UX/UI

The Aspen Group

Lead Product Designer

Lead Product Designer

Healthcare

UX

User Research

My roles


  • UX Design Leadershop: Designed and led the end-to-end mobile-first redesign of an urgent care scheduling experience, removing friction for users and aligning with behavioral patterns uncovered in research.

  • Journey Mapping & Strategy: Defined the urgent care scheduling journey using behavioral analytics and heatmaps, defining strategy to prioritize flow efficiency and simplify time-to-booking.

  • User Research: Synthesized heatmaps, funnel metrics, scroll maps, A/B tests, and qualitative feedback to identify high-friction steps; used this to inform information architecture changes and UI simplifications.

  • Cross-Functional Execution: Collaborated with product, engineering, QA and stakeholders to prototype, validate, and launch a restructured self-service booking experience based on data and Baymard best practices.

My roles


  • UX Design Leadershop: Designed and led the end-to-end mobile-first redesign of an urgent care scheduling experience, removing friction for users and aligning with behavioral patterns uncovered in research.

  • Journey Mapping & Strategy: Defined the urgent care scheduling journey using behavioral analytics and heatmaps, defining strategy to prioritize flow efficiency and simplify time-to-booking.

  • User Research: Synthesized heatmaps, funnel metrics, scroll maps, A/B tests, and qualitative feedback to identify high-friction steps; used this to inform information architecture changes and UI simplifications.

  • Cross-Functional Execution: Collaborated with product, engineering, QA and stakeholders to prototype, validate, and launch a restructured self-service booking experience based on data and Baymard best practices.

Product impacts


  • Faster booking: Achieved a 30–38% reduction in task time by consolidating steps, eliminating the “Reason for Visit” screen, and surfacing locations with available times upfront.

  • Mobile Conversions: Observed a notable lift in mobile completions following the redesign (preliminary data showed up to +11.4% funnel improvement post-launch).

  • Reduced Drop-Off: Cut mobile exit rates by 50% at the date/time selection step through usability enhancements and more intuitive layout changes.

  • Self-Sufficiency: 90% of users completed scheduling with behavioral data indicating high task success and minimal backtracking.



Product impacts


  • Faster booking: Achieved a 30–38% reduction in task time by consolidating steps, eliminating the “Reason for Visit” screen, and surfacing locations with available times upfront.

  • Mobile Conversions: Observed a notable lift in mobile completions following the redesign (preliminary data showed up to +11.4% funnel improvement post-launch).

  • Reduced Drop-Off: Cut mobile exit rates by 50% at the date/time selection step through usability enhancements and more intuitive layout changes.

  • Self-Sufficiency: 90% of users completed scheduling with behavioral data indicating high task success and minimal backtracking.



Results at a glance

Results at a glance

WellNow Urgent Care is a leading provider of walk-in and virtual healthcare services, operating across 200+ locations. WellNow offers online scheduling, urgent care visits, and telehealth options.

As the Lead Product Designer, my role was to enhance the digital appointment booking experience by reducing friction, improving accessibility, enhancing the mobile experience, and addressing usability bottlenecks.

Through quantitative and qualitative research, I identified key pain points and developed solutions that aligned with both user needs and business goals.

WellNow Urgent Care is a leading provider of walk-in and virtual healthcare services, operating across 200+ locations. WellNow offers online scheduling, urgent care visits, and telehealth options.

As the Lead Product Designer, my role was to enhance the digital appointment booking experience by reducing friction, improving accessibility, enhancing the mobile experience, and addressing usability bottlenecks.

Through quantitative and qualitative research, I identified key pain points and developed solutions that aligned with both user needs and business goals.

This case study explores how a research-driven solution helped optimize the scheduling process, website, and a mobile-first experience.

The Situation: Is WellNow’s online scheduling an issue, and why?

WellNow Urgent Care offers online appointment scheduling, with the majority of traffic (~1.3M sessions) coming from mobile. However, both Google Analytics and UX research (heatmaps, A/B tests, usability testing) revealed major friction points in the experience.

WellNow Urgent Care offers online appointment scheduling, with the majority of traffic (~1.3M sessions) coming from mobile. However, both Google Analytics and UX research (heatmaps, A/B tests, usability testing) revealed major friction points in the experience.

