All Work
Conversion Optimization · Art of Braces · Las Vegas, NV

Book Consult Workflow

"Patients were calling to book. Most never did."

A 7-iteration evolution of the self-service booking flow — from a basic multi-step form to an intelligent, mobile-first experience with native PlanetDDS Cloud 9 integration.

7 Iterations · 2025-06 → 2026-03
AstroTypeScriptCloud 9 APIGoogle Cloud FunctionsPostHog

Evolution Timeline

01
v1.0 · 2025-06

Initial Launch — Multi-Step Form

The Obstacle

The practice had no online booking. Patients had to call during business hours, and 60%+ of inquiries never converted to appointments.

The Solution

Built a 3-step booking form (Patient Info → Date Selection → Confirmation) integrated with the Cloud 9 calendar API. Focused on getting a working flow live quickly.

The Impact

Established a baseline digital booking channel. Proved demand existed — patients booked at all hours, including evenings and weekends.

0 12/week
Online Bookings
0% 34%
After-Hours Bookings

Visual Delta

desktop
After — 3-step booking form
After
Before — No online booking
Before
Before — No online booking
After — 3-step booking form
mobile
After — Mobile booking form
After
Before — Call-only
Before
Before — Call-only
After — Mobile booking form

In Action

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02
v2.0 · 2025-08

Mobile-First Redesign

The Obstacle

75% of traffic was mobile, but the form was designed desktop-first. Mobile conversion was less than half of desktop.

The Solution

Rebuilt the entire flow mobile-first with larger touch targets, a bottom-sheet calendar, and simplified input fields. Reduced form fields from 8 to 5.

The Impact

Mobile conversion rate jumped significantly, bringing it within striking distance of desktop performance.

8% 19%
Mobile Conversion
8 5
Form Fields

Visual Delta

mobile
After — Native mobile experience
After
Before — Desktop-first on mobile
Before
Before — Desktop-first on mobile
After — Native mobile experience

In Action

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03
v3.0 · 2025-09

Intelligent Time Slot Selection

The Obstacle

Users were selecting dates with no available slots, hitting dead ends, and bouncing. Calendar showed all dates equally.

The Solution

Added real-time availability indicators to the calendar — greyed out unavailable dates, highlighted dates with best availability. Introduced time-of-day preference chips (Morning, Afternoon, Evening).

The Impact

Eliminated dead-end selections entirely. Time-to-book decreased as patients found available slots on the first attempt.

23% 0%
Dead-End Selections
4.2 min 2.1 min
Time to Book

Visual Delta

desktop
After — Availability-aware calendar
After
Before — Blind calendar
Before
Before — Blind calendar
After — Availability-aware calendar

In Action

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04
v4.0 · 2025-11

Single-View Hybrid Layout

The Obstacle

The multi-step flow still felt like a chore. Each step transition was a moment where users reconsidered and abandoned.

The Solution

Collapsed the entire booking flow into a single scrollable view. Date carousel at top, time chips below, patient info at bottom. No step transitions — just scroll and fill.

The Impact

Dramatic reduction in abandonment. The feeling of "almost done" was present from the start.

52% 28%
Abandonment Rate
48% 72%
Completion Rate

Visual Delta

desktop
After — Single-view hybrid
After
Before — Multi-step
Before
Before — Multi-step
After — Single-view hybrid
mobile
After — Continuous scroll
After
Before — Step transitions
Before
Before — Step transitions
After — Continuous scroll

In Action

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05
v5.0 · 2025-12

Post-Booking Qualifier Questions

The Obstacle

The practice was spending significant chair time on initial consults discovering basic patient context that could have been gathered upfront.

The Solution

Added optional qualifier questions after booking confirmation — treatment interest, insurance status, referral source. Kept them optional to avoid blocking the booking.

The Impact

Practice received pre-visit context on 68% of bookings. Front desk prep time reduced significantly.

0% 68%
Pre-Visit Context
N/A 68%
Qualifier Completion

In Action

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06
v6.0 · 2026-01

Channel Attribution & Analytics

The Obstacle

No visibility into which marketing channels were actually driving bookings. Ad spend decisions were based on gut feeling.

The Solution

Integrated UTM parameter capture, referral source tracking, and PostHog event analytics. Built a Slack alert pipeline for real-time booking notifications with source attribution.

The Impact

Full visibility into channel performance. Practice reallocated ad spend based on actual conversion data.

0% 100%
Source Attribution
N/A < 3s
Alert Latency

In Action

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07
v7.0 · 2026-03

Smart Defaults & Micro-Interactions

The Obstacle

Users still hesitated at the date picker. The cognitive load of choosing from a full calendar slowed down the fastest part of the flow.

The Solution

Added intelligent defaults — pre-select the next available date, suggest "soonest available" as the default, added micro-animations for state transitions, and polished the entire visual experience.

The Impact

Final iteration brought the complete flow to under 90 seconds average. Overall conversion from landing to confirmed booking reached its highest point.

2.1 min 1.4 min
Avg. Time to Book
19% 31%
Overall Conversion

Visual Delta

desktop
After — Smart defaults
After
Before — Manual selection
Before
Before — Manual selection
After — Smart defaults
mobile
After — Animated, intelligent
After
Before — Static calendar
Before
Before — Static calendar
After — Animated, intelligent

In Action

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Key Features

01

Native PlanetDDS Cloud 9 calendar integration

02

Mobile-first hybrid date + time selector

03

Post-booking qualifier questions

04

UTM + source attribution tracking

05

Real-time availability with intelligent defaults

06

Progressive disclosure for reduced cognitive load

07

HIPAA-compliant data handling

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