Case study
Show & Sell + Customer Scheduler
2024 — 2025
Parla Retail
A CTA-led assisted selling system that connects ecommerce shoppers with store sales teams for booking, video consultation, and in-call checkout.
Store owners needed a stronger way to convert website visitors who needed product guidance before making a purchase.
Design an end-to-end assisted selling flow: from CTA click to appointment booking, video consultation, and payment completion.
2.1 · UX process
Step 01
Discovery & UX Strategy
Started with a strategic discovery layer before UI decisions. I mapped user and salesperson pain points, benchmarked US competitors, and structured a practical flow architecture for assisted selling.
Outcome
Defined the highest-impact conversion moments and aligned the product around CTA-first entry and low-friction appointment behavior.
Step 02
CTA Experience Design
Designed and iterated the core CTA module that merchants embed in their store. The CTA became the bridge between browsing and real sales conversation, with clear action cues for booking or live assistance.
Outcome
Improved click intent quality and smoother handoff from store browsing to consultation flow.
Step 03
Customer Scheduler + Call Flow
Built the next-stage process around Customer Scheduler. I added US-client relevant fields, simplified appointment lifecycle management (create/manage/reschedule/delete), and connected confirmation to automated call-link generation for both customer and sales agent.
Outcome
Scheduler became easier to operate for sales teams and easier to trust for customers, improving assisted-selling readiness and operational consistency.
Customer journey
Discover Product
Goal
Understand product quickly and decide if it matches need
Pain
Traditional ecommerce pages lacked immediate expert guidance
Fix
Placed conversion-focused CTA entry points at high-intent sections
→ Improved transition from browsing to consultation intent
Request Assistance
Goal
Connect with the right store representative without delay
Pain
Unclear next action and fragmented contact methods
Fix
Designed clear CTA pathways: book appointment, request call, start assisted journey
→ Reduced confusion and improved assisted-selling adoption
Schedule Appointment
Goal
Book a reliable slot with required details in one flow
Pain
Generic forms did not match US store workflow requirements
Fix
Built custom scheduler IA with context-specific fields and manageable states
→ Higher usability confidence from client and smoother scheduling operations
Attend Video Session
Goal
See products and ask questions in real-time before buying
Pain
Manual coordination for call setup created drop-offs
Fix
Automated call-link generation post-confirmation for both customer and sales agent
→ Reduced coordination friction and improved session readiness
Complete Purchase
Goal
Order instantly after consultation
Pain
High intent dropped when checkout moved out of assisted flow
Fix
Enabled in-call order and payment continuity within guided journey
→ Smoother conversion path during peak buying intent
SWOT
Strengths
- CTA-led conversion architecture aligned to real sales conversation behavior
- Scheduler designed for US client context with clear operational states
- End-to-end assisted journey from discovery to payment
Weaknesses
- Initial onboarding required merchant-side setup understanding
- Multi-step operations needed clear role guidance for new sales teams
Opportunities
- Extend to more verticals beyond furniture and lifestyle retail
- Use analytics to optimize CTA placement and booking slot strategy
- Introduce AI-assisted prep suggestions for sales agents before calls
Threats
- Competitor widget tools with aggressive pricing in US market
- Store adoption drop if implementation support is weak
- Operational inconsistency if merchant teams skip process discipline
Information architecture
Merchant Ecommerce Site
Product Page · Category Page · Checkout Intent Page
Parla CTA Layer
Book Appointment · Request Assisted Call · Start Show & Sell
Customer Scheduler
Select Slot · Provide Details · Manage / Reschedule / Cancel
Call Orchestration
Auto Link Generation · Customer Notification · Sales Agent Notification
Assisted Checkout
In-call Product Guidance · Order Confirmation · Payment Completion
User flows
CTA Flow
Customer Scheduler Flow
Show & Sell Flow
CTA
We introduced Show Preview mode before live meetings to reduce call uncertainty. Customers can quickly understand what they are about to join, while sales agents can validate setup quality in advance. This lowers awkward starts, improves trust before connecting, and makes the first minute of the call conversion-focused instead of orientation-focused.
CTA integrated inside merchant shoe-store website
New Show Preview mode inside CTA video-call flow
Customer Scheduler
From first wireframe to a product people trust
After the CTA brings someone in, the scheduler is where browsing turns into a real conversation. What follows is not a slideshow — it is the story of how that experience grew: from an internal demo, to a retailer-branded flow, to a stepped US rollout, to an app-like shell that store teams could train on with confidence.
01 — Origin·Part 1 of 3
Where every journey started
The earliest take was an honest wireframe: services, a calendar, a time list, a light details block. It proved the engine worked — but it spoke in placeholders, not in store names, cities, or lives. It was the sketch that let us ask better questions, not the face we would show a customer.
Same flow, one screen: pick a service shape, hold a date, and walk into details.
Early Customer Scheduler (reference build)
02 — The same product, two surfaces·Part 2 of 3
Desktop and mobile, one design language
The next chapter introduced real life into the frame: a store row that respects geography, retail branding, and a service grid that reads like a floor plan. On desktop you see breadth; in your hand, the same journey becomes scrollable, touch-first, and calm. CS-1 and CS-M-1 are the same product — one story told at two scales.
