Overview:
Varroe is a service marketplace platform empowering small businesses and freelancers to manage bookings, payments, and customer relationships. As part of the redesign, I worked on creating a streamlined merchant dashboard and CRM system that simplified daily operations, improved visibility of business data, and enhanced the client–merchant experience.
Problem:
Varroe merchants needed a central tool to manage bookings, customer relationships, and business operations. The existing dashboard was fragmented, inconsistent across screens, and difficult to scale for businesses with multiple services, categories, or staff. This limited merchants’ ability to track bookings, manage customer communication, and effectively present their business to clients.
Solution:
The redesigned platform introduced:
• Service & Category Management → Simplified tools for organizing complex offerings.
• Enhanced Appointment Calendar → Drag-and-drop scheduling for faster rescheduling.
• Staff Dashboards with Permissions → Role-based access for smoother collaboration.
• Invoice & Loyalty Tools → Streamlined billing and customer retention flows.
• Analytics & Campaign Management → Performance insights and tools for re-engaging clients.
I unified these modules with a consistent design language and customization options, turning Varroe into a comprehensive operating system for small service businesses.
Designing with Clarity and Purpose
Every project follows a clear process that balances strategy, creativity, and user insight.
User Research:
As part of the redesign, I conducted user interviews and research with merchants and customers already using Varroe. The insights revealed major UX challenges with the existing platform: cluttered dashboards, unclear booking flows, and features that felt too complex for small business owners. To better understand these pain points, I created detailed personas that guided the redesign.
User Journey:
I have also created a user journey to better illustrate the process of attempting to use the Job app.
Usability Study:
View Usability Study
I conducted a user testing session, identified recurring themes, and iterated on the design to address these insights and enhance the overall user experience.
Iterations:
Introduced a search bar on listing pages to streamline navigation, allowing users to instantly locate properties or investment improving discoverability and reducing frustration.
Redesigned the merchant dashboard layout for clarity and efficiency, reducing cognitive load and enabling faster task completion.
Simplified the onboarding flow by removing redundant steps, making it easier for merchants to set up accounts and list products quickly.
Enhanced visual hierarchy across pages to guide attention toward critical actions (e.g., “Add Listing,” “Upgrade Plan”), driving higher engagement.
Before :
After :
Results:
After collaborating with the product and engineering teams to roll out the redesigned Varroe merchant platform, we conducted usability tests with merchants and customers.
The redesigned experience showed measurable improvements:
Task completion rates for merchants (e.g., creating a service or managing bookings) improved by 40%, with fewer errors during navigation.
Time-to-book for customers was reduced by 35%, making the booking process faster and more convenient across devices.
Mobile engagement increased by 50%, as users found the streamlined flows easier to use on smaller screens.
Overall satisfaction in post-test surveys rose significantly, with merchants highlighting the cleaner dashboards and customers praising the simplified booking flow.
These results validated the redesign decisions and reinforced Varroe’s mission: “Get booked, get paid, keep clients.”
