Find Your Calm — Product Case Study

01 · Users & goals

Who the platform is for

Rooftop Saunas runs private sauna cabins across more than one London location, with every slot priced separately and every location on its own schedule. Their booking software was costing them money, so they asked Boomdevs for custom software built around how they work, and sellable to other businesses one day.

It had to plug into their existing WordPress site, so customers kept booking where they always had, and bookings couldn't stop during the switch. In June 2025 I took full ownership as Product Manager.

Today Find Your Calm is one platform with five product surfaces: a business dashboard, a public web app and marketplace, an operator-branded customer web portal, an operator-branded customer mobile app, and a future Find Your Calm customer app. The Rooftop Saunas app is an instance of the operator-branded app. The platform focuses on one vertical (hot and cold wellness) and builds density there first.

Mobile app booking screen with location and session cards — Operator-branded mobile app · booking

Who it's for

Operators: Run their business on it: locations, schedules and per-slot pricing.
Their customers: Book a slot, right on the operator's own website.
Operator staff: Manage the day: bookings and customers.

Success metrics, set upfront

Timeline: Launch in about three months, by August 2025.
Bookings: Zero interruption to bookings during the migration.
Manual work: Replace the manual booking work.

After launch we also tracked booking completion, the attach rate for memberships and packs, and operator count.

02 · Key decisions

Four decisions that shaped the platform

Platform capability vs. configuration

Problem: The software had to run Rooftop Saunas from day one, and still be sellable to other businesses.
Decision: Decided what became shared platform capability and what stayed operator configuration, then migrated Rooftop Saunas across without interrupting their bookings.
Trade-off: Building features as shared platform capability took more work than building them for one operator, so some moved to later releases. Migrating Rooftop Saunas was harder too: their existing setup had to fit the new shared structure, while bookings kept flowing.
Said no to: Operator-specific custom requests. One-off features for a single operator would have broken the platform model.

Pricing based on each operator's revenue

Problem: The platform needed a way to make money from operators, and enough operators to be worth booking on.
Decision: Two tiers: a free marketplace listing, and paid booking software priced by the revenue each operator manages; seats and locations don't change the price. I designed the pricing model; the client approved it.
Trade-off: There's no commission on transactions, because operators take payments through their own payment accounts, so the platform earns from operator success. Free listings work as an acquisition channel, building density ahead of revenue.

Memberships, packs and gift cards before guest booking

Problem: The platform needed recurring revenue in addition to one-off guest bookings.
Decision: Built memberships, packs and gift cards and prioritized them over guest booking, then moved the offer out of post-checkout and into the booking journey itself.
Trade-off: Accepted lower first-time conversion in exchange for subscription revenue and identity capture on every transaction.

Structured location data from day one

Problem: Verification, search relevance and personalization all depend on knowing exactly where each operator is.
Decision: Specified structured location data (ONS local authority codes and coordinates) at launch, as part of the operator onboarding journey.
Trade-off: More work for the developers before launch, building the location data structure properly up front. Extra onboarding steps for operators, who had to give structured location details rather than just an address. And some other features moved to later releases to make room for it.
Worth it because: Adding structured location data later, once many operators were live, would have meant cleaning up messy data across the whole platform. Doing it at launch kept verification, search and personalization working as the platform grew.

03 · Execution

Built in about three months, with weekly client check-ins

Research and wireframing came first: every booking scenario was mapped before anything was designed, with wireframes in Miro and Figma. From there I designed the web app for customers booking a slot and for staff managing the day.

Operator dashboard showing bookings with the create-order panel open — Operator dashboard · bookings and order creation

We met the client every week and researched each sprint's requirements before starting it, so nothing had to be rebuilt late.

What was in the August launch and what came later

To hold the August date, I cut by one rule: anything that needed more work as shared platform capability moved to a later release, rather than being squeezed in or built as a one-off for a single operator. A few other features moved too, to make room for structured location data, which would have been far harder to add once many operators were live. What stayed was everything Rooftop Saunas needed to switch over without a gap in bookings.

August 2025 · launch Everything Rooftop Saunas needed to switch over

Multi-location booking, per-slot pricing and per-location schedules
Square payments
WordPress plugin: booking forms and calendars on the existing site
Coupons, membership points, push notifications and WhatsApp
Customer and staff management, campaign tools, live analytics
Structured location data: ONS codes and coordinates

Later releases Moved after launch

Anything that needed more work as shared platform capability
A few other features, to make room for structured location data

Roadmap · August launch vs. later releases

What shipped:

Multi-location booking with per-slot pricing and per-location schedules.
Square payments.
A WordPress plugin that puts booking forms and calendars on the existing site.
Coupons and membership points, push notifications and WhatsApp updates.
Customer and staff management, campaign tools and a live analytics dashboard.

Platform coreFind Your CalmShared platform capability

01Business dashboard
02Public web app & marketplace
03Operator-branded customer web portal
04Operator-branded customer mobile app Operator instanceRooftop Saunas app
05 · FutureFind Your Calm customer app

Shared platform capabilityOperator configuration

Tier 1 · free Marketplace listing

An acquisition channel, building density ahead of revenue.

Tier 2 · paid Booking software

Priced by the revenue each operator manages; seats and locations don't change the price. No commission on transactions: operators take payments through their own payment accounts.

Pricing · free marketplace listing + booking software priced by revenue managed

The booking flow: 9 steps to 4

The old system took 9 steps to make a booking and asked for too much information along the way. I identified the problem, aligned with the client on a simpler flow, and designed a 4-step booking flow, which he approved.

Before · 9 steps

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After · 4 steps

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Booking flow · the old system vs. the new flow

Before switching over, every booking path was tested and all data was moved from the old system, so bookings kept flowing.

After launch, I led customer journey optimization end to end, working from funnel drop-off, Microsoft Clarity and GA4 behavioural data, session feedback and support themes to lift completion. I also defined the digital onboarding journey for new operators.

Revenue report with KPIs and net revenue over time — Revenue report · sample data

Written platform rules

I created the product doctrine for Find Your Calm: the roadmap and vision, a capability map of 12 domains across the five surfaces, the pricing policy, and an append-only decision log. It's kept alongside the code in GitHub and the designs in Figma, and the client is the final decision-maker.

04 · Outcomes

Launched on time and now live with 17 operators

100% of manual booking work replaced.
Launched on time in August 2025, with bookings flowing through the switch-over.
More bookings, and the losses from the old software stopped.
Now live as Find Your Calm with 17 UK operators.
Booking flow cut from 9 steps to 4.
Booking completion up 31%, relative to before.
A new operator goes live in under a week.

Booking completion is shown as a relative change: the underlying data, like the rest of the platform analytics, is confidential and reviewed with the client in working sessions rather than published here.

05 · What I'd do differently

Measure earlier and test with operators sooner

Set up analytics tracking from day one. We rebuilt the booking flow using Clarity and GA4 data, but with tracking in place from the start I'd have had a clean baseline to measure every change against, instead of relying on before-and-after comparisons later.

Put the operator side in front of real operators earlier. Testing operator setup and onboarding with real operators sooner would have shown us sooner what should be shared platform capability and what should be operator configuration.