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Grow the ZAVA app addressable market from 10% to 95% of the German market.

Outcomes.

  • Opened ~85% of the German GP market by enabling SHI bookings in the app.

  • Maintained ~75% registration conversion despite a significantly longer, more complex flow.

  • Post-release support contact rate stayed below 2.5%, indicating the flow was clear enough to navigate without help.

Problem.

ZAVA needed to expand the booking flow for their GP video consultation app in Germany. Expanding the flow to allow bookings with statutory health insured (SHI) GPs would increase the addressable market by ~85%, but would add considerable complexity to the flow.

What I did.

ZAVA app screen lockup

Solving information density.

Information density posed a big problem with this flow. There was more information to parse and more decisions to be made. I solved this with a combination of micro interactions, filters and progressive disclosure — allowing patients to dig deeper into GP details and available times if they wanted to, or fly through the flow by selecting the next available GP and slot.

Navigating complex legislation.

The legislation on this kind of app for SHI GPs was incredibly complex at the time. To make sure the flow would work in that environment I ran a series of workshops with stakeholders from Clinical, Commercial, Legal and Engineering — matching user needs against legal and technical limitations to meet our strategic goals.

User testing under constraints.

User testing was disrupted by COVID-19 and a problem with our usertesting.com account. I recruited 9 colleagues and 4 of their contacts to keep the project moving. It didn't give me the depth of validation I was after, but it surfaced real usability and comprehension issues — particularly valuable as an English-speaking designer working on a German-language app.

Learnings.

  • I still found facilitating workshops with senior stakeholders challenging at this stage. Since then I've been doing more focused group workshops when I need stakeholders to collaborate, and 1-1 expert interviews prior to workshops to save time and focus group discussion.