically reserve these time slots and generate a single transaction.

Rationale:
This feature directly addresses a major pain point for repeat clients, streamlining the experience for those committed to a consistent routine. It shows an understanding of user needs beyond a single-session transaction and is a crucial step toward building a seamless, client-centric platform.

Service “Add-on” Options

I developed an “Add-ons” section within the booking flow, presented after the user has selected their main service but before the final confirmation. This section displays available complementary items with a clear price, allowing users to select them with a simple click.

Rationale:
This iteration improves the user experience by providing a convenient way for clients to customize their session. It also presents a clear opportunity for Bee Humble to increase revenue per booking by making these “extras” more visible and accessible.

IMPACT

Staff Assisted Booking Rate

• Before (Manual Booking): 100%
• After (Automated Booking): 15%
• Change: -85 percentage points

Staff time previously spent on scheduling is now dedicated to high-value client care and business growth.

New Client Conversion Rate

• Before (Manual Booking): 58%
• After (Automated Booking): 79%
• Change: +21 percentage points

The new site and booking system, significantly reduced friction and increased trust for first-time users.

Repeat Client Booking Rate

• Before (Manual Booking): 49%
• After (Automated Booking): 60%
• Change: +11 percentage points

Driven by the personalized client dashboard and full autonomy to manage appointments, made rescheduling effortless.

Booking Form Drop-Off Rate

• Before (Manual Booking): N/A
• After (Automated Booking): 14%
• Change: Benchmark Established

The single flow online booking system and secure payment integration resulted in a low, healthy drop-off rate, indicating a smooth user experience.

Average Transaction Value (ATV)

• Before (Manual Booking): $95
• After (Automated Booking): $114
• Change: +20%

Direct result of optional booking add-ons. Clients are easily upsold to premium options or complementary services during the automated checkout process.

Total Bookings

• Before (Manual Booking): 280
• After (Automated Booking): 336
• Change: +20%

The combined effect of improved conversion, higher retention (repeat bookings), and 24/7 Self-Service Booking drove significant volume growth.

LESSONS

“I had learned that UX isn’t just about usability; it’s about behavioral design.”

Standard UX best practices usually dictate that we should remove barriers and make interactions as seamless as possible. In this project, I applied that logic to the cancellation flow, giving users full control to cancel with a single click.

This hyper-efficiency led to a significant churn rate in confirmed bookings. I discovered that for high-intent, high-anxiety services like wellness and therapy, efficiency is not always the primary metric of success.

Wellness appointments can trigger the “Cold Feet” Phenomenon, a psychological response characterized by the status quo bias (the preference for things to stay the same). When a user feels nervous about a new treatment or session, a zero-friction cancellation process can become an escape hatch for their anxiety.

When we make it too easy to cancel, we can inadvertently support the user’s anxiety rather than their ambition. In moments of doubt, users may often talk themselves out of self-improvement commitments. By removing all friction, I had removed the “guardrail” that helps users stick to their goals.

“Cancel” to “Manage”

In the original design, a bright red “Cancel” button was visible on the dashboard card. This acted as a suggestive prompt.

Change: I renamed the primary action button to “Manage Appointment” and changed the visual hierarchy to a neutral secondary button style.

Result: This removed the immediate visual trigger of “cancellation” while maintaining functionality.

Decision Modal

When users click “Manage Appointment,” they are no longer immediately cancelled. Instead, they are presented with a decision modal designed to prioritize retention.

Primary Action (Reschedule): The most prominent button is now “Reschedule for a Better Time.” This assumes the user still wants the wellness benefit but faces a scheduling conflict.

Secondary Action (Cancel): The cancellation option is demoted to a text link or a ghost button (e.g., “I need to cancel indefinitely”).

Value Reinforcement: I added a small visual reminder of the service (e.g., an icon of the wellness service type) to subtly remind them of what they are giving up

Empathetic Microcopy

Because wellness anxiety is real, the language needs to be supportive, not bureaucratic. I updated the confirmation copy to address the “cold feet” psychology.

• Old Copy (Transactional): “Are you sure you want to cancel? This action cannot be undone.”

• New Copy (Relational): “Life gets busy. Would you prefer to push this to next week so you don’t lose your progress?”