Transforming a Startup‑Era Website into an Enterprise‑Ready Growth Engine
Role :
UX/UI designer
Industry :
SaaS
Client :
Appointedd
Project Duration :
6 weeks
Role :
UX/UI designer
Industry :
SaaS
Client :
Appointedd
Project Duration :
6 weeks
Creating intuitive pathways for diverse customer segments across a complex SaaS ecosystem.
about the project
Appointedd partnered with us to redesign their website after recognising that their existing site no longer reflected who they had become. What once looked like a small startup now needed to represent a global leader in online scheduling, trusted by clients in 167 countries.
The new website had to support a shift toward product‑led growth, act as a primary sales engine, and clearly communicate the value of a sophisticated, enterprise‑ready platform.
problem
A key challenge was enabling visitors to self‑identify so the website could guide them to the right path.
Appointedd serves a wide spectrum of customers—from small businesses to large global enterprises—but “small” and “large” aren’t defined by company size. They depend on factors like:
number of calendars needed
operational complexity
whether account management is required
To support product‑led growth, the website needed to automatically route users:
Enterprise‑level prospects → book a call or demo
Smaller teams → start a free trial
The existing site didn’t provide enough clarity or guidance to make this distinction intuitive.
Stakeholder interviews and analysis
I conducted six in‑depth interviews (1–2 hours each) with Appointedd’s key stakeholders. Using Otter.ai for transcription allowed me to stay fully engaged in the conversations.
Afterwards, I synthesised the insights by grouping comments into themes across all interviews. This made it easier to identify patterns, align on priorities, and surface early opportunities for improvement.
design sprint
We ran a full‑day remote design sprint with the core stakeholders.
The session included:
Reviewing insights from the interviews
Discussing analytics data and performance gaps
A card‑sorting exercise to shape the new IA
Individual and group sketching of key pages
This collaborative approach ensured early alignment and gave the team shared ownership of the direction.
information architecture
Using the outcomes of the sprint and card sorting, I proposed a new IA designed to support clearer user journeys and stronger product positioning. The first version was approved with only one round of refinement, supported by a detailed rationale to streamline decision‑making.
Wireframes and content strategy
I encouraged a content‑first approach to ensure the wireframes reflected real messaging and reduced rework later in the process. While a fully content‑first workflow is rare, Appointedd provided early examples for key pages, which allowed us to build more accurate and effective prototypes.
results
The redesign delivered a complete, research‑driven UX and content strategy in just six weeks, supported by developer‑ready documentation and fully responsive wireframes. The new structure, messaging, and user‑routing logic now give Appointedd a website that works as a true product‑led growth engine—guiding the right users to the right actions and supporting a more efficient, scalable sales process.
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Transforming a Startup‑Era Website into an Enterprise‑Ready Growth Engine
Role :
UX/UI designer
Industry :
SaaS
Client :
Appointedd
Project Duration :
6 weeks
Role :
UX/UI designer
Industry :
SaaS
Client :
Appointedd
Project Duration :
6 weeks
Creating intuitive pathways for diverse customer segments across a complex SaaS ecosystem.
about the project
Appointedd partnered with us to redesign their website after recognising that their existing site no longer reflected who they had become. What once looked like a small startup now needed to represent a global leader in online scheduling, trusted by clients in 167 countries.
The new website had to support a shift toward product‑led growth, act as a primary sales engine, and clearly communicate the value of a sophisticated, enterprise‑ready platform.
problem
A key challenge was enabling visitors to self‑identify so the website could guide them to the right path.
Appointedd serves a wide spectrum of customers—from small businesses to large global enterprises—but “small” and “large” aren’t defined by company size. They depend on factors like:
number of calendars needed
operational complexity
whether account management is required
To support product‑led growth, the website needed to automatically route users:
Enterprise‑level prospects → book a call or demo
Smaller teams → start a free trial
The existing site didn’t provide enough clarity or guidance to make this distinction intuitive.
Stakeholder interviews and analysis
I conducted six in‑depth interviews (1–2 hours each) with Appointedd’s key stakeholders. Using Otter.ai for transcription allowed me to stay fully engaged in the conversations.
Afterwards, I synthesised the insights by grouping comments into themes across all interviews. This made it easier to identify patterns, align on priorities, and surface early opportunities for improvement.
design sprint
We ran a full‑day remote design sprint with the core stakeholders.
