Lumen Health's accessibility-first redesign increased online bookings by 18%

Design · 4 min read

Lumen Health ran a year-long program to address accessibility complaints and a 20% drop in mobile conversions among users over 55. The research phase combined remote unmoderated testing with lab sessions for older users (n=28) and an accessibility audit that flagged color contrast, small hit targets, and confusing affordances in the booking flow.

Design decisions prioritized clarity: larger touch targets, higher contrast, a reduced step count, and explicit confirmation states. They introduced an accessibility toggle that increased font size and simplified copy, and they redesigned the calendar picker into a plain-list alternative for screen reader users. Microcopy explained insurance acceptance and cancellation policies in plain language to reduce hesitation.

Post-launch metrics showed an 18% uplift in completed bookings for the target cohort, a 35% drop in accessibility-related support tickets, and improved Net Promoter scores among older users. The article details how the team integrated accessibility checks into the CI pipeline, added assistive technology testing to sprint sign-offs, and built a shared component library that made future accessible features faster to ship.