Ideal Image — Client Self-Scheduling Experience
Ideal Image’s appointment system relied entirely on phone-based booking, creating friction for clients and operational bottlenecks for clinics. To modernize the experience and meet customer expectations, our team was tasked with building the company’s first self-service scheduling platform — enabling clients to book, reschedule, or manage appointments online. I led UX and product design for this initiative, shaping the experience from initial concept through launch and establishing a scalable foundation for Ideal Image’s digital transformation.
The Objective:
The objective was to empower clients with a seamless, on-demand scheduling experience that worked across devices and integrated directly with Ideal Image’s existing backend scheduling tools. The product needed to feel simple and trustworthy for customers while managing complex constraints like provider availability, treatment types, and regional compliance requirements. We aimed to reduce reliance on call centers, minimize booking errors, and create a user journey that balanced flexibility for clients with operational efficiency for the business.
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The Approach:
Starting with customer journey mapping, I analyzed existing booking workflows to identify where friction and drop-off occurred. This revealed key opportunities to reduce cognitive load and bring more transparency into scheduling. I designed a mobile-first flow that guided users step-by-step — first by treatment type, then provider, location, and availability — while surfacing only relevant options at each stage. Close collaboration with engineering ensured backend integration with live scheduling data, while usability testing validated clarity, accessibility, and trust at each interaction. We also built a modular design framework that could scale as new services or business lines were introduced, ensuring the product remained future-ready.
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The Impact:
The new self-scheduling experience became one of Ideal Image’s highest-adopted digital features, driving a significant increase in completed bookings and reducing call volume across clinics. Clients praised the simplicity and transparency of the process, while internal teams reported fewer scheduling conflicts and faster appointment confirmations. The feature’s success not only improved customer satisfaction but also positioned Ideal Image for future service expansion through a unified digital ecosystem. It marked a pivotal shift — from manual booking to a scalable, customer-driven experience built on clarity, autonomy, and trust.
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