Case study image
Ready

Booking Experience

Bringing urgent care and COVID testing to patients’ homes
Role
End-to-end design lead
Screens
Responsive website
Deliverables
Research, interaction, visuals

Project synopsis

Background

Ready offers a hybrid urgent care model, bridging telehealth and in-person services. Patients receive quality care and COVID testing at home, 12 hours a day, 365 days a year, with support from mobile medical professionals and telehealth clinicians.

I served as the design lead for both the patient and clinician experience.

Goal

In 2020, demand surged due to the need for COVID testing and mobile care due to social distancing.

Yet, all bookings were exclusively coordinated via phone, lacking a digital self-service option.

Phone bookings were time-consuming due to the extended process of gathering patient information, handling inquiries, and coordinating responders, often resulting in unnecessary follow-up calls for confirmation.

This caused a bottleneck. Ready missed out on many potential visits as responders and providers were underutilized. Patients faced lengthy calls with PSRs, often hearing no availability or canceling due to cost uncertainties and confusion about the novel service.

My goal was to launch Ready's inaugural digital booking system in order to: optimize operations, boost patient volume, and gather insights for both business improvement and a future native app.

Research

I conducted extensive research, including listening to 30 patient calls, which revealed common themes of patient uncertainty about costs and insurance, as well as apprehension regarding appointment confirmations and next steps.

Additionally, I performed competitive analysis within the healthcare industry and explored analogous examples like Uber, Lyft, and Instacart for on-demand experience inspiration.

I also interviewed customer experience and domain experts to better understand existing booking pain points and potential solutions.

Design

In my design approach, I prioritized the following:

  1. MVP Focus: Emphasizing usability and a streamlined experience for initial release, with plans for refinements.
  2. Mobile-First Design: Prioritizing mobile usability.
  3. Conversion Optimization: Minimizing steps and addressing funnel analytics and user feedback to enhance conversion rates.

User-Centric Mindset: Keeping in mind that patients booking visits may not feel their best and aiming for a positive user experience.

Early Figma prototype testing: Assessed usability and gathered initial user feedback, especially from tech-averse users, to guide quick, confident iterations.

Key features: Optical card reader, clear billing estimates, next-step confirmation screens, and SMS notifications.

Outcome

Within just one month of launching mobile-friendly responsive site:

  1. 80% of bookings moved online.
  2. 6,000 monthly patients treated.
  3. Reduced PSR workload by ~500 weekly hours.

Visual story

Pre-digital: Call-based booking relied on printed cards with taglines and phone numbers.
Manual booking process: Patients stuck in calls and follow-ups, while responders and providers remain underutilized.
Addressing cost clarity: Partnered with Billing to design a clean billing screen, simplifying complex insurance and payment logic to reduce patient uncertainty and instill confidence.
Streamlining patient input: Tested and refined an optical card reader prototype, a favorite among tech-averse users, leading to the final mockup that simplified payment entry and boosted usability.
Streamlined input: Combined zip code and address into a single step, inspired by on-demand app conventions like Uber, to save clicks and enhance usability.
Mobile-first design: Optimized for seamless booking on smartphones, ensuring accessibility and ease of use for all patients.
Post-release landing page designs: Created to address earlier parts of the funnel by highlighting core value props, addressing patient pain points, and driving engagement with strong CTAs.
80%
Bookings made via online, within one month
~500
Customer service hours saved in three months
5-6k
Monthly patients, at peak
“Everything is perfect. This is great booking from my phone."

— Patient

“Easy and fast to book! This is so much better than driving to a COVID test site."

— Patient

“No need for improvement. It was extremely easy to use”.

— Patient