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
UI
Testing
UX
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
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
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.
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”.
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
PROBLEMS IDENTIFIED
Research Findings
After all the validation & 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.
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
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
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.
Keeping all these in mind, I started with wire framing some rough sketches
Preemptive Information
Enhancing Messaging
Enhancing Messaging
Providing some alternative
CREATING FLOW
Information Architecture
I created an architecture which will be create a better flow structure in
Happy Flow
CREATED ITERATIONS
Created Wireframes and Iterations
Now, My primary aim is to provide people some alternatives rather than providing them nothing
FINAL DESIGNS
Drum Rollsss, Here’s the final designs
Insta Consultation Landing Screen
0
No prior information
# INFORMING USERS
Setting clear status
Not informing users about the current status of the service, is misleading them about the services.
Hence, here we are trying to provide information about the timings prior for keeping them updated & informed.
Insta Consultation Booking Screen
Booking Details Description
Gives details about speciality doctor
3
Providing immediate alternatives
# REACTANCE PSYCHOLOGY
Giving users alternatives
Forcing adoption of a behaviour may backfire.
Thus, 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.
Allowing users to schedule for later, ensuring they can secure a spot even during off- hours.
2
Leveraging Decision Making
# 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 choices of their preferences.
1
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
Confirmation Status
Covering different scenarios and edgecases
During Serviceable Hours
Select doctor
25+ available doctors
Available now
Select preferred consultation slot
Connect instantly
Access premier medical expertise in 60 seconds
t
A
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?
No previously booked doctor, thus no prefernces
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
7%
Increase in Instant Appointment Schedule from April to June
12%
Contribution in Instant overall Booking
Increased Instant Booking
5%
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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