Location-awared landing page + API integration

Find the nearest location & time for your appointment!

Problem:

We offered a dropdown list of clinics/offices in the US, but it is not easy for customers to understand where the nearest offices are and how far they are from the nearest office, creating a barrier for customers to sign up and use our services.

User Research:

Based on a user research study on how customers find a doctor's appointment, we discovered that proximity is the most important factor, followed by provider information and reviews. To increase customer engagement and sign-ups, we decided to make it easier for customers to find offices near their location and provide availability directly on our landing page.

Target customers:

Our targeted customers are those in the states where our service is available. To simplify the customer experience and reduce tech effort, we focused on adults and descoped minors (i.e., teens).

Customer Experience Overview:

We broke the project into two milestones, considering business goals and technical implementation that require a more significant effort (long poles):

(Image 1): We updated the front end (landing page) to show nearby offices dynamically based on the customer's location .

(Image 2): At the same time, we developed the backend and API to display the provider's information and appointment availability. We created a new widget on the page to display providers' information and appointments, leveraging the API to retrieve information for us to show providers dynamically based on proximity and availability.

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Image 1

Image 1

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Image 2

Image 2

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Results:

We found the engagement rate on the new widget we built doubled (+100%) compared to the previous location dropdown list, indicating that customers are interested in the information and are engaging with the widget to learn more about our services. However, we did not see an increase in the CTR of the "Continue" button on the sign-up page, failing to drive sign-up as expected. We hypothesized that customers were dropping off at the sign-up page because the information was insufficient for them to sign up. This finding drove the decision to prioritize increasing transparency of a providers’ bio/ratings/reviews onto the page so that customers can make the sign-up decision more easily.

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