Case Study-2

A health-tech company from Bajaj Finserv group. Disrupting the health care industry. It’s more than an app or a website. It’s a personalised health manager

Reduce Off-Hour Doctor Booking Churn and enhancing experience

Year

April- 2024

Domain

B2C

Time Taken

1 Sprint

(15 Days)

Design Ownership

Prerna Bajaj

MY ROLE

Product Designer

Product Ownership

Aman Gupta

Devansh Gupta

Problem Statement

Our objective is to address the 31% user attrition occurring when customers attempt to book Instant Appointments outside our serviceable hours of 10 PM to 10 AM. By proactively providing solutions for these off-hour bookings, we aim to reduce bounce rate, enhance user retention and reduce churn, ensuring we meet our users' needs even when service is unavailable.

31% Attrition Rate

Increased bounce rates

No offerings in non-serviceable hours

User Retention rates were less

Design Expectation

Reduce churn rate

Enhance user retention

Reduce bounce rates of users

Improve experience for patients

Research & Define

Testing

Iterations

My Design Process

What is Instant Consultation?

Instant consultation allows you to book a quick appointment with a doctor via video or audio call. Choose a convenient time, and the system matches you with an available doctor to discuss your health concerns and receive advice or treatment from home. It's like having a doctor's appointment at your fingertips!

So basically it is,

Booking doctor appointment

Video Consultation

System matches best doctors

Quick appointment booking

UNDERSTANDING USERS

User Research

What better than users sharing their experience? These interview questions gather insights to improve the booking experience for doctor's appointments during non-serviceable hours. I asked 6+ users and interviewed them about their experience and journey.

1- Can you describe a recent experience when you tried to book an appointment outside our serviceable hours (10 PM to 10 AM)?

2- How do you feel when you encounter a popup stating that serviceable hours are closed?

3- What are you expectations when trying to book a doctor's appointment during non-serviceable hours?

4- When you cannot book an appointment instantly, what alternatives do you consider or use?

5- Would you be interested in options like scheduling a callback, placing a request for the next available appointment, or being notified when service hours resume?

6- How easy or difficult do you find our current booking interface?

7- How easy or difficult do you find our current booking interface?

8- How do you prefer to be informed about serviceable hours and availability?

9- Are there any other pain points or frustations you encounter with our current system?

Interview Statements

“The most significant frustration is the lack of immediate options during non-serviceable hours.”

“I expect to have alternative options or some way to book an appointment for the next available slot.”

“I expect the app to offer an option to schedule the first available appointment or provide some form of immediate assistance.”

“Sometimes the app crashes, and I lose my progress in the booking process.”

UNDERSTANDING PSYCH LEVEL

User’s Behaviour & Mental Model

Imagine a person coming to the screen to book a doctor appointment which the users is in urgent need for.

While the first screen they see when they try to look out for Instant consultation is a “POP UP” which shows that the services are “CURRENTLY CLOSED”.

I tracked the mental model of the users when i asked them to try booking a doctor consultation during non serviceable hours. Users experience a decline in satisfaction upon encountering a popup stating that serviceable hours are closed.

Psych Level

Homepage

Instant Consultation Landing Page

KNOWING COMPETITORS

Competitor Study

I also did a little secondary research in understanding how other products display their unavailablity products or services.

Unavailability Status Visual

Showing other alternatives while a service unavailable

Unavailability Status Visual

PROBLEMS IDENTIFIED

Research Findings

Conducting all the interviews and understanding data metrics and patterns, I concluded with the major problems which were there in the current experience due to which there were bounce rates and user churns.

Disappointed message

A disappointing message can lead to users trusting less to the platform. While as a healthcare business, we should always ensure more care and trust for the users, which doesn’t reflect here

Lack of Immediate Alternatives

The action feels so forced that there are no alternative solutions or immediate help options provided. This experience of not providing users what they want is itself opening an exit door for them to leave the journey

No Communication about service hours

Users came to an app with an intent of booking a consultation, While there are no communication about the service hours which can be annoying and inconvenient

IDEATE

What can be done?

