A trusted name in eye care, sought to improve its online booking experience.
Introduction
The aim for this project was to enhance the online booking process and minimise drop-offs. The previous system presented challenges due to its unstructured flow, often causing confusion and leading to abandoned bookings.
Reaserch
To ensure a frictionless and user-friendly booking experience, I conducted an extensive analysis of user behavior and industry best practices. This research aimed to identify critical areas for improvement by evaluating how users navigated the existing booking system, pinpointing where drop-offs occurred, and understanding the pain points that led to user frustration.
Wireframes
Using insights from research, I developed wireframes to visualise the new flow, ensuring that user needs and business objectives were seamlessly integrated. The initial iterations explored different layouts for progress tracking and store feature visibility, focusing on how to make the journey feel both intuitive and informative.
As the design evolved, we implemented refinements that focused on simplifying the user interface without compromising functionality. By reducing visual clutter, using high-contrast elements to highlight key actions, and optimising for mobile responsiveness
Login options
During the redesign, a key consideration was how users would log in to manage their bookings efficiently. Two primary options were explored
Account login:
Users could create an account with a password, allowing them to access their booking history and manage future appointments seamlessly.
Confirmation code login:
Users who had booked an appointment could log in using a one-time confirmation code sent to their email or phone, eliminating the need for password creation.
Both options presented advantages. The account-based login provided users with a more permanent way to login, while the confirmation code method reduced friction for those who preferred a quick, hassle-free login experience. To offer greater flexibility, I decided to merge both approaches, allowing users to choose their preferred method. This hybrid model ensured accessibility while catering to different user preferences.
Store availability
One of the critical enhancements in the booking journey was improving how store availability was communicated to users. The goal was to inform users about appointment availability at different locations therefor making a more informed decisions and find quicker appointment slots.
Evaluation
To measure success, KPIs such as completion rates, average time per booking, and user feedback will be tracked once the new journey is launched. Future testing and iterative improvements will be essential in refining the experience further.
