Case Study
Transforming Online Booking Journeys For Safer, More Accessible Driver Education
Snapshot
A leading provider in fleet risk management and driver education needed to modernise its police referral online booking journey for motoring and cycling course attendees. The existing interface and user experience were outdated, causing low conversion from daily referrals into confirmed bookings, with surveys revealing that 51% of potential clients did not book due to unsuitable dates. With strict constraints on time, budget and backend changes, the organisation turned to Amdaris to redesign the UI and UX while preserving existing core systems. Through an Agile engagement, Amdaris reimagined the booking flow and visual presentation of courses and venues, particularly reflecting the post-COVID shift to virtual delivery where postcode proximity is less relevant. The optimised journey is designed to capture at least 20% of previously missed opportunities, representing 10% of total potential bookings and around 16,000 additional bookings per year, significantly increasing revenue and improving access to driver safety education.
Challenge
The client's police referral online booking system suffered from outdated UI and UX, resulting in a poor user journey for individuals referred after motoring or cycling offences or crashes. Despite receiving an average of 450 data imports per day from the police referral system, a significant proportion of these referrals did not convert into bookings. Key issues included:
- Outdated UI and UX creating a poor user journey for referred individuals
- An average of 450 daily police referral data imports with low conversion into bookings
- 51% of potential clients failed to book because suitable dates were not available
- Strict budget, resource and time constraints, with no backend changes permitted
- A four-month delivery window with a small team of two front-end developers, one QA, one business analyst and a product designer available for only half of the project
The organisation needed to improve the booking experience and increase uptake without altering the backend, making careful planning and focused scope essential.
Solution
Amdaris structured the engagement in two phases, starting with discovery and design led by a product designer and business analyst. Using subject matter expert presentations of the current system and user journeys, they mapped existing flows and organised several workshops with the client to understand pain points and expectations. A high-level competitor analysis informed revised UI and UX journeys and new visual designs, which were iteratively refined based on client feedback and formally signed off. Once the designs were approved, Amdaris ran refinement and estimation sessions with the development team to break down the work into product backlog items and plan the first sprints. Within the four-month window and without changing the backend, the team focused on optimising the booking flow, improving the visual representation of available courses and venues, and aligning the interface with the shift to virtual courses where postcode proximity is less critical. The solution was tailored specifically to the client's police referral context rather than relying on an off-the-shelf booking platform.
Results
The redesigned booking journey is targeted to capture at least 20% of previously missed booking opportunities, equivalent to 10% of total potential bookings. This uplift is expected to generate approximately 16,000 additional bookings annually from the police referral channel. With 80% of clients already booking online and 20% via the call centre, the improved UI and UX are positioned to significantly increase online conversion:
- 450 average daily data imports received from the police referral system
- 51% of potential clients previously did not book due to unavailability of suitable dates
- 20% share of previously missed booking opportunities the new journey aims to capture
- 16,000 additional bookings per year expected from improved online booking conversion
- Estimated £1.4 million revenue increase per year
Technical highlights
- Agile delivery model with work organised into sprints and a clear separation between frontend enhancements and an unchanged backend
- Phase 1 requirements gathering through workshops, SME presentations and competitor analysis, culminating in signed-off UI and UX designs
- Refinement and estimation sessions translating designs into a structured product backlog for two front-end developers, QA and a business analyst
- Prioritised changes to the booking flow and visualisation of course and venue options, particularly for virtual courses
- Embedded QA involvement and a staged approach from design sign-off to sprint-based implementation to manage the tight four-month timeline and limited resources
Why us?
We were selected because the client lacked internal capacity to deliver a focused enhancement of their police referral booking journey within the required timeframe. Our prior success delivering a high quality product for them on the HALO/FRM project demonstrated our ability to understand their domain and work effectively with their stakeholders. We brought structured Agile delivery, strong UI and UX expertise and disciplined business analysis to rework the booking experience without disrupting the backend systems. Our approach combined collaborative workshops, evidence from user surveys and competitor insights to design a solution aligned with their fleet risk and driver safety mission, while respecting budget and resource constraints.
Our work
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Transforming Online Booking Journeys For Safer, More Accessible Driver Education
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