Pages
Product
Specialized online medical publication for doctors, pharmacists, pharmacists, students of medical and pharmaceutical universities. The website and app also help users to find out about the medicines they need, their composition and availability in pharmacies.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Compendium.
Challenge
First of all, it was a challenge for me, as I had not worked in the e-health domain.
The conversion rate for booking medicines is very low < 1% relative to the traffic to the service. Increase the conversion rate to 3-5%.
To maintain the main product positioning - a medical resource with up-to-date, verified information about medicines with the possibility of booking them in pharmacies
My role and team
I was one of 4 designers on this project and also collaborated with the customer on competitor, user research and developing the best way to book medicines.
What customers are feeling
I don't understand how to make a reservation on this website. There's a lot of information that I don't need, I just want to book my medication
“It is not clear how to choose the right medicine for the child there is not enough information about the medicine, dosage, side effects and interaction with other medication”
It is not clear whether the price is favorable
Having reviews from other users would have made it easier for me to choose the medication
User Research
As a team, we did a screening to gather users of competitors and users of the compendium service to conduct in-depth interviews and find out their real needs, problems, and analyze how users book medicines.
During the research, we made one mistake: we thought that ordering and booking in our case were the same thing. But in fact, these are fundamentally different things and this data could have given us false answers. After the first test interviews, we realized what the problem was, which helped us change our approach to the research in time and build the right data.
Users had to look for the necessary medicines in a pharmacy near their work or home to be able to pick them up conveniently and quickly. Instead, because the service was built more as an informational one and had a hidden and complicated way to book medicines, the user either could not book at all or could book but for a very long time. We found out that when users did not understand whether they could book on this site at all, they simply left the site.
It was very interesting to listen and observe users and listen to their problematic issues.
Through the research, my team and I were able to figure out the customer journey and brainstorm ideas on how we could improve the experience by changing the user journey, which led me to...
How Might We
help the user...
...find the right medicine faster and easier?
...find the right pharmacy quickly?
...reduce the time it takes to order?
...to get the order?
...understand that it is a good price?
...understand that they have successfully placed an order?
...save order history and have quick access to orders?
Customer problem statement
I am Masha, I have a 2-year-old son.
I'm trying to find a medicine that will help relieve the pain of teething,
but I don't understand whether this product is suitable for my child,
because he is allergic to certain medications,
which makes me feel overwhelmed and worried that I won't be able to find the right medicine and pick it up in time
before my son wakes up and the pain starts again.
Hyphotesis
A lot of hypotheses were generated, but my team and I carefully filtered out the ones that were most relevant to the problems, and that would take less time to develop but would have a significant impact on increasing conversions. Here are some of them:
We'll add the usual categories for cough, cramp, etc. This will help you find the right medicine faster. We'll also add filters to speed up and facilitate the search even more.
Add a price range, a rating with reviews, the country of the product with the manufacturer, and easily accessible and understandable information about the features of application, analogs, and product composition to the product.
Add the “In stock” switch to the list of pharmacies, so the user will be able to see only those pharmacies where the medicine is in stock.
Add a personal account where users can view the history of orders, see the status of reservations, and be able to manage their reservations.
Goal and success metrics
Our main metric was the percentage increase in orders. We expected Compendium to increase it by 3-5%, which would increase the product's revenue.
A secondary metric was to reduce the time spent on searching for and booking drugs.
Prototyping
Flow
User Testing
I conducted testing with users, iterating the design. Users liked the simplicity of the path and the main changes we made. The easier and clearer path helped users find the medicines they needed and quickly book them at the pharmacy closest to them.
Results
As a result of our research, we received a positive decision from the technical part of the team and from the customer. By agreeing on priorities, we managed to build a roadmap for the coming year. Additionally, we agreed to develop a full-fledged redesign. On the screens below, I've highlighted the solutions that were involved in the development.
As a result, we exceeded our expectations in order conversion, they grew by 8%, which increased the product's revenue, which influenced the decision to create a separate application for booking medicines.
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KOZYNSKYI OLEKSANDR