Case study: Appointment booking mobile app — AppointMate

Stefan Gemovic
6 min readJan 25, 2024


Welcome to the case study of booking appointment mobile app design.

I will tell you the short story of how I gave up cutting my hair one day. :) When I tried to make an appointment, I called the salon plenty of times (this is the only way I can book it), but they didn’t answer, so I gave up.

That day I got the idea for this app which helps people book every kind of service, where users can browse different types of services, see reviews for them, rate service providers (both facility and person) as well, and in the end book an appointment effortlessly.


First things first, I did basic research on the needs of the market for the application in Serbia, which is the country that I live, and found that in Serbia there is no app like that and that people, search for online booking appointments and similar phrase for more than 500 times monthly.

After that, I created a survey with key questions that helped me learn more about the users and their habits and needs, which I consider crucial for this project.

In this phase, I wanted to investigate how often people make appointments every month, for what type of services, and in what way they do it most often. I also wanted to know if there are some problems which I was not aware of.

Key Takeaways

After collecting the results of the survey, I came to the conclusion that 35% of the respondents make appointments 5–10 times a month and that 62% of them do it online, which was a good starting point for this project. I also discovered that people schedule medical, beauty, and business type of meetings the most and the most important information for them are availability, location, and price.

According to that, I tried to implement all of that important information and features to be easy to find and easy to use as much as possible.

Some of the answers from the survey.

This research helped me to understand the problems that users have, and I tried to make a solution for them, and for me as a user as well. :)

Problems that users have are:

  • Users usually are not aware of all providers in their city,
  • They have to call the provider and wait for someone to answer that call which sometimes does not happen on the first try,
  • There is a time limit for calling in working hours,
  • Users are not aware of the prices of services.

My solutions:

  • 24/7 scheduling through the app,
  • Prices for all services and service packages,
  • Easy booking of previous services.

Competitor research

User Persona

User persona is a very important segment when creating this application, and I came to the data for creating the user persona based on the answers from the survey.

The first persona is Marija, who has 2 children and works as a project manager. She is a busy woman who often struggles to find time to schedule appointments with various service providers such as doctors, hairstylists, and personal trainers. Her schedule is packed with meetings and deadlines, and she needs a convenient way to manage her appointments.

The second persona is David. David is a software developer who leads a healthy lifestyle. He regularly schedules appointments with his nutritionist, chiropractor, and massage therapist to maintain his physical well-being due to a lot of sitting hours. David is tech-savvy and prefers using digital tools to manage his health-related appointments.

User Flow

The next step in the process is creating a user flow that helps me to determine the optimal flow and user needs. In this project, I decided to focus on the main flow of browsing services and categories and book appointments, which is the main functionality of the app.


After all the previous steps, it’s time to transfer all the collected data and knowledge into the design. Before the final design, I also created a conceptual wireframe for several pages that will help me visualize the final solution.

Final design

After creating the wireframe, it was time for the final visual design of the application.

Splash and Welcome screen

Splash screen with AppointMate logo and loader. This screen will appear for a few seconds before the Welcome screen is ready.

Welcome screen with illustration and further actions. Customers could Sign Up or Log In if they already have an account, but they can use the app as a guest.

Log In / Register

Registration is done classically, users need to enter their username, email, and password, and users also can register via Facebook and Google social networks.

After registration, users enter a city or region for the app to display location-based services on the Home screen.

Home screen

The idea is to enable users to schedule an appointment for any type of service in as few steps as possible. Users have an overview of top-rated categories, as well as a menu to access their previous or favorite services.

Booking Flow

Service provider overview with all the information like reviews, service categories, and options for calling providers, adding to favorites, seeing on the map, etc.

After selecting a service category, users will see a list of individual services with prices and duration of treatment, and after selecting one or more services, a screen with available time slots will appear.

The next step is to choose the payment method and confirm the appointment.

Other Pages

The other pages in the menu are:

Bookings — Where users can see their booked appointments, they can change them, reschedule and cancel if it is needed.

Favorites — Page where users see their favorite providers and from there book their favorite service again easily.

Profile — User can change their profile details, and location, and see the history of previous bookings.

Notifications — Standard notifications screen, where users are getting notifications and reminders about their bookings, all potential changes, and booking approvement of the providers.


This is a dummy project that I got an idea for, but I approached it as if it were real because I think it solves a real problem that users have when scheduling an appointment. I hope you found the case study as interesting as it was for me to work on this project.

I’m available for cooperation, you can find me on social networks: Instagram, Linkedin, Behance, and Dribble.