Northline Health — Patient Booking
Cutting a six-screen booking flow down to two.
- Client
- Northline Health
- Year
- 2026
- Role
- Lead UX Designer
- Duration
- 14 weeks
- Services
- UX Research, Service Design, Prototyping
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The challenge
Patients abandoned the booking flow at the clinician-selection step, where they were asked to choose a specialist before they had described their problem. Call volume at reception kept rising even as the web traffic grew.
The approach
We ran contextual interviews at two clinics and watched reception staff take bookings by phone. The phone conversation started with the symptom, not the specialist. We rebuilt the flow to match: describe the problem, see the times available, confirm.
The outcome
Booking moved from six screens to two. Reception call volume dropped in the first month and the clinics began directing phone callers to the site rather than the other way around.
Results
- 6 → 2 screens in the booking flow
- -41% reception calls about booking
- +27% bookings completed on mobile
Credits
Lead UX — Aditya Kumar
Research — Your collaborator
Development — Partner studio