Projects > Case study

Club***

Digitizing the booking flow

From endless WhatsApp chats to a scalable booking system

OVERVIEW

A well-known Milanese club hosting evening events, aperitifs and dinners with table reservations and guestlist, with an informational website that did not support any booking flows.

> Target:

> Target

Clients aged 18–40, operational staff (PR, managers).

THE BUSINESS PROBLEM

The website generated traffic but supported no structured booking flow.
Requests were handled entirely via WhatsApp as the only channel. The reason? Our guests are used to it.

Users clicked the contact link and landed on an empty chat, generating:

repeated exchanges to recover missing details

high error rate in reservations.

CHALLENGE

Transform an informal, conversational booking process into a structured system, without disrupting the relational dynamics with regular clientele.

ROLE

Product Designer (UX/UI)

RESPONSIBILITY

UX phases: Wireframing, Prototyping, Information Architecture, UI Kit, Developer Handoff

TEAM

1 Project Manager, 2 Developers

TIMELINE

4 weeks

SOLUTION & IMPACT

Forms introduced on the website to standardise reservations.

Distinction between flows:

Passive users > chat
Still intercepted by PR (relational management)

Active users > dedicated forms
Redirected from the website (structured management)

Reduction of errors and incomplete requests

Dedicated forms eliminate the ambiguity of chat messages.

Structured client database

From fragmented conversations to a single, complete data collection point.

Scalability

Booking volume can grow without a proportional increase in operational load.

The design process

INFORMATION ARCHITECTURE

Traffic came in, but found no funnel

Current sitemap

The sitemap does not support conversion and presents critical issues.

No structured booking funnel

All requests redirect to WhatsApp, with a negative impact on traceability and scalability.

High severity

Weak and decontextualised CTA

Generic sticky WhatsApp button, but no CTA on key pages (e.g. Restaurant > À la carte dinner with no booking CTA).
"Book a table" is buried in a dropdown menu.

High severity

Redundancy and overlaps
The Restaurant page is duplicated (main menu + Club submenu), creating confusion.

Medium severity

NEW SITEMAP

A sitemap that converts, rather than just informs

Dropdown menus removed where not essential

The "Club" and "Restaurant" pages present subpages as sections.

Structured booking funnel introduced
The "Contacts" page is replaced by a "Book Now" button that opens a hub with 3 dedicated forms (Book a Table, Guestlist, Request Info).

Each form collects specific data, standardising the workflow.

Dual-channel approach

WhatsApp maintained as a sticky button for regular clientele (via PR), but no longer the only acquisition channel from web traffic.

"Gallery" page with dropdown menu "Photos" and "Videos" removed due to limited resources.