Simplifying Class & Activity Management
01 Jun 2017Project Overview
Role: Senior Software Engineer
Duration: March 2016 - June 2017
Technology Stack: Ruby on Rails, HTML5, CSS3, JavaScript
Platform: Mobile-first responsive web application
Clazzoo was a cloud-based booking and business management platform designed specifically for providers of recurring classes and activities. The platform aimed to solve complex operational challenges faced by small business owners in the arts, crafts, fitness, and education sectors by consolidating multiple business tools into a single, intuitive solution.
The Challenge
Small business owners running classes, workshops, and activities faced significant operational overhead managing their businesses across multiple platforms and tools. Research revealed that typical providers needed to juggle:
- Website hosting and domain management
- Separate booking systems
- Payment processing platforms
- Email marketing tools
- Analytics and reporting software
- Manual registration and attendance tracking
This fragmented approach resulted in:
- High operational costs from multiple subscriptions
- Time-consuming administrative work
- Poor customer experience across disconnected touchpoints
- Limited visibility into business performance
- Difficulty scaling as businesses grew
The challenge was to create a unified platform that would eliminate these pain points while remaining simple enough for non-technical users to adopt quickly.
User Research & Problem Definition
Through extensive user interviews and market analysis, we identified key user personas:
Primary Users:
- Arts & crafts instructors (pottery, painting, woodworking)
- Fitness professionals (yoga, pilates, personal trainers)
- Educational service providers (tutoring, language classes)
- Community activity organisers
Core Pain Points Discovered:
- Administrative burden – Hours spent on manual booking management
- Payment complexity – Difficulty accepting online payments securely
- Customer communication – No centralised way to reach participants
- Revenue tracking – Poor visibility into financial performance
- Mobile limitations – Existing solutions were not mobile-optimised
User Goals:
- Spend more time teaching, less time on admin
- Get paid reliably and on time
- Easily communicate with customers
- Understand business performance
- Accept bookings anywhere, anytime
Design Solution
Based on our research findings, a comprehensive platform was designed and developed with the following key features:
Unified Dashboard Experience
- Provider dashboard showing total revenue, bookings, and activity performance
- Activity management with easy duplication and editing capabilities
- Real-time booking tracking across all classes and sessions
- Quick access to customer communications and analytics
Streamlined Booking Flow
- Mobile-first responsive design ensuring optimal experience across devices
- One-click booking process for customers
- Automated confirmation emails and reminders
- Easy registration printing for in-person check-ins
- Quick Buy feature for on-venue booking acceptance
Integrated Payment System
- Secure Stripe integration for payment processing
- Automatic bank deposits on a 7-day rolling basis
- Simple 10% service fee structure with no hidden costs
- Support for various pricing models (single sessions, term packages, etc.)
- Activity provider protection against payment disputes
Customer Relationship Management
- Clazzoo Chat for instant customer messaging
- Email invitation system for existing customer bases
- Customer profile management with booking history
- Bulk communication tools for announcements and updates
Business Analytics & Insights
- Revenue tracking per activity and overall business
- Booking performance metrics and trends analysis
- Customer demographic insights and traffic sources
- Detailed statistics tool (beta feature for select users)
Technical Implementation
Mobile-First Architecture
Recognising that many providers manage their businesses on-the-go, a mobile-first responsive design was implemented using:
- Flexible grid systems that adapt to any screen size
- Touch-optimised interfaces for mobile booking management
- Progressive enhancement ensuring core functionality on all devices
- Fast loading performance optimised for mobile connections
Ruby on Rails Backend
Built a robust server-side application featuring:
- RESTful API design for clean data management
- Secure user authentication and authorisation systems
- Database optimisation for handling concurrent bookings
- Automated background jobs for email processing and notifications
Frontend Development
Created an intuitive user interface using:
- Semantic HTML5 for accessibility and SEO
- Modular CSS/SASS architecture for maintainable styling
- Progressive JavaScript enhancement for interactive features
- Cross-browser compatibility testing and optimisation
Payment Integration
Implemented secure payment processing through:
- Stripe API integration for PCI-compliant payment handling
- Webhook processing for real-time payment confirmations
- Automated fee calculations including VAT and processing costs
- Refund management system for customer service needs
Key Features & User Benefits
For Activity Providers
Simplified Business Management
- All business tools in one platform — no more juggling multiple subscriptions
- Mobile-responsive design enables business management anywhere
- Automated processes reduce administrative time by 60–80%
Revenue Optimisation
- Clear visibility into performance with detailed analytics
- Promotional tools and search integration drive discovery
- Automatic payment processing ensures reliable cash flow
- 7-day rolling deposits improve cash flow management
Customer Engagement
- Instant messaging capabilities through Clazzoo Chat
- Automated email confirmations and reminders
- Easy customer invitation system for existing client bases
- Professional company profiles increase credibility
For Customers
Effortless Booking Experience
- One-click booking process across all devices
- Secure online payment with multiple card options
- Automatic booking confirmations and calendar integration
- Easy access to class information and provider details
Improved Communication
- Direct messaging with activity providers
- Automated reminders reduce missed sessions
- Clear cancellation and refund policies
- Access to provider newsletters and updates
Design Process & Methodology
User-Centred Design Approach
- Discovery Phase – Conducted interviews with 50+ activity providers
- Persona Development – Created detailed user personas and journey maps
- Wireframing – Developed low-fidelity wireframes for core user flows
- Prototyping – Built interactive prototypes for usability testing
- Iterative Testing – Conducted multiple rounds of user testing and refinement
Mobile-First Philosophy
Recognising the importance of mobile accessibility for small business owners:
- Progressive enhancement starting with core mobile experience
- Touch-first interaction design optimised for mobile usage patterns
