Ana's Pharmacy
PROCESS
- Why is this important?
- Getting to know our users
- Competitive analysis
- Customer journey and sketches
- Sharing with stakeholders
- Wireframes and annotation
- Prototype
- Measuring success and validation
- Appendix
WHY IS THIS IMPORTANT?
For decades, Ana’s Pharmacy has been a constant part of the city. Ana's is looking to upgrade their site to increase their number of repeat customers with new, helpful features. To support this goal, Ana's wants to add a symptom checker for customers experiencing common ailments. By diagnosing everyday symptoms, Ana's can recommend products they have in their inventory as well as upsell exclusive perks like tailored recommendations from a staff pharmacist. Clear benefits and a delightful site experience ensure Ana’s Pharmacy will continue to be part of the local legacy for years to come.
getting to know our users
COMPETITIVE ANALYSIS
How do similar products (direct and indirect competition) diagnose symptoms and suggest relief? When unsuccessful, how are users directed to human interaction?
WebMD and Mayo Clinic are high-power when it comes to diagnosing symptoms and suggesting solutions. “Solutions” is a broad term including resources for emergencies and complications. Ana's database will not include diagnoses beyond common ailments (e.g. seasonal allergies, the common cold).
Walgreens Pharmacy is a good example of a model Ana’s could follow: Diagnoses that have a direct correlation to over-the-counter inventory. Ana's could simply have a category labeled 'products'. Positioning Ana's recomendation engine with an efficient and personal touch is a differentiator.
CUSTOMER JOURNEY AND SKETCHES
SHARING WITH STAKEHOLDERS
WIREFRAMES AND ANNOTATION
PROTOTYPE
To use the prototype, click through the main user flow
MEASURING SUCCESS AND VALIDATION
Measuring success
Engagement
- How many site visitors interact with symptom links?
- How many site visitors interact with "See all symptoms" link?
- How many visitors create an account and interact a first/second time with the symptom tracker?
Conversion
- How many site visitors go through an entire symptom flow and make a product purchase?
- How many site visitors favorite a symptom?
- What percentage of sales are driven by the symptom tracker?
Defining key performance indicators (KPIs) with partners and data scientists.
Validation
Usability testing (quick studies in the lab)
Field testing
Hallway testing
- Is the user able to complete the task?
- Does the product meet the user's needs?
APPENDIX
Sharing with stakeholders
Delivering to the development team
How large is Ana's Pharmacy in their local area?
Why a responsive site?
Should the recommendation engine be its own app?
Why did you feature a specific set of symptoms on Ana's home scene?
What options would you consider for "get in touch with a pharmacist?"
What would you do with more time?
Sharing with stakeholders
In a typical process, I would create low-fidelity mockups of the three most viable directions that came out of the initial sketches. I would list pros and cons of each and present this information to stakeholders for feedback. For this excercise I used sketches.
Delivering to the development team
After creating a prototype, I would deliver design and work with the development team to extend the design and create edge cases.
How large is Ana's Pharmacy in their local area?
I decided that Ana's was between a Mom-and-Pop Pharmacy and something like a Walgreens or CVS. This decision meant that they could work with a design agency and be competitive in their local market.
Why a responsive site?
Ana's would have the resourcing for a responsive site, confident for a debut web and mobile web experience. The demographic will likely have no issue downloading an app but let's sell them on Ana's first. A return customer would be encouraged to download the app via banner from their respective app store, Ana's on-site "ad" or through a site flow such as refill, log-in or purchase.
Should the recommendation engine be its own app?
With such a small database of common ailments, I wouldn't suggest it be its own app. It's a great companion to Ana's website or app but will do little to increase conversion on its own.
Why did you feature a specific set of symptoms on Ana's home scene?
Initially, the symptoms listed directly correlate with the most purchased over-the-counter medication at Ana's Pharmacy. Over time, symptoms selected on the site resulting in sales could add to the home page rankings.
What options would you consider for "get in touch with a pharmacist?"
Customer care is expensive. Starting with a chatbot API or an email response solution could be a financially responsible route for any size business.
What would you do with more time?
I would spend more time on my competitive analysis, including more representation in this work from a variety of pharmacy sizes. While choosing to include non-pharmacies helped me think outside of what's been done, in the end I did spend time looking at what other pharmacies were doing, although not captured here. And of course show more work like the full responsive story and an app to work out more potential business ideas for Ana's.