Nicklaus Children's Hospital
Their Story
Nicklaus Children’s Hospital is a world leader in pediatric healthcare, with more than 650 physicians, 3,400 employees, and 130 pediatric specialties and subspecialties. Their mission is “to inspire hope and promote lifelong health by providing the best care to every child.”
The Challenge
While Nicklaus provided exceptional care, their online appointment scheduling experience was confusing and frustrating for users.
This created a disconnect between their mission and their digital experience. Rise needed to support that mission by improving the usability of the appointment scheduling process and increasing completed submissions.
The Insights
Through behavioral analysis and on-site surveys, several key insights emerged:
- Only 54% of visitors to the appointment page proceeded to attempt scheduling
- Just 3.5% of users completed the scheduling form
- Many users left the page to search for additional medical service information or exited entirely
- A significant portion of users were parents attempting to schedule appointments for their children but were unable to easily find the correct path
These findings highlighted confusion, lack of clarity, and unmet user intent as primary barriers to conversion.
The Strategy
Rise developed a comprehensive conversion rate optimization (CRO) strategy grounded in a deep understanding of user behavior.
The approach focused on three core areas:
- Building a 360-degree view of the user
- Designing and testing improved user experiences
- Analyzing results to inform scalable recommendations
The Solution
1. Build a 360-Degree User View
- Analyzed on-site behavior and collected survey data
- Identified key friction points and user intent gaps
- Developed a prioritized roadmap for testing
2. Design & Develop a Fully Integrated Test
- Created new UX designs aligned with Nicklaus brand guidelines
- Developed front-end solutions optimized for both desktop and mobile
- Simplified appointment pathways with clearer distinctions between options and scheduling methods
- Focused on reducing hesitation and improving user confidence
3. Analyze & Optimize
- Launched and analyzed the CRO test within one week
- Removed subjective bias through data-driven evaluation
- Delivered a clear recommendation based on performance results
The Results
The optimized experience significantly improved clarity and usability within the appointment scheduling process. The test variation outperformed the original design, providing a clear path forward for implementation and enabling Nicklaus to better support patients and families through a more intuitive digital experience.
