Case Study - 2024
WhatsForLunch.nyc
YEAR
2025
DURATION
35 days
TOOLS
Figma
TYPE
Personal Project
A professional booking platform for white collar professionals. Designed end-to-end over 35 days from research through polished prototype.
USER PAIN
No central place to compare lawyers or advisors by specialty, availability, or fee structure. Booking is done via email or phone calls with multi-day delays.
PROFESSIONAL PAIN
Solo practitioners and small firms struggle to maintain a polished digital presence, manage calendars, and convert website visitors into clients.
RESEARCH & DISCOVERY
I started by mapping how people currently find professional services — interviewing 10 people who had recently hired a lawyer or financial advisor. Key findings: trust signals matter more than price, people want to see client reviews, credentials, and clear bios before booking anything.
Competitive analysis of Zocdoc, Thumbtack, and LinkedIn shaped which features to prioritize: search filters by specialty, transparent profiles, and a clean booking flow with calendar integration.
DESIGN DECISIONS
The visual direction needed to feel trustworthy and premium not clinical like a hospital app, not casual like a gig economy platform. I chose a clean, high-contrast system with generous whitespace and muted blues to signal credibility.
The search-to-booking flow was the core design challenge. I tested three navigation patterns before landing on a horizontal filter bar + results list layout that kept the map in context on desktop.
OUTCOME
Delivered a full high-fidelity prototype covering search, filters, professional profiles, calendar booking, login/signup flows, and a professional dashboard — across mobile and desktop. The prototype is interactive in Figma.
This project built my understanding of multi-sided marketplace design, where you're simultaneously designing for two very different users with different mental models and goals.
THE PROBLEM
Finding a lawyer or financial advisor today is remarkably fragmented. People rely on outdated websites, word of mouth, and a lot of friction — there's no unified platform where you can compare professionals, see availability, and actually book an appointment.
Briefly’s thesis: if Zocdoc solved this for healthcare, why doesn't the same model exist for legal and financial services?
