Ultra Fire Safety (formerly America's Fire Shield or AFS for short) is a fire safety company offering on-demand fire compliance booking services for commercial and residential properties. The project was initiated because customers were bypassing the online platform and calling in to schedule services, signaling a clear gap in the digital booking experience. The objective was to design a simple, intuitive booking flow responsive across mobile, tablet, and desktop.
Prior to the design phase, a UX researcher conducted discovery work revealing that customers prioritize location, timing, and pricing transparency when selecting a provider. A competitive analysis found that existing players were failing users by gating pricing behind forms and overwhelming them with information. Three distinct customer segments — a loyal commercial property manager, an experienced contractor, and a newly appointed office manager — were identified to guide how user flows should be differentiated.
Brought in during Phase 2, the work began with low-fidelity sketches to rapidly ideate and align with stakeholders under a tight timeline, drawing inspiration from comparators like Kin and Calendly to prioritize location prominence and pricing transparency. These concepts were then developed into high-fidelity prototypes and tested with the client's customer network, where users praised the experience as intuitive, easy to navigate, and visually simple.
One key design iteration resulted from testing — the red promotional banner for purchasing fire extinguishers was repositioned from a prominent hero placement into a secondary navigation button alongside the primary "Schedule Service" CTA, after users consistently overlooked it. To support the project beyond handoff, recommendations were made around content strategy, adopting Shopify's "Nora" template for deprioritized screens, building an information architecture, and a style guide review for logo colors.