Now, My primary my aim is to provide people some alternatives rather than providing them nothing. What apart from that what should be my main areas to focus? I jotted down some important aspects I need to work on while ideating.

Providing some alternative

Enhancing Messaging

Preemptive Information

Keeping all these in mind, I started with wire framing some rough sketches

A health-tech company from Bajaj Finserv group.

Disrupting the health care industry. It’s more than an app or a website. It’s a personalised health manager

Reduce Off-Hour Doctor Booking Churn and enhancing experience

Year

April- 2024

Domain

B2C

Time Taken

1 Sprint

(15 Days)

Design Ownership

Prerna Bajaj

MY ROLE

Product Designer

Product Ownership

Aman Gupta

Devansh Gupta

Problem Statement

Design Expectation

Reduce churn rate

Enhance user retention

Reducing bounce rate of users

Improving experience for patients during non serviceable hours

20%

50%

10%

20%

Research

Testing

Iterations

My Design Process

What is Instant Consultation?

So basically it is,

Booking doctor appointment

Video Consultation

System matches best doctors

Quick appointment booking

USER INSIGHTS

Understanding Existing Data

I collected data from the Data team to understand the drop off rates and attrition rates. The funnel charts and some user interviews directed me to a way to which this could be solved

31%

User Attrition

User Churn

4.5k+

Monthly Bookings- Serviceable hours

8.5k+

Drop off

Existing Screen

UNDERSTANDING USERS

User Research

Can you describe a recent experience when you tried to book an appointment outside our serviceable hours (10 PM to 10 AM)?

How do you feel when you encounter a popup stating that serviceable hours are closed?

What are your expectations when trying to book a doctor's appointment during non-serviceable hours?

When you cannot book an appointment instantly, what alternatives do you consider or use?

Would you be interested in options like scheduling a callback, placing a request for the next available appointment, or being notified when service hours resume?

How easy or difficult do you find our current booking interface?

How do you prefer to be informed about serviceable hours and availability?

Are there any other pain points or frustrations you encounter with our current system?

Interview Statements

“The most significant frustration is the lack of immediate options during non-serviceable hours.”

“I expect to have alternative options or some way to book an appointment for the next available slot.”

“I expect the app to offer an option to schedule the first available appointment or provide some form of immediate assistance.”

“Sometimes the app crashes, and I lose my progress in the booking process.”

UNDERSTANDING PSYCH LEVEL

User’s Behaviour & Mental Model

Imagine a person coming to the screen to book a doctor appointment which the users is in urgent need for.

While the first screen they see when they try to look out for Instant consultation is a “POP UP” which shows that the services are “CURRENTLY CLOSED”.

Psych Level

Homepage

Instant Consultation Landing Page

KNOWING COMPETITORS

Competitor Study

I also did a little secondary research in understanding how other products display their unavailablity products or services.

Unavailability Status Visual

Showing other alternatives while a service unavailable

PROBLEMS IDENTIFIED

Research Findings

Disappointment message

This leads to user frustration, disappointment, and potentially higher bounce rates and churn.

Lack of Immediate Alternatives

No alternative solutions or immediate help options are provided.

Service Hours Not Clear Initially

Users only learn about the service hours after attempting to book, which can be annoying and inconvenient.

IDEATE

What can be done?

Keeping all these in mind, I started with wire framing some rough sketches

Preemptive Information

Enhancing Messaging

Providing some alternative

CREATED ITERATIONS

Created Wireframes and Iterations

Now, My primary aim is to provide people some alternatives rather than providing them nothing

Secure tomorrow's slot with ease

Book tomorrow's doctor consultation now, easily.

Best available General Physician

Dr Arvind Hiranandani

When do you want to book?

28 Mar

Thu

29 Mar

Fri

30 Mar

Sat

31 Mar

Sun

1 Apr

Mon

Select time slot

View All Slots

Morning

10:00 AM

10:30 AM

11:00 AM

11:30 AM

Consultation Unavailable

Oops! Instant consultation service is closed now. (10:00AM to 10:00PM)

Inamdar Clinic

Instant consultation

Need Help?

