DocTap

The brief

Make same-day GP booking fast enough for a lunch break.

DocTap runs private GP clinics across London. The business goal was to raise the online booking rate by making the flow simpler and more reliable.

I interviewed busy professionals about how they book today, and walked through the existing site to log where it got in the way.

What I found

The booking worked. Changing your mind didn’t.

In the existing site

• No back button after choosing a doctor. Any change meant starting again.

• No sorting or filtering by name, location or price.

• The map showed clinics but couldn’t be clicked.

• Small radio buttons, two competing CTAs, and appointment types with no doctors still listed.

In the interviews

• Doctor availability matters most for a same-day booking.

• People check patient reviews, often on Trustpilot, before choosing.

• Location near home or office matters because of traffic.

• Cancelling usually means a phone call. People wanted to reschedule in the app instead.

One participant compared the map to Airbnb: click an area, see who’s available nearby.

Decisions

Five changes, each from something I heard.

• A map you can use. Every London site is a pin. Clicking one shows its GPs.

• Sort and filter. By price, rating, doctor gender and accessibility, from one filter bar.

• Patient stories. Reviews collected after each consultation, sortable by rating or recency.

• Change without restarting. Modify the time with the same doctor from the confirmation page, or go back to the search results.

• A fair cancellation policy. Full refund 72 hours ahead, partial refund more than 48 hours ahead, free rescheduling with the same doctor within two weeks.

Design

From search to confirmation.

Search: a filter bar and clickable London sites. Doctor list: rating, experience, price, gender and accessibility at a glance. Confirmation: doctor profile, patient stories, a reschedule control and a way back to the results.

Reflection

Good questions find the workarounds.

Asking people about a time they cancelled told me more than asking what features they wanted. Some simply don’t show up; others call the clinic. Both are signs the product never gave them a way out.

I also learned to plan measurement early. Without baseline numbers for the existing flow, it is hard to prove an improvement, so a next version would agree on booking-rate and drop-off baselines before launch.