Eira Hospital Booking Experience

Overview

As part of a broader website concept redesign, I worked with a cross-functional team to redesign the appointment booking experience for Hospital Eira. The goal of the project was to remove friction from a critical conversion flow and make booking an appointment faster, clearer, and more approachable for users.

I acted as UX Designer, Concept Designer, and Project Lead, working closely with visual design and engineering to align user needs, business goals, and technical feasibility. The booking flow was treated as a key touchpoint for both revenue and brand perception.

Challenge

The existing booking platform was experiencing high drop-off rates, particularly early in the flow. User research revealed that the process felt overwhelming, required users to log in before understanding the value of the service, and introduced too many decisions too early.

The core challenge was to reduce cognitive load and time to value while maintaining flexibility for different appointment needs. The experience needed to work equally well for ad-hoc general practitioner visits and more specific medical bookings, without forcing unnecessary commitment or effort from users upfront.

Solution

The redesigned booking experience focused on minimizing the number of steps required to reach a successful booking. Primary decisions were surfaced early, while secondary choices were intentionally deferred into contextual sub-steps within the search experience.

The final solution was a streamlined two-page booking flow, where General Practitioners are always visible upon landing on the booking page. This ensured that the most common ad-hoc appointments could be booked with as few as two clicks from entry to confirmation. Throughout the flow, emphasis was placed on clarity, reassurance, and approachability to support trust in a healthcare context.

Results

• Appointments booked online grew 85% compared to previous year's performance
• More approachable brand representation

Team

• Kimmo Alaraudanjoki — UX Designer, Concept Designer, Project Lead
• Tero Suihkonen — Visual Designer
• Tuomas Vuollo — UX Designer, UX Engineer