UI/UX Design

A booking flow that clinics could finally recommend

Redesign of Meridian Health’s appointment booking flow, raising completion from 52% to 84% and passing an external WCAG 2.2 AA audit.

Client: Meridian Health
Industry: Healthcare
Discipline: UI/UX Design
Year: 2025
Duration: 3 months

The challenge

Meridian’s booking flow completed 52% of started bookings. The rest were abandoned, and the clinics absorbed the difference as phone calls. Worse, the flow failed accessibility review, which had begun to cost Meridian public tenders where WCAG conformance was a stated requirement.

The flow had eleven steps, asked for insurance details before showing any availability, and used a calendar widget that was unusable with a keyboard.

What we did

We watched 22 recorded sessions and ran eight moderated tests, four of them with people using assistive technology. The pattern was consistent: people abandoned when asked for information before seeing whether an appointment they wanted even existed.

The redesign inverts that order. Availability first, identity second, insurance last, with the whole flow reduced to four steps and a native date input rather than a custom widget. Error messages name the field and the fix.

We delivered the flow as a documented component set so Meridian’s in-house team could apply the same patterns to the rest of the product.

The fix was ordering, not aesthetics. People will tolerate a plain interface that answers their question first. They will not fill in insurance details to discover that no appointment exists this week.

The accessibility work turned out to be commercially the most valuable part. Meridian sells to public health providers, and a conformance statement backed by an external audit removed an objection that had been quietly losing them tenders.

Results