Scheduling made easy

Since its release in 2003, Doodle has evolved as the most popular group scheduling tool on the internet, helping more than 1.5 million monthly users to find the best date for an event.

Time for a redesign

Doodle achieved market saturation in Switzerland and wanted to extend its reach to the rest of the world. It was time for a redesign based on three main goals.

1. Increase the number of created polls

2. Grow user base and organic participation

3. Increase revenue per participant

Design challenges

1. Increase no. of created polls

Reduce complexity by redesigning the user flow to decrease the number of steps the users have to make to create a poll.

2. Grow user base and organic participation

Offer three new use cases - signup sheet, decide on a place and make a choice - to get more people to use the platform.

3. Increase revenue per participant

Ads are crucial for the monetization of Doodle but they're also a source of distraction for the user, being responsible for a lot of opt-outs. The strategy was to integrate and combine the different existing Ad types into the design, to keep a great user experience without losing ad revenue. 

Brand consistency

In comparison to the Doodle native mobile apps, Doodle web had an outdated and uninviting design. It was necessary to create a consistent visual language across all platforms.

Attractive, timeless and global, it’s a vibrant, young and inviting design, relying not only on visual elements but also in animations to guide the user in their journey.

Collaboration & design process

Design Process

Working side-by-side with a lot of sketching, static designs and several HTML prototypes, made it easy to quickly test and validate ideas, as well as to communicate with developers. 

User testing

A testing environment was set at Doodle to verify all concepts with real users. In total, there were conducted around five rounds of user tests with new and existing users from every age group, on-site and remotely.

Living style guide

At that time, Doodle design was based on legacy code (source code that relates to a no-longer supported or manufactured operating system). It had no style guide behind it, which made it hard to work with existing code or design elements.

To improve this process, a new living style guide was created in close collaboration with the development team.

Facts of success

Doodle launched its new design in the Spring of 2017. The same design principles, methodologies and strategies are still followed by the Doodle team. The company has around 80 employees and is owned by Tamedia.

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