The Indigo ProjectRemoving Barriers to Booking
Overview
Creation of a customer booking journey for an online therapy service, which allows users to manage their bookings, update their medical details, and pay for services, all in the one portal.
Scope
Customer Journey MappingTechnology ConsultingUXUIEngineering
Results
800% increase in patients booking two or more sessions at a time
30% decrease in administration tasks, by automating data captures and forms
Given the Indigo team 20/20 vision of PPC and SEO campaigns, enabling precision-tuning of spend and strategy for maximum conversions
25% reduction in debt collection due to integrated payment system and secure card storage
Challenge
The Indigo Project had a fragmented ecosystem, and was held back by an inflexible, templated solution. For people booking therapy, who may already be in a state of distress, this posed a critical problem for The Indigo Project.
As the business grew and evolved, from in-person therapy, to online only, the technology platforms and systems that had previously supported the business were no longer fit for purpose, and were impacting efficiency and scale. There was no single view of the customer.
We needed to reduce friction for clients on the frontend, while streamlining internal processes. This would lead to increased efficiency and enable The Indigo Project to put their attention to more worthy pursuits, such as new therapy offerings.
We knew that patients are far more likely to return if the booking process is streamlined - Indigo were losing repeat business as patients weren’t in control of their own bookings.
Solution
The vision was a streamlined, frictionless process for new and current clients that makes it easy for them to incorporate therapy into their lives as a regular practice.
We created a bespoke customer portal, a custom subscription model through a Stripe integration, and unique payment flows, consolidating Indigo’s data and improving the patient experience.
The Indigo Project team managed their operations through the Nookal PMS, which manages all patient data securely. A major piece of the technical implementation was building out a custom front end, which enabled The Indigo Project to control their website look and feel, while securely pushing patient data into Nookal securely via their API.
We enabled the upload of a client’s Mental Health Treatment Plan, to ensure they’re eligible for a Medicare rebate on their appointment fee, which is a huge consideration and benefit for clients, with therapy sessions being a significant financial investment. As part of this, they can also upload a referral from their GP, ensuring a Medicare rebate.
The Indigo Project had some very specific subscription requirements, with the first booking paid upfront, and future bookings automatically charged to keep the payment process as simple as possible for their clients. We leveraged Stripe, to enable direct debit authority for first time users, and the ability for the Indigo team to then have clients pay seamlessly for future sessions.
Only 5% of clients were booking future sessions at the same time as their initial appointment. So we added a prompt at the end of the booking process, to encourage clients to book multiple future sessions and give continuity to their treatment journey.
“I met with a number of agencies when planning our new Client Portal and the decision to engage with Nightjar was an easy one. They are big-thinkers, savvy designers and solve problems that others don't dare to touch.I've been blown away by their patience and commitment to our work together, going above and beyond to make our project a success even in the face of unexpected curveballs.I recommend them to any brand or company looking to make an impact or do something that has not been done before - they will guide your way.”