Booking Flow | Maayangabrieli

BetterVet
Wellness Club

About BetterVet

BetterVet is a healthcare tech startup that empowers you to get the care your pet needs from the safety and comfort of your home. BetterVet utilizes home visits, telehealth, and the latest technology to provide you and your pet with better, easier, and more convenient veterinary care.

The Product

BetterVet is launching its inaugural Wellness Plan, available to all BetterVet clients. For us, Wellness Plan is a retention strategy to keep our pet parents to continue to choose BetterVet. The client messaging positions Wellness Plans as a key way to keep pet parents honest and give them an easy-to-follow roadmap to ensure that their pet lives long and healthy.

Platform: App | Website

Tools: Lucid | Figma | AI

Problem

We are seeing high drop off rates for new users. Only 5% of people from top of funnel book an appointment, down 17% from previous period of 6% conversion

We see a higher booking rate from existing users, though this has dropped significantly from the previous booking flow (16% drop)

Action Items

HeatMap Tracking

Analyze Drop Off Rate (Mili)
Identify Top Channels (Indiana)
Identify KPIs
AB Testing Plan
Action: Identify Top 10 landing pages
Map landing page(s) on Ease/Intent Framework
Audit Landing Pages and Booking Flow
Create AB Variant Plan and Schedule to increase conversion rate based on audit findings

User Persona

Existing Clients who have multi-pet or have puppies/kittens.

Reasech

HeatMap Tracking

Intent/Ease Framework

Optimize with user intent level in mind
Most conversion tactics focus on increasing ease (reduce friction)
It’s possible, but not easy, to increase user intent, i.e, education

Source: Inside Pinterest’s Conversion Optimization Intent/Ease Framework

Source: The Intent/Ease Framework for Conversion Optimization

If intent is pretty high from word of mouth, but signing up is difficult due to the long process, increasing ease is probably the bigger opportunity. On the flip side, if signup is already easy but overall conversion rates aren't great, increasing intent is probably the bigger opportunity.

Analyze Drop Off Rate

User Mix Considerations

Are we adjusting Landing Pages and Booking Flow for different audiences?

First-timer: Users who don’t know anything about the product -> educate them about the product
Skeptic: Users who have heard of your product, but do not have enough intent to sign up yet -> sell them on the value proposition of your product to increase their intent
Ready-to-sign up: Users who have heard of the product and are ready to sign up -> make it easy to find the sign up flow and go through it
Dormant user: Users who have already signed up in the past, but are not core users -> help them remember their login credentials and avoid duplicate accounts
Returning core user: Users who have already signed up and want to log in -> make it easy to find the log in flow and go through it

solution

Making flows shorter, reducing fields, making buttons more prominent. You should go through your user flow to see how easy it is.
Make sure to try out common user mistakes such as forgotten email, typos, etc.
Increase font size and thickness
Reduce copy and steps.
Follow up - to complete booking
Copy changes

User Research

To better understand the needs and pain points of pet parents, we conducted interviews with 23 users from 5 locations.

Analysis of Results

interesting data we collected:

Main pain points - Pet parents don’t want to spend so much money at once, so they don’t take pets to the vet.
Preventative care is overlooked.
Plan eliminates risk of pets with nascent health issues “catch it early”.
Can save money long-term.
Convenient / one easy payment per month.
Functional Benefits + Emotional Benefits.
Accessibility + Peace of Mind, i.e. Take care of baby.

Solution

To create a 3 plans with solid brand identity and signature.
Pet Insurance purchase and/or discounts.
Access to dedicated support line.
Access to unique content.
Live Streams with Doctors for office hours.
Ask questions on the fly.
New Puppy or Kitten package
Ability to sync their multiple pets together on the same cycles
Discounts with other partners

Business Goal

3% of users join Wellness Club on the first year.
Add Revenue Streams.

omforted when opening a medical mobile app/web, knowing that they’ve come to the right place to address their pet healthcare needs, questions and concerns.

My Challenges

A sensible medical/veterinary app/website requires a more delicate and soothing flow and design. Users should feel calm and comforted when opening a medical mobile app/web, knowing that they’ve come to the right place to address their pet healthcare needs, questions and concerns.