New Client Connection
From a growth lens, the goal was to improve conversion, monetization, and client retention. From a strategic product lens, the goal was to rebalance control, trust, and incentives between Pros and clients.
Project Objective
Improve monetization and marketplace health by giving Pros control over which paid new clients they accept.
My Role
User Research
Discovery
Ideation
Brainstorm facilitation
Design
Design QA
Problem
When a Pro received a new client booking:
Appointment was automatically added
Pros had no visibility or control
Pros canceled or no-showed
Pros & Clients lost trust and churned
NCC became the #1 driver of Pro churn.
Strategy
Growth lens
Reduce wasted paid leads
Increase successful first appointments
Improve Pro retention
Strategic product lens
Shift from forced acceptance to informed choice
Build trust on both sides of the marketplace
If we give Pros the ability to review and accept or decline NCC requests before paying, we can:
Reduce cancellations and no-shows
Improve trust in NCC value
Increase monetized NCCs
Improve client first-appointment success
Hypothesis
Solution
Designed an Accept / Decline flow for NCC bookings
Showed client context before commitment
Required explicit acceptance before calendar insertion
Added guardrails to prevent abuse
Solution
Impact
Reduced Pro No-Shows & Cancellations
+12% Monetization Rate
+$30kâ40k/mo Incremental NCC Revenue
27% Pro Remediation Conversion
Additional Safeguards
We identified several ways Pros were disintermediating NCC by moving new client interactions off-platform, driven by low trust and lack of control. To address this, we introduced Accept / Decline, surfaced client context earlier, and added guardrails to discourage off-platform behavior. These changes improved trust, lead quality, and marketplace health.
