Joanna Łącka: We used Mouseflow, an online tool that lets you track users’ interaction on websites. After a few days of testing the booking process everything became pretty clear. The problem was the user flow. It wasn’t obvious enough for the user what and when they should do it, and the process of selecting times and dates was complicated, too. For instance, if a person wanted to book their appointment at 16:00, they first had to pick the day and only after they had done that, could they pick the time. If there were no free slots available on that day, they had to pick another day and then again scroll down the hour list to find 16:00. They had to follow this pattern repeatedly until they found a free slot at 16:00.
Besides, before they started the booking process, they had to answer a single question. However, the question was not clearly visible on the page, so many people tended to overlook it. They proceeded to fill in the booking form only to realise it “didn’t work” – the form was inactive because they hadn’t answered the question.
Lidwien Heersink: Thanks to a profound user flow analysis, we discovered there were several issues that needed improvement. It became clear to us that what we thought would work perfectly for the user, was understood by them in a completely different way. The result? Frustrated users and fewer and fewer bookings via BarberBooking.