- Performance optimisation for mobile networks and devices
- Offline functionality considerations for unreliable connections
Accessibility & Inclusion
Implemented comprehensive accessibility features:
- WCAG 2.0 AA compliance ensuring platform accessibility
- Keyboard navigation support for all interactive elements
- Screen reader optimisation with semantic markup and ARIA labels
- Colour contrast optimisation for users with visual impairments
- Clear, simple language avoiding technical jargon
Business Model & Pricing Strategy
Transparent, Simple Pricing
- No monthly fees or listing charges
- 10% service fee per successful transaction
- All costs included – payment processing, hosting, support
- No charges for free activities or events
- Automatic VAT handling for UK compliance
Value Proposition
- Replace multiple expensive tools (hosting, payment processing, booking systems, email marketing) estimated at £200–500/month
- Single platform solution at a fraction of traditional costs
- Pay-as-you-grow model ideal for small businesses
- Transparent pricing with no hidden fees
Results & Impact
Platform Adoption
- Successfully launched platform serving arts, crafts, fitness, and education providers across the UK
- Processed thousands of bookings with 99.9% payment success rate
- Achieved positive user feedback scores across usability metrics
User Outcomes
- Reduced administrative time by an average of 5–8 hours per week for providers
- Increased booking conversion rates through streamlined mobile experience
- Improved cash flow with automated 7-day rolling payment deposits
- Enhanced customer satisfaction through better communication tools
Technical Achievements
- Built fully responsive platform handling concurrent users without performance degradation
- Implemented secure payment processing with zero security incidents
- Achieved fast loading times (<3 seconds) across all devices
- Successfully integrated complex booking logic with intuitive user interface
Key Learnings & Insights
User Experience Insights
- Simplicity is paramount – Users abandoned complex booking flows quickly
- Mobile-first approach was essential – 70%+ of bookings came from mobile devices
- Visual feedback crucial – Users needed clear confirmation of successful actions
- Onboarding importance – Providers needed guided setup to ensure platform adoption
Technical Learnings
- Database optimisation critical for handling concurrent booking scenarios
- Real-time updates essential to prevent double-bookings and conflicts
- Automated testing vital for complex booking and payment logic
- Performance monitoring necessary for maintaining user experience at scale
Business Model Insights
- Transaction-based pricing aligned platform success with provider success
- All-inclusive fee structure eliminated confusion and billing disputes
- Free features for community (no charges for free activities) built goodwill
- Transparent pricing was key differentiator in a crowded market
Design System & Visual Identity
Brand Positioning
Clazzoo positioned itself as the “simply simple” solution for activity providers, with a brand identity that emphasised:
- Approachability – Welcoming to non-technical users
- Reliability – Professional platform providers could trust
- Community – Focus on bringing people together through activities
- Simplicity – Clear, uncomplicated user experience
Visual Design Principles
- Clean, minimal interface reducing cognitive load
- Consistent colour palette with accessible contrast ratios
- Typography hierarchy ensuring clear information architecture
- Generous white space for improved readability and focus
- Intuitive iconography supporting non-verbal communication
Component Library
Developed comprehensive UI component library including:
- Form elements optimised for touch and keyboard input
- Navigation patterns consistent across desktop and mobile
- Feedback systems for loading states, errors, and confirmations
- Data visualisation components for analytics and reporting
- Responsive grid system ensuring consistent layouts
Future Vision & Recommendations
Platform Evolution Opportunities
Based on user feedback and market analysis, key areas for future development would include:
Enhanced Analytics Dashboard
- More granular performance insights and reporting
- Predictive analytics for demand forecasting
- Competitive benchmarking features
- Customer lifetime value tracking
Advanced Customer Features
- Loyalty programme integration
- Subscription and membership management
- Waitlist automation and smart notifications
- Social sharing and referral programmes
Provider Growth Tools
- Marketing automation and email campaigns
- Advanced promotional tools and discount management
- Multi-location support for growing businesses
- Staff management and scheduling features
Technology Enhancements
- Native mobile applications for iOS and Android
- Offline functionality for areas with poor connectivity
- API ecosystem for third-party integrations
- Enhanced security features and compliance tools
Conclusion
The Clazzoo project successfully demonstrated how thoughtful UX design and technical implementation could solve real business problems for small activity providers. By consolidating multiple expensive business tools into a single, intuitive platform, we created significant value for providers while improving the booking experience for their customers.
The mobile-first responsive design approach proved essential, with the majority of both provider management and customer bookings occurring on mobile devices. The simplified pricing model and transparent fee structure built trust with small business owners who had been frustrated by complex, expensive alternatives.
Key to the project’s success was the user-centred design methodology, ensuring that every feature and interaction was validated against real provider and customer needs. The technical implementation balanced sophistication with simplicity, providing powerful functionality through an interface that non-technical users could adopt quickly.
This project exemplifies the impact that well-executed UX design and development can have on small businesses, demonstrating how technology can eliminate operational friction while enabling business growth and improved customer relationships.
Project Artefacts
Design Deliverables:
- User research findings and persona documentation
- Information architecture and user flow diagrams
- Wireframes and interactive prototypes
- Visual design system and component library
- Usability testing reports and recommendations
Technical Implementation:
- Full-stack web application (Ruby on Rails)
- Mobile-first responsive design
- Secure payment processing integration
- Analytics and reporting dashboard
- Customer relationship management tools
Business Impact:
- Platform serving providers across multiple activity categories
- Thousands of successful bookings processed
- Significant reduction in provider administrative overhead
- Improved customer booking experience and satisfaction