Simplifying Class & Activity Management

01 Jun 2017

Project 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

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