Grounding design decisions in measurable insight helped transform the workflow into a more intuitive and efficient experience — improving usability, increasing engagement, and driving measurable gains in overall product satisfaction.
Before redesigning a single screen, I mapped the full funnel — from entry, through the home and company pages, into cart, and on to purchase — to see exactly where people were exiting instead of continuing.
The home step alone retained just under 90% of visitors on to the company step, while exits clustered around a handful of specific pages. That data reframed the redesign brief from "make it prettier" to "remove these three specific points of friction."
| (exit) | 25 |
| appointments/cart/ | 13 |
| www.site.com/ | 11 |
| appointments/home/ | 8 |
Once I knew where people were exiting, I could ask why. Session-level detail showed most cart abandonment happened at a single ambiguous step — not a general lack of interest — which pointed directly to a design fix rather than a marketing one.
Iterating with the funnel data as a scoreboard kept the redesign honest: every proposed change was validated against whether it actually moved people forward, not just whether it looked cleaner.