End-to-end booking ecosystem for a luxury day spa

Project Overview

BookingChic is a custom SaaS booking ecosystem designed for a luxury day spa in Australia.

It unifies business operations and customer engagement into a single, integrated system.

The platform includes:

A web-based management platform for staff and managers
A customer-facing mobile app for booking services, purchasing products, and earning rewards

Rather than treating these as separate products, BookingChic was designed as one system with two connected experiences, where decisions on one side directly affect the other.

The Problem

The spa relied on multiple third-party tools to manage:

Appointment scheduling
Promotions and discount codes
Customer rewards
Product sales

This resulted in:

Operational inefficiencies
Fragmented workflows
Limited flexibility for both staff and customers

At the same time, the business wanted to:

Increase customer retention
Encourage repeat bookings
Offer a premium, loyalty-driven mobile experience

The challenge was to design a unified platform that could support complex operations while delivering a calm, high-end customer experience.

My Role

Product Designer (with Product Management responsibilities)

With no dedicated Product Manager, I took ownership beyond design, including:

Defining and prioritizing tasks
Aligning stakeholders and developers
Ensuring consistency across web and mobile experiences

I collaborated closely with:

Full-stack Developer
Frontend Developer
Backend Developer (rewards system)
General Manager

Design Approach

BookingChic was designed as a single product ecosystem, not two isolated interfaces.

I worked on both sides in parallel:

The business platform, where rules, availability, and promotions are defined
The customer app, where those rules become a seamless booking and rewards experience

This approach helped surface constraints early and avoid misalignment between UX, business logic, and technical implementation.

Business Platform (Web)

Users

Spa managers, staff, and operational teams.

Goals

Centralize all operational tools
Reduce manual work and tool switching
Provide full control over bookings, services, and promotions

Process Highlights

Translated user stories into a detailed requirements matrix
Identified edge cases early to avoid downstream rework
Prioritized the calendar module as the system’s foundation
Designed modular, annotated flows for efficient developer handoff
Validated each module with stakeholders before moving forward

Customer Mobile App

Users

Frequent spa customers seeking convenience, rewards, and a premium experience.

Goals

Drive retention and repeat visits
Create incentives through rewards, discounts, and VIP access
Offer frictionless booking and purchasing

Key Features

Appointment booking
Product purchases and gift cards
Rewards and point redemption
VIP subscriptions
Notifications and special offers

Process Highlights

Researched booking and loyalty-driven apps
Designed and tested core user flows through interactive prototypes
Created a non-traditional mobile UI using serif typography and custom colors to reflect the spa’s luxury brand
Validated readability and usability through user testing

Designing Both Sides of the System

A key challenge was designing two experiences that depend on each other.

Business configurations directly shaped what customers could see and book
Customer behavior influenced how managers needed to set up services, rewards, and promotions

Designing both sides allowed me to make informed trade-offs between flexibility, simplicity, and usability, while keeping the system coherent end to end.