Case Study
Case Study
Case Study
Kroger, Appointment Services
The customer facing scheduling tool at Kroger is the entry point in which potential patients find and book their health appointments.
Industry
Health and Wellness
Role
Lead Product Designer
Teams
PM, Engineering
Approach
Agile End-to-End Design
Tools
Figma, Mural, Jira, Teams
Our metrics indicated for vaccine appointments there was only a 21% conversion rate compared to all other services at 43%. Further analysis indicated a 70% drop-off rate on the vaccine selection page. The impact of this was the potential loss of revenue due to the loss of vaccine specific traffic.
Challenge
Design and implement a solution within the shortest amount time to take advantage of the height of the vaccine season in order to ensure that we achieved the vaccine goal for the season.
Result
The initial drop-off rate was 70%. The team introduced initial triage changes, reducing the drop-off rate to 36%—a 34% improvement. After implementing the new design, the drop-off rate further decreased to 25%, reflecting an additional 11% improvement beyond the initial triage adjustments.
Solution
When this challenge was identified, the page was 60% longer than any other in the flow due to the need for full vaccine descriptions to be visible for accessibility.
To improve turnaround time, we removed the descriptions from the main page and added a “Learn more about our vaccines” link at the bottom. This directed users to a secondary page with all necessary details.
Additionally, we implemented a two-column layout, significantly reducing scroll depth and minimizing cognitive overload. This resulted in a cleaner, more streamlined experience for users booking a vaccine appointment.
Our metrics indicated for vaccine appointments there was only a 21% conversion rate compared to all other services at 43%. Further analysis indicated a 70% drop-off rate on the vaccine selection page. The impact of this was the potential loss of revenue due to the loss of vaccine specific traffic.
Challenge
Design and implement a solution within the shortest amount time to take advantage of the height of the vaccine season in order to ensure that we achieved the vaccine goal for the season.
Result
Result
The initial drop-off rate was 70%. The team introduced initial triage changes, reducing the drop-off rate to 36%—a 34% improvement. After implementing the new design, the drop-off rate further decreased to 25%, reflecting an additional 11% improvement beyond the initial triage adjustments.
Solution
Solution
When this challenge was identified, the page was 60% longer than any other in the flow due to the need for full vaccine descriptions to be visible for accessibility.
To improve turnaround time, we removed the descriptions from the main page and added a “Learn more about our vaccines” link at the bottom. This directed users to a secondary page with all necessary details.
Additionally, we implemented a two-column layout, significantly reducing scroll depth and minimizing cognitive overload. This resulted in a cleaner, more streamlined experience for users booking a vaccine appointment.
Our metrics indicated for vaccine appointments there was only a 21% conversion rate compared to all other services at 43%. Further analysis indicated a 70% drop-off rate on the vaccine selection page. The impact of this was the potential loss of revenue due to the loss of vaccine specific traffic.
Challenge
Design and implement a solution within the shortest amount time to take advantage of the height of the vaccine season in order to ensure that we achieved the vaccine goal for the season.
Result
The initial drop-off rate was 70%. The team introduced initial triage changes, reducing the drop-off rate to 36%—a 34% improvement. After implementing the new design, the drop-off rate further decreased to 25%, reflecting an additional 11% improvement beyond the initial triage adjustments.
Solution
When this challenge was identified, the page was 60% longer than any other in the flow due to the need for full vaccine descriptions to be visible for accessibility.
To improve turnaround time, we removed the descriptions from the main page and added a “Learn more about our vaccines” link at the bottom. This directed users to a secondary page with all necessary details.
Additionally, we implemented a two-column layout, significantly reducing scroll depth and minimizing cognitive overload. This resulted in a cleaner, more streamlined experience for users booking a vaccine appointment.