The session included:
Reviewing insights from the interviews
Discussing analytics data and performance gaps
A card‑sorting exercise to shape the new IA
Individual and group sketching of key pages
This collaborative approach ensured early alignment and gave the team shared ownership of the direction.
information architecture
Using the outcomes of the sprint and card sorting, I proposed a new IA designed to support clearer user journeys and stronger product positioning. The first version was approved with only one round of refinement, supported by a detailed rationale to streamline decision‑making.
Wireframes and content strategy
I encouraged a content‑first approach to ensure the wireframes reflected real messaging and reduced rework later in the process. While a fully content‑first workflow is rare, Appointedd provided early examples for key pages, which allowed us to build more accurate and effective prototypes.
results
The redesign delivered a complete, research‑driven UX and content strategy in just six weeks, supported by developer‑ready documentation and fully responsive wireframes. The new structure, messaging, and user‑routing logic now give Appointedd a website that works as a true product‑led growth engine—guiding the right users to the right actions and supporting a more efficient, scalable sales process.
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Rebuilding Protection Journeys Across Four Brands: Lloyds, Halifax, BOS & Scottish Widows
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Transforming a Startup‑Era Website into an Enterprise‑Ready Growth Engine
Role :
UX/UI designer
Industry :
SaaS
Client :
Appointedd
Project Duration :
6 weeks
Role :
UX/UI designer
Industry :
SaaS
Client :
Appointedd
Project Duration :
6 weeks
Creating intuitive pathways for diverse customer segments across a complex SaaS ecosystem.
about the project
Appointedd partnered with us to redesign their website after recognising that their existing site no longer reflected who they had become. What once looked like a small startup now needed to represent a global leader in online scheduling, trusted by clients in 167 countries.
The new website had to support a shift toward product‑led growth, act as a primary sales engine, and clearly communicate the value of a sophisticated, enterprise‑ready platform.
problem
A key challenge was enabling visitors to self‑identify so the website could guide them to the right path.
Appointedd serves a wide spectrum of customers—from small businesses to large global enterprises—but “small” and “large” aren’t defined by company size. They depend on factors like:
number of calendars needed
operational complexity
whether account management is required
To support product‑led growth, the website needed to automatically route users:
Enterprise‑level prospects → book a call or demo
Smaller teams → start a free trial
The existing site didn’t provide enough clarity or guidance to make this distinction intuitive.
Stakeholder interviews and analysis
I conducted six in‑depth interviews (1–2 hours each) with Appointedd’s key stakeholders. Using Otter.ai for transcription allowed me to stay fully engaged in the conversations.
Afterwards, I synthesised the insights by grouping comments into themes across all interviews. This made it easier to identify patterns, align on priorities, and surface early opportunities for improvement.
design sprint
We ran a full‑day remote design sprint with the core stakeholders.
The session included:
Reviewing insights from the interviews
Discussing analytics data and performance gaps
A card‑sorting exercise to shape the new IA
Individual and group sketching of key pages
This collaborative approach ensured early alignment and gave the team shared ownership of the direction.
information architecture
Using the outcomes of the sprint and card sorting, I proposed a new IA designed to support clearer user journeys and stronger product positioning. The first version was approved with only one round of refinement, supported by a detailed rationale to streamline decision‑making.
Wireframes and content strategy
I encouraged a content‑first approach to ensure the wireframes reflected real messaging and reduced rework later in the process. While a fully content‑first workflow is rare, Appointedd provided early examples for key pages, which allowed us to build more accurate and effective prototypes.
results
The redesign delivered a complete, research‑driven UX and content strategy in just six weeks, supported by developer‑ready documentation and fully responsive wireframes. The new structure, messaging, and user‑routing logic now give Appointedd a website that works as a true product‑led growth engine—guiding the right users to the right actions and supporting a more efficient, scalable sales process.
More Projects
Finance
Rebuilding Protection Journeys Across Four Brands: Lloyds, Halifax, BOS & Scottish Widows
Improving clarity, trust, and conversion in a complex, regulated product space.
Tech Startup
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good-loop social media ad player
Balancing three brands in a single ad format — and increasing engagement across Facebook, Instagram, and Snapchat.