Booking funnel redesign

The booking funnel was the most critical user journey within the mental healthcare platform and spanned multiple teams and ownership boundaries. Improving it required building a shared understanding of where users experienced friction, aligning stakeholders on priorities, and coordinating changes across the organization.

The objective was to improve booking conversion without increasing acquisition spend by making it easier for users to find the right provider and complete their appointment booking with confidence.

Rather than optimizing individual screens in isolation, the work focused on understanding user behavior across the entire journey and systematically reducing friction at the moments that had the greatest impact on conversion.

KPIs

Duration

8 months

Platform

Mental Healthcare

Outcome

+11% booking conversions

Teams Involved

5

Problem Statement

The appointment booking journey had evolved over several years through incremental changes. While the platform attracted a healthy volume of users, a significant percentage abandoned the booking process before confirming an appointment.

The funnel contained unnecessary friction, inconsistent decision points, and limited visibility into where users were dropping off. Improving conversion required more than isolated fixes; it required rethinking the entire booking experience.

Hypothesis

By simplifying the booking journey, reducing cognitive load, and helping users make decisions with greater confidence, we could increase the percentage of users who successfully completed a booking while maintaining the quality of appointments.

Approach

Metrics

Results

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