Acquired by Square Mar 2014

Bookfresh
Helping a Scheduling App Hit the Big Time

  • App UI & UX Design
  • Visual Design
  • Website Design
  • Front-End Development

A Rapid Redesign Leading to Fast Results

BookFresh developed a unique online booking and scheduling software, yet they were hearing from customers that it was hard to use. The company was still gaining new customers, but they knew redesigning the app and improving the user experience would allow their product to gain significant marketshare. BookFresh had a tight timeline, but with our help, they were able to quickly pinpoint the roadblocks to conversion and design a solution that led to a fast acquisition by Square.

Interaction Design for BookFresh - Dashboard and Mobile | Drawbackwards in Phoenix & San Francisco

Planning & Information Architecture

First, the Drawbackwards team conducted an in-depth audit of the existing app to diagnose its primary usability problems. Our analysis was very granular, going through the booking process screen by screen as a user and identifying areas for improvement. Based on those findings, we began mapping out a better flow through the application, keeping the redesign as lean as possible to accommodate BookFresh’s need for a fast turnaround.

Customer Portal

Next, we designed a responsive customer portal and web application that customized the user’s experience based on their device and situation. Our goal was to lead users through a seamless process, make them feel comfortable and optimize their workflow whether they were accessing it via desktop or mobile.

Interaction Design for BookFresh - Customer Portal | Drawbackwards in Phoenix & San Francisco

Booking Tool UI Design

Our team then applied the same research and concepts that were used in the customer portal to a new user interface design for BookFresh’s booking tool. Prior to the redesign, they received a lot of customer feedback that the tool was confusing and difficult to navigate. With our help, BookFresh quickly implemented a new design that made the experience more intuitive and removed the barriers to using it.

Marketing Website

After the app redesign was rolled out, Drawbackwards created a new marketing website for BookFresh to reflect the app’s new design and streamlined message. It put the user front and center to show them the value that BookFresh could provide and lead them down the path to conversion.

A/B Testing

Along with the marketing website design, BookFresh and Drawbackwards conducted rapid A/B testing for various landing pages that would be used for lead generation. Within three weeks, we created several landing page prototypes, gathered user feedback and refined an ideal solution that would produce the best results.

Interaction Design for BookFresh - AB Testing | Drawbackwards in Phoenix & San Francisco

What Can We Do For You?

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  • Brand Strategy
  • UI/UX Innovation
  • Front-End Development
  • Visual Design
  • Mobile Strategy

MyID.com
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  • Brand Strategy
  • App UI & UX Design
  • Website Design
  • Visual Design
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  • Mobile Strategy