Overview

Problem

Discover & Research

Design Goals

User Flows

Final Design

Outcome & Impact

Learnings

Building Tealfeed’s Marketplace and Variant System

How I designed, built, and launched a full marketplace experience

Overview:

Tealfeed is an all-in-one platform designed for appointment-led businesses, with a core focus on mental wellness professionals such as therapists, psychiatrists, and counselors.

We help them streamline their practice by offering tools to manage calendars, accept bookings, and handle payments—eliminating the need for manual coordination.

Tealfeed is an all-in-one platform designed for appointment-led businesses, with a core focus on mental wellness professionals such as therapists, psychiatrists, and counselors.

We help them streamline their practice by offering tools to manage calendars, accept bookings, and handle payments—eliminating the need for manual coordination.

My Role:

Led the end-to-end product design

Worked alongside founder, engineers, and growth team
Designed and shipped the multi-layered variant system

Led the end-to-end product design

Worked alongside founder, engineers, and growth team
Designed and shipped the multi-layered variant system

View TL;DR

Quick Summary of the project

Problem:

As we began onboarding larger organizations, a few critical gaps became clear:

No Built-in Team Showcase

Organizations with multiple therapists needed a centralized team page to highlight their practitioners. Since Tealfeed didn’t support this, they had to rely on external website builders and manually link services back to Tealfeed—creating a disjointed and inefficient workflow.

Underwhelming Therapist Profiles

The existing single-member profile pages were minimal and lacked depth. They didn’t allow therapists to present essential details like expertise, approach, certifications, testimonials, or availability in a structured way. This limited both credibility and conversion potential, especially for first-time clients.

Limited Therapist Discovery for Clients

Clients had no easy way to filter or search for therapists based on preferences like specialization, availability, or therapy type. As a result, they were forced to click through multiple individual profiles to find someone who matched their needs—leading to a frustrating booking experience.

Discovery & Research: User Interviews

To ensure our solution addressed real user needs and business workflows, I used two complementary research approaches

Questions I asked Organisations:

Is there anything your current booking system doesn’t support that you wish it did?

To surface blockers that limit scalability and customization

Would you want to have filters for your team page? If yes, what kind of filters?

To understand discoverability needs and content structure

What kind of information would you like to display on your team page to help clients choose better?

To determine how much customization and metadata support is required

Questions I asked End Users:

What steps do you usually take when booking a session with a therapist?

To map natural behaviors and identify points of friction

What kind of information do you wish you could see before booking?

To understand what details build trust and reduce hesitation

What makes you feel confident while choosing the right therapist or service?

To uncover decision-making factors that matter most to clients

Discovery & Research: Pattern Analysis

We’ve built Websites for over 100+ organisations in the mental health space.

Throughout this journey, I observed recurring patterns and needs — these insights informed the feature decisions and design directions of our platform

Team Page Similarities

Most organizations already had a team page. This gave us the opportunity to analyze common structures, content needs, and UX expectations for showcasing their professionals

High Demand for Customisation

Despite structural similarities, organisations preferred strong visual customisation — from color and font themes to layout and branding flexibility — highlighting the need for design adaptability.

Use of Filters

Many organizations were already segmenting their services externally using common client filters like location, language, pricing, and therapist type

Design Goals

To address the gaps uncovered during research and support both organizational needs and end-client expectations, we defined the following design goals:

Showcase Teams Seamlessly

Enable organizations to create a customizable Team Page that clearly presents their therapists, roles, and specialties—without needing external tools or integrations

Support Flexible Customization

Design a modular system that supports deep visual and structural customization, allowing each organization to reflect its unique brand through layout, themes, and content hierarchy

Improve Discoverability with Smart Filters

Introduce robust filtering and segmentation for therapist discovery, based on client-relevant attributes like location, language, pricing, and therapist type—helping clients find the right match faster

Surface Trust-Building Information

Ensure that therapist profiles surface key details (e.g. experience, approach, availability, and credibility markers) to reduce hesitation and build trust in the booking process

Design for Scale

Ensure the system can scale effortlessly across solo practitioners, growing teams, and large organizations—while maintaining a consistent and intuitive user experience.

Designing the Solution: User Flows

To bring clarity to the experience, we mapped out detailed user flows for both organization admins and end clients. This helped us define how each stakeholder interacts with the system — from setting up services to booking a session.

By visualizing the entire journey, we ensured:

For Organizations

For End Clients

For Organizations

For End Clients

Designing the Solution: Final Designs

By visualizing the entire journey, we ensured:

Team Page Customization

We introduced a dedicated page for organizations that gave them full control over how their team is presented. They could:

Customize the layout and visual style of their team page to match their brand
Define filters (e.g. location, specialization, language) to help clients find the right therapist easily
Choose which fields to display on both the team and individual therapist pages—such as qualifications, session types, availability, and more

This allowed organizations to create a cohesive, branded experience while streamlining client discovery and booking

Team Page Detail Management

As we made therapist profiles more customizable, we built a dedicated interface to manage those details efficiently. This ensured that profile information remained accurate, consistent, and organization-aligned.

Therapist Control: Therapists could fill out all relevant details as defined by the organization—such as bio, languages, pricing, session formats, and more.
Admin Oversight: Admins could switch between therapist profiles and edit information on their behalf, ensuring smooth onboarding and data consistency.
Live Preview: As therapists or admins edited content, they could see a real-time preview of the final layout—helping them visualize how their profile would appear to clients

This enhanced the editing experience for both therapists and admins—allowing them to maintain high-quality, branded profiles and deliver a more trustworthy, client-ready presence

Enhanced booking experience

After customizing the backend for teams and services, we focused on improving the client-facing booking flow to ensure a smooth, confident, and conversion-optimized experience.

Complete UI Overhaul: A redesigned interface made the booking journey simpler, faster, and more intuitive.
Smart Filtering: Clients could easily narrow down therapists using filters like location, language, therapist type, and availability.
Richer Therapist Profiles: More contextual information—such as approach, session formats, and qualifications—was now visible to help clients make informed choices.
Variant-Based Clarity: Instead of seeing multiple duplicate services, clients saw a few well-organized services with variant options clearly nested within.

This transformed the client experience—making it easier to find the right therapist, book the right service, and feel confident in their decision

Outcomes & Impact

The redesigned team and booking experience created measurable impact for both organizations and end clients. Our scalable system not only simplified internal workflows but also enhanced client discovery and booking efficiency—directly contributing to business growth.

Key Results

50% increase in leads

Streamlined discovery and clearer therapist profiles made it easier for clients to find and initiate sessions.

40% reduction in onboarding time

Admin-friendly tools and customizable templates helped organizations set up faster, without relying on external platforms.

60% increase in revenue

Consolidated service offerings, flexible pricing via variants, and a cleaner booking flow led to higher conversion rates and improved session volume.

Learnings

As the marketplace + variant system gains traction, there are several opportunities to further refine and scale its impact:

Designing for internal teams ≠ designing for external clients

Internal workflows required flexibility and edge-case handling; external flows needed clarity, speed, and emotional trust. Balancing both was key.

Scalability starts with decoupling assumptions

Treating booking links, variants, and profiles as modular entities (instead of tightly coupling them to a platform) unlocked extensibility — and made adoption easier for orgs in transition

Feedback loops don’t have to be formal

Allow orgs to choose from design presets or themes to suit different brand personas without needing manual Webflow edits

Contents:

Overview

Problem

Discover & Research

Design Goals

User Flows

Final Design

Outcome & Impact

Learnings