Cutting a healthcare booking journey from nine steps to three

The problem

Aldworth’s booking funnel converted at 11%. The clinical team blamed the market; the analytics said users were abandoning at a step that existed purely to satisfy an internal reporting requirement.

What we did

Twelve moderated sessions, a full funnel teardown, then a rebuilt flow that moved the reporting requirement to a place that did not cost a booking.

• Nine steps reduced to three, with clinical triage preserved
• Availability surfaced before the account wall, not after
• Instrumented end to end so the next change can be measured

Outcome

Completed bookings rose 43% within a quarter. Call-centre volume fell far enough to redeploy four staff.