Mejorando la experiencia de la gestión de citas en oficinas
Booking an in-branch appointment was one of the platform’s most used processes, but also one of the most frustrating.
Identified challenges
Users had difficulty finding the right branch.
The booking flow had too many steps.
There was no clear space to view or modify appointments, so users ended up calling or repeating the process.
Each access point was disconnected and lacked context within the website.
Discovery
Before designing anything, we needed to understand:
What types of incidents were occurring?
At what point did the user decide to call?
What information did the bank actually need?
What were the most critical friction points?
Research
We identified three critical moments in the experience:
Branch search
Selecting an available date
Modifying appointments
A large portion of call center inquiries were related to appointment changes.
In user sessions, we detected clear expectations: being able to see availability as soon as possible and modify or cancel appointments without friction.
Opportunity and challenge
The problem wasn’t just in the booking flow. The opportunity was to rethink the entire appointment experience, from branch search to post-booking management.
Redesign principles:
Simplify the booking flow.
Centralize everything related to appointments in one place.
Improve branch search.
Optimize the experience for mobile.
Solution
The project was approached on three fronts:
1. Redesign of the appointment request flow:
The original flow wasn’t integrated into the Bank’s platform. It had 7 steps and required several complex decisions at the beginning.
Main issues:
Confusing branch selection.
Hard-to-navigate calendar.
Form presented too early in the process.
We reduced the process to 4 main steps:
Select branch and service.
Select date and time.
Confirm details.
2. New space for managing appointments:
Before the redesign, there was no clear area to view appointments. Users had to check their email or repeat the process.
A dedicated space was created where users can view, modify, or cancel appointments. This change allowed:
Reduction in support calls.
More user autonomy.
Better visibility of active appointments.
3. Redesign of branch search:
The branch search page was only available in the commercial environment and had numerous discovery and navigation issues.
Identified problems:
Too many steps to find a branch.
Unclear results.
Lack of relevant, structured information.
Now, each branch displays key information: address, distance, and available services. Branch information has also been integrated into the appointment request process.
The redesign transformed the experience into a coherent system for booking and managing appointments.
Average time to complete the booking
-35%
Completed bookings
+28%
Call reduction
-46%
