Redesigning a booking flow in four weeks
The research, the sketches and the results behind a flow that cut drop-off by a third.
The problem
One in three visitors who started booking left before the last step. The team had theories but no evidence, so we began by watching real people use the flow.
What we found
Three patterns explained most of the drop-off.
- The calendar hid available times behind a second tap
- Prices changed between steps
- The form asked for information we already had
The result
Four weeks later the new flow was live. Drop-off fell by 34%, support questions about prices nearly disappeared and the team kept the weekly testing habit.