Appointment Details

Prerna Bajaj

Female, 23

Plan Member

10:00 AM

Friday, 05 March 2021

Video Consultation

Chat, Audio/Video call

Benefits and Coupons

Change

Doctor consultation benefit applied

eBH Health Prime

Payment Details

Doctor Consultation

₹900

eBH Health Prime

Doctor Consultation

-₹900

Payment Methods

Pay Online

You can use your plan benefit online QR code,

Pay at Clinic

You can use your plan benefit online QR code,

Request a Call Back

Assisted booking with experts

Call Us

I agree to the Bajaj Finserv health’s T&Cs by booking this appointment you agree to T&C

Get updates/information on WhatApp/SMS

But you don’t worry, We got you!

Book tomorrow's consultation now, easily.

Best available General Physician

250+ doctors available now

Dr Arvind Hiranandani

View Profile

Previously Booked

Dr Arvind Kapoorwani

View Profile

Previously Booked

Dr Arvind Hiranandani

View Profile

When do you want to book?

28 Mar

Thu

29 Mar

Fri

30 Mar

Sat

31 Mar

Sun

1 Apr

Mon

Select time slot

View All Slots

Morning

10:00 AM

10:30 AM

11:00 AM

11:30 AM

Consultation Unavailable

Oops! Instant consultation service is closed now. (10:00AM to 10:00PM)

We will confirm the exact consultation start time well in advance

Proceed to Book

Inamdar Clinic

Instant consultation

Need Help?

FINAL DESIGNS

Drum Rollsss, Here’s the final designs

Insta Consultation Landing Screen

No prior information

# INFORMING USERS

Setting clear status

Reactance is a psychological phenomenon where individuals resist or react negatively to perceived attempts to restrict their freedom of choice.

Insta Consultation Booking Screen

Booking Details Description

Gives details about speciality doctor

Providing immediate alternatives

# REACTANCE PSYCHOLOGY

Giving users alternatives

Forcing adoption of a behaviour may backfire.
Thus, so I gave users the option to reduce reactance by allowing them to schedule an appointment now for later.

This way, they can book in advance instead of leaving the screen empty-handed during their time of need.

Reduce Reactance

# PROVIDING CHOICES

Giving Choices

Allowing users to choose their previously consulted doctor for Insta Consultation instead of booking a new one
Which give them the decision power and more choices

Enhancing Messaging

# IMPROVING MESSAGING

Clarity of message

I have tried to showcase clearly the message stating that currently video consultation isn’t available.

The UI gives disabled look to clearly denote the message.

Booking Details Screen

Appointment Details

Basics details payment

Payments Page

Allow users to schedule appointments for later, ensuring they can secure a spot even during off-hours.

Confirmation Status

Covering different scenarios and edgecases

Select doctor

25+ available doctors

Available now

Select preferred consultation slot

Connect instantly

Access premier medical expertise in 60 seconds

Consult with 25+ best available doctors

Book for later

Access premier medical expertise at your preferred time

General Physician

Get your preferred consultation slot

Proceed

Inamdar Clinic

Instant consultation

Need Help?

Learnings

Users experience frustration and anxiety when they encounter a popup stating that serviceable hours are closed, especially during urgent situations.

Users need immediate solutions when attempting to book appointments during non-serviceable hours and often resort to other apps or services.

Users' emotional satisfaction declines significantly when they cannot book appointments instantly during critical times.

Users are frustrated when the app does not remember their previous searches or preferences, leading to repeated efforts.

Impact after design implementation

After launching our new design and features, we allowed a month for the changes to take effect and gather meaningful data. During this period, we closely monitored user engagement, performance metrics, and user feedback to understand the impact of our updates.

Reduced Churn rate

Increase in Instant Appointment Schedule from April to June

12%

Contribution in Instant overall Booking

Increased Instant Booking

Growth Score

Growth in overall Cashless doctor appointment

Cashless Doctor booking

Reduced Churn rate which effective in enhancing user retention

Increased Retention

Bajaj Finserv Health

Enhancing Doctor Visibility and streamline patient decision making

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