We redesigned AMA’s travel advisor booking experience to better connect members with the right advisor. The new flow captures trip preferences upfront, then matches members with advisors based on their needs, expertise, and available time slots. It also gives advisors more context before the appointment, helping both sides get more value from the consultation.

The new online appointment booking (OAB) funnel was launched on February 18, 2026, resulting in a significant improvement in booking conversion rate, from approx. 5% to 12% (+140% lift).

This project taught me to ask “what happens if…?” much earlier in the process, rather than treating edge cases as something to solve after the main flow is designed. Thinking through these scenarios ultimately helped us create a journey where users could keep moving forward, regardless of where they started or what changed along the way.