High drop-off rates: Up to 50% abandonment during scheduling

Mobile usability problems: Heatmaps showed frustration around small tap targets and dense form layouts

Date/time selection bottlenecks: Users spent 1m32s+ on average choosing a time; 19% exited at this step

Low engagement early in the flow: 20% exited on the first page
Lack of rescheduling options: Patients couldn’t easily modify or cancel appointments, increasing no-shows.
Appointment-only preference: 90% of users bypassed "walk-in" now option selection entirely

Copy/CTA confusion: Unclear language contributed to hesitation and drop-off

Content inconsistency: Mismatch between marketing and product design eroded trust

High drop-off rates: Up to 50% abandonment during scheduling

Mobile usability problems: Heatmaps showed frustration around small tap targets and dense form layouts

Date/time selection bottlenecks: Users spent 1m32s+ on average choosing a time; 19% exited at this step

Low engagement early in the flow: 20% exited on the first page
Lack of rescheduling options: Patients couldn’t easily modify or cancel appointments, increasing no-shows.
Appointment-only preference: 90% of users bypassed "walk-in" now option selection entirely

Copy/CTA confusion: Unclear language contributed to hesitation and drop-off

Content inconsistency: Mismatch between marketing and product design eroded trust

The discovery stage:
 Let’s define the main problems we want to solve

Conduct user research & data analysis + competitive analysis

  • Analyze analytics, session recordings, & user surveys to pinpoint pain/drop-off points.

  • Look at leaders in the telehealth/medical industry for not only comparison, but inspiration.

Simplify the scheduling flow

  • Reduce the form steps and eliminate redundant fields.

  • Design a mobile-first experience (90% of users are mobile, coming from Google search)

  • Improve Call-to-action messaging & navigation

  • A/B test CTA copy (e.g., “Schedule Visit” vs. “Schedule In-Person Visit”)

  • Enhance button contrast, size, and placement to improve visibility.

Address Appointment Availability & Rescheduling Issues

  • Enable real-time slot updates to prevent scheduling conflicts.

  • Advocate for a more flexible rescheduling process, balancing business concerns and patient needs.

Focus on accessibility & brand Cohesion

  • Ensure text contrast, alt text, and keyboard navigation met WCAG standards.

  • Work with the content team to improve consistency across the website and 

scheduling platform.

Conduct user research & data analysis + competitive analysis

  • Analyze analytics, session recordings, & user surveys to pinpoint pain/drop-off points.

  • Look at leaders in the telehealth/medical industry for not only comparison, but inspiration.

Simplify the scheduling flow

  • Reduce the form steps and eliminate redundant fields.

  • Design a mobile-first experience (90% of users are mobile, coming from Google search)

  • Improve Call-to-action messaging & navigation

  • A/B test CTA copy (e.g., “Schedule Visit” vs. “Schedule In-Person Visit”)

  • Enhance button contrast, size, and placement to improve visibility.

Address Appointment Availability & Rescheduling Issues

  • Enable real-time slot updates to prevent scheduling conflicts.

  • Advocate for a more flexible rescheduling process, balancing business concerns and patient needs.

Focus on accessibility & brand Cohesion

  • Ensure text contrast, alt text, and keyboard navigation met WCAG standards.

  • Work with the content team to improve consistency across the website and 

scheduling platform.

“What the hell do I click on if I want to schedule a virtual visit,
and not start one?” (Userlytics quote)

“I didn’t even click submit yet, why is everything all red?”

“There are so many times, like every 10 minutes, it's overwhelming… and why are some buttons blue up top, some in the middle, and then again at the bottom? I wasn’t sure which ones actually did something.”

Action: My role as the lead product designer was to…


  • Identify usability bottlenecks through quantitative and qualitative research + perform a site-wide UX audit.

  • Redesign the scheduling experience to improve usability and conversion rates.

  • Redesign the Navigation + restructure the landing page to improve and optimize the home page experience

  • Ensure the platform was mobile-friendly and accessible.

  • Align UX solutions with business goals while presenting ideas to stakeholders.

  • Increasing patient retention and lower cancellation/no-show rates.

