Peachy
Overview
Better booking for better skin
Peachy is a skincare studio chain with a custom online booking flow. Optimizing the booking experience directly increases client volume. I led continuous design improvements to Peachy’s booking platform for over two years. Our primary goal was to enhance the client experience and maximize conversion rates.
In that time, we adopted a mobile-first design language, increased YoY conversion rates by 23%, introduced a referral program, and booked over 140,000 appointments.
Problems
Determining drop-off
For our initial wave of changes, our goal was to minimize per-page drop-off rates. By evaluating site metrics, we identified three major pain points:
Clunky
Calendar
Drop-off rates spiked by 21% on the original appointment time selection page. The existing UI was clunky and didn’t allow users to efficiently find available times.
Location
Swapping
Site recordings revealed that users had to go back and forth between pages to reselect a different location, resulting in a cumbersome experience.
Mobile
Issues
Over 60% of clients booked via mobile, yet mobile had elevated drop-off rates. Our existing flow lacked a mobile-friendly experience with excessively long pages and poor optimization.
Solutions
Design Decisions
To alleviate the issues found in the booking flow, the following changes were implemented:
Date & Time
A monthly date picker replaced the previously used weekly grid. Paired with a tighter grid for time slots, the updated UI allowed for the quickest time selection within a compact footprint.
Filtering
A filter to change locations was added to allow users to swap locations without leaving the page. Users could also filter appointments by their preferred provider.
Building for Mobile
On mobile, the calendar is initially collapsed into a weekly view to save vertical real estate. Users have the option to expand the calendar into a monthly format.
Time Blocks
Instead of showing the entire day’s time slots in one large grid, times were segmented into morning, afternoon, and evening blocks to avoid choice overload.
Additional Features
2FA, Referrals, and Customer Profiles
To drive new customer growth, our primary goal for 2024 was to introduce a referral program. To ensure referrals only applied to new customers, a phone number verification flow was also implemented. We used this opportunity to introduce a customer portal, where users could save personal information and view referral status.
Writing
Trimming the Fat
Conversations with site visitors who did not book helped us identify common frustrations in the booking flow. This knowledge allowed us to fine-tune our copy and clean up our text hierarchy, resulting in a more informative booking process.
Evolution
2022
Initial booking flow with elevated drop-off rates and poor mobile optimization.
2023
Introduced mobile-first design, better time selection UI, and location filters.
2024
Implemented referral program, customer portal, and new branding.
Results
34%
12,000
80,000+