IMPACT
+17% Uplift in mobile booking conversions
ROLE
Product Designer
TEAM
Small Agile Team of PM and Developers
HealthShare • 2025
Situation
MyHealth1st (MH1) is a standalone healthcare booking platform acquired by HealthShare in 2023. Rather than being fully integrated into the HealthShare ecosystem, it continues to operate as a separate embeddable widget, widely used by major optometry and dental groups across Australia.
While the widget is functionally complete, it had not been properly reviewed by the product team since acquisition. It also remained visually disconnected from HealthShare’s core design system, creating a fragmented user experience.
Despite this, MH1 continues to serve as a critical entry point for patient bookings across high-volume clinics. Any friction within the widget directly affects conversion and partner satisfaction — especially on mobile, which drives the majority of traffic.
Due to broader company priorities, a full redesign or integration was not immediately planned. However, during a window between larger roadmap initiatives, our team started reviewing the widget for targeted UX improvements — focusing on smaller, high-impact changes that could improve usability without requiring a complete rebuild.
Complication
Over time, our team began hearing consistent concerns about the MH1 widget’s usability — not just from patients, but from practice managers and client-facing teams. Patients found the booking experience clunky, unintuitive, and frustrating.
To validate these qualitative signals, we conducted a two-part investigation:
Funnel data analysis using Google Analytics 4
Session review via OpenReplay recordings
The results confirmed our suspicions:
74% of traffic came from mobile, yet the conversion rate was just 12%
Desktop traffic was lower (25%), but conversion was significantly higher at 20%
The highest drop-off occurred at Step 1: selecting appointment type and time slot
Session recordings revealed a clear interaction issue:
Mobile users were struggling with the horizontally scrollable time slots — frequently missing available options, accidentally resetting their selections, or exiting the flow altogether.
This subtle but widespread friction point was silently undermining mobile performance at scale, leading to lost bookings and measurable revenue impact. And yet, the fix wasn’t a sweeping redesign — it was a small UI detail that had simply gone unnoticed.
User Interaction Evidence via OpenReplay
🔹 Example 1 – After horizontally scrolling through available time slots, the user appeared to hesitate and then dropped off without completing the booking.
🔹 Example 2 – The user toggled between multiple options (e.g., “As Soon As Possible” and “On a Specific Time”), but ultimately exited the flow without selecting a time slot or progressing further.
Question
Answer
After confirming that the horizontal scroll was a key friction point on mobile, I led a focused set of design iterations to reimagine how time slots could be presented more intuitively — without requiring major engineering effort.
In close collaboration with the Product Manager and Engineering team, I prioritised low-effort, high-impact changes that could be delivered within one sprint. These included:
Replacing horizontal scroll with a three-column vertical grid layout for better visibility
Enlarging tap targets to improve touch accuracy and reduce cognitive load
Aligning UI elements and font sizes for consistent visual rhythm and easier scanning
Once the design was finalised, we ran an A/B test comparing:
Control 50% (A): The existing horizontal scroll layout
Variant 50% (B): The new vertical layout with optimised interaction patterns
Implementation took less than one sprint, enabling us to validate the solution quickly with real users and minimal engineering cost.
Answer
Outcome
After two weeks in production:
📈 Mobile booking conversion increased by 17%, confirming the design change had a meaningful effect on user behaviour
🧠 Session replays showed quicker and smoother progression, especially at the time slot selection step
📊 The uplift validated the variant, leading to a full 100% rollout, now in progress
What's Next?
Following the success of the time slot interaction improvement, we plan to continue applying this low-effort, high-impact approach to other parts of the MH1 booking flow.
The next step is to analyse user behaviour in the screens following Step 1 — particularly around appointment details, patient information input, and confirmation pages. Using funnel data and OpenReplay session replays, we aim to identify further UX bottlenecks and rapidly implement focused design fixes that drive measurable conversion gains.
Our goal is to build a lightweight, iterative UX improvement cycle across the entire MH1 widget — without requiring large-scale platform overhauls.
Reflection
This case reinforced the value of zooming in — not just on large product visions, but on small, overlooked interactions within legacy systems.
By combining quantitative funnel analysis with real-world playback, I learned how to validate user pain at scale — even in the absence of direct user feedback.
It also showed me the power of targeted, low-effort experiments. Rather than waiting for a full redesign, we delivered tangible results by addressing a single point of friction aligned with business KPIs.
Sometimes, meaningful design impact doesn’t begin with reinvention — it begins with the careful removal of friction.