WellNow Scheduling User Flow

User Research:
Don’t Make Me Think! (My goal for users)

I led the UX redesign of the WellNow urgent care scheduling flow by:


  • Conducted user tests with users and existing patients to verify and discover scheduling pain points

  • Competitive analysis (Midwest Express Clinic, UChicago Medicine, CVS Minute-Clinic)

  • Benchmarking against Baymard Institute best practices for online booking flows, including guidance on progressive disclosure, default selections, and prioritizing immediacy to reduce decision fatigue

  • Fast, light, frequent testing (6 users)

  • Think-aloud protocols (verbalize their thoughts as they navigated the website)

  • First-click testing for scheduling copy

  • Updating button hierarchy to better support both time-selecting and walk-in behaviors

  • Stakeholder reviews to validate the new structure and refine language/copy for clarity

  • VWO A/B testing



  • Analyzing UXR heatmaps and funnel data Identified that appointment scheduling had a high abandonment rate:


  • Funnel data to identify exactly where users drop off and time spent per page:


  • Combining the "Reason for Visit" with the date/time selection screen based on click-tracking data and scroll behavior that showed users spent more time than expected selecting a reason/time:

Before & After

Navigation Redesign + Validation

New navigation to follow the rest of the Aspen brands to include hover-over drop downs, chevrons,
and opening pages in new tabs when applicable.

UXR Tree Test Results:


95% accuracy on find-ability with the new navigation.
(tested twice with 50 users total until I got at least 90%)

Homepage CTA User Research Results


  • “A lot of questions are asked prior, I hope this means I spend less time at the Dr.’s office”

  • 7/10 took over 1 minute to schedule a virtual visit and 3/10 


    took over 5 minutes!

  • “I’m confused with the cost, because it says online costs $75, but video costs $75 too..so is that 150?”

  • “What the hell do I click on if I want to schedule a virtual visit, and not start one?”


  • “A lot of questions are asked prior, I hope this means I spend less time at the Dr.’s office”

  • 7/10 took over 1 minute to schedule a virtual visit and 3/10 


    took over 5 minutes!

  • “I’m confused with the cost, because it says online costs $75, but video costs $75 too..so is that 150?”

  • “What the hell do I click on if I want to schedule a virtual visit, and not start one?”

28.45% increase in virtual visit CTA clicks after A/B testing clearer button labels.

  • 9/10 took less than 45 seconds and 1 took under 75 seconds

  • Stronger Impact on Virtual Visit Clicks

  • Limited Impact on Actual Appointment Completion

  • Clearer CTA Copy Improves Click Engagement

  • Clicks on left CTA: +3.5% @ 87% statistical significance

  • Clicks on right CTA:  +11% @ 92% statistical significance

  • Appts Completed: +3% @ 55% statistical significance

Before

Before

After

Version 1 (Old)

Version 1 (Old)

Version 2 with more clear copy (New)

Old Scheduling Flow (with notes from my audit)

New Scheduling Flow

Corner Cases + Cancel/Reschedule Appointments

Results Summarized + UXR Quotes

Immediate Improvements Observed Post-Redesign Included:

  • Reduced user time spent on date/time screen from 1m32s to under 1m

  • 17% reduction in drop-offs from early-stage funnel steps

  • Average booking time reduced from 5m7s to 3m55s

  • Observed smoother progression into patient info fields (which always took under 30 seconds on avg)

  • Stakeholders noted higher-quality feedback and faster sign-off during design reviews, due to more focused prototypes and clearer rationale tied to behavioral data and best practices

  • 18.5% increase in virtual visit clicks after changing CTA copy ("Schedule Virtual Visit" vs. "Start Virtual Visit")

  • Mobile conversion rate increased from 4.2% to 6.1%

  • Reduced user time spent on date/time screen from 1m32s to under 1m

  • 17% reduction in drop-offs from early-stage funnel steps

  • Average booking time reduced from 5m7s to 3m55s

  • Observed smoother progression into patient info fields (which always took under 30 seconds on avg)

  • Stakeholders noted higher-quality feedback and faster sign-off during design reviews, due to more focused prototypes and clearer rationale tied to behavioral data and best practices

  • 18.5% increase in virtual visit clicks after changing CTA copy ("Schedule Virtual Visit" vs. "Start Virtual Visit")

  • Mobile conversion rate increased from 4.2% to 6.1%

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Allen Boguslavsky

Product Designer

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