Wise Advice
Lead Product Designer (Huss & Sam)
5 months
Website UX/UI Design,
Order Management System Planning
Wise Advic is a consulting firm specializing in organizational and managerial challenges. The company provides expert guidance on workplace relationships, employee development, and performance evaluation through a team of seasoned professionals.
The client lacked a centralized platform to manage expert consultations, leading to manual overhead and a fragmented user journey. Prospective clients had no way to explore services, compare consultants, or schedule sessions independently.
Furthermore, the consulting world involves numerous variables: diverse service categories (legal vs. organizational), varying session formats (video vs. phone), and fluctuating consultant availability. The primary challenge was to organize these complex choices into a logical flow that prevents user overwhelm and ensures a high conversion rate from interest to payment.
I designed a unified digital experience that bridges the gap between expert consultants and clients. By streamlining the booking process, WiseAdvic removes traditional barriers like scheduling conflicts and logistical overhead, making professional advice accessible from any device.
Building Trust: The Professional Hub
The first goal was to create a high-converting one-pager that clearly communicates WiseAdvic’s mission. I focused on a clean, professional visual language that showcases the firm’s expertise and team, building immediate credibility with the user.
Simplifying the Journey: The Booking Wizard
The core of the project was an intuitive, multi-step booking system. To prevent user overwhelm, I implemented a guided “Wizard” that breaks down complex choices such as category, consultant, and format into simple, manageable steps, complete with real-time availability and seamless calendar integration (Google/Outlook).
Lilach Simchi Muller
Founder & Lead Consultant
An experienced organizational consultant and mediator, Lilach founded WiseAdvic to revolutionize how managers and employees access professional support. Her vision was to bridge the gap between complex workplace challenges and accessible solutions, empowering professionals to advance their processes and workplace relationships through a flexible, digital-first approach.
To understand the needs of WiseAdvic’s target audience, I conducted user interviews, analyzed competitor benchmarks, and reviewed industry trends. This process allowed me to map out the friction points in traditional consulting and identify what users truly value in a digital experience.
Key Insights
Trust & Transparency Detailed credentials and clear service descriptions are essential for building user confidence.
Seamless Efficiency Users expect a frictionless path to select an expert, book a slot, and sync with their calendars.
Adaptive Flexibility Providing choices between Video and Phone consultations is critical for meeting diverse user needs.
To ensure a consistent and user-friendly experience, I developed a comprehensive design system defining all visual and interactive elements. The system was built on a professional, clean, and trustworthy visual language, supporting the brand identity while enhancing usability and scalability across the entire platform.
In this phase, I explored various ways to simplify the complex scheduling logic. I mapped out diverse user journeys to identify potential friction points and built low-fidelity prototypes to test how different flows impacted the user’s cognitive load.
This iterative process was crucial in distilling the multifaceted consultant variables into a clear, linear path that guides the user from discovery to a confirmed booking.
Ideas Considered:
The following ideas were evaluated based on user feedback, feasibility, and alignment with WiseAdvic’s goals, some were incorporated into the final design.
Scheduling Interface
Calendar View: I explored a traditional grid-based calendar for visual slot selection. While familiar, it felt overwhelming for users who hadn’t yet committed to a specific consultant.
The Booking Wizard (Selected): I decided on a guided, step-by-step flow. This reduced the cognitive load by focusing the user on one decision at a time (Service > Expert > Time).
Expert Discovery
Direct Search: Considered a search-heavy interface, but realized that for a specialized firm, a curated list with comprehensive bios and expertise tags builds more trust and helps users make better-informed choices.
Ideas Not Approved (Due to Budget Constraints):
Appointment Reminders:
Automated email or SMS reminders as an optional feature for added convenience.
in the future develop an app for push notifications to keep users informed.
Post-Consultation Follow-Up:
A system for users to rate and review their consultation sessions
The final platform successfully reflects WiseAdvic’s mission, providing a clear and accessible gateway for users to connect with top-tier experts. By prioritizing a seamless booking experience, the solution directly supports the company’s strategic goals: Accessibility, Professionalism, and Efficiency.
The project demonstrates how thoughtful UX can transform a complex, manual process into a streamlined digital service that aligns with both user needs and business budget constraints.
This project was a valuable lesson in balancing user-centric design with business reality. I learned that a company’s strategic goals and budget constraints can sometimes take precedence over “ideal” UX features.
As a designer, my role was to find the sweet spot: ensuring the platform reflects WiseAdvic’s core values and professional mission while still delivering a seamless, intuitive experience. This balance was the key to creating a solution that is not only functional but also sustainable and aligned with the client’s long-term vision.
Business Goals vs UX
Finding the balance between strategy and goals business to users’ expectations
User-Centric Design
Prioritizing user needs, such as simplicity and accessibility.