One journey. Resize the story with the shopper: the wide canvas for comparison and the narrow canvas for the pocket moment.
Desktop
Mobile
Location → brand strip → service grid, then rich date & time (CS-1)
Same path on parlaretail.com — Parla, Croma, calendar, and timing in portrait (CS-M-1)
Business & marketing impact
Putting store geography and brand before the service grid wasn’t just hierarchy—it matched how big-box shoppers build trust, then choose an appointment. We tracked funnel health from pilot through wider rollout.
+31%
lift in completed bookings vs. the early wireframe-only path (same traffic sources)
−26%
relative drop in abandonments at the service step after the grid + retail branding shipped
1.8×
mobile session completion for date & time after touch-first layout vs. the legacy single column
Blended from pilot funnels, merchant feedback sessions, and post-launch analytics; directional, not third‑party audited.
03 & 04 — NFM → Polished·Part 3 of 3
Two finishes on the same pipeline
The journey stayed one pipeline while the product learned to wear a retailer’s name, then a shell teams could train on. Side by side: the NFM stepped flow (CS-2) and the latest polished experience (CS-3)—compare structure, then polish.
One pipeline. Same booking engine: first a named-floor, five-beat check journey; then a dark-rail app shell with questionnaire and hand-off to booking (CS-2 and CS-3).
NFM: steps, checks, a name on the door
When Nebraska Furniture Mart stepped in, the scheduler had to feel like their floor. A horizontal progress rail became five beats—location, services, date and time, your details, and a final questionnaire. Green checks mark what is done; twin date and time cards keep orientation clear.
NFM — stepped journey with services grid and twin date & time cards (CS-2)
Polished: an app in the tab
The latest build keeps the same path but gives it a product shell: a dark rail for the steps, a bright canvas for the task, and a questionnaire for voice, trust, and compliance before “Book appointment”—software the business owns.
Sidebar shell, service grid, questionnaire & booking (CS-3)
Show & Sell
Show & Sell is Parla’s live assisted-selling layer: the path from a shopper on the merchant’s site to a salesperson who can see them, reach them, and—on the call—put real products in their hands, including scan-to-share on both sides. The walkthroughs below follow that story in the order the product is experienced.
- • Direct call from the site → salesperson dashboard, notifications, and a fast handoff to the same call surface.
- • Scheduled appointment → a clearer “how we connect” flow for the rep (where the old experience left gaps, the UI is refined).
- • In session → QR-led scanning so the rep can show a product in the call while the customer stays in the same moment.
- • Customer screen → what the shopper sees after a scan: product detail, review, add to cart—the two-sided mirror that is the centerpiece of Parla.
Four beats: cold call from the website (rep dashboard), booked appointment (“start call” and a clear connect path), scan on the call (rep + customer in the same moment), then the customer’s own screen—where the scanned item lands with enough detail to buy. That last step is the Parla concept in one loop.
Customer reaches in directly from the merchant site (no appointment). The Call & notify guide is the salesperson’s dashboard: get notified, open the right context, and connect with the customer without friction.
When the customer has an appointment, this is the guide for how the rep and customer get into the same call. There was no clear, explainable flow before—I refined the UI so the handoff and connection path are obvious end to end.
The QR idea in practice: the salesperson scans a product while they’re on the call with the customer, together in the same moment—shared focus on the right SKU, not a separate screen mystery.
From the shopper’s perspective: after the rep scans, the same product appears here with details—review and add to cart without leaving the assisted session. Rep scan → customer cart is the core Parla loop.
UI design system
Light-mode professional surface. Parla’s admin is built for retail floor teams who need clarity at a glance — white canvas, teal brand identity, sky-blue for scheduling actions, and hot pink exclusively for the Show & Sell entry point so it’s never missed.
Colour palette
#2DC8E8
Parla teal
Brand logo, primary navigation identity
#1976D2
Sky blue
Primary CTA buttons, Create Appointment, active tabs
#E91E8C
Show & Sell pink
Show & Sell launch — the only pink in the UI, unmissable
#FFFFFF
White canvas
Dashboard background — light-mode, familiar for retail teams
#22C55E
Success green
Live toggle, store connected, in-progress appointment state
#EF4444
Danger red
End Conversation button, urgent time alerts
Typography
Dashboard headings / nav
Inter
Consistent clean weight — Appointments, Calls, CRM, Orders, Messages
Metric values / data
Inter semibold
241 calls, $22.4k — tabular weight for quick scanning
Status chips
Inter medium
In Progress · Scheduled · Waiting · Ended — short, high-contrast labels
Components
Design principles
- Light-mode trust — retail floor teams expect a professional, familiar interface, not a dark-mode product tool
- Colour hierarchy = action type — teal is brand, blue is schedule, pink is sell; the palette teaches the workflow
- Context always visible — CRM panel stays docked beside the chat thread so reps never lose customer history mid-call
UX outcome
Heuristic scores 1–10. Ring segments scale with each area’s score relative to the total.
- CTA & entry9
- Scheduler (US context)8
- Call & handoff9
- In-flow checkout8
Learnings
In conversion-heavy B2B2C products, CTA clarity and booking confidence are more important than visual complexity.
Localizing scheduling information to client context can significantly improve adoption.