123Dentist is a clinic finder covering more than 450 practices and 8,000 professionals across Canada, in English and French. Three people use the same search: a parent choosing a family dentist, someone in pain who needs the nearest open clinic, and a dentist sizing up the network.

I rebuilt the map and location structure around proximity, service, language and opening hours, with geolocation as a pre-filter.

Eight moderated sessions ran on prototypes before build. Book online threw people out to an unbranded third-party scheduler that reported nothing back. People tapped it, landed there and stopped trusting the site. Some backed out and phoned. Some thought they had left the network.

The engagement had a stated objective to increase bookings, and I recommended removing the button. It was not producing bookings. It was producing exits nobody was counting, because the handoff was unmeasured on both sides.

It came off for launch with the phone number in its place, and came back in phase two once booking happened inside the page.

No baseline existed either side of the change, so there is no conversion figure.