How Baidu Health Built a One‑Stop Vaccine Booking Experience: Design Strategies and Results
This case study explains how Baidu Health responded to rising vaccine demand by designing a seamless, one‑stop booking flow—from search to appointment—through user‑centered analysis, fast‑reach tactics, consumption‑stimulating features, and emotional connections, ultimately boosting trust and revenue.
Amid national encouragement of the vaccine industry and growing user demand, Baidu Health needed to quickly build vaccine‑service capabilities. Designers asked how to help users develop the mindset of "booking quality vaccines on Baidu" and shared their approach.
The existing Baidu search results page was cluttered and lacked focus, causing users to be diverted to many platforms, resulting in poor experience and low trust.
Designers mapped the user journey from discovery to transaction to revisit and set a one‑stop service goal: enable users to reach Baidu Health and complete vaccine appointments directly from search.
A. Fast Reach
1. Strengthen SUG display – Enhancing the suggestion (SUG) cards on the search page dramatically increased vaccine service exposure.
2. Vaccine service cards – Customized cards with colors reflecting each vaccine (e.g., pink for HPV targeting women) improved service perception.
B. Stimulate Consumption
To boost purchase intent, the team highlighted benefits (price, subsidies) and emphasized authority, safety, and guarantees.
a. Price comparison – Visual price‑trend charts outperformed regular listings, increasing click‑through rates.
b. Badge (腰封) highlights – Badges showcased discounts, deadlines, and countdowns, creating a shopping atmosphere.
c. Scarcity cues – Limited‑stock warnings and bubble alerts generated urgency.
d. Authority perception – Brand and guarantee information were prominently displayed, and a dedicated main‑image template ensured professional visual consistency.
C. Connect Emotion
The team added emotional elements such as greeting‑card interfaces, scene‑based illustrations for HPV vaccines, and a unique floral red‑envelope design to foster user affection and encourage revisits.
Since launching the HPV vaccine reservation service, daily GMV exceeded 20 million RMB and monthly service interactions surpassed 150 million, surpassing revenue expectations and demonstrating the commercial impact of design.
Baidu MEUX
MEUX, Baidu Mobile Ecosystem UX Design Center, handling end-to-end experience design for user and commercial products in Baidu's mobile ecosystem. Send resumes to [email protected]
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