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Biophilia Design System

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MoeGo Online Booking 3.0

MoeGo’s online booking system simplifies scheduling for pet grooming businesses, giving their clients an easy, 24/7 way to book services from anywhere.

B2B2C, SaaS, Web

Contribution

Product Strategy, GTM strategy, Product Design, Design System, Product Marketing

Impact

It quickly became the wow moment of sales demos and a key driver for subscription upgrades.

Established the design foundation of future consumer product experiences.

Created a new revenue stream and boosted revenue through payment integration.

Became the first partner in the pet industry to collaborate with Reserve with Google.

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SEE A BOOKING SITE

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Team

2 Designers

1 Product Manager

5 Engineers

Year

2022 - 2023

As the design lead, my role was end-to-end from high-level strategies to final execution. I set the product vision, crafted the design strategy, and secured stakeholder alignment, leading to the successful launch of one of the product’s most significant redesigns within 2 months.

Challenges the company faced

MoeGo repriced its subscription plans and needed to create stronger incentives to encourage users on older plans to upgrade to the new ones.

MoeGo is craving a new star feature that sets the standard for quality and innovation, and drives sales.

Many of MoeGo’s product experiences had bigger design shortcomings, and incremental fixes would no longer suffice to push the platform forward.

These challenges created an urgent need for a strategic overhaul, particularly in the core features that users interacted with daily. After conducting a thorough assessment of the product and engaging in multiple discussions with stakeholders and the team, we reached to an agreement.

I spearheaded the next big thing for MoeGo's product, Online Booking.

Crafting the new product vision

To elevate this product, I developed a brand new vision from scratch, creating a roadmap to achieve it step by step. Through surveys and interviews, I gained insights into how online booking impacts businesses and their future aspirations. I drew inspiration from booking experiences, e-commerce, and restaurants. This user-centered, cross-industry approach ensured the new vision aligned with our users' real needs and goals while pushing innovation boundaries.

Online Booking will evolve into the Digital Storefront of the pet businesses.

Online Booking

Current

A self-serving scheduling tool for clients to book appointments.

Digital Storefront

Future

A complete online hub for businesses, enabling them to operate fully in the digital space from showcasing and selling services, products, promotions, etc. to providing clients with a seamless and engaging online experience.

I developed wireframes to prototype this vision and facilitated internal communication with the co-founders.

This approach helped shape a clear roadmap and plan for each phase of the project.

Starting with revamping the consumer booking experience

The entry point for us is to really elevate the whole consumer experience, then work backwards to define how businesses set up this kind of experience.

After some user research and comparative analysis, it did not take us long to realize the time and date of the appointment was the key factor if a client can or can not book. So here we have our core design principle.

Seeing available time slots doesn't need to be as hard as getting an auto insurance quote. We make it ASAP.

This is because:

Time selection is the main drop-off point, but users are more likely to stay after selecting a time

The moment users are presented with time options is where most abandonments happen. When users can quickly see and confirm a time slot, they’re much more likely to complete the booking.

Avoid user frustration

No one wants to fill out a lengthy form only to find no time slots available. This creates one of the worst user experiences and needs to be avoided.

Simplify the future challenge

We simplified the challenge of increasing booking success rate to reducing user drop-off at time selection in later roadmap planning.

I designed the new booking flows based on this core design principle.

In the new customer flow, I streamlined the process by only keeping essential information that affects applicable services and groomers, such as breed and weight. This way, with minimal input and just a few taps, customers can quickly view available time slots.

And in the existing customer flow, a simple last service info card and a "Book Again" button will do the magic.

Apart from the flow changes, I designed several shortcuts to streamline and accelerate the booking process.

Availability Indicator

Customers can easily see availability for AM and PM directly from the calendar, avoid jumping back-and-forth.

"Anyone"

This option is designed for the indecisive. Selecting "Anyone" will automatically land the user on the earliest available time slot. And a groomer will be automatically assigned based on the time that the user finally choose.

Also availability will be displayed to help decision-making.

Minimizing the friction operating with online booking

We can create the best booking experience, but it’s just as important to ensure running with it is as smooth and effortless as possible for businesses.

Through user research, I identified three key opportunities to enhance business owners' confidence and operational efficiency.

Stay in control of their schedule

Businesses need flexibility and control to efficiently manage appointments, avoid incorrect service bookings, and prevent customers from disrupting their schedule.

Booking Limits

"It’s unreasonable to expect someone to handle more than two large dogs in a single day."

To address this, businesses can set daily maximum capacity limits for their staff, ensuring workloads are controlled and optimized for efficiency and well-being.

Service by breed & type

Incorrect bookings can mess up the calendar.

We revamped the service menu so businesses can customize services based on breed, size, and fur type, ensuring that customers only see relevant options for their pets during the booking process.

Showcase their brand and service quality

Businesses want to stand out and attract more customers by showcasing their unique offerings and professionalism.

Before & After Showcase

Show, don't tell. I designed a new way for businesses to demonstrate service quality through fun interactions. This is always a "wow" moment in sales demos.

Theme color

I designed a color theming algorithm that helps businesses better represent their brand. By simply choosing a primary color, the system generates a full, accessible palette.

Easy setup

Businesses seek a seamless, hassle-free setup process that gets them up and running quickly without technical barriers.

Page Components

Rather than investing in a resource-intensive WYSIWYG editor, I designed a component-based page editor that allows businesses to quickly toggle components on and off and customize their content, making it easy to build their business pages efficiently.

Questionnaire Settings

The same principles were applied to the pet and client questionnaire settings. Businesses only need to define the information they want to collect, and the system will curate an optimized, seamless form-filling experience for their customers.

The real game changer for growth: Launching Abandoned Bookings

The redesigned online booking system was a major improvement, but we chose to offer it to all users for free. Our plan was to use the Abandoned Booking feature as a key motivator to encourage users to upgrade. So how did we come up with this approach?

By mapping user needs and features into three distinct tiers, I established a strategic foundation for our go-to-market approach.

Using 'Branding Needs' as an example:

Businesses with basic branding needs could start with simple tools like a business profile and theme colors. As their needs grew, they could unlock advanced features like custom URLs and team showcases, with white-labeled apps and API support available for those seeking a seamless, multi-platform brand experience.

This tiered approach enables us to strategically place new features where they maximize user value and drive natural upgrade paths.

Following this approach, we identified that abandoned bookings were a common operational issue for businesses, and addressing this pain point could deliver real value, significantly motivating them to upgrade their plans.

The idea of this feature is simple: Just like your favorite e-commerce sites sending ‘Hey, you forgot something in your cart!’ emails, the abandoned booking feature sends an SMS reminder to customers, prompting them to complete their bookings.

Using AARRR framework, I designed several key touchpoints throughout the user journey of abandoned bookings to strategically encourage plan upgrades.

Attracting with revenue they are losing potentially

I tapped into the psychology principle of loss aversion. By highlighting the revenue they were potentially losing due to abandoned bookings, we leveraged their natural tendency to avoid losses.

Activating and retaining with 1 available entry on the abandoned list

After users clicking 'Go to abandoned bookings', I kept them engaged by offering a single available entry. This gave them the opportunity to recognized its value firsthand.

Once they wanted to unlock the full potential as well as automating the recovery process, they were naturally inclined to upgrade, moving into the next R 'Revenue' stage.