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Mira Rao

Rebuilding a booking flow for small clinics

How four fewer screens and one reminder cut missed appointments by a fifth.

1 min read

Kettlebrook's booking flow had eleven steps. Clinics told us patients abandoned it halfway, then called the front desk instead, which was the exact work the product was meant to save.

What we changed

  1. We asked for the reason for the visit last, not first.

  2. We showed real open slots on the first screen instead of a calendar picker.

  3. We sent one reminder the evening before, in the patient's own language.

The flow went from eleven steps to seven. Bookings finished online went up, and missed appointments dropped by about a fifth over the following quarter.

The reminder did more than any screen. Sometimes the best design work is a message at the right time.