Overview
Transforming the prescription refill customer experience with an omnichannel approach that seamlessly integrates digital and brick-and-mortar environments.
Note: I am unable to publicly disclose all the details of my work as it is covered by a non-disclosure agreement. I’ve removed any references to the client and altered all brand elements including colors, icons and illustrations, typography, and copy.
My Role
Product Designer - Journey Maps, User Interviews, Rapid Prototyping,
Team
Sheena Tilley (Product Lead)
Sherif Aly (Product Designer)
Amanda Todd (Product Designer)
Duration
4 Months
🏆 Awarded
Team Client Impact Award - demonstrated exceptional expertise in providing meaningful interactions, conducting in-depth research, and delivering impactful outcomes for the client.
Problem
Due to the impact of COVID-19, the pharmaceutical industry witnessed a shift from brick and mortar to digital experiences, leading to evolving customer expectations. However, my client faced challenges in meeting these expectations, revealing a significant gap.
What is that gap?
There is a pressing need to bridge the divide between in-person and digital pharmacy experiences and create a seamless, customer-centric approach that caters to the growing expectations of customers in both realms.
Solution
Provided various recommendations and redesigned their current mobile app.
In response to the client's objective of examining various customer experiences, we successfully delivered a completely reimagined solution for 22 unique use cases. Additionally, we developed journey maps to illustrate the current and future state experiences, ensuring a holistic understanding of the user journey.
This map is a hybrid version of a journey map and service blueprint. This was solely designed by me and was carefully crafted with the client’s input for their wants and needs of legibility and understanding of the scope. Designs were blurred due to NDA.
Mock Ups
To enhance the client's comprehension of future experiences, we supplemented the journey map with visually engaging mock-ups.
Testimonial from Client
“The team did a fantastic job connecting with all of the different stakeholders so they could put together the full picture of the digital Rx customer experience. Their knowledge of CX and UX really helped shape the output documents and recommendations. They truly looked at this from a customer perspective and avoided focusing on the gaps or roadblocks that we currently have today. The customer journeys that were built were beyond what I expected. I really loved the approach they took by highlighting the existing journey, providing the pain points, and potential solutions, and proposing a new CX journey. This resonated well across our different partners and really highlighted what we need to focus on in order to enhance our CX. From their work, we have been able to start pulling in suggestions and ideas into our current roadmap, some of these hoping to launch in the upcoming quarter.“
Retrospective
Lots of internal discussions and process are left out of this case study out of courtesy – reach out for more info!
Engaging in this project presented a complex landscape with numerous moving parts. Although my team and I were brought on board, our primary challenge was ensuring seamless alignment with our client’s UX team. The client had accumulated months' worth of research that required synthesis. Through close collaboration with their UX team, we successfully contributed a fresh perspective to their research findings. This collaborative effort not only opened new opportunities but also allowed us to envision novel possibilities for enhancing the customer’s prescription experience.
Navigating this project, like many others, involved extensive communication with a diverse array of stakeholders. Building consensus and securing buy-in from these various parties was integral to the project's success.