Request an Appointment with
DispatchHealth
Overview
DispatchHealth provides a delivery service of urgent care providers. Requesting this service can be done in a number of ways: on the phone, through the app, or online. As markets continued to open, we were seeing significantly more volume in web requests.
Problem
Volume of online request starts were growing, but only 3.7% of requests started made it through to submit.
Goal
Increase the amount of submits on an initiated web request by at least 5%.
My Role
I led the design of the request experience, from kickoff to detailed visual design.
What’s going wrong?
Initiating a request demonstrates intent to book. What is preventing these leads to bail so soon after trying to schedule an appointment with us?
Early Insights
I tested the current request experience with 8 participants in our target demographic to understand the challenges they face, and did a deep dive into our analytics. In parallel, I performed a heuristic evaluation of the existing experience.
Patients are sick, and need quick access to care
We were creating a barrier to entry by forcing patients to create an account. Our patients want quick and immediate care, saw a ‘request a visit’ button, and were surprised they needed to create an account. Should an account be required?
Seemingly endless multi-step process
No clear separation or confirmation between an account created and submitting a request. Additionally we were not utilizing the information already entered to speed up the request process.
Hard to read, hard to use
Patients couldn’t read what we were asking, didn’t know how to move forward, and found fields hard to interact with.
TMI
Patients were put off by the amount of personal information we were asking (name, DOB, gender, phone number) Was all of this really necessary? What information is truly required to submit a request?
Patients want to, and are trying to, request an appointment. We are getting in their way.
Updated Request Flow
With the goal of a seamless entry to request online, I worked with my product manager to uncover the reasons we ask the information we do, and get approval to start removing unnecessary information. My goals were:
Allow request submission without creating an account
Remove fields that aren’t actually required
Update design to reflect the brand and incorporate basic usability principles
New request flow
The whole story
While investigating the end to end request experience, I discovered we were also losing a significant percentage of patients after they submit a request, waiting for a callback from our team. I suggested we expand the scope of the work to include a clear and updated confirmation screen.
Clearly communicate next steps (we will call you back)
Prioritize information that will help speed up the phone call (insurance info)
Allow account creation once request is submitted (a secondary business goal)
Request confirmation and after hours confirmation
Results
This project was such a huge success that our call center can’t keep up with the request volume, and we are now working on designs to block requests when markets are at capacity. Separately, this success brought awareness to the need for usable web request flows, and I am currently working on updating the web account experience to reflect guest request updates.
Performance
See it live: patients.dispatchhealth.com/#/
Request Volume ↑up 38%
New Patient Revenue $1.3 million and counting