Role

I began by analyzing user behavior across all DaySmart verticals (Salon, Pet, Spa, and Body Art) and platforms (Web, iOS, Android). Using Pendo, I identified the most frequented pages and traced users’ paths to pinpoint high-value workflows.

Insights from Pendo analysis:

• Blocking time off on the Appointment Book could take up to 2.5 minutes
  
  
• Online Booking Request Banner (Android) had a 90% interaction rate
  
  
• Checkout averaged 2 minutes and 15 seconds
  
  

Mobile users toggled frequently between Messages and Appointment Book, indicating friction

To add qualitative depth, I interviewed CX and Support team members, who regularly fielded user issues. 

These interviews revealed recurring issues in:

• Checkout (slow, error-prone)
  
  
• Appointment creation (multi-step, no time block support)
  
  
• Messaging (overage frustrations)
  
  

Online Booking (lack of flexibility, unclear availability)

To validate internal findings and understand goals from the user's perspective, I conducted direct customer interviews.

What I learned:

• A “successful” client visit = fast, smooth experience from booking to checkout and rebooking
  
  
• Rebooking, reviews, and referrals were seen as business success indicators
  
  
• Customers wanted faster checkout, more control over promotions, and the ability to block time flexibly
  
  

These insights were synthesized into 12 user problems, later narrowed down with Product to a prioritized list of 5 problems to solve.

The central problem was that DaySmart lacked a data-backed understanding of which workflows mattered most to retention. Customers experienced delays and friction in their most frequent actions—leading to dissatisfaction, reduced rebooking, and increased churn.

We defined 5 critical workflows for optimization:

1. Appointment Creation from Messages
   
   
2. Rebooking after Checkout
   
   
3. Applying Discounts/Promotions on Mobile
   
   
4. Time Block Setup During Appointment Creation

         5. Streamlined Checkout (target time: under 1 minute)

I led ideation and design for each of the five workflows, partnering with the UX team and Product stakeholders to develop solution hypotheses and wireframes. For each, I defined the assumptions, what needed to be true for the solution to work, and how we’d validate them.

Key Design Concepts:

• In-message appointment creation with embedded scheduling modal
  
  
• Automated rebooking prompts post-checkout
  
  
• Mobile-friendly discount options during checkout
  
  
• Flexible time block options added to service or appointment creation
  
  
• Checkout flow audit to streamline steps and reduce time to <1 minute
  
  

All workflows were documented with wireframes and prototypes in Figma and prepared for testing in Phase 2.

While full testing was scoped for Phase 2, I created detailed test plans and validation strategies for each proposed solution:

• Usability testing of new appointment flows via Messages
  
  
• Surveys and interviews on rebooking preferences and automation
  
  
• Prototype testing for mobile discounts and time block customization
  
  
• Efficiency audits to benchmark and improve checkout flow completion time
  
  

Each plan focused on confirming that proposed solutions met real user needs and aligned with the company’s churn-reduction strategy.

This project laid the foundation for how the Product and UX teams at DaySmart work together today. By grounding design work in research, it set a precedent for decision-making backed by customer insight and behavior data.

• Three of the identified workflows were added to the company development roadmap

• I demoed the approach and outcomes company-wide, helping other product teams adopt a research-informed workflow

• The work directly supported a company-wide initiative to elevate product quality and reduce churn