Redesign of the appoitment booking website to increase conversion to booking, increase revenue per client and elevate brand. Aside from revenue increase, a company raised $8.6M after the redesign.
Bodyspec provides DEXA scans, comprehensive health scans that offer insights into body composition, bone density, and potential health risks. Bodyspec can accurately measure bone density, body fat and identify issues.
Bodyspec approached us with a mission to improve their appointment booking process: grow conversion rates, average order value, and enhance the aesthetics of the website.
Scope of work
Our project involved leading research, facilitating the product strategy and rebranding, and designing a new platform to support the company's product strategy.
Step 1: Deep-Dive Discovery
We started off by gaining an understanding of BodySpec's unique services and target audience. We also conducted a detailed audit of the existing website.
We studied existing feedback to understand client pain points and expectations. Based on analytics, we noticed on which step users often drop off and do not finish the booking.
As a result, we found a few main problems that were stopping people from converting.
Research insight: The booking process was too long and not intuitive, and it was unclear what is the value of booking multiple scans vs booking just one scan.
User research
Right after we kicked off the project, we started an offline and online user research campaign involving multiple team members in different states working with different types of clients. We managed to collect information about user needs, current issues while working with the company, preferences, and many more.
Insight: Clients frequently bounced from the booking page due to unclear messaging on BodySpec’s DEXA technology and its benefits. We redesigned the booking page to highlight the unique benefits of BodySpec’s DEXA technology, focusing on accuracy and safety. After redesigning, conversions to the next step increased by 30%.
Step 2: Content Architecture
We redesigned BodySpec’s website to guide users through a clear journey:
Users could easily find the services they needed, whether for general wellness or specific health issues.
We made technical details about DEXA scans easier to understand without losing any important information.
By adding credentials, testimonials, and partnerships in the right places, we built trust and showed users that BodySpec is an expert.
Result: Simplifying the content increased user engagement, and dropoff of the website visitors from the Home page decreased.
Step 3: Brand Revamp
In collaboration, we built a digital presence for BodySpec that mixed professional medical authority with a friendly and approachable look:
We kept the branding and visuals consistent, balancing a professional and friendly tone.
The new site layout made it easy for users to find services and answers to common questions.
Step 4: Conversion-Optimized Design
We focused on making the user experience simple and smooth:
Streamlined booking process with clear buttons and calls-to-action and checkout in 2 clicks.
Highlighted and explained DEXA scan benefits in the checkout.
Credentials, media features, and reviews throughout the site to build trust.
Result: These changes led to a 20% increase in bookings, with many clients booking multiple scan types.
Step 5: Implementation Flexibility
We gave BodySpec two options for launching their updated website:
Option A. Rapid launch — We use no-code tools to develop the website and train the team to handle updates themselves.
Option B. Developer collaboration — We hand off the design with full documentation for BodySpec’s development team and support till the website is live.
Bodyspec went with option B and we collaborated with a team of developers to make the website go live.
Solution
To align with the company's new product strategy, we designed a new platform and reporting. This included:
A user-friendly application and website allowing streamlined booking of body scanning appointments in just a few clicks.
Redesigned body scan reporting to make data more accessible and engaging.
Results
A high-performing website is crucial for healthcare services like BodySpec. Our redesign ensured BodySpec’s site became a powerful conversion tool, transforming visitors into booked clients while reducing booking abandonment.
Aside from revenue increase, the company raised $8.6M after the redesign.
As a result, we launched in beta both the website and app, achieving a 20% increase in user satisfaction of current clients, 30% growth in clients, and a 30% reduction in appointment booking time due to redesign.
