Discovery sessions showed that our client was losing paying users because there was no real impetus to continue using their service in the early stages (with results taking time to emerge).
Our clients aim is always to get the best possible outcome for their users, so it was important to the business to get all adopters over early-stage hurdles so that the users could then reap the rewards - leading to satisfied customers and repeat service.
We needed a way to engage users and help them to book sufficient sessions to start to see the benefits of using the platform and make them much less likely to disengage before a crucial conversion point was reached.
25 requirements and bugs later, and we've got an awesome booking flow!
The design agreed was to improve the user experience by encouraging them to engage for a longer period of time (multiple sessions rather than a single session) at the point of sale by creating a single but persistent booking. The idea was that the users would then attend their sessions because their money was already invested. Once the magic conversion point was reached, it was likely that the user would want to continue with the service because they would be seeing the benefit (and would have made a new habit).
A/B testing was used to establish whether the updates were improving conversion.
We approached the piece as a set up 'what if' questions posed to the users, with a set of answers that could be converted into technical requirements. Our usual two-week Sprint method was then used to develop, test and release the changes.
Following release, analysis took place to determine what further iterations were necessary, and additional build completed under 'versions' of the recurring booking component.
The process of iteration worked exactly as it should, with A/B test results informing our client of the success of the new booking flow and allowing them to improve their offering over the course of three releases.
The final result was a smart system with multiple options that were clear and easy to use, a new UI and user journey, and a much-improved conversion rate.
With the business-aligned conversion point in mind, we built a recurring booking engine to enable users to bulk-book sessions (or not, if they preferred a one-off slot).
Lots of time was given over to identifying exceptions and the areas which would be most painful during the booking process, from how to schedule, skip, notify and cancel various slots within a recurring booking.
The solution created enabled recurring bookings to be scheduled by both sides of the agreement. Tracking was put in place so as to understand uptake of the new feature, and a feature flag implemented for easy rollback.
Iteration of the component allowed us to later add abilities for users to suggest recurring sessions to one another, tools to assist users to edit their slots more easily, and allow users to book multiple sessions at the same time on a non-recurring basis.