Revamped Appointment Booking Experience
Reorganising the booking flow around availability to convert first-time users.
The problem
First-time users had a conversion rate of 7%, while repeat users converted at 55%
The business goal was to increase first-time user activation, since engagement for repeat users was already high.
The data
80% of all people who entered the flow were first-time users — and split into two groups.
Barrier to conversion: Intent
Barrier to conversion: Capability ⭐⭐
The insights
People only check the first few doctors while looking for a slot & don't explore further if they can't find a slot they want.
During research calls, 30% of users who had dropped off booked a slot immediately when told about the next available slot for their concern.
JTBD for non-regular users is to find the next available slot by date — not to search for a specific doctor.
Even after dropping off, there's a good chance the user hasn't booked elsewhere and still needs the consult.
(Especially true on weekdays and for non-urgent consults.)
The solution
Slots organised by date, instead of doctor
The job to be done for first-time users is to find the next available slot for their problem — not to search for a specific doctor.
Impact
Increase in first-time user conversion
Bookings per month after launch
Ops bandwidth reduced through self-input flows