BODYSPEC • MAR 2018 - SEP 2020
BodySpec product redesign
Website and app redesign to increase conversions to appointment booking.
Role
Lead Product Designer, Research Lead
Timeline
Mar 2018 - Sep 2020
Team
Team of 12
Platform
Web, iOS
TLDR
At a glance
- •I led the redesign of BodySpec's website and app, optimizing appointment booking to boost conversions and revenue.
- •I identified key drop-off points through deep user research, streamlining the booking process and clarifying DEXA scan benefits.
- •I simplified navigation, improved content clarity, and enhanced brand trust resulting in a 20% increase in bookings.
- •I achieved a 30% client growth rate, cut booking time by 30%, and helped BodySpec secure $8.6M in funding post-redesign.
Overview
Redesigning the booking experience
Bodyspec provides DEXA scans, comprehensive health scans that offer insights into body composition, bone density, and potential health risks. Bodyspec can accurately measure bone density, body fat and identify issues.
I wanted to improve their appointment booking process: grow conversion rates, average order value, and enhance the aesthetics of the website.
My project involved leading research, facilitating the product strategy and rebranding, and designing a new platform to support the company's product strategy.
Discovery
Step 1: Deep-Dive Discovery
I started off by gaining an understanding of BodySpec's unique services and target audience. I also conducted a detailed audit of the existing website.
I studied existing feedback to understand client pain points and expectations. Based on analytics, I noticed on which step users often drop off and do not finish the booking.
As a result, I found a few main problems that were stopping people from converting.
The booking process was too long and not intuitive, and it was unclear what is the value of booking multiple scans vs booking just one scan.
Research
Right after I kicked off the project, I started an offline and online user research campaign involving multiple team members in different states working with different types of clients. I collected information about user needs, current issues while working with the company, preferences, and many more.
Solution
Multi-step design approach
Step 2: Content Architecture
I redesigned BodySpec's website to guide users through a clear journey:
- •Users could easily find the services they needed, whether for general wellness or specific health issues.
- •I made technical details about DEXA scans easier to understand without losing any important information.
- •By adding credentials, testimonials, and partnerships in the right places, I built trust and showed users that BodySpec is an expert.
Simplifying the content increased user engagement, and dropoff of the website visitors from the Home page decreased.
Step 3: Brand Revamp
In collaboration, I built a digital presence for BodySpec that mixed professional medical authority with a friendly and approachable look:
- •I kept the branding and visuals consistent, balancing a professional and friendly tone.
- •The new site layout made it easy for users to find services and answers to common questions.
Step 4: Conversion-Optimized Design
I focused on making the user experience simple and smooth:
- •Streamlined booking process with clear buttons and calls-to-action and checkout in 2 clicks.
- •Highlighted and explained DEXA scan benefits in the checkout.
- •Credentials, media features, and reviews throughout the site to build trust.
These changes led to a 20% increase in bookings, with many clients booking multiple scan types.
Step 5: Implementation
I handed off the design with full documentation to the development team and supported them till the website went live.
Outcomes
Significant business impact
increase in bookings
client growth rate
reduction in booking time
A high-performing website is crucial for healthcare services like BodySpec. My redesign ensured BodySpec's site became a powerful conversion tool, transforming visitors into booked clients while reducing booking abandonment.
Aside from revenue increase, the company raised $8.6M after the redesign.
As a result, I launched in beta both the website and app, achieving a 20% increase in user satisfaction of current clients, 30% growth in clients, and a 30% reduction in appointment booking time due to redesign.