menu icon

Professional Services

professional services - responsive website with booking sequence ux case study

responsive website
w/booking sequence

UX Research – UX Design

Professional Services

responsive website
w/booking sequence

UX Research
UX Design

professional services - responsive website with booking sequence ux case study

Goals

Flag icon

Increase massage therapy bookings by making it easier to book an appointment.

First page Google ranking for massage keywords.

Challenges

  • Determining the elements and steps necessary to help clients book online

  • Determine the new UX Writing needed to increase the page rank while reinforcing the UX

  • Update UI components to current standards
DATE

Mar 2022 – Apr 2022

role

UX Research
UX Design
UX Writing (SEO)

research

Surveys
User interviews
Competitive audit
Moderated usability study
Personas
Journey maps

deliverables

Responsive UI
Design system
Booking solution

Foundational research

What are the users barriers to booking a massage online and how can we solve the users problems.

Initial user interviews

user research icon
5 users, remote

 I prepared a series of questions to understand what is important when people are booking a massage.

"One time I thought I booked the appointment but it wasn't confirmed. Confirmation needs to be clear."

- Participant 2

"I want to book online, no back and forth with emails and phone calls."

- Participant 4
  • Easier to book when online booking is available
  • Reminder notifications are helpful
  • Practitioner availability needs to be clear
Insights

All participants wanted to be able to book online (5/5).  The booking process for professional services needs to be simple and secure.  Bookings need to be confirmed and clients want to be reminded of their appointments via text or email.

Competitive audit

audit icon
I prepared a competitive audit of 5 competitors and see the following opportunities:
  • Create a simple booking sequence or use a trusted ‘off the shelf’ booking solution
  • Clear CTAs on all primary pages
  • Meeting accessibility standards will help stand out from competition and improve page rank
  • Updated UX on mobile (all components up to 2022 standards)
  • Page rank increase can be achieved by reworking UX Writing to hit necessary keyword densities
Insights

None of the competitors were offering a simple booking sequence. There were issues with poorly embedded booking sequences, and 3rd party booking sequences that were not sufficiently tailored to the existing site design.

The personas

persona icon

Persona 1Stephen K.

Age: 45
Education: BA Engineering
Hometown: Palo Alto
Family: Wife, 2 kids and a dog
Occupation: Software engineering manager

Stephen K. is a busy engineering manager who needs to book multiple massage therapy appointments because he is feeling very stressed as his product update is getting close to launching.

“”Loves things to be well organized.  Needs reminders as his schedule is very full.”

Persona 2Luc S.

Age: 60
Education: BA Arts
Hometown: San Francisco
Family: Single
Occupation: Digital Literacy advocate

Luc is semi-retired marketing specialist who needs to book an Ayurvedic treatment because it helps him stay more balanced. 

“Luc is an art lover.  He spends his weekends at the farmers market, and regularly has friends over to share an organic meal.  He likes to get out of the city to go camping and hiking.”

Ideate

I created a site map, user flows, journey maps, and low-fi wireframes. This helped me understand how a new user might interact with the website and let me think about the interface and interactions with user goals in mind.

Sitemap

Hierarchical

Sitemap graphic for professional services
User Journey - customer goals, stages, doing, thinking, feelings, opportunities

User Journey

Digital wireframes

Google Analytics data  
(65% desktop /35% mobile)  

focus: improve mobile experience

professional services digital wireframes - screen capture of wireframes
Redline examples - padding and margin

Hi-rez mock ups

Desktop + mobile

focus: consistent design patterns on desktop and mobile

Prototype

I created a quick prototype to demonstrate and test user flow.
screenshot of prototype for professional services - massage therapist

View the Prototype

  • Focus was on the booking flow
  • We needed to determine which booking solution will be most suitable for the users
Insights

The client was already using Square for payments. Choosing Square Appointments as the booking solution allowed the client to keep the entire booking and payment solution with one provider, reducing learning and setup time.

Confirm the initial challenges were met

Determine the elements and steps necessary for clients to book online.

Clear CTAs

Minimal copy to reduce cognitive load and lead clients to BOOK NOW

Integration of booking software - Square appointments

Result: Updated UI focusing on clear steps to book online. Integration of 3rd party booking software solution.

Determine the UX Writing needs to increase page rank and reinforce the UX

Set the page structure for all pages to exceed accessibility scores of competitors

Set focus key phrase, slug, meta description

Ensure page headings and body text build keyword density for page topic

Ensure readability and inclusive language

Confirm accessibility is met : ALT tags, ARIA, colour contrast

Result: Google rank increased for all keywords. Accessibility tests passed.

Increase massage therapy bookings by making it easier to book an appointment.

First page Google ranking for massage keywords.

First page ranking for 'Ayurveda massage' near="Palo Alto"

User session +240% vs. LY, Organic Search Acquisition +381% vs. LY

Result: Enhanced visibility from organic search. New clients from online bookings.

Style guide

Final design

Final designs shown as screenshots on an Apple Studio display and an iPhone
Wendy Harrison - Massage Therapy & Ayurveda

Take aways

  • Users want to be able to book follow up appointments online
  • Users want a booking platform that they recognize as secure
  • Accessibility enhances SEO
  • Google Page Speed scores make a huge difference for SEO ranking

 

Next case study >