Bangkok Hospital, search and booking form flows
CONVERSION OPTIMIZATION & DESIGN
Bangkok Hospital approached us to redesign the doctors search and appointment booking flow. They had noticed that the conversion on these pages was disturbingly low and wanted external help to understand and correct the underlying issue. In order to make a strong impact and increase the conversion for our client, we suggested to first take some time to do some research, analyze current user patterns, the potential issues these have, and take the proper time to understand users behaviors. After we agreed to follow these steps we spent a few weeks researching and understanding before doing a complete redesign of the user journey.
As with all projects, there are constraints. During our research and after talking to stakeholders, we discovered we had only a few degrees of freedom in this redesign. First, we were not allowed to change the actual functionality as changing the database and backend could not be done at this stage. This meant that all the information still had to be collected and transmitted from the user somehow.
The second constraints we discovered was that they didn’t have one centralized system to manage appointments. All online bookings were sent to the secretaries which would then check availability of doctors in their main booking system before confirming the appointment with patients on the phone. This meant that we had to be very clever showing the optional timeslots in order to avoid confusion for the end user.
Discovery & Analysis
What we did
For this project we first put in place a few tools to track the conversion of their current website at the time, analyzed the results and then developed a strategy and plan for this project. We redesigned and improved the complete user flow for the search and booking forms, designed wireframes for each page and then developed high fidelity concepts for both desktop and mobile.
The first part of our methodology was to try to analyze the current system by tracking the conversion using funnels. The goal was to understand exactly where users dropped off along the flow. After the data collection was done we analyzed the results and started to develop the strategy for our redesign.
It became clear that there was a 96.3% drop-off on the first search screen. After analyzing the problems we found out that one of the main reasons for this big drop-off was that, after hitting the search button, it would take over 45 seconds to load the search results. Poor performance from databases and codebase has a significant effect on user drop off.
According to the latest Google studies, as much as 57% of users leave the site if the page takes more than three seconds to load. Even worse, 80% do not come back to visit the website and almost half of them communicates the bad experience to their friends and colleagues. So first point, easy, speed up the site.
However, it soon gets more complicated as the second reason for the big drop-off was user confusion. Users were presented with three drop downs to choose from on the main search screen. Each drop down contained 30 to 50 different options or more. The first field was a list of clinics, the second one doctors and the last one specialties. The latter only used really technical terms which was really intimidating and confusing to users (when you hurt your stomach as a user, you don’t know what type of specialist you need to help you treat this issue, you just want doctors to tell you what you need).
After looking at this initial search form, many users just ended picking up the phone to call Bangkok Hospital directly and get someone to tell them who to talk to about their health problems.
After understanding the pain points and behaviors of our users, we saw an opportunity to simplify the main search page to be more friendly and visual to help them make a decision. So instead of giving users too many options on this first screen, we reduced it to 12 simple options to choose from and illustrated them as you can see in the screenshots below to make it easier to come up with a decision. We also improved search form on this screen by adding an autocomplete drop down. In that drop down, users get recommendations as they type. These recommendations include specialties, doctor names, disease/injury names, or departments/clinics among other things.
Below are some screenshots of the old website before we redesigned it to allow you to compare the two versions:
Once the users search for something we redirect them to the search results page where they can get advanced filters option to find exactly what they are looking for. We also reduced the information displayed to the bare minimum. In our research, we learned that users cared mostly about the specialization of the doctor and language spoken. They didn’t need more information to make a decision.
For the calendar, we replaced the monthly calendar view with only the next 3 days because most users usually don’t want to wait for weeks when they are sick. They need immediate attention. However, users can browse through to see the next available dates directly from that page or click on the doctor profile to see more details and available dates if they desire so.
In their old website, they actually didn’t have a profile page for doctors. Users clicked directly from the search results page through to the booking form to make an appointment with the doctor. For that page, the focus was mostly on booking one of the time slots. We decided to display only one week at a time and show all the different timeslots for each day instead to allow users to book quickly a time that match with their agenda.
Making an appointment
The initial booking form was a bit too long. To create a more enjoyable experience we decided to split this form into multiple steps. We also convinced client to remove some of the fields that were absolutely not required to book an appointment. Each secretary has call back each patient anyway to confirm booking time so they can get more information during that time.
Because a large percentage of users were browsing the website on their mobile phones, it was critical that the mobile version be as friendly and easy to use as possible. All desktop design solutions were translated perfectly to mobile without losing in functionality or adding complexity to it.
Even with all the constraints we had at the beginning of this project, we believe we were able to find a very effective and decent solution to solve the problems we discovered during our research and increase the overall conversion. Finding a doctor became really easy for users and our client was really happy with the final design.