In addition to being a rural creative retreat, Angels Farm offers on-site accommodation and a growing range of artisanal ceramics.

Their courses are always fully booked the moment they are released, so they needed a bespoke digital platform to streamline operations, enhance the customer experience, and reduce reliance on manual admin.

We were appointed to design and develop a tailored solution that could handle complex booking flows, stock-sensitive e-commerce, and flexible accommodation management – all within a user-friendly, easily managed system.

In this project, course places and room allocations were treated as stock, each with its own limitations, dependencies, and booking rules. Unlike standard e-commerce, availability had to factor in:

• Shared room logic (e.g. twin vs double occupancy)

• Limited room combinations based on course attendee selection

• Automated removal of available options once capacity was reached

• Synchronisation of booking capacity across different accommodation types

We built a custom booking engine that dynamically tracks course availability in real-time, adjusts available room types based on selections, and prevents overbooking. Admins can easily manage dates, restrict room combinations, or adjust availability on the fly – all without the need for spreadsheets or manual cross-checking.

This approach allowed Angels’ Farm to maintain full control over their ‘stock’ of course places while providing a smooth and error-free booking journey for users.

A flexible payment workflow was essential.

We implemented a custom booking logic that enables users to secure their place on a course with a deposit.

The system then automatically tracks deadlines and sends personalised payment reminders, ensuring final balances are paid in full ahead of the course start date.

This reduces the need for manual chasing and helps maintain cash flow.

To help fill remaining spaces on upcoming courses, we introduced a last-minute availability feature. This dynamically displays remaining spaces or cancellations and enables users to book instantly. It integrates with the broader booking system and ensures room availability, course limits, and accommodation logic remain accurate in real-time.

The site serves three distinct audiences: previous course attendees, email subscribers, and the general public. We developed dedicated access areas with tiered visibility and time-sensitive access, allowing Angels’ Farm to:

• Offer early access to bookings for loyal customers

• Release pre-sale pottery to subscribers ahead of public launch

• Create a clear, streamlined journey for each user type

This segmentation supports customer loyalty and increases early conversions.

A full email automation workflow was built into the platform, handling:

• Immediate confirmation and welcome emails post-booking

• Countdown emails with key information in the lead-up to the course

• Scheduled emails containing essential documents, directions, and packing lists

• Targeted early access emails for future course releases and pottery sales

This ensures participants feel well-prepared and supported, while saving the Angels’ Farm team hours of admin every week.

To ensure clarity and professionalism across the site, we developed a context-aware interface that adjusts language dynamically based on the type of product or experience being viewed. This required bespoke coding to:

• Display “Book Now” or “Fully Booked” for course-based products

• Use “Buy Now” or “Sold Out” for pottery pieces and physical items

• Ensure the correct terminology was applied throughout the site — not just on buttons, but also in basket flows and confirmation messages

This attention to detail reinforces the quality of the brand, prevents confusion for the customer, and helps clearly distinguish between bookable events and tangible products.

The result is a smooth, intuitive experience that feels polished and trustworthy — whether the user is securing a space on a retreat or purchasing a handmade mug.