vision flow
revamp
a smarter, more predictable way to book vision care
00
the booking experience was losing users at every turn.
the vision booking experience lacked clarity at key moments around eligibility, process, and payment. Funnel analysis showed consistent drop-offs across stages, from form initiation to order placement to payment. this pointed to a core issue not of demand, but of confidence—driven by uncertainty in the journey.
01. low awareness & policy confusion
most users were unsure of their insurance coverage — they didn’t know what was included, whether they had to pay upfront, or if a prescription was mandatory. This uncertainty caused significant drop-offs.
02. unexpected payment friction
many users believed the service was fully cashless. When asked to pay midway or at the store, they felt misled and abandoned the process.
03. unclear form experience
the booking form was not tailored to user context. Mandatory fields didn’t adapt to their policy/vendor rules, making the flow feel long and irrelevant.
04. no order visibility
after submission, users didn’t know what would happen next. There was no real-time tracking, leading to anxiety and increased support queries.
"users weren't dropping off due to lack of intent — but lack of confidence."
.solution
01
making policy clarity the first step
— users see what’s covered upfront, so they can proceed with confidence.
02
03
.usability testing
01. users confused the placeholder cards in ‘Steps to complete order’ with a loading state.
we redesigned it to display a clear instructional message, reducing confusion and guiding users to select a vendor and purchase mode before proceeding.
02. making beneficiary selection obvious
users couldn’t tell which beneficiary was selected. We added radio buttons for clear, unambiguous selection